Successful Mobile Engagement Strategies that Drive Results with Apps - Ray Pun, Adobe

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Successful mobile engagement strategies that drive results with appsRay Pun | Mobile Strategy & Marketing @RayPunSD

2016 Adobe Systems Incorporated. All Rights Reserved. Title:Successful mobile engagement strategies that drive results with apps

Description: Although the customer journey may begin with a responsive or mobile website, we know that your most loyal and valuable customers prefer apps. However, don't be fooledapp downloads dont equal engagement or business success. This session explains the mobile experience lifecycle for apps and how companies are using a range of strategies and tactics to effectively acquire, analyze, and engage app users. Learn what has worked for Adobe customers to improve user acquisition, app store ratings, and in-app conversions. 1

Survey QuestionHow many of you provide mobile apps to your customers?

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Agenda: 20 minutesMobile Experience Lifecycle

App Marketing Trends

Success Stories

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Mobile Experience Lifecycle for Apps

BUILDANALYSEACQUIRE

ENGAGEConsumer Profile

Location

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Lets discuss the stages of the mobile lifecycle and where your priorities are focused:Manage: Manage and publish a mobile app or mobile website across smartphone and tablet platforms.Acquire: Use paid, owned, and earned media to drive user acquisition for app downloads and mobile web visitorsAnalyze: Understand how consumers are using the experience and what makes them convert or come back.Engage: Drive engagement and re-engagement to optimize conversions (subscriptions, commerce, ad revenue, etc.) and improve customer retention.In addition, are you using location data and the consumer profile to personalize these mobile experiences.

Each piece is crucial to your overall mobile app strategy. We have breakout sessions for each piece. Today Im going to focus on the Engagement, and specifically messaging. Acquisition: S709Acquire & Retain Mobile App Users @1:30 on Thurs

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5App Marketing Trends

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Paid mediaOwned mediaEarned mediaNone

Base: Use Paid Media for Mobile Apps (n=187)Base: Total Respondents (n=239)Media UsedSocial 78%Search 66%Display 66%Video 50%Source: Adobe Mobile Maturity Survey, 2015$3 BillionUS Mobile App Install Ad Spend* eMarketer, 2015

Marketers use paid, owned, & earned media to drive downloads#DigimarconCanada @RayPunSD

2016 Adobe Systems Incorporated. All Rights Reserved. Paid media is the top method of driving downloads.

In the US, $3 Billion is spent on advertising to drive downloads.6

38%

52%78%15%84%13%53%49%86%North AmericaEMEAAsia PacificMediaFinanceRetailSource: Adobe Digital Index, Mobile Benchmark 2015App launches have increased globally (2015 vs. 2014)

2016 Adobe Systems Incorporated. All Rights Reserved.

2016 Adobe Systems Incorporated. All Rights Reserved. The Adobe Digital Index 2015 Mobile Benchmark study reports that apps are growing more than mobile browsing year over year, and at different rates across industries.7

Engagement Challenge: Retention and app usage erodes over timeSource: Adobe Digital Index, Mobile Benchmark 2015

INDEX100%MEDIA ENTERTAINMENTFINANCESHOPPING19949

EROSION OF APP LAUNCHES AFTER THE FIRST USE(2012 THROUGH Q2 2015)SOURCE ADOBE ANALYTICS#DigimarconCanada @RayPunSD

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Apps lose their holding power over time, either due to fatigue or a better mousetrap. An app hits the point at which it accounts for 50%of its total life span in as little as 5-6 months since installation.

Refresh cycles, personalization, value added content and new features must be considered on rather short time frames. Acquisition activities and campaigns can never let up.8

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General FeaturesFree AppTicket ManagementSeat UpgradesFood OrderingExclusive Video HighlightsJournalGame Attendance HistoryPhotos Special Offers & PromotionsStadium Check-InPoints Of Interest

MLB.com: Ballpark App

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Released during the 2008 launch of the Apple App StoreWatch Live Out of Market GamesListen to Game Audio FeedsVideo HighlightsArchive GamesBox ScoresTeam Customization

MLB.com: At Bat App

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Geo-Location and Points of InterestBallpark & At Bat#DigimarconCanada @RayPunSD

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Step 1: Map point of interests and set geo fenceDefine geo-fences around stadiums

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Rogers CentreLatitude, Longitude

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Measure app usage based on stadium proximity

Club Announced Attendance In-Stadium MLB App Users MLB App Penetration Team A25,000 4,200 17%Team B30,000 3,100 10%Team C35,000 2,800 8%

Step 2: Collect location data when app launches

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Now Available to MLB & ClubsHow are fans consuming baseball content in-venue on mobile devicesIdentify fans who are attending road gamesAbility to message fans in stadium

Results:+3M visits to MLB Apps within the Ballpark74% of users are watching video highlights85% of users are checking scores for other games

Understand Media Consumption in Stadiums

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2009Version 1.02011Version 2.02013Version 4.02014Version 5.0 (Universal)2016Today (6.0)1.0 1.1 2.0 2.1 2.2 3.0 3.1 4.0 4.1 4.2 4.3 5.0 5.1 5.1.1 5.2 5.2.1 5.3 5.3.1 5.4 6.0In-App Messaging is a lifesaver for legacy app versions

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

In-App Message: Encouraging users to update

#DigimarconCanada @RayPunSD80% of users upgrade after seeing message

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Happy Thanksgiving + Merry Christmas Extended Hours

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Single day promotions.

Talk about one-off use cases where we wouldnt hard code in the app, but we do want to deliver important messages, like extended hours on certain days.

In-App Messaging can help highlight new features

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Push notifications offer a timely, in-context, feedback experience

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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And Actionable Notifications take it to the next level

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Actionable Notifications

Notifications can be so much more than simple messages

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Notifications should be at the heart of your wearable strategy

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2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Key TakeawaysAnalyse app usage based on location proximity to discover new behaviorsUse in-app messages to improve conversions and engage usersTrack media campaigns to optimise acquisition costs

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