June 16, 2015

Master Your Mobile Engagement Toolkit

Topics

Why mobile engagementTools in the toolkitThe engagement lifecycleExamples

Bill SchneiderDirector of Product MarketingUrban Airship

We’ve reached the mobile majority

Source: Nielsen Q4 2013 data

Mobile’s growing influence on sales

Source: Deloitte Digital “Navigating the New Digital Divide”

“We see both digital and mobile influence growing by double digits, with mobile growing faster than digital.”

Bridge the digital and physical world

Acquisition costs are rising

of customers defect within 7 days of download.80%

Source: UA Good Push Index

4x App engagement

2x App retention

download

Mobile engagement cuts churn in half

Source: Urban Airship Good Push Index, 2013

MessageCenter

In-app messaging

Location

Watch

Internet of Things

The mobile engagement surface area

App

Today’sexpanded

surface area

Notifications

Wallet

Different tools, different reach

Message Center

In-App Campaigns

Push notifications

100%of app users

Push opt-ins

Majority of app users

Digital Wallet100%of smartphone users

Establish your mobile value proposition

USERBRAND• Sell products• Reach, engage, retain

audience• Generate repeat

business• Drive in-store

purchase

• Save money• Get good value• Make it easy• Learn and explore• Have fun

The mobile engagement process

App download

Onboarding

Conversion

Retention

Re-engagementPush opt-inLocation opt-inWelcome series

Product viewAdd to cartWish listFirst purchase

Loyalty member signupCustomer satService remindersReplenishment

Win-back programsAccount re-activation

Branding halo

Onboarding:Maximize the opt-in moment

Retail opt-in rates dropped 9 points

46%

to

37%

45%

to

43%

Massive gap between average & leadersHigh-performing apps see 45% greater opt-in than median

The gap represents massive opportunity

Low, Medium and High opt-in rates for retail apps

Millions of usersMillions of app opensMillions of dollars

1. Set the expectation on first app open

increased 31% since implementing the value proposition messaging

NHL’s opt-in rate

2. Explain notification and location opt-in early

3. Make it contextual

4. Give users control

• Categorize your notifications into different types by utility

• Consider a manageable way to allow users to control notifications by topic

Conversion:The first transaction

Moments of true utility

In-app engagement rates

Listening is the key to engagement success

Get full context across your customer journey

Create an offer box with Message Center

Personalized message center

Changing the mobile application retail experience-

Nike Soccer content is personalized and dynamically fed based on location, language, and in-app behavior.

Multi-step conversion

Retention:Create a mobile habit

Turn triggers into habits

An evolved wallet

Reward members with a big sale

Keep the conversation going

Build anticipation and delight

Re-engagementThe power of data

In-app campaigns can re-target opt-outs

Leverage other channels, such as email

Takeaways: Don’t advertaze

Takeaways: Learn and predict

Takeaways: Anticipate needs, reduce friction

Takeaways: Leverage the surface area

Takeaways: Get a jump on the holidays

the week before Thanksgiving as shoppers started to plan their holiday shopping

100%Engagement rates jumped

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