Mobile Engagement: Opportunity or Crisis?

Mobile Engagement: Crisis or Opportunity?Josh Todd, CMO@JoshToddMKT

Bad mobile engagement happens

▪ State of Mobile Engagement

▪ Power of Push Messaging

▪ Segmentation

▪ Setting yourself up for success

Agenda

4

Consumers’ everyday lives have become mobile

5

Personalization Quick Useful Insta-gratification OptionsConsumer expectations have grown:

6

23% of apps are used only once 50% people view push as annoying

Wrong success metrics (downloads)

35% of push messages not segmented

Most companies are failing to meet consumer expectations

7

Some Simple Math

We are in aMobile Engagement Crisis

How do we shift toward the right path?

By being data-drivenBy TRULY knowing your mobile

users

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▪ What they like and want▪ When they want it▪ How they want to get it▪ And so much more

It’s all bout the data…

Our customers are telling us

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▪ Segmentation


Agenda

Bring them back and keep

them engaged with Push

Motivate inactive users to return to your app with

targeted, carefully timed, and well-written copy

88% MOREUsers with push enabled have

app launches.

Source: Localytics, 2015

Engagement deceivingly complexPush

Message In-app

Message

Customer Profile

Database

Dynamic Messaging for Personalization

CTA tracking: Engagement, Conversion,

Retention etc.

Push Tracking: Viewed / Open /

Clicked

Audience Qualificati

on

Event behavior tracking

Deep linked via key value

pairsMessage A/B Test

Scheduling Automation to

send at right time

Custom HTML for

In-app message

Influence on Engagement,

Conversion, Retention



▪ Segmentation


Agenda

Segmentation & Knowing the Customer

Sports Content App

(your entire user base)Broadcast, Blast or even

Spam

Segment your audience

7% of broadcast push messages are clicked

13% of targeted pushmessages are clicked

15% of users converted 54% of users converted

Broadcast: Targeted:


vs

Imagine an app with 100,000 users


7% of 100,000 users =7,000 opened messages

13% of 100,000 users = 13,000 opened messages

15% of 7,000 =1,050 converted users

54% of 13,000 =7,020 converted users


vsBroadcast: Targeted:

Segmentation - A Little Deeper

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3 Ways to Segment

BehavioralYou know which users are

reading your articles

You know their interests (sports, finance, travel)

Source: Localytics, 2015

Results?8.6% click through

User ProfileEngage based on traits like gender, location, language, type of customer

Results?13% click through

Layering SegmentationCl

ick

thro

ugh

rate

(CT

R)

Broadcast Behavioral User Profile Behavioral + User Profile0

5

10

15

20

25

30

35

7%9%

13%

Broadcast Behavioral User Profile Behavioral + User Profile0

5

10

15

20

25

30

35

Layering Segmentation

7%9%

13%

30%

Clic

k th

roug

h ra

te (

CTR)

Auto-segment users Identify churn risk &

product fit Sequence of touch points

Predictive



▪ Segmentation


Agenda

Increase Push audience, increase success

52% of app users have push enabled on their

phones

Industry Averages


52% of app users have push enabled on their

phones48% of app users don’t

have push enabled on their phones

Industry Averages

Bad Example-Ask them to opt in immediately after launching the app for the first time


(first launch)

-Welcome your users with a sequence of introductory, how-to screens to show value


Good example

Good example-Welcome your users with a sequence of introductory, how-to screens to show value

-THEN, ask them to opt in with a unique, well-designed in-app message


▪ Admit we have a problem

▪ Do something about it

Final Thoughts

– Segment your audiences

– Set yourself up for success

– Contribute to the knowledge base

Thank You!Learn more at localytics.com

@JoshToddMKT