BIMA Evening Briefing | Nice Agency - Retaining users on mobile.

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Private & Confidential | © Nice Agency Limited 2014 Retaining users on mobile. Peter Dolukhanov Ryan Hall 30 JULY 2014 @dolukhanov @ryanghall @niceagency

description

Ryan Hall & Peter Dolukhanov joint managing directors at mobile specialists Nice Agency talked at the BIMA Evening Briefing on 'Beyond acquisition – how do you retain users on mobile?' As brands spend more time and money on acquiring mobile users, not enough focus is put on retaining them. Peter and Ryan looked at mobile engagement and retention, exploring the challenges of creating a compelling mobile experience, outlining why a cross-device user journey is key and the importance of a communications strategy to drive behavioural change for repeat usage.

Transcript of BIMA Evening Briefing | Nice Agency - Retaining users on mobile.

Page 1: 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

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WHAT ARE WE TALKING ABOUT?

Private & confidential | Nice Agency Limited

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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

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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

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ENGAGING USERS

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Make a great product “ ”

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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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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.

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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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65% of people stop using an app 3 months after install.

”Source: Appboy

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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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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

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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

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NICE TALKING TO YOU

@niceagency

Ryan Hall

Peter DolukhanovJoint Managing Directors, Nice

@ryanghall@dolukhanov