Every moment is mobile: smartphones taking over the world
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Transcript of Every moment is mobile: smartphones taking over the world
2nd Mobile Marketing event
5/2/2014
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Sotiris Alexopoulos
Every moment is mobile:
smartphones taking over the world
the lights on mobile
the global annual unit sales
source: Enders
Analysis
smartphones take over the world
the world in 2017
source: GSMA, 6 World
Bank, Enders Analysis
the mobile is where your customers
are
✓user’s first option for content, news and information
✓ in the next couple of years your mobile phone will essentially become
your wallet
✓mobile will be the most personal item you have, associated directly
with your purchase behavior
✓mobile will be in all your customer’s pocket and present in all their
priority moments
✓mobile programmatic media buying revolutionizes the way we buy
media, providing the option to target, segment and re-target our
audience
the mobile strategy equation
Installs x Monthly Active Users
=
Monthly Average Revenue Per User
x = Monthly Active Users
Monthly Retention %
Retention
Monetization
Acquisition
the mobile acquisition issue
saturated and
overpriced: your
competitors are games,
fortune 500 companies
that monetize mobile
and more games
(CPA>$2.5)
adverse selection
problem: apps are only
selling clients monetize
the less, so in return you
are buying users that
provenly don’t spend
targeting and traffic
quality: traffic
acquisition and user
tracking systems are
fragmented and hard to
monitor
the mobile retention problem
Months Since
User Acquisition
100%
47%
35%
14%
7%
4%
0
3
6
9
12
1
iOS and Android
User Retention
source: blog.flurry.com
Solving it, should be your
First Mobile App Strategy
Retention is one of the biggest challenges of mobile apps today, as “65% of people stop using them three months after install”
the monetization potential
time
• customer lifecycle value mostly refers to the
future, therefore this is something we can
easily influence through mobile channels
• monthly churn rate is probable
the most important factor you
need and can change
• communicate just
before your customers
are about to perform a
purchase
customer spending
with mobile CRM
customer spending without mobile
CRM
the only formula you need to know
CTV > CPA * Customer Lifetime Value * Cost Per Acquiring a new Customer
the lessons from gaming industry
✓appointment dynamics to increase user retention
✓players only buy in-app consumables when they think that this is
worthwhile (saves time)!
✓Monitor your users and engage them when they are idle (when in toilet
:p or in the subway)
✓avoid limits on your CLV (avoid $4.99 buy all bundle if possible)
✓repetition mode, game farms/publishers and development of new
versions of the same gameplay
the Warply solution approach
Contextual & Behavioral Targeting
target users based on their location, past behavior, purchase habits and personality.
Real-Time Messaging Push messaging gives the ability to communicate with your customers just right at the point of sales or even before they even realize that they need to perform a purchase
Engagement Deliver rich and engaging communication, ask your customers to play games, participate in competitions and perform loyalty actions
the interaction with your customers
One-time
Registration
Physical and
Virtual
Goods
Apple
Passbook
Integration
Voucher
Code
for the Offer
Time/Place
Dependencies
Scanned
Material
Proof of
Presence
Mobile
Wallet
Support
Perform purchases and redeem coupons directly though the application
the beacons’ capabilities
Warply & Location
Marketing Shop entry and exit events
Coupon redemption with
proof of presence
Hands free payment
experiences
Interact with products
Get live feedback
Use the
retailer’s or a
network app as
in store sales
assistant
coming up…
Top Executives from leading brands, media agencies and Greek
Media, will analyze their strategy and present their unique case
studies on how to engage customers on their mobile devices.
Our guest speakers are:
Ericsson Hellas Mobile Landscape Tasos Pagakis, Head of Communication Southeastern Europe
e-Food.gr Case study Antonis Samothrakis, Marketing Manager
Tempo OMD Georgia Zacharaki, Digital Account Director
AB Vassilopoulos AB Vassilopoulos mobile app case study Chryssa Vrouzi, Internal Communication & Digital Manager
Intale i-kiosk launch Fotis Koutouvelis, CEO