mobile monetization, engagement, and marketing best practices
DESCRIPTION
You’ve gotten a bunch of users to download your app. The next step is to turn your users into raving fans and repeat buyers. You want them to rely on your app, tell their friends, and eagerly await your next update. Many companies claim to offer tools that allow you to easily manage and market to your customers, but few have the focus necessary to begin to understand the rapidly changing mobile landscape. Appboy is a pioneer of Mobile Customer Relationship Management. It was designed by developers with deep mobile expertise to help monetize apps and turn average users into a marketing and revenue building machine. Learn from their best practices and hear case studies on how to keep the users that you’ve acquired actively engaged all day, every day. Presented at AppNation 4 as part of the Developer Bootcamp series on December 11, 2012 by Bill Magnuson (@billmag), Co-Founder and CTO of Appboy.TRANSCRIPT
Driving Mobile App Revenue and User Engagement with
CRM and MarketingBill Magnuson (@billmag)
Co-Founder & CTO, [email protected]
http://slideshare.net/BillMagnuson
Why Does This Matter?• The revenue story is
lopsided. Half of US App Store revenue in November went to the top 25 developers.
• Developers who market effectively have a big advantage.
• Mobile revenue is still an unsolved problem.
Understand and Engage
Collect
AnalyzeAct
Effective app management is an ongoing effort.
1. Collect – Get all of the data you can.
2. Analyze – Once you have your data, you need to analyze it to inform future efforts.
3. Act – Take action based on your analysis.
4. Repeat.
User Identity
Understanding your user base is key to keeping them engaged.• Engaged users make in-
app purchases, share your apps and develop product loyalty.
• High quality monetization opportunities require data-driven targeting.
App Usage and Sales
• Correlating usage changes and sales with marketing and upgrades is key to measuring your efforts.
• Helps steer your product roadmap and forecast the effectiveness of monetization ideas.
Principles for Taking Action
Target, don’t Spam
• Maximize your signal-to-noise ratio with targeting. Your users will reciprocate the respect.
• Use drip campaigns and event driven marketing to capitalize on sales opportunities.
• Leverage the strengths of different communication mediums (push, e-mail, in-app, social networks).
Stay Focused on LTV
Everything you do should be growing your user base or increasing your lifetime customer value (LTV).• Grow your user base through app
store optimization, cross promotion, advertising and install campaigns.
• Increase LTV with customer relationship management and inbound marketing tools.
Be a Scientist
• Isolate your efforts, don’t try everything at once.• Make sure you can measure the effectiveness of
actions before you make them.• Learn from your peers.• Experiment!
http://www.xkcd.com
Demo: Appboy User Targeting
Sample Segment
Segment users based on• Custom In-app events • Demographics • App usage• Device and Software
Versions• Social Network Profiles
Demo: Appboy Campaigns
Schedule targeted ongoing communication via:• Push notifications• Email• In-app notifications• News feed / In-app blog
Test Case: Handling Outages
• Timely communication helps eliminate negative app store reviews. Pathway experienced a complete app failure due to daylight savings time and made it out with zero negative reviews.
• Tip: Use in-app messaging instead of push to avoid telling users who won’t experience the problem.
Test Case: Kickstarter
• Your user base represents an incredibly valuable resource – attention. Leverage that attention to succeed with other products.
• The developer of Affix successfully funded a Kickstarter project for a new app by advertising to his existing user base.
More Ideas
• Use e-mail to move users from mobile-only to your online presence.
• Target top social media influencers and reward them for sharing.
• Market directly to funnel segments to get users through registration or help them discover new features.
• Keep your users exposed to new features and monetization efforts by reminding them to upgrade.
Driving Mobile App Revenue and User Engagement with
CRM and MarketingBill Magnuson (@billmag)
Co-Founder & CTO, [email protected]
http://slideshare.net/BillMagnuson