The document discusses strategies for mobile app engagement and retention. It emphasizes the importance of retaining users through targeted push notifications and in-app messages. Customizing communications based on user data and behavior can significantly increase response rates and app usage. The document recommends developing a retention strategy that focuses on push notifications, in-app messages, and personalizing the timing, format and content of messages for each user. This personalized, contextual approach to engagement is presented as key to driving higher user loyalty and monetization.

1. APP
ENGAGEMENT
KEEPING
USERS
COMING
BACK
FOR
MORE
Patrick Mareuil
Co-Founder
Chief Innovation Officer
Thursday 11th July 2013

2. 2
 The
award
winning
SoLoMo
marke9ng
company
founded
in
2010
by
serial
digital
entrepreneurs
&
backed
by
VCs
($10
Million)
 A
staff
of
100
(marke<ng,
campaign
management
&
technology
experts)
dedicated
to
your
business
growth
in
Europe,
with
offices
in
London
&
Paris
 A
unique
&
holis9c
approach
embracing
the
mobile
channel
as
a
whole,
from
acquisi9on
to
in-­‐app
purchase
 Technology-­‐Driven
A
LEADING
MOBILE
MARKETING
&
TECHNOLOGY
GROUP

3. 3
ACQUISITION,
RETENTION
&
LOYALTY
IN
1
SDK
Acquire
Optimize
Retain
Convert
Engage
Mobile Acquisition Platform
Be connected easily with the whole mobile eco-system
Track in-app activity to optimize according to your real KPI
Identify the best traffic sources for your business
Mobile-CRM Technology
Retain users with targeted messages (push notifications & in-app)
Convert active users into customers thanks to behavioral targeting
Build a loyalty and set one-to-one marketing program
1 SDK to manage Acquisition & M-CRM!

4. 4
MOBILE-­‐CRM
TECHNOLOGY
Retain,
Convert,
Build
Loyalty

5. 5
WARNING!
EVERYTHING
you’ve
learnt
today
might
be
USELESS
!
INDEED…
WITHOUT
A
PROPER
MOBILE
ENGAGEMENT
STRATEGY
YOUR
USER
ACQUISITION
EFFORTS
MIGHT
TURN
TO
BE
LIKE
POURING
OIL
INTO…
A
COLANDER
!

6. 6
IT
IS
CRUCIAL
TO
RETAIN
YOUR
USERS…
 ~25%
use
a
new
app
only
once
!
 45%
connect
between
2
and
10
9mes
!
 70%
of
Top
300
apps
do
not
ac9vate
or
send
Push
No9fica9ons
Only
3
users
out
of
10
are
loyal
to
an
app

7. 7
HAVE
YOUR
CAKE
AND
EAT
IT!
Building
a
relevant
Mobile
RETENTION
STRATEGY
will
have
BENEFICIAL
IMPACT
on
your
mobile
app
USER
ACQUISITION
!
 HIGHER
FREQUENCY
of
usage
drives
more
VIRAL
EFFECT
and
CROSS-­‐SELL
 LOYALTY
CRITERIA
have
an
impact
on
GOOGLE
PLAY
RANKINGS…
and
perhaps
the
App
Store
 Net
installs
rather
than
sheer
install
volumes
 Frequency
of
usage
over
30
days
 App
Store
algorythm
tweack
in
April
2011

8. 8
FOCUS
ON
PUSH
NOTIFICATIONS
 Message
sent
to
an
app
user
…
 Through
the
Mobile
Internet
and
Apple
/
Google
servers…
 No
SMS
Cost
 Appears
on
the
device
even
if
the
APP
ISN’T
RUNNING…
 It
triggers
the
app
opening
and
can
pass
data
to
it
 Subject
to
user
PERMISSION,
which
is
managed
by
OS
 CRUCIAL
FOR
APP
LOYALTY
 Ideal
to
REACTIVATE
USERS
 STRONG
RESPONSE
rates

9. 9
THE PUSH NOTIFICATION EFFECT
Purchaser
Rate
(%)
+ 33 %
+ 290%
App
open
frequency
index
x1,7
x2,2

10. 10
WHAT
DOES
A
PROPER
RETENTION
STRATEGY
MEAN?
Your
efforts
should
aim
for:
 Higher
FREQUENCY
of
usage
 Higher
ACTIVE
user
rates
 ANTI-­‐CHURN
ac<ons
 Higher
ARPU
through
upselling,
cross-­‐selling…
 A
greater
RECOMMENDATION
rate
or
sharing
rate
 Overall
a
HIGHER
CUSTOMER
SATISFACTION

11. 11
 The
right
DIALOGUE…
 With
the
right
USER
 At
the
right
TIME
 In
the
right
CONTEXT
 By
the
right
CHANNEL
WHICH
COULD
TRANSLATE
INTO…

12. 12
THE
RIGHT
DIALOGUE
=
THE
RIGHT
FORMAT
GO
BEYOND
CLASSIC
PUSH
NOTIFICATIONS
Make
your
Push
more
NOTICEABLE
with
EMOTICONS
Use
DEEP
LINKING
to
redirect
to
the
right
content
Use
RICH
PUSH
No<fica<ons
and
Android
overlay
POP-­‐UPS

13. 13
THE
RIGHT
DIALOGUE
=
THE
RIGHT
FORMAT
 A
Message
which
is
displayed
…
 Inside
the
RUNNING
APP…
 MULTIPLE
DESIGN…
 NO
NEED
TO
UPDATE
the
app
when
changing
the
content
 NO
USER
PERMISSION
needed
 Same
TARGETING
CAPACITIES
as
Push
 Ideal
to
ACCOMPANY
USERS
during
their
app
naviga<on
 CRUCIAL
FOR
APP
LOYALTY
BENEFIT
FROM
IN-­‐APP
MESSAGES

14. 14
THE
RIGHT
DIALOGUE
=
THE
RIGHT
MESSAGE
We
all
do
it
for
digital
communica<ons
(emailing,
landing
page…)
Why
wouldn’t
we
do
it
for
Push
No<fica<ons
when
it’s
the
most
reac<ve
Media?
Sample A
Sample B Message B Roll-out
«
There
are
some
+ckets
for
PSG-­‐
BARCA
to
win!?
Nope,
they’re
long
sold-­‐out…
But
you
can
win
1
HD
TV
and
150
FIFA13
apps!
Come
quickly
to
par+cipate
with
Betclick!
»
«
To
celebrate
the
PSG-­‐BARCA
game,
1
HD
TV
and
150
FIFA13
apps
are
given
away!
Come
quickly
to
par+cipate
with
Betclick!
»
25% INCREASE
in performance
…
All optimized in
5 MINUTES!

15. 15
Encourage
users
to
create
a
«
baby
profile
»
following
download…
…
to
offer
a
relevant
Push
program
based
on
the
baby
age…
THE
RIGHT
DIALOGUE
WITH
THE
RIGHT
USER
=
RELEVANCY
CUSTOMISATION
IS
KEY
TO
RELEVANCY!
RESPONSE
RATES
4
x
HIGHER
than
average
push
no<fica<on
rates

16. 16
THE
RIGHT
USER
=
ANALYSE
AND
TARGET!
TARGETING
IS
MANDATORY
(don’t
forget
they
can
erase
your
app!)
…
which
means
DATA
IS
KEY
Gather
all
the
necessary
Data…
 User
profile
 Preferences
 External
CRM
data
 App
behavioral
data
 Campaign
data
Analyse
And
combine!

17. 17
EXAMPLES
OF
USER-­‐PREFERENCE
BASED
MESSAGES
Response
rates
OVER
10%
!
2
X
MORE
EFFICIENT
than
regular
sale
pushes

18. 18
EXAMPLES
OF
BEHAVIOUR
BASED
IN-­‐APP
MESSAGES
Item
sale
IN-­‐APP
ALERT
Target
=
Low
to
Mid-­‐range
PURCHASERS
UPSELLING
in-­‐app
alert
Target
=
Users
with
no
account
AND
>
2
app
openings

19. 19
THE
RIGHT
TIME:
TIME
REALLY
IS
MONEY!
x2
 Push
no<fica<ons
are
EXTREMELY
TIME-­‐
SENSITIVE
 90%
of
reac<ons
occur
in
the
15
mn
following
sending
 75%
of
reac<ons
occur
in
the
5
mn
following
sending
 The
World’s
MOST
REACTIVE
MEDIA
 Be
sure
to
TEST
the
RIGHT
TIME
for
your
broadcats!
Split-­‐tes9ng
results
for
Push-­‐scheduling
(Ecommerce
client)

20. 20
THE
RIGHT
TIME
=
CUSTOMER
LIFETIME
BASED
MESSAGES
Time
Client Value
D+1
D+5
LO+15
LO+60

21. 21
THE
RIGHT
CONTEXT
=
BASED
ON
USER
RECENT
EVENTS
 ABANDONED
BASKET
use
case
 Up
to
3
x
HIGHER
RESPONSE
RATE…
And
extremely
VALUABLE!

22. 22
THE
RIGHT
CONTEXT
=
BASED
ON
USER
LOCATION

23. 23
THE
RIGHT
CHANNEL
=
MULTIPLY
YOUR
TOUCHPOINTS
As
much
as
possible
try
and
COLLECT
OTHER
TOUCHPOINTS
(Email,
Social,
SMS)
LINK
your
mobile
profiles
with
your
exis<ng
profiles
so
as
to
complete
your
view
and
manage
performing
MULTI-­‐
CHANNEL
CAMPAIGNS
Vente-Privée
CRM System
= POST
 Data Exchange
 Multi-channel
communications
=

24. 24
ENGAGING
EXISTING
USERS
CAN
BRING
YOU
MORE
USERS
 ENGAGE
YOUR
MOST
ACTIVE
USERS
AND
MAKE
THEM
BECOME
AMBASSADORS
 Posi<vely
Rate
your
app
 Refer
a
Friend
 IN-­‐APP
OR
PUSH
NOTIFICATION
Targeted
on
several
ac<ve
segments
Message
Tes<ng
• Nearly
15%
click
rate
• A
high
impact
on
stars
and
hence
user
acquisi<on
BEFORE
AFTER
Average
stars
3,7
Average
stars
4,4

25. 25
BE
IN
THE
VIRTUOUS
CIRCLE!
COLLECT
DATA
&
PERMISSION
ANALYSE
TEST
TARGETING
TEST
FORMATS
TEST
MESSAGES
CREATE
AUTOMATED
SCENARIOS
CENTRALISE
THE
DATA
&
ORCHESTRATE
MULTI-­‐CHANNEL
MORE
TESTING
&
MORE
ANALYSIS
!
DON’T
WORRY
BE
HAPPY
MAKE
MONEY
!

26. 26
LAST
BUT
NOT
LEAST
A
HIGHLY
SCIENTIFICAL…
AND
ABSOLUTELY
NON-­‐SUBJECTIV…
INTERNAL
STUDY
HAS
SHOWN
THAT
PEOPLE
USING
HAVE
A
HAPPIER
LIFE
&
A
MORE
SUCCESSFUL
CARREER…

27. 27
ASK THESE GUYS !

28. 28
THANK
YOU
FOR
YOUR
ATTENTION

29. 29
Patrick MAREUIL
Co-Founder
pmareuil@ad4screen.com
@iPatmar
+33 1 44 56 87 14
Contact
www.ad4screen.com
@Ad4Screen
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