App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages
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Transcript of App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages
![Page 1: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/1.jpg)
App Value 101 How I Learned to Avoid Bombarding My
Users With Disruptive Messages
![Page 2: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/2.jpg)
#appanswers
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Here Are Your Hosts!
Chris Kiertz Marketing Conversion Manager
Josh Todd Chief Marketing Officer
![Page 4: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/4.jpg)
Here Are Your Hosts!
Chris Kiertz Marketing Conversion Manager
Josh Todd Chief Marketing Officer
(he’s the actual host) (he’s the presenter)
![Page 5: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/5.jpg)
What’s on the Agenda?
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What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
![Page 7: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/7.jpg)
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
![Page 8: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/8.jpg)
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
![Page 9: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/9.jpg)
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
![Page 10: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/10.jpg)
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
What’s on the Agenda?
![Page 11: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/11.jpg)
Push v In-App Messages: What’s the Difference?
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Push v In-App Messages: What’s the Difference?
Push Messages • Deliver messages to
your users’ home screens
• Interact with users who aren’t currently using your app
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Push v In-App Messages: What’s the Difference?
1 out of 5 users won’t come back again
x
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Push v In-App Messages: What’s the Difference?
Push Message Use Cases: mCommerce - reminds users of items left in their shopping cart
Gaming – notifies users when all lives are restored
Retail - sends 10% discount to app users walking by their brick-and-mortar store
Finance – notifies users when a large transaction occurs
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Push v In-App Messages: What’s the Difference?
In-App Messages • Notifications that
are displayed when the user is actively using the app
• Highly contextual and triggered based on in-app interactions
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Push v In-App Messages: What’s the Difference?
In-App Message Use Cases: mCommerce – recommends a product similar to one the user just favorited
Gaming – surprises the user with an extra life after getting stuck on one level
Retail – presents a launch screen to explain the cross-platform experience
Finance – introduces the new update that lets users more easily browse their accounts
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What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
![Page 18: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/18.jpg)
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
![Page 19: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/19.jpg)
Lesson 1: Show Users Why They Should Opt In
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Lesson 1: Show Users Why They Should Opt In
Industry Averages 52% of app users have push enabled on their phones
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Lesson 1: Show Users Why They Should Opt In
52% of app users have push enabled on their phones
Industry Averages
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Lesson 1: Show Users Why They Should Opt In
52% of app users have push enabled on their phones
48% of app users don’t have push enabled on their phones
Industry Averages
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Lesson 1: Show Users Why They Should Opt In
52% of app users have push enabled on their phones
48% of app users don’t have push enabled on their phones
Industry Averages
How do you get more of this push message pie?
{ }
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Lesson 1: Show Users Why They Should Opt In
Disruptive: - Ask them to opt in
immediately after launching the app for the first time
(first launch)
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Lesson 1: Show Users Why They Should Opt In
Delightful: - Welcome your users
with a sequence of introductory, how-to screens to show value
1 2 3 2 3
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Lesson 1: Show Users Why They Should Opt In
Delightful: - Welcome your users
with a sequence of introductory, how-to screens to show value
- THEN, ask them to opt in with a unique, well-designed in-app message
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Lesson 2: Segment Your Users
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Lesson 2: Segment Your Users
Segmenting = - Creating groups of users based off of similar
behavioral or profile-based attributes
Ex. Favorite Music Artist = Paul Simon Ex. Gender = Female Ex. Loyalty Rewards Member = False
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Lesson 2: Segment Your Users
(your entire userbase)
Sports Apparel App
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Lesson 2: Segment Your Users
(your entire userbase)
Sports Apparel App
![Page 31: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/31.jpg)
Lesson 2: Segment Your Users
Disruptive: - Send a blanket message
to your entire userbase - Provide vague details in
the messaging
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Lesson 2: Segment Your Users
Disruptive: - Send a blanket message
to your entire userbase - Provide vague details in
the messaging
![Page 33: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/33.jpg)
Lesson 2: Segment Your Users
Delightful: - Send a contextual
message to a behavior-based segment of users
- Send a relevant update to a segment based on profile data
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Lesson 2: Segment Your Users
Delightful: - Send a contextual
message to a behavior-based segment of users
- Send a relevant update to a segment based on profile data
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Lesson 2: Segment Your Users
3% of broadcast push messages are clicked
7% of targeted push messages are clicked
Broadcast: Targeted:
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Lesson 2: Segment Your Users
3% of broadcast push messages are clicked
7% of targeted push messages are clicked
vs.
15% of users converted 54% of users converted
Broadcast: Targeted:
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Lesson 2: Segment Your Users
Imagine an app with 100,000 users
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Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users = 3,000 opened messages
7% of 100,000 users = 7,000 opened messages
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Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users = 3,000 opened messages
7% of 100,000 users = 7,000 opened messages
15% of 3,000 opened messages =
450 converted users
54% of 7,000 opened messages =
3,780 converted users
vs.
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Lesson 2: Segment Your Users
Broadcast: Targeted:
450 converted users 3,780 converted users vs.
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Lesson 3: Get Personal!
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Lesson 3: Get Personal!
• If your messages sound robotic or “canned,” you risk being ignored
• Think of how you would talk to them if they were right in front of you
Rules of thumb
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Lesson 3: Get Personal!
Disruptive: - Don’t give any
indication that an actual person wrote the message
- Send a generic-sounding message about the product
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Lesson 3: Get Personal!
Disruptive: - Don’t give any
indication that an actual person wrote the message
- Send a generic-sounding message about the product
![Page 45: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/45.jpg)
Lesson 3: Get Personal!
Delightful: - Show some enthusiasm,
let your users know you care!
- Sound like a human, not a robot
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Lesson 3: Get Personal!
Delightful: - Show some enthusiasm,
let your users know you care!
- Sound like a human, not a robot
![Page 47: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/47.jpg)
Lesson 4: Make It Your Own!
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Lesson 4: Make It Your Own!
You know your brand better than anyone
else, let it show!
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Lesson 4: Make It Your Own!
Disruptive: - Use the default, native
pop-up to display new offers
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Lesson 4: Make It Your Own!
Delightful: - Design the in-app
messages to be consistent with your app’s branding
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Lesson 4: Make It Your Own!
Delightful: - Design the in-app
messages to be consistent with your app’s branding
![Page 52: App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages](https://reader038.fdocuments.in/reader038/viewer/2022103019/55b6dd3cbb61ebed588b46fc/html5/thumbnails/52.jpg)
Lesson 5: Get the Timing Right
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Lesson 5: Get the Timing Right
• Always imagine when and where your users will be when sending a message
Rules of thumb
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Lesson 5: Get the Timing Right
Push Messages: • Day of the week • Time of the day
In-app Messages: • Screenflow • In-app behavior
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Lesson 5: Get the Timing Right
Both Types of Messages: • Relevant events
going on in the area • Based off of
transactional, in-app behavior
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Lesson 5: Get the Timing Right
Disruptive: - Sending a push
message at 5am with irrelevant content
- Sending consecutive messages about the same topic
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Lesson 5: Get the Timing Right
Delightful: - Send push messages during the weekdays - Schedule your messages for the afternoon - Use in-app transactional behavior to send relevant
messaging
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Lesson 5: Get the Timing Right
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Lesson 6: Keep It Short ‘n Sweet
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Lesson 6: Keep It Short ‘n Sweet
Rules of thumb • The shorter, the
better • Keep push messages
to less than half the size of a Tweet
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Lesson 6: Keep It Short ‘n Sweet
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Disruptive: - Sending a message with
too much text for the user to spend time actually reading
Lesson 6: Keep It Short ‘n Sweet
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Delightful: - Be concise with your
messaging, only use just enough words to get the message across
Lesson 6: Keep It Short ‘n Sweet
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Lesson 7: Don’t Ask, Do Tell
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Lesson 7: Don’t Ask, Do Tell
Rules of thumb • Be straightforward • Questions can use
up valuable space and create ambiguity - avoid when you can
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Lesson 7: Don’t Ask, Do Tell
Disruptive: - Asking a question to
your users (one that has a pretty obvious answer)
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Lesson 7: Don’t Ask, Do Tell
Delightful: - Avoid questions when
possible to avoid any ambiguity
- If you’re going to ask a question, make sure it actually helps the user better understand the message
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Lesson 7: Don’t Ask, Do Tell
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Lesson 8: Keep the Conversion in Mind
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Lesson 8: Keep the Conversion in Mind
Rules of thumb • Use actionable
language • Make it completely
obvious what the user’s next step should be
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Lesson 8: Keep the Conversion in Mind
Disruptive: - Use unclear or vague
language about what the user’s next step should be
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Lesson 8: Keep the Conversion in Mind
- Use clear, concise language; make it obvious what the user should do next
Delightful:
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Lesson 9: Provide REAL Value
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Lesson 9: Provide REAL Value
Rule of Thumb - You know what’s
valuable to your app, but think of what’s valuable to your users
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Lesson 9: Provide REAL Value
Disruptive:
- Make references your users don’t get (nothing wrong with being clever, but make sure your users get it!)
- Don’t show any real value in the users engaging with the message
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Lesson 9: Provide REAL Value
Disruptive:
- Make references your users don’t get (nothing wrong with being clever, but make sure your users get it!)
- Don’t show any real value in the users engaging with the message
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Lesson 9: Provide REAL Value
Delightful: - Put yourself in the
users’ shoes and craft messaging that speaks to what they would find valuable
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Lesson 9: Provide REAL Value
Delightful: - Put yourself in the
users’ shoes and craft messaging that speaks to what they would find valuable
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Lesson 10: Measure the Right Metrics
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Lesson 10: Measure the Right Metrics
Rules of thumb • Measure past the
download (forget about vanity metrics)
• Understand your KPIs, what counts as a conversion to your app & business?
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Lesson 10: Measure the Right Metrics
Disruptive: - Craft your messaging based off of vanity metrics
- Downloads - App launches
“This message has led to more app launches, we should make more messages like it.”
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Lesson 10: Measure the Right Metrics
Delightful: - Pay attention to your most valuable engagements,
and write your messages to encourage those actions. - Session length - Session interval (time between sessions) - User lifetime value - Conversions
“This in-app message has led to a 10% increase in users purchasing an upgrade through our app. Let’s
do more of that.”
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What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
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What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
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The Future of App Marketing
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The Future of App Marketing
2008 2015
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The Future of App Marketing
2008
App Store Launches June 2008
2015
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The Future of App Marketing
2008
App Store Launches June 2008
2015
100,000 Apps November 2011
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The Future of App Marketing
2008
App Store Launches June 2008
2015
100,000 Apps November 2011
10 billion downloads January 2011
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The Future of App Marketing
2008
App Store Launches June 2008
2015
100,000 Apps November 2011
10 billion downloads January 2011
1 million apps October 2013
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The Future of App Marketing
2008
App Store Launches June 2008
2015
100,000 Apps November 2011
10 billion downloads January 2011
1 million apps October 2013
1.4 million apps
January 2015
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So, What’s Next?
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1.4 million apps + 75 billion downloads = a LOT of data
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How do we use this data to create the best possible app experience for our users?
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Creating the Best Possible Experience For Our Users
Today: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns
Tomorrow: - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns
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Today: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns
Tomorrow: - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns
Reactive
Creating the Best Possible Experience For Our Users
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Today: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns
Tomorrow: - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns
Reactive Proactive
Creating the Best Possible Experience For Our Users
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This future of app marketing is Predictive App Marketing
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So what is Predictive App Marketing?
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Machine Learning
Personalized Recommendations Auto-optimization
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Want more info about predictive? Go to localytics.com or call 617.418.4422
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What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
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What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
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Key Takeaways
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Key Takeaways
Push vs In-App Messaging - Push messages are for users who aren’t actively
using your app - In-app messages are for users who are currently in
your app
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Key Takeaways
Lessons in Messaging - Provide real value
- What’s in it for the user?
- Put yourself in your user’s shoes - What type of offers and messaging would you want to
receive?
- Get the timing right - Make it personal & brand it
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Key Takeaways
Future of App Marketing - Predictive app marketing will change the way we
interact with our users - Reactive vs. Proactive
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Further Learning
+
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Q + A#appanswers