the best mobile app marketing of 2016
TRANSCRIPT
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Mobile was kind of a big deal in 2016. Pokemon GO
Rich push comes to iOS
iPhone 7 released
Mobile payments pick up steam
Geopush more widely adopted
iOS 10 is released
Google pixel released
Samsung Galaxy 7 fires
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BASICALLY, A TON OF SH*T HAPPENED. (Want a visual recap? We’ve got you covered)
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But what about mobile marketing? Who did it right?
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BEST MOBILE ONBOARDING
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Google Photos Value prop clearly stated
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Google Photos (Continued)
Permission to push
explaining the benefit to the user.
Ability to bypass
onboarding at anytime.
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BEST IN-APP: FEATURE ALERT
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Netflix
easy symbol to remember
clear CTAs
clear indication this is a new feature
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Redfin
great way to boost engagement and
attract new users to the app
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Audible
new feature that provides additional
benefits to members and reaffirms
Audible’s value prop
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BEST IN-APP: TRANSACTIONAL
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Open Table
clear confirmation
actionable CTAs
menu listed will keep
users in-app longer
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Starbucks
clear order confirmation
all the order information needed:
order pick-up time
receipt/tip
location information & directions
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Google Maps
perfect alert based off of an in-app
action. it’s highly relevant and
important information for the end user to
receive.
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BEST IN-APP: Permissions
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Under Armour
very punny user benefits of enabling push
clever way to keep the door open to
push in the future
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Waze
highlights key feature of the new version aimed at
boosting engagement.
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Target
all 3 of Target’s permission
requests are compelling and
clearly state the value to the user
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Wayfair
outlines the exclusive
benefits the user is privy to by
opting-in
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Headspace
having a “soft” ask matches the app’s
branding
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BEST IN-APP: Rate me?
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Buzzfeed, TuneIn, & Waze
All 3 rate requests are
branded to the look and feel of the app, rather
than the standard iOS
request
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Best Push Notification: Reminder
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OpenTable & Ulta
friendly reservation
reminder so the user doesn’t go
hungry.
puts Ulta back at top-of-mind for all those last minute holiday shoppers
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Best Push Notification: Transactional
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Instacarta nice “heads up”
so you know exactly when
your groceries will arrive
a perfect way to nudge users to check out, and
remind them that feedback is key to a more personalized
experience
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Best Push Notification: ALERT
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Hopper & BandsintownThese alerts let users know
about new happenings. Bonus points go to both apps
for personalizing the messaging based off of
in-app actions.
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Best Geo Push
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Expedia, VIRGIN AIRWAYS, & TRIPADVISOR
All 3 of these push notifications were sent based on the
user’s location (hotel & airport)
and provide pertinent
information that’s beneficial to them.
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Best Push Notification - Re-Engagement
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Trivia Crack, Hopper, & Runkeeper
Trivia Crack appeals to the user with humor, which
works with the light-hearted nature of the
game.
Hopper taps into location based data to draw users back.
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Best Edgy Mobile Marketing(Warning - These can be viewed as offensive to some people)
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Bumble & Barstool Sports
Both of these edgy mobile marketing
examples work because of the nature of the apps and their target demographics.
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And that’s a wrap on 2016.
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