Mobile Engagement презентация

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Highly personal device
Truly 1-2-1 relationship

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)

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

engagement and the right engagement is key

& Paddington
Retail – targeting in store
Demographic
Interest based
Trackable shortened URLs
Video and image which increase engagement and interaction

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

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

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

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”

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)

usage

Important
67% of app usage

Essential
74% of app usage

in social sharing (Facebook & Twitter)

Increase in total mobile orders

> user opens > sent to a deep link in the App
Permission based – user has agreed to have their interaction interrupted

(header or footer)


Messages are built in HTML therefore greater visual appeal

Messaging lends itself
to greater creativity
and more
representative of the
brand.
More cohesive
reflective of wider
communications
These can be
broadcasts or
triggered in response
to actions

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

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