Best Practices for Mobile Engagement, Marketing and Personalization

Mobile User Engagement Tips

What is User Time?The points in time when a user interacts with your service

…

I’m listening to a track right now I going to the

Show next Thursday

I just reserved a hotel in San Diego

but haven’t booked it yet

Timely, contextual interactions leads to engagement & retention

…which means anchoring everything to User Time

MMAs are Caught in the Past (literally)

• Mobile Marketing Automation Solutions only look backward– Tell me which users launched my App last week– Which users searched in the last month– Show me the users that abandoned their cart in the past

3 days

...but interactions triggered off of past activity will be late, out of context & ineffective

CleverTap Runs in User Time

Real-world examples comparing MMAs with CleverTap to show the Power of

User Time

Trigger off Product Catalog Search – MMA

Last Week

Yesterday NOW Tomorrow NextWeek

User Searched for Headphones

Typical MMA Toolcan ONLY evaluate what

happened in the past

Check out the latest from Plantronics

Find all the users who “Searched” IN THE PAST

WEEK

MMA Tool

…and send them a Push Notification

Push arrives AT BEST 1 day AFTER the user Searched. It’s out of

context. The user has moved on…

User ActivityCampaigns

Trigger off Product Catalog Search – CleverTap

Last Week


User Searched for Headphones

Check out the latest from Plantronics

Find all the users who are Searching Right Now

…and send them a Push Notification 5 minutes

from Now

The Push is timely and in context. It arrives right after the search with

relevant information.

CleverTap evaluates user activity as it’s happening

Right NowUser ActivityCampaigns

Trigger off Retail Order Placed – MMA

Last Week


User Placed Order for Shirt



Use this referral code toTo refer a friend and get 10%

off next order

Find all the users who “Placed Order” IN THE

PAST WEEK

MMA Tool


Push arrives AT BEST 1 day AFTER the order. It’s out of context and

unlikely to be acted upon


Trigger off Retail Order Placed – CleverTap

Last Week


User Placed Order for Shirt

Use this referral code toTo refer a friend and get

10% off next order

Find all the users who are Ordered Right Now

…and send them a Push Notification 10 minutes

from Now

The Push is timely and in context. It arrives right after the order is placed and is likely to be acted on while the

user is thinking about it



Trigger off Travel Package Search – MMA

Last Week


User Searched for Travel Package



Great deals to Hawaii still available

Find all the users who “Searched” IN THE PAST

WEEK

MMA Tool


Push arrives AT BEST 1 day AFTER the order. It’s out of context and

unlikely to be acted upon


Trigger off Travel Package Search – CleverTap

Last Week


User Searched for Travel Package

Great deals to Hawaii available now

Find all the users who are Searching Right Now

…and send them a Push Notification Right Now

The Push is timely and in context. It arrives right after the user searches



Retail Cart Abandonment – MMA

Last Week


User Added Headphones to Cart

But DID NOT Buy



Get 20% off those Headphones

Find all the users Added to Cart but DID NOT

Buy IN THE PAST WEEK

MMA Tool


Push arrives potentially DAYS AFTER the user Added to Cart. It’s

out of context. The user has moved on…

Cart AbandonmentCampaigns

Retail Cart Abandonment – CleverTap

Last Week


User Added Headphones to Cart But DID NOT Buy within 15 Minutes of Adding to Cart


Find all the users who Added to Cart but DID NOT Buy within 15 Minutes of

Adding to Cart


The Push is timely and in context and arrives RELATIVE to when the user

Added to Cart


Right NowCart AbandonmentCampaigns

Food Delivery Cart Abandonment – MMA

Last Week


User Added Chef Salad to Cart But DID

NOT Buy



Apply 20% off coupon for Salads

Find all the users Added to Cart but DID NOT Buy IN THE PAST DAY

MMA Tool


Push arrives up to 1 day AFTER the user Added to Cart. Lunchtime is over. The

opportunity is gone.


Food Delivery Cart Abandonment – CleverTap

Last Week


User Added Chef Salad to Cart But DID NOT Buy

within 15 Minutes of Adding to Cart

Apply 20% off coupon for Salads

Find all the users who Added to Cart but DID NOT Buy within 15 Minutes of

Adding to Cart


The Push is timely and in context and arrives RELATIVE to when the user

Added to Cart


Right Now

…the lunchtime window


Triggers in the Future – CleverTap

Last Week


User Buys a Ticket to a Show for Next Week Don’t forget the

Show tomorrow Night

Find all the users who Bought a Ticket to a Show

in the Future

…and send them a Reminder Push Notification 1 day Prior

The Push is Relative to the Showtime and happens Before

the Show


Right NowFuture ReminderCampaigns


Last Week


User Buys a Ticket to a Show for Next Week Be Sure to Rate Mad

Max Fury Road!


in the Future

…and send them a Reminder Push Notification 2 hours After

The Push is Relative to the Showtime and happens AFTER

the Show


Right NowFuture ReminderCampaigns

Triggers in Future – MMA

Last Week




Sorry – Can’t be Done with Mobile Marketing

Automation Tools

MMA Tool

Future ReminderCampaigns

Make Sense?



in the Future

…and send them a Reminder Push Notification 1 day Prior

NOW Wed Thu Fri Sat

User Buys a Ticket to a Show for Sat

Don’t forget the Show tomorrow Night

Push Reminder one day before

Appendix

FOR BLOG POST

15 Minutes Ago NOW

User Added Headphones

to Cart


Finds all users who Added to Cart but DID NOT Buy

within 15 Minutes

…and sends them a Push Notification Right

Now

CleverTap evaluates user activity as it happens

User DOES NOT Buy within 15 Minutes of

Adding to Cart

Personal• Talk to people not devices– A person is looking at the screen

• Reflect their interests– Narrow it down

• Reflect their activity– Past activity is a good guide for what’s relevant

Hi Jen, Welcome

Back!

Want to go to Chile? Now’s a

great time to travel

Click for the latest releases of Indie Rock

What is User Time?

The points in time when a user interacts with your service

• I am listening to a track right now• I just bought a ticket to a Show for next Thursday• I reserved a hotel in San Diego but haven’t booked it yet

Timely, contextual interaction is most effective strategy for engaging and retaining users.

…which means tying your communications

Timing & Context is Everything

• On Mobile a user’s activity is fleeting– Apps sessions are short– The user’s physical environment is always

changing• Their physical environment is always changing

Head of Startup Program, Monica [email protected]

USA Product Evangelist, Arkady [email protected]

USA Product Evangelist, Kara [email protected]

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Best Practices for Mobile Engagement, Marketing and Personalization

Marketing

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