How to get the most out of mobile marketing technology
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This document discusses how to effectively use mobile marketing technology to build better customer relationships. It covers three pillars for mobile marketing - acquisition, analysis, and engagement. It provides examples of how different types of mobile users can be engaged, such as bounced, window shopping, forgetful, and churned users. Recommendations are given for targeting messages and campaigns to each user type to improve engagement and customer experience.
How to get the most out of mobile marketing technology
- 1. How to get the most of mobile marketing technology (and build a better customer relationship) Hugh Reynolds, Co-Founder hugh@swrve.com
- 4. Ubiquity
- 5. LOCATION AND ADDRESSIBLILITY Loca-on + Addressability
- 7. Acquisition Analysis THREE PILLARS Engagement The three pillars
- 9. Jargon
- 10. COMPONENTS OF THE STACK
- 11. Iden-ty
- 13. Analy-cs + Data Management PlaAorm
- 15. Decision Engine
- 16. Available tools
- 17. 1177 email Push notification / SMS In-App Message In app inbox Deep-link
- 19. iBeacon
- 20. A REAL WORLD ANALOGY
- 22. Private & confidential © 2014 Value exchange
- 23. Private & confidential © 2014 Personaliza-on
- 24. Real World Example: Tagged 24 • Increase average app store ra-ng from 2.3 to 4.2 • Deliver surveys (driving new users to engaged users)
- 25. Real World Example: Gaana : • Drive users to ‘subscrip-on only’ features during app trial, showing inters--al messages promo-ng these features • Drive over 250k users to new features • Deliver click-‐thru rates > 10% 25
- 26. Real World Example: Space Inch • Target English Speaking, engaged users who had progressed beyond level 14 and s-ll spend no money in game. • Deliver 12x ROI and 5% li in revenue in a single campaign. 26
- 27. DEMO
- 28. Private & confidential © 2014 Lets try this together
- 29. 46% of 18-‐34 year olds name mobile as ‘primary screen’ 29 Nov 2011 – 14% Jun 2013 – 36% Mobile growth
- 30. “Joe is a new OpenTable user. The app was recommended to him by a friend. He starts the app and skip through to the good stuff… then quickly become confused. Is the app free? What happens when they book something – hmm he reckons he’ll come back to this later…” The bounced user
- 31. 31 “Joe uses the app a lot but books only infrequently. He searches and researches far more than he books. Some-me he checks out availability for a specific -me but does not make a booking.” The window shopper
- 32. 32 “Joe has missed a bunch of reserva-ons, it’s a problem for Joe to remember his dates but we don’t want to bug everyone just because Joe is forgeAul” The forgeAul diner
- 33. 33 “Joe was a frequent user but has not been seen for quite some -me. We do however know what kinds of foods Joe likes. We also know that he booked a lot of meals in restaurants tagged as Roman-c. He’s based in SF, has eaten in Café Bas-lle and falls into our urban professional segment” The churned power user
- 34. Private & confidential © 2014 Lets try this together
- 35. For: segment 2 Diners at the end of the meal. Who have not asked for check Offer desert – men-on the item that’s your favourite Both say no? Ask “anything else” and Supply the Bill Both say yes? Take order and deliver Offer coffee to 2nd diner y n n y Thanks and “hope to see you next -me” Bill over $100 ? Offer free coffee to 2nd diner y n
- 36. Private & confidential © 2014 Bounced Window Shopper ForgeAul? Lost?
- 37. Engagement TacGcs & RecommendaGons 37 “Joe is a new OpenTable user. The app was recommended to him by a friend. He starts the app and skip through to the good stuff… then quickly become confused. Is the app free? What happens when they book something – hmm he reckons he’ll come back to this later…” • IN APP JIT TUTORIAL FOR “STALLED USERS” • PUSH CAMPAIGNS FOR “STALLED USERS” • DRIVE FIRST BOOKING CAMPAIGN FOR “NEVER BOOKED USERS” • IN-‐APP CAMPAIGNS / OFFERS
- 38. Engagement TacGcs & RecommendaGons 38 “Joe uses the app a lot but books only infrequently. He searches and researches far more than he books. Some-me he checks out availability for a specific -me but does not make a booking.” • RECOGNIZE WHEN JOE IS WINDOW SHOPPING AND USE REAL TIME IN APP MESSAGES TO INFLUENCE HIM TO BOOK HIS TABLE • DRIVE REPEAT BOOKING BEHAVIOR WITH “LIGHT BOOKING USERS” • IN-‐APP CAMPAIGNS FOCUSING ON POINTS AND PERKS • A/B TEST AND OPTIMIZE THE CONTENT • DRIVE BOOKING BY SHOWING SPECIFIC PROMOTIONS TO JOE
- 39. Engagement TacGcs & RecommendaGons 39 “Joe has missed a bunch of reserva-ons, it’s a problem for Joe to remember his dates but we don’t want to bug everyone just because Joe is forgeAul” • USE A PUSH TO REMIND “FREQUENT NO-‐SHOWS” ABOUT UPCOMING RESERVATIONS • DEEPLINK FROM THE PUSH TO THE SPECIFIC RESERVATION
- 40. Engagement TacGcs & RecommendaGons 40 “Joe was a frequent user but has not been seen for quite some -me. We do however know what kinds of foods Joe likes. We also know that he booked a lot of meals in restaurants tagged as Roman-c. He’s based in SF, has eaten in Café Bas-lle and falls into our urban professional segment” • REENGAGE JOE USING A COMBINATION OF FEATURE AND OFFER PUSH MESSAGING • VALENTINES DAY PROMOTION • PROMOTE PAY WITHOUT THE WAIT TO JOE. • TARGET JOE WITH EMAILS TAILORED TO HIS OT POINTS BALANCE • USE DEEPLINK FROM EMAIL
- 41. Private & confidential © 2014 Thanks – hugh@swrve.com