successful mobile engagement strategies that drive results with apps - ray pun, adobe

© 2016 Adobe Systems Incorporated. All Rights Reserved.

Successful mobile engagement strategies that drive results with appsRay Pun | Mobile Strategy & Marketing @RayPunSD


Survey Question

How many of you provide mobile apps to your customers?

#DigimarconCanada @RayPunSD


Agenda: 20 minutes

Mobile Experience Lifecycle

App Marketing Trends

Success Stories


© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobile Experience Lifecycle for Apps

BUILD

ANALYSE

ACQUIREENGAGE

Consumer Profile

Location


© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

App Marketing Trends


Paid media

Owned media

Earned media

None

Base: Use Paid Media for Mobile Apps (n=187)

Base: Total Respondents (n=239)

Media UsedSocial – 78%Search – 66%Display – 66%Video – 50%

Source: Adobe Mobile Maturity Survey, 2015

$3 BillionUS Mobile App Install Ad Spend* eMarketer, 2015

10%

50%

62%

78%

Marketers use paid, owned, & earned media to drive downloads



38%

52%

78%15%

84%13%

53% 49%

86%

North AmericaEMEA

Asia Pacific

Media

Finance Retail

Source: Adobe Digital Index, Mobile Benchmark 2015

App launches have increased globally (2015 vs. 2014)


Engagement Challenge: Retention and app usage erodes over time

Source: Adobe Digital Index, Mobile Benchmark 2015

INDEX100%

MEDIA ENTERTAINMENT FINANCE SHOPPING1 9949

EROSION OF APP LAUNCHES AFTER THE FIRST USE(2012 THROUGH Q2 2015)SOURCE ADOBE ANALYTICS



General Features Free App Ticket Management Seat Upgrades Food Ordering Exclusive Video HighlightsJournal

Game Attendance History Photos

Special Offers & Promotions Stadium Check-In Points Of Interest

MLB.com: “Ballpark” App



Released during the 2008 launch of the Apple App Store

Watch Live “Out of Market” Games Listen to Game Audio Feeds Video Highlights Archive Games Box Scores Team Customization

MLB.com: “At Bat” App



Geo-Location and Points of InterestBallpark & At Bat



Step 1: Map point of interests and set geo fence

Define geo-fences around stadiums


Rogers CentreLatitude, Longitude


Measure app usage based on stadium proximity

Club Announced Attendance

In-Stadium MLB App Users

MLB App Penetration

Team A 25,000 4,200 17%

Team B 30,000 3,100 10%

Team C 35,000 2,800 8%

Step 2: Collect location data when app launches



Now Available to MLB & Clubs How are fans consuming baseball content in-venue on mobile

devices Identify fans who are attending road games Ability to message fans in stadium

Results:

+3M visits to MLB Apps within the Ballpark

74% of users are watching video highlights

85% of users are checking scores for other games

Understand Media Consumption in Stadiums



2009Version 1.0

2011Version 2.0

2013Version 4.0

2014Version 5.0 (Universal)

2016Today (6.0)

1.0 1.1 2.0 2.1 2.2 3.0 3.1 4.0 4.1 4.2 4.3 5.0 5.1 5.1.1 5.2 5.2.1 5.3 5.3.1 5.4 6.0

In-App Messaging is a lifesaver for legacy app versions



In-App Message: Encouraging users to update


80% of users upgrade after seeing message


In-App Messaging can help highlight new features



Push notifications offer a timely, in-context, feedback experience



And Actionable Notifications take it to the next level



Actionable Notifications

Notifications can be so much more than simple messages


Notifications should be at the heart of your wearable strategy


© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Key Takeaways

Analyse app usage based on

location proximity to discover new

behaviors

Use in-app messages to

improve conversions and

engage users

Track media campaigns to

optimise acquisition costs

ACQUIRE ANALYSE ENGAGE



Ray [email protected]@RayPunSD