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#AppAnswers
MEET YOUR HOSTS
Annum Munir Content Marketing Specialist
@annummunir
Greg Kendall App Marketing Expert
@g_kendall
AGENDA
1. Mobile Engagement 2. Best Practices of Push & In-App
Messages 3. Stellar Examples 4. Future of Engagement 5. Key Takeaways, Next Steps, Q&A
#AppAnswers
What is Mobile Engagement?
#AppAnswers
• Users continually return to your app
• One-timers turn
into power users
Welcome back!
What are Push Messages?
#AppAnswers
• Delivered to home screen when user is outside your app
• Drive attention and traffic back to app
What are In-App Messages?
#AppAnswers
• Displayed while user is actively using your app
• Drive interaction and discovery within app
OF CELL PHONE USERS HAVE SLEPT WITH THEIR PHONES SO THEY DON’T MISS A NOTIFICATION
- Pew Research Center
#AppAnswers
Ask users to opt in Be transparent about types of notifications
Make it difficult to opt out
Do’s & Don’ts
Highlight benefits of subscribing
#AppAnswers
Group people based on important characteristics Target push messages to right segments
Employ a “one size fits all” strategy
Do’s & Don’ts
#AppAnswers
Use language that conveys urgency Clearly state offer with action steps
Always guide users to app home screen (use deep linking instead!)
Do’s & Don’ts
Personalize messages based on user segments
#AppAnswers
Use local push timing (people sleep!)
Also customize messages based on holidays
Forget to expire messages when they go out of date
Do’s & Don’ts
#AppAnswers
Figure out what frequency suits your audience (depends on type of app)
Send messages too frequently
Do’s & Don’ts
#AppAnswers
Test different action words, phrases, offers, message lengths, etc.
Be afraid to experiment
Do’s & Don’ts
#AppAnswers
Auto-enroll new users into campaigns Chain push messages in a series to regularly nurture
Let manual roadblocks make you miss opportunities to convert
Do’s & Don’ts
#AppAnswers
Identify and track relevant metrics Use app analytics to improve app marketing (closed loop system)
Focus on just app opens
Do’s & Don’ts
What are In-App Messages?
#AppAnswers
• Displayed while user is actively using your app
• Drive interaction and discovery within app
#AppAnswers
Identify key attributes users should share Segment your ideal audience
Build in-app messages without targeting specific groups
Do’s & Don’ts
#AppAnswers
Pinpoint important user actions within app Analyze how users are moving through funnels
Create campaigns that don’t correspond to conversion steps
Do’s & Don’ts
#AppAnswers
Determine offer and preceding conversion steps Align with right audience Integrate offer into funnel
Make offer feel intrusive or unnatural
Do’s & Don’ts
#AppAnswers
Speak to benefits Make value-add clear (“What’s in it for me?”)
Use actionable language
Make it too long
Do’s & Don’ts
#AppAnswers
Make CTA highly visual Use quick verbs to convey action
Make button too small to click
Do’s & Don’ts
#AppAnswers
Maintain brand identity with typeface and color Experiment with visual elements (like borders, icons, etc.)
Make in-app message look like an ad
Do’s & Don’ts
#AppAnswers
Auto-enroll new users into campaigns Chain messages so it’s not a “one-and-done”
Let manual roadblocks slow down conversion abilities
Do’s & Don’ts
#AppAnswers
Test different content, layout, timing, etc.
Fail to get additional insights by not changing things
Do’s & Don’ts
#AppAnswers
Always measure all campaigns Track important metrics (like impressions, click-through rates, etc.)
Keep app analytics separate from app marketing
Do’s & Don’ts
#AppAnswers
Concise text to communicate offer
Brand color incorporated Clear CTA
Triggered after product view (based on in-app behavior)
#AppAnswers
Warm messaging
Easy to answer 1 question survey
Promoters can be further nurtured to rate app in app store (detractors can provide feedback)
Richer Push Notifications
• Messages with images (not just app icons)
• More interactive push notifications (less friction)
• More A/B testing variations
to play with
#AppAnswers
iOS 8 (Fall 2014)
• Push notifications turned on by default
• Interactive push allows users to respond without launching app
• New potential for what
push can do (Type reply, confirm, like, etc.)
#AppAnswers
Key Components of Awesome App Marketing
WHO: Segmented audience
Targeted offers Carefully timed
A/B tested and automated
Improve conversions
WHAT:
WHEN:
HOW:
WHY: