emesa mobile
TRANSCRIPT
Search Marketing Thursday Mobile product development & Mobile marketing
Tim Akkerman Head of mobile
Topics:
About Emesa
Mobile status
Product roadmap
Mobile marketing
Push deepdive
Deeplinks
Key take away
Tools
@Tim_Akkerman
Linkedin.com/in/timakkerman
Alison Konijn Mobile CRM Marketeer
Linkedin.com/in/alisonkonijn
About Emesa
Emesa is the largest e-commerce company for searching, comparing and booking travel and leisure packages in the following categories: Holidays - Other accommodations - Hotels - Night out - Day out - Beauty - Restaurants – Products - Sports Emesa has a rich portfolio of websites, including Website of the Year 2014: VakantieVeilingen.nl VakantieVeilingen.be ActievandeDag.nl ActievandeDag.be
Consumer spending 2015: > 100 Mln.
Winners 2015: > 2 Mln.
Employees: > 180
Mobile status
Users Margin
App
Responsive Website
App
Responsive Website
¼ of all users are responsible for almost 50% of all margin
Users Margin
App Responsive Desktop
App Responsive Desktop
Responsive Phone + Tablet
Responsive Phone + Tablet
½ of all web traffic comes from mobile devices, but margin on these devices is low
Users Margin
Mobile Device
Desktop
Mobile Device
Desktop
Almost ¾ of all users and margin comes from mobile devices.
Or more interesting: only ¼ of all users and margin comes from desktop.
Product roadmap
H2 2015 H1 2015
Back to flat design
H2 2015 H1 2015
Back to flat design
H1 2015 H1 2016 H2 2016 H2 2015
App product development from 2015 to 2016 (clean and simple)
Results into a 5 star rating
Ask for customer feedback
And tag this feedback to fill up the backlog
Design and develop UX improvements based on customer feedback
Once a month we launch a new version of the app The new version always contains customer feedback
Mobile marketing
H1 2015 (Direct) E-mail Search Social
H2 2015 (Direct) E-mail Search Social Push
Mobile marketing focus channels
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
Desktop Mobile web App
Direct
Search
Social
Conversion per platform
Mobile Marketing channels (2015) Traffic origin
0%
5%
10%
15%
20%
25%
30%
35%
40%
May Jun Jul Aug Sep Okt Nov Dec
Push
Social
Search
Introduction Push
Direct 78%
E-mail 17%
Social 4%
Search 1%
H1 2015: Most users open the app directly
Direct 46%
Push 34%
E-mail 17%
Social 2%
Search 1%
H2 2015: Push is taking over half of Direct traffic
Meaning the channel Push is guiding the user to the right location in the app.
Push possibilities
Introduction Push marketing
Totale berichtgeving app
Total communication app
Push notifications:
- User must be opted-in
- Leads user into the app
- Relevant and segmented
Messages within the app:
- User doesn’t need to be opted-in
- Use for service messages
Push notification
In-app message
Message center
Location based targeting
Push notification winners
User in control
Deeplinks
In the context of mobile apps, deep linking consists of using a uniform resource identifier (URI) that links to a specific location within a mobile app rather than simply launching the app.
Search
360 link?
App indexing?
With the use of 360 deep links in your paid marketing channels and App indexing in your non paid (/organic) marketing channels, the user will always be guided into the app (when the app is already installed), and will be redirected to the mobile website (when the app is not yet installed).
App indexing
App indexing?
App indexing & Mobile remarketing with GDN
Analytics audiences
Step 1: A user finds your app in Google. Step 2: The user opens the app and is added in Analytics Audiences (the user is tagged). Step 3: This information is used in the Google Display Network (GDN), so the user can be retargeted. Step 4: The user sees the display in another app and is redirected back into the app with the use of the right deeplink. Result: App to App linking without the web involved.
Marktplaats
App indexing?
App indexing?
App indexing?
Bol.com
360 link?
App indexing?
NU.nl
App indexing?
Travelbird
360 link?
App indexing?
Thuisbezorgd
360 link?
App indexing?
Thanks! Questions?
@Tim_Akkerman Linkedin.com/in/timakkerman Linkedin.com/in/alisonkonijn
