Mobile Engagement

Mobile Landscape

• Mobile phones are often the most consistent feature

of anyone's day

• Highly personal device

• Truly 1-2-1 relationship

18 mins per day

25 mins per day

Mobile Landscape

• For many it’s their most prized possession

– 70% of people would give up alcohol

– 22% would give up their toothbrush

– 33% would rather their phone over sex

• Time spent

– on average about 2 hours per day

12 mins (4th place)

Mobile Landscape

• If we consider mobile apps

– 17.1 million iOS / Android devices activated on

Christmas Day

– 328 million App downloads on Christmas day

– 25th – 31st Dec 1.76 billion Apps downloaded

(Flurry Jan 2013)

• Use of Apps

– 5-7 Apps per day

• Time in Apps

– 94 mins spent in Apps per day

Optimizing Time

With all this time spent on mobile and within Apps

engagement and the right engagement is key

Mobile Engagement

• Types of engagement;

SMSQR/

Short codes

Mobile Credits / Vouchers

Push Notifications

Augmented Reality

Mobile Engagement

SMS

• Oldest

• Traditionally crude

• Internal data or 3rd party

• Geo – fencing

– Football grounds

– Cheltenham & Paddington

– Retail – targeting in store

• Demographic

• Interest based

• Trackable shortened URLs

• Video and image which increase engagement and interaction

Mobile Engagement

QR & Short Code

• Can be used to unlock interactive

content

• Great way to open up a channel of

ongoing communication

• Multi nodal short codes – free and

users can call or text

• Great for feeding peoples

interest / curiosity / participation

• Also, gaining new insights –

how and where people are

interacting with brands

Mobile Engagement

Augmented Reality

• Using apps like Blippar

• Placing brands in users hands

• Driving action and participation

• Trackable – ability to measure a

previously quite assumption

based media (outdoor)

• Geo location – serve different

content to Blipps

• Highlights effectiveness of

mobile beyond direct response

• Many traditional SMS partners are building out

full engagement platforms

Mobile Engagement

Mobile Credits & Vouchers

• Passbook for iOS

• Pass Tools API - manage and

administer direct to phone

• More and more suppliers

have solutions for multi device

• Reward customers with credit

direct to their phone (contract or pay as you go)

• Alternative to vouchers, extension of cash back

• Measure redemption through to purchase

Mobile Engagement

App push notifications

• It’s competitive

• It’s personal

• It’s fickle

90mil iOS APP downloads in UK

99mil Android APP downloads in UK

80 Apps number downloaded per

device

94 mins ave time spent in apps per

day

1 Month –“Appathy”

“Appathy”

• Reducing Appathy = more revenue

• Generally perceived that an App user

is more valuable

• Ladbrokes – mobile app users paid

back in half time v desktop

Increased play frequency

High proportion of VIP

• Fab recently quoted

“mobile users purchase 20 per cent more items per order than

PC customers, with 30 per cent of total sales now coming from its

mobile apps ......

....... People who use Fab’s mobile apps convert to purchasers

more than twice as often as web-only users and they purchase

twice as often “ (Mobile Marketing Magazine)

Avoiding Appathy

Push Messaging

• Drive App engagement

• 4x increased in App engagement

Critical81% of app usage

Important67% of app usage

Essential74% of app usage

Impact of engagement

540% 3x

30% 20%

Increase in

daily user

sessions

Faster response time

than email

Increase in social

sharing (Facebook & Twitter)

Increase in total

mobile orders

Push notifications

• Traditional push

• The flow above; Message appears on phone home

screen > user opens > sent to a deep link in the App

• Permission based – user has agreed to have their

interaction interrupted

In App notifications

2 messaging formats –MPU style and banner style (header or footer)

Messages are built in HTML therefore greater visual appeal

Messaging lends itselfto greater creativityand morerepresentative of thebrand. More cohesivereflective of widercommunicationsThese can bebroadcasts ortriggered in responseto actions

Engagement

Types of messaging

• Breaking news

• Behaviour based – based on insights

• Social sharing - reward social sharing

• Feedback - Use messaging to collate feedback in App

store / surveys/ collect emails

• Event led / geo targeted – drive in store

• Triggered – based on user interactions with the App

• Vouchers and promotions

However ....

Engagement is only as effective as its relevancy

•App engagement will only work if super relevant, to be relevant you need data•Also promotions, but only promotions that are engaging and relevant

Timeliness

Creative / Content / Promotions

DR focusedPersonalized to user

interest Engaging (strong considered

copy, easy to follow)

Messaging

Behaviour & usage insights

Segmentation Preferences

Relevancy

Data

Stream:20Digital Marketing Consultancy

0207 793 2450

www.stream20.com

info@stream20.com