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Mobile Engagement

Stream:20 | Mobile engagement tools and optimisation

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The right mobile engagement is key. A personal mobile phone is a vary valuable asset to any person - a true 1-2-1 user engagement platform. This presentation highlights the types of engagement linked to mobile phones and how to optimise these possibilities as well as use them to their full potential.

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Page 1: Stream:20 | Mobile engagement tools and optimisation

Mobile Engagement

Page 3: Stream:20 | Mobile engagement tools and optimisation

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)

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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

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Mobile Engagement

• Types of engagement;

SMS QR/Short codes

Mobile Credits / Vouchers

Push Notifications

Augmented Reality

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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

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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

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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 outfull engagement platforms

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Mobile Engagement

Mobile Credits & Vouchers

• Passbook for iOS• Pass Tools API - manage and

administer direct to phone

• More and more suppliershave solutions for multi device

• Reward customers with creditdirect to their phone (contract or pay as you go)

• Alternative to vouchers, extension of cash back• Measure redemption through to purchase

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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”

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“Appathy”

• Reducing Appathy = more revenue• Generally perceived that an App user

is more valuable• Ladbrokes – mobile app users paid

back in half time v desktopIncreased play frequencyHigh 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)

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Avoiding Appathy

Push Messaging• Drive App engagement• 4x increased in App engagement

Critical81% of app

usage

Important67% of app

usage

Essential74% of app

usage

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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

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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

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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

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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

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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 focused Personalized to user interest

Engaging (strong considered copy, easy to follow)

Messaging

Behaviour & usage insights Segmentation Preferences

Relevancy

Data

Page 19: Stream:20 | Mobile engagement tools and optimisation

Stream:20 Digital Marketing [email protected]