3rd Mobile Marketing event

Mobile moments: be where your customers are

Supported by:

John Doxaras MOBILE AS A REVENUE CHANNEL

john@warp.ly

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.

Το Περιπτερο μου app

CONTEXT BASED MESSAGES

Go AheadCommunicate with your clients in their context!

visit us: http://warp.ly

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