mobile engagement, monetization and marketing best practices
DESCRIPTION
Originally Presented at AppsWorld SF in February 2012. Accompanying audio: http://www.apps-world.net/northamerica/images/stories/audio/dev-d1-1230.mp3 How do you turn your mobile app customers into fans and repeat buyers, when most of them use your app only once? The key is understanding who they are and engaging them across multiple marketing channels. While many companies solve individual pieces of this puzzle, Appboy is the only one that brings everything together in one place - from rich customer profiles and segmentation features to automated marketing tools like push notifications, in-app messages, email, customer support and cross-promotion. Led by developers who are pioneering Mobile Customer Engagement, this session will cover best practices and case studies to help you understand, engage and monetize your mobile audience.TRANSCRIPT
Mobile Engagement, Monetization and Marketing in Mobile
Bill Magnuson - @billmagFebruary 2013
@appboy
MOBILE APP ENGAGEMENT MEANS BUILDING RELATIONSHIPS WITH YOUR CUSTOMERS
relationships start at the moment of install
they require active nurturing and management
force you to think long-term about your business
IT’S ONE OF THE KEY FACTORS IN CREATINGA SUCCESSFUL APP
promotes virality + social sharing
creates customer loyaltyincreases app revenue
BUT KEEPING YOUR CUSTOMERS AROUND IS INCREDIBLY DIFFICULT
54/43/35% retention 1/2/3 months post-install
41+ apps vying for your attention
Source: Flurry 2012, Nielsen 2012
MORE MONEY IS FLOWING INTO THE APP ECOSYSTEM
apps constitute 67% of all mobile revenues
$18B revenue in 2012, $74B in 2016
45B installs in 2012, 310B in 2016
AS KEY METRICS SHIFT, A FRESH PERSPECTIVE IS NECESSARY
monthly active userslifetime valueretentionactionable analytics
app installscost per install
acquisitiondata
TO SUCCEED, YOU MUST ENGAGE YOUR CUSTOMERS IMMEDIATELY AND
CONSISTENTLY
start thinking about engagement before launch
make the most of your first wave of customers
invest in long-term relationships
1. UNDERSTAND YOUR CUSTOMERS
Demographicssocial influence
in-app behaviors + usage
custom events
2. SEGMENT THEM AND TARGET YOUR EFFORTS
identify important behaviors
build 5-10 segmentstest for discrete
behaviors
3. ENGAGE THEM VIA MULTIPLE MARKETING CHANNELS
use push, inbound e-mail marketing and in-app messaging
try different tools depending on your audienceexperiment and iterate quickly
MEASURE + OPTIMIZE YOUR CAMPAIGNS
define the behaviors that impact your business
choose 2-3 key metrics to tracktest marketing activities against them
APPBOY HAS A HOLISTIC APPROACH TOMOBILE APP ENGAGEMENT
helps you engage, retain and monetize customers
brings together multiple SDKs into one integrates with third-party CRM tools
lets you focus on what you do bestwe <3 startups! talk to us about a
special pricing
APPBOY: CUSTOMER PROFILE
APPBOY: SEGMENTATION TOOL
APPBOY: PUSH / IN-APP MESSAGES / EMAIL
TALK TO US
Bill Magnuson
Co-Founder & CTO
@billmag
@appboy