make sure your app marketing isn't crap marketing
TRANSCRIPT
Making sure YOUR APP MARKETING ISN’T Crap Marketing
Ashika Patel BalaniSr. Product Marketing Manager
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• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.
• Have a question? Chat in the bottom left, and I’ll get to your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation
Housekeeping
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What do these products have in common?
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They all run on Apps!
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Seamless Conversations are critical!
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• Push notifications boost app engagement by 88%
Proportion of Media Activity Throughout the Day
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2.2 MILLION APPS
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71% of app uninstalls are due to bad push notifications
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Today we’ll cover…• Best practices to
drive mobile engagement• Tactics to successful
push notifications and in-app messaging• Famous! examples
of what works
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Know your audience!• What are the characteristics
of your audience?• Demographics• Behaviors & non-behaviors• Device types• Interests
• What is their journey?
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Tailor to your audience
New
ACME, Inc.
Complete your profile for the most relevant deals!
ACME, Inc.
Need tickets for the next game. Purchase at www.tickets.com
Active
ACME, Inc.
John, a replay of the Mobile webinar is available now.
Passive
ACME, Inc.
Hi David, A SPECIAL offer just for you! 25% off game day apparel
Dormant
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Demographic:• Avid Fans• 15-24• Fashion Enthusiasts• Mostly female users• Enjoy gossipBehaviors:• Usually play games
throughout the day. • Sleep by 12am• Watch my show• Follow me on Twitter
and Instagram• Wants to be in the
know
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How do you want to engage?
Product Market
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Productivity Retained Engagement Commerce Mixed
Help users be more productive
Keep users engaged with content
Users complete purchases within the app
Cross between various app use cases as well as to drive traffic to in person events/stores
Yumi Yogurt PandoraKim Kardashian WestDropCam
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How do you want to engage?
Product Market
Fit
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Reminder
ACME, Inc.
Finish buying your tickets using this link www.bitly.com
Personalized
ACME, Inc.
And we won! Thanks for joining. Here is a special offer for the next game!
On-Boarding
ACME, Inc.
Complete your profile to get access to event details, parking, and more!
Traffic Driver
ACME, Inc.
Sign-up for a free free parking pass to the next game
Promotional
ACME, Inc.
Special 10% off all products in your local concession
Functionality
ACME, Inc.
You received a special message from your favorite Trail blazer!
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App Type: CommerceAudience: 15-24, Fashionistas, FemaleBehavior: Purchases ’authentic products,’ need instant gratification, competitive, uses lots of social media, desire to have their own identityTriggers: Reaches various levels in the game with purchases triggered by events like meetings, events, new exclusive products
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App Type: Mixed – Retained Engagement & CommerceAudience: 15-24, Hollywood Fanatics, Fashion experts/influencers, trendyBehavior: Stays ahead of the trends, Creative, watches Fashion Police, Reads fashion blogs dailyTriggers: New article, exclusive appearances, current events, holidays
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Send relevant and timely messages• Send messages based on user
interactions
• Personalize the message
• Find the right time and frequency to send messages
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• Taps on a push notification• Non-behavior on app or
notification• Installs your app• Opens your app• Time spent in app• Completes custom activity in
app (e.g., incomplete fields)
• Location based activities • Engagement with web,
email, and social
Listen to Activities
Across Channels
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Why so late!
So many messages!
Again!
Sense of Urgency
Prime time playing
Exclusive for me!
Mission Accomplish
ed
Never Again
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Optimize Your App Experience
• Make the right first impression• Clear and transparent sign-up
and profile creation experience• Deliver on the right content• Gather feedback
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Make the Right First Impression
Introduce your app Be Creative Ask for
Permission
Image provided by: http://andrewchen.co/why-people-are-turning-off-push/
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Make it easy by using touch ID and social log-ins
Incentivize profile completeness
Create a seamless experience
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• Ask for Feedback using multiple avenues• App store reviews• In-app messaging or in-app
placement• Integrate feedback into your
marketing
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Make Mobile Marketing an Extension of your Brand• Clear and concise copy messaging.
• Actionable language used for the CTA
• Consistent design
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• Language
• Style
• Clothing
• Connected
• Design
• Imagery
• Layout
• Colors
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Logo
StyleLayout
Call to ActionColor
Concise Copy
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Build Asset – In-App
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Use Data to Measure Success• Define success early
• Identify the right campaign metrics and app metrics.
• Test your campaigns and test your app
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• Know your audience!• Define the product-market fit!• Send relevant and timely messages• Optimize your mobile app experience• Use data to measure success• Make mobile an extension of your
brand
In Summary1
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Thank You!Questions?