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Mobile And The Media 5 Ways To Succeed In 2016
Transcript of Mobile And The Media 5 Ways To Succeed In 2016
Mobile And The Media 5 Ways To Succeed In 2016
Tom Farrell - VP Marketing Barry Nolan - VP Strategy (@barryno)
[email protected] swrve.com
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The Changing Media Landscape
The future in media in three charts
Mobile is universal 4 billion users
source: A16Z
Marketing tech is PC based
The future in marketplaces in three charts
Mobile is universal 4 bn users
Digital time spent Mobile = 62% of time
Mobile 62%
Desktop 38%
source: Comscore source: A16Z
The future in marketplaces in three charts
Mobile is universal 4 bn users
Digital time spent Mobile = 62% of time
Mobile Apps v’s Mobile Web Apps = engagement, retention, conversion
Mobile 62%
Desktop 38%
0
55
110
165
220
Mobile App Mobile Web
source: Comscore source: Comscore source: A16Z
Minutes per user
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Desktop minutes are not declining
Comscore: Insights Into Today's Digital Consumer
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All the growth is in mobile apps Mobile is now 2 out of every 3 minutes
Comscore: Insights Into Today's Digital Consumer
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0
5
10
15
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Facebook Skype Whatsapp Snapchat Instagram Spotify Twitter Pinterest Uber
Mobile delivers large, engaged audiences Hours per month, UK
Source: comScore Mobile Metrix, Age 18+, UK, June 2015
Hou
rs p
er m
onth
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Know the difference between mobile-web and mobile-app users
It is vital to your business model
Mobile App Mobile Web
8.9
3.3
Monthly Unique Visitors (M)
DISCOVERY mobile web is best for
building audiences
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/The-2015-US-Mobile-App-Report 10
TOP 1,000 MOBILE APP v’s TOP MOBILE WEB PROPERTIES
Mobile App Mobile Web
8.9
3.3
Monthly Unique Visitors (M)
DISCOVERY mobile web is best for
building audiences
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/The-2015-US-Mobile-App-Report 11
Mobile App Mobile Web
10.9
201.8
Average Monthly Minutes per Visitor (M)
ENGAGEMENT But users spend
20X time in apps.
TOP 1,000 MOBILE APP v’s TOP MOBILE WEB PROPERTIES
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POWER USERS
Make a large amount of money
from a small group of people
Subscription
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POWER USERS
Make a large amount of money
from a small group of people
Subscription
CASUAL USERS
Make a small amount of money
from a large group of people
Advertising Model
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• 25% of its iPhone app’s monthly users are subscribers
• 3X more pages consumed on apps than through browsers.
• While 30× more NYTs unique visitors access the Times through the mobile web, it’s the app subscribers who disproportionately engage.
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Business Models
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Digital advertising is the largest revenue source.
People pay for access. Normally leaky firewalls
Affiliate revenue and sponsored posts
Advertising Subscription Affiliate
Conversion JourneysSessions, rates, clicks User knowledge
Three Models - Three Different Success Factors
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OtherAffiliate6%
Subscrip=ons55% Adver=sing
39%
• 1m pay; 59m don’t - 1.7% conversion rate.
• 12% of NYT digital sub readers deliver 90% of total digital revenue.
• More paying subs now that at any point in their history.
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PaywallSubscriptions Advertising
Getting the paywall balance is key. Paywalls (essential to drive subs) by definition impact advertising (# impressions).
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Business Model - Advertising
Sessions, rates, clicks
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mobile will account for 72% of U.S. digital ad spend by 2019 Google, eMarketer
Source: Google DoubleClick, February to April 2014Click-through rates across static image, flash and rich media formats
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© comScore, Inc. Proprietary. 19
Whither the Click?Only 1 to 3 clicks per one thousand impressions!
Today, very few people click on ads ….
Source: Google DoubleClick, February to April 2014 Click-through rates across static image, flash and rich media formats
0.14% 0.15% 0.32% 0.16% 0.15%
19© comScore, Inc. Proprietary.
Whither the click 2 clicks per 1,000 impressions
Source: Google DoubleClick, February to April 2014Click-through rates across static image, flash and rich media formats
Before After
Millennials ad blocking has been
tracked at >70%
AD BLOCKING
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As mobile-only Facebook users grow, Facebook rolled out native ads
High-performance advertising
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Business Models - Subscriptions
Conversion Journeys
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Your app is here.
25% of apps used
precisely once
117 apps on a typical
iOS device
77% of users churn
within days
2% of users convert
into paying customers
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• Only 6%-11% of readers will pay for online news.
• Average spend is approximately $10 per month.
• A large majority will never pay for news.
Monetising media is hard.
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The 30% is not the problem Conversion is.
• App Store purchases have the least friction and best conversion.
• A one-month free trial, auto-renewing sub, converts best.
• Then work to build the relationship with the user
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App Stores give people a familiar and simple way to purchase
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One touch always beats six pages of account and
credit card entry.
NYTimes: countdown, clear buy button
NYTimes: buy via app-store, free trial
WSJ: free trial, auto-renew, using Google payments = zero friction
The Economist: promote registration, impulse purchase (fast path)
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A/B test different
conversion messages (e.g Free Trial or Subs Benefits?)
& trigger moments (e.g after 3rd article read)
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Permissions (notifications)
Register with email (get 1 month free?)
Convert = Purchase 1 time: 1 month, 1 day, crossword
Subscribe: app, app+digitial, print+app+digital
Future goals: upsell editions, affiliate marketing etc.
Goal 1
Goal 2
Goal 3
Goal 4
Futures
Progressive Engagement and Conversion Journeys
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Create a personalised onboarding schedule to activate first-time customers
ONBOARDING >90% of new users will abandon
your app in days
Track each users behaviour, and segment based on their actions (or inaction).
Real-time is critical as ‘in-the-moment’ interactions are often the most valuable.
Lifecycle marketing
Onboard & convert
each new user
Nurture & deepen
usage
Engage and grow
relationships
Retain & re-engage
lapsing users
Focus around four jobs
WSJ: simple tutorial, pitch free trial immediately
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Mac Life
Grew conversions by 49% via on boarding messaging
Phased On-Boarding
The Times: sell “experience” of being a member
First impression on app openONBOARD
Today Firm Paywall
Create different onboarding experiences on the flyONBOARD
Variant BVariant A
Video tour
Call-to-action
Create a full tourONBOARD
Variant B
Explain the value push permissions
Subscribe call-to-action
Test multiple variants - pick the best.ONBOARD
Variant BVariant A
! Duplicate*this*campaign
Last%week Last%month Since*start
ENGAGEMENT METRICS
Campaign*Report Message*Details
A7er*seeing A7er*clicking
320Impressions
105Clicks
32.8% Click-through Rate
240Users
000
No*Account/In<App*Message(80*users***40*clicked)
000
C
O
20.0%20/100
45.0%45/100
No*Account*Create(80*users***40*clicked)
A Account*Create(80*users***40*clicked)
O
000
O
B
40.0%40/100
Subsequent Time in Appafter seeing
Subsequent Number of Sessionsafter seeing
2.64sessions/user
3.91sessions/user
3.18sessions/user
4.80minutes/user
3.80minutes/user
4.10minutes/user
Click-through Rateclicks/impressions
000
No*Account/In<App*Message(80*users***40*clicked)
000
C
O
5.00$/user
25.00$/user
No*Account*Create(80*users***40*clicked)
A Account*Create(80*users***40*clicked)
O
000
O
B
1.00$/user
Sharesafter seeing
Premium Subscriptionafter seeing
0.01per*user
0.3per*user
0.02per*user
5.2per*user
2.27per*user
3.14per*user
Revenueafter seeing
Variant C
Automated Lifecycle Messaging Day 1 2 3 4 5 6 7 8 9
See every premiership goal
as it happens.
Lets get you set up
Three months subscription for the price of one
In the days after first app open: speak with each new user who has yet to subscribe
Optimal: Swrve picks the best time to reach each user the day after install.
Contextual: Message only each new user yet to subscribe.
````````` Day +1 “Lets get you set up”ONBOARD
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Optimize user experiences and personalised messaging
ENGAGMENT The best engagement messages are ones that add value to the customer.
Variant 2Variant 1
What UX drives session length?
Test whether displaying Expansive or Condensed articles increases session length and total minutes.
A/B Test
What impact does different ad inventory& loads have on engagement?
What impact does different advertising inventory have on user engagement, session length, and retention?
Variant 2Variant 1
What is the best way to drive sharing?
Use share sheets?
Or share buttons?
Engage around personal interests
Readers who use push notifications are more engaged.
Target: User has read 5 articles by this writer.
Engage around personal interests
Engage around personal interests
Target: User has read 5 articles by this writer.
Push Message: Alerts the user whenever the writer posts.
Promote features that increase engagement
Target: Users who have not saved articles for offline reading
Trigger In-app message After user has read an article
In-app message to ‘nudge’ users to use offline reading
Many types of push
Quick Push
Broadcast to millions, in an instant
Can the newsroom use it?
A range of push options to optimize engagement
Fast Push
Broadcast to millions, in an instant
Transactional Push
In-house systems message a user directly.
ENGAGED
A range of push options to optimize engagement
Fast Push
Broadcast to millions, in an instant
Transactional Push Personal Push
In-house systems message directly with a segment.
A campaign of one.
ENGAGED
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• Media = mobile.
• Know the difference between mobile-web and mobile-apps.
• Ad or Subscription models have very different marketing challenges.
• Onboarding - the first days of use are critical to long-term use.
• Build engagement strategies that serve users’ needs
Mobile And The Media 5 Ways To Succeed In 2016
Tom Farrell - VP Marketing Barry Nolan - VP Strategy (@barryno)
[email protected] swrve.com