bima evening briefing | nice agency - retaining users on mobile
DESCRIPTION
Ryan Hall & Peter Dolukhanov joint managing directors at mobile specialists Nice Agency talked at the BIMA Evening Briefing on 'Beyond acquisition – how do you retain users on mobile?' As brands spend more time and money on acquiring mobile users, not enough focus is put on retaining them. Peter and Ryan looked at mobile engagement and retention, exploring the challenges of creating a compelling mobile experience, outlining why a cross-device user journey is key and the importance of a communications strategy to drive behavioural change for repeat usage.TRANSCRIPT
Private & Confidential | © Nice Agency Limited 2014
Retaining users on mobile.Peter Dolukhanov
Ryan Hall
30 JULY 2014
@dolukhanov@ryanghall@niceagency
WHAT ARE WE TALKING ABOUT?
Private & confidential | Nice Agency Limited
TODAY’S MOBILE MARKET
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By 2018 smartphone penetration will achieve almost 100% in the UK
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”Private & confidential | Nice Agency Limitednice
Source: Mobilesquared
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PLATFORM ENGAGEMENT
Use mobile
internet daily
80%
Use apps daily
75%
Research weekly
via mobile internet
46%
Purchase weekly
though mobile
20%
65% 60% 30% 10%Source: Tradedoubler
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MOBILE VS WEB USAGE
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Source: Morgan Stanley and ITU data
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TABLET MARKET GROWTH
Source: Morgan Stanley and ITU data
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TIME ON MOBILE VS TV
Source: Percolate
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MOBILE ADS +47%
Source: Morgan Stanley and ITU data
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MOBILE TIME VS AD SPEND
Source: Morgan Stanley and ITU data
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APPS VS MOBILE WEB
Source: Flurry
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MOBILE ADDICTION
Source: Flurry
ENGAGING USERS
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Make a great product “ ”
Who is this for?
How will they use itWhy will they use it?
What value is added?Why will they reuse it?
When will they use it?
Ask yourself
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Private & confidential | Nice Agency Limitednice
DAILY DEVICE HABITS
Source: Morgan Stanley and ITU data
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CONTEXT OF USE
Source: TradedoublerTablet Users
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HOW TO ENGAGE
Source: Urban Airship
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Consumers are multi-channel, brands should be too.
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”Private & confidential | Nice Agency Limitednice
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Avoid expensive user churn 22% of people who download only use it once£1 cost per loyal userLoyalty drives repeat use
Why retain?
Source: Fiksu
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Private & confidential | Nice Agency Limitednice
65% of people stop using an app 3 months after install.
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”Source: Appboy
SEGMENTATION & PERSONALISATION
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Source: Urban Airship
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USER PROFILING
Source: Urban Airship
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Make it personal and improve the experience with a data-driven approach.
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Listen, iterate, repeatIntegrating an effective mobile CRM strategy is vital
Utilise access to app behaviour & user preferences
Build accurate picture of your user
What to do
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Make recommendations and personalise content
Use push notifications to retarget passive users
Think multi-channel for retention too
Ask for feedback - and use it!
How to do it
Private & confidential | Nice Agency Limitednice
Private & confidential | Nice Agency Limitednice
Don’t let your brand get in the way of the experience.
“
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THE POTENTIAL
Source: Urban Airship Good Push Index
5x more betting
8x faster conversions compared to email
5x more traffic to mobile vs website
10x greater response than email
NICE TALKING TO YOU
@niceagency
Ryan Hall
Peter DolukhanovJoint Managing Directors, Nice
@ryanghall@dolukhanov