BIMA Evening Briefing | Nice Agency - Retaining users on mobile.
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Transcript of BIMA Evening Briefing | Nice Agency - Retaining users on mobile.
Private & Confidential | © Nice Agency Limited 2014
Retaining users on mobile.Peter Dolukhanov
Ryan Hall
30 JULY 2014
@dolukhanov@ryanghall@niceagency
WHAT ARE WE TALKING ABOUT?
Private & confidential | Nice Agency Limited
TODAY’S MOBILE MARKET
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By 2018 smartphone penetration will achieve almost 100% in the UK
“
”Private & confidential | Nice Agency Limitednice
Source: Mobilesquared
Private & confidential | Nice Agency Limitednice
PLATFORM ENGAGEMENT
Use mobile
internet daily
80%
Use apps daily
75%
Research weekly
via mobile internet
46%
Purchase weekly
though mobile
20%
65% 60% 30% 10%Source: Tradedoubler
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MOBILE VS WEB USAGE
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Source: Morgan Stanley and ITU data
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TABLET MARKET GROWTH
Source: Morgan Stanley and ITU data
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TIME ON MOBILE VS TV
Source: Percolate
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MOBILE ADS +47%
Source: Morgan Stanley and ITU data
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MOBILE TIME VS AD SPEND
Source: Morgan Stanley and ITU data
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APPS VS MOBILE WEB
Source: Flurry
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MOBILE ADDICTION
Source: Flurry
ENGAGING USERS
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Make a great product “ ”
Who is this for?
How will they use itWhy will they use it?
What value is added?Why will they reuse it?
When will they use it?
Ask yourself
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Private & confidential | Nice Agency Limitednice
DAILY DEVICE HABITS
Source: Morgan Stanley and ITU data
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CONTEXT OF USE
Source: TradedoublerTablet Users
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HOW TO ENGAGE
Source: Urban Airship
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Consumers are multi-channel, brands should be too.
“
”Private & confidential | Nice Agency Limitednice
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Avoid expensive user churn 22% of people who download only use it once£1 cost per loyal userLoyalty drives repeat use
Why retain?
Source: Fiksu
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Private & confidential | Nice Agency Limitednice
65% of people stop using an app 3 months after install.
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”Source: Appboy
SEGMENTATION & PERSONALISATION
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Source: Urban Airship
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USER PROFILING
Source: Urban Airship
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Make it personal and improve the experience with a data-driven approach.
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”Private & confidential | Nice Agency Limitednice
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Listen, iterate, repeatIntegrating an effective mobile CRM strategy is vital
Utilise access to app behaviour & user preferences
Build accurate picture of your user
What to do
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Make recommendations and personalise content
Use push notifications to retarget passive users
Think multi-channel for retention too
Ask for feedback - and use it!
How to do it
Private & confidential | Nice Agency Limitednice
Private & confidential | Nice Agency Limitednice
Don’t let your brand get in the way of the experience.
“
”
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THE POTENTIAL
Source: Urban Airship Good Push Index
5x more betting
8x faster conversions compared to email
5x more traffic to mobile vs website
10x greater response than email
NICE TALKING TO YOU
@niceagency
Ryan Hall
Peter DolukhanovJoint Managing Directors, Nice
@ryanghall@dolukhanov