Post on 23-Aug-2014
description
3rd Mobile Marketing event
Mobile moments: be where your customers are
Supported by:
mobile in three years
source: GSMA, Amber Analytics
mobile is where your customers are
source: emarketer.com source: gartner.com
x
0
600
1200
1800
2400
2012 2013 2014
PC's Mobile
Time vs. Revenue Spend on Mobile and Internet Mobile Devices Sold vs. PCs
how do I establish a mobile strategy step one
media
past formats
new ad formats
call them native ad formats
programmatic vs. native
1.5M
30M
0.6-15.00
0.5-2.5%
8-50
75%
how do I establish a mobile strategy step 2
loyalty
the mobile acquisition problem
• saturated and overpriced: your competitors are games, fortune 500 companies that monetize mobile and more games, and more awesome games!!! (CPA>$2.5)
• adverse selection problem: apps are only selling clients that they don’t monetize, so in return you are buying users that provenly are not spending on mobile
• targeting and traffic quality: traffic acquisition and user tracking systems are fragmented and hard to monitor
the mobile retention problem
Months Since User Acquisition
100%
45%
24%
14%
7%
4%
0
3
6912
1
iOS and Android User Retention
source: ���blog.flurry.com
Solving it, should be your First Mobile App StrategyRetention is one of the biggest challenges of mobile apps today, as “65% of people stop using them three months after install”
customer lifecycle value in plain english
• prediction of the net profit attributed to the entire future relationship with a customer.
• retention rate is the key element in increasing your business CLV
• there are numerous models that involve past ARPU or statistical future prediction models that are more accurate
• mobile provides the ideal channel for both impulse buying and training your customers into a habit purchase behavior
the only formula you need to know
CLV > CPA* Customer Lifetime Value * Cost Per Acquiring a new Customer
hacking customer lifecycle value
customer spending with mobile CRM
customer spending without mobile CRM
time
aver
age
reve
nue
per u
ser • customer lifecycle value mostly refers to the future,
therefore this is something we can easily influence through mobile channels
• monthly churn rate is probable the most important factor you need and can change
• communicate just before your customers are about to perform a purchase
modes of engaging your customers
Reach all app users to provide even more engaging experiences.
✓ Video ads ✓ Downloads ✓ Sweepstakes ✓ Coupons ✓ Feedback ✓ Game ✓ Social currency ✓ Special content ✓ Second screen
warply’s approach to modern chalenges
products
native vs web inbox
Deep link and let an app invoke another, providing seamless user flow
Initiate a user action from a push
session or a banner ad in a third party
app. Take customer retention into a new
level with deep linking capabilities like
warply://user/68331 or
warply://flight_id/2331200
Deep linking
mobile couponing with FirstData
One-time Registration
Physical and Virtual Goods
Apple Passbook Integration
Voucher Code for the Offer
Time/Place Dependencies
Scanned Material
Proof of Presence
Mobile Wallet Support
Perform purchases and redeem coupons directly though the application
kiosk loyalty app
Users can be targeted based on products purchases, on product categories, frequency of shopping, location etc. Campaigns can either be reminders of loyalty or combo and discount offers.
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CONTEXT BASED MESSAGES
Go AheadCommunicate with your clients in their context!
visit us: http://warp.ly
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