loyalty in mobile: how to increase ltv and boost loyalty

Loyalty in Mobile: How to Boost User Lifetime

Value @FollowAnalytics

FollowAnalytics Overview

Carl Theobald: Welcome

Adam Hadi: Loyalty Starts with Acquisition

Ray Beharry: Loyalty is the New Black

Roxanne Ong: Three Strategic Cornerstones to Strong Engagement

Discussion + Q&A

Raffle

AGENDA

Carl TheobaldCEO, FollowAnalytics

@FollowAnalytics

Introducing FollowAnalyticsFollowAnalytics Mission

To make every businessa successful mobile businessby providing the world’s bestmobile engagement solution.

Acquiring Loyal Users

Adam HadiUA Consultant

adam@adamhadi.com

@itsadamhadi

Channels

• Owned and Operated

-Facebook, Twitter, Google, Yahoo, Pinterest, etc.• Ad networks

-Applovin, AdColony, Tapjoy, Vungle, etc.• Influencers

-Youtubers, Instagrammers, Streamers, etc.• Offline

-Podcasts, Billboards, TV, etc.• Organic

-Chart Rank, Keywords, ASO, etc.

@itsadamhadi

Strategy

• Targeting-Lookalikes (Facebook, Google, Twitter)-Interests/Keywords (Facebook, Google, Twitter)-Influencers, Podcasters, etc.

• Bidding/Optimization-Impressions<Clicks<Installs<Events

@itsadamhadi

Be Honest or...

@itsadamhadi

Acquiring Loyal Users

Adam HadiUA Consultant

adam@adamhadi.com

@itsadamhadi

Mobile Loy-alty is the

new BLACK

And 5, 4 other truths

Strong intro

Woah!

Coming Up01

You will be blown away

02 Crazy stats

.

03 Learn how this stuff works

04 Remember this one thing

Point 01

CRAP.The single biggest threat to mobile marketing is mobile marketing.

Do The Math

3.3M+ Apps

1.5M - App Store1.8M - Google

Play

150B Downloads

1.2MPublishers

1000 New Apps per day

9M registered iOS Developers

Gaming leads the way

App Store 400kGoogle Play

620k

100B - App Store

50B - Google Play

http://www.businessofapps.com/app-store-statistics-roundup/

Point 02

Content is Queen

Profitability is King

Profitability

Acquiring customers who contribute more than they cost.

Do More Math.

71% of people making $100k+ are enrolled in loyalty programs

6-7x more expensive to acquire a customer than keep one

5% increase in retention can yield 95% increase in profitability

Existing customers spend 67% more than new ones.

https://selfstartr.com/customer-loyalty-programs/

Point 03

Be The Buyer

Start with their ⎋ Needs⎋ Challenges⎋ Motivations⎋ ConcernsAttention

20

Value Builds Loyalty

Nurture engagement on mobile.

Customers today expect a program to deliver customization, value, and relevance every-where, all the time Best Buy rewards cus-

tomers for interacting with apps using location data.Sephora’s loyalty-powered app pro-

motes check-ins, product reviews, Insta-gram posts, and on-the-go sharing

01Full Mobile Access

02Proximity

03Integrate Loyalty

Incentives

.

Point 04

Variety is the Spice of Loyalty

23

Loyalty Program Types

Spend: rewards based on pur-chases – Kohl’s

1

Points: rewards beyond purchases,

incl sharing, referrals & partner programs - United

2

Tiered: rewards based on different levels – Best Buy Elite, Elite Plus3

Paid: monthly or yearly fee – Ama-zon Prime

4

Punch Programs: punch card – Hotels.com 10 nights = 1 night

5

It’s Easy, Really

Step 1 Step 4Step 3Step 2

Know Your Customers and

how they search

Design a Loyalty Program with their needs in

mind

Communicate regularly via

different chan-nels

Make it easy to purchase and

connect

Thank You

Ray Beharry

hi there

DIALOGBRAND

VALUE

DATA

Foundations of Loyalty

Engagement

ThreeSTRATEGIC CORNERSTONES TO STRONG ENGAGEMENT

How Well Do You

Know Me?

1

Big DataWrangle Identify

Hypothesize Test

Measure Prove

Iterate

Segment.Segment.Segment.

Anticipate Needs & Intent

With the Context of Data

Geo-Segment Under-Performing -Segment

Orange is the New Black Segment

What is the Role of Each

Messaging

Channel?

2

Now, plot all this together in a

Customer Journey

Map

3

Key Elements to ConsiderUsing the Context of Data

Event Desired Response/Action Message Channel

Trigger Hypothesis Engagement

ThreeSTRATEGIC CORNERSTONES TO STRONG ENGAGEMENT

DATAROLE OF CHANNEL

SMAPPIN

G

1 2 3

Discussion + Q&A

Roxanne Ong@roxanneong

Ray Beharry@raybeharry

Adam Hadi@itsadamhadi

Mark Arabatzis@markeast

Raffle

Loyalty in Mobile: How to Boost User Lifetime

Value @FollowAnalytics