app engagement - how to promote usage | todi appydays 2015

App EngagementPromoting Usage of Your App

Photo: “True Colors” by Xava Du

24.09.15, TODIDANIELE BIOLATTI

@biolatti

AGENDA• Mobile in Italy• Download• Abandoned Users• App Engagement• Needs• Organic• Paid• …Tomorrow?

• Q&APhoto: “Perdiendo Color” by Xava Du

DOWNLOAD

DAU, WAU, MAU

APP

…OTHERS METRICS?

Photo: ”C3-PO vs DATA“ by JD Hancock

Italy: 17 M mobile daily users

Source: Audiweb, Jul 2015Photo: “Class of 2012”by Dave Lawler

1’39’’ average time

63% Connected Apps

20% offline Apps17% Voice & Messaging

Source: Nielsen, Sep 2014Photo: “Time is Relevant” by Leland Francisco

Average: 36 Installed Apps

Source: Google/Ipsos, May 2015

1 / 4 used daily

Photo: “Close up person using smartphone” by Japanexperterna.se

Mar 2014 Sep 20140,7 M 1,3 MUnique Users Car Sharing / Car Pooling

Source: Nielsen, Sep 2014Photo: “Vintage Car“ by kayugee

2012

201489M

302M

Mobile Advertising Italy

Source: Osservatori PoliMi, gen 2015

2013204M

Photo: “Big Wave Surfing in Tahiti at Teahupoo” by Duncan Rawlinson - @thelastminute

So, we create an APP !

Photo: “Huawei P8 smartphone” by Maurizio Pesce

Parco Giochi Detector

Photo: “TomTom” by Rossella

ASOWoMOwned MediaEarned Media

Photo: “Giochi” by Banaiità

Facebook, Google, TwitterBanner mobile

Burst Campaigns

DownloadUsage

HappynessMonetization

< MAU

Photo: “sweet memories” by Emanuele

1 / 4 Installed app nevere used !

Source: Google/Ipsos, May 2015Photo: “sweet memories” by Emanuele

20% used once !Source: Localytics, Jun 2014Photo: “remember when you were young“ by Chiara Vitellozzi Fotografie

60% chance users who don’t come back after 7 days never return.

Source: Fiksu, Localytics

Photo: “Non è tempo di giochi” by Maritè Toledo

L’APPENGAGEMENT

Needs for App Engagement:- Deep linking- SDK- …IDEAS!

…and don’t forget A/B TEST!

ORGANICPUSH & LOCAL NOTIFICATIONGEOFENCING, IBEACON, SOCIAL, …

PUSH NOTIFICATION :«Domani è Festa…che ne dici di un bel pic nic?»

Photo: “Picnic en el parque” by Jorge Gobbi

SEGMENTED AUDIENCE !

Photo: “lightining storm - tempesta_di_fulmini” by Mario Jr Nicorelli

Engage,

Don’t Spam !Photo: “swinging chickens” by Giulia Van Pelt

App Indexing

Photo: “Index” by GotCredit

PAID ENGAGEMENT

Photo: “Alassio Parco Giochi” by Marco Trovò

Photo: Google Doodle: https://www.google.com/doodles/childrens-day-2015-costa-rica BBQ TIPS: https://support.google.com/adwords/answer/6046233?hl=en

SDK

SEARCHKeyword

AwarnessPhoto: “Search!” by Jeffrey Beall

DISPLAYRemarketing

Interaction

Photo: “Facebook Flower” by mkhmarketing

SDK

FacebookParco Giochi

Photo: “Facebook Beachfront” by mkhmarketing

…TOMORROW?

Mobile Marketing Automation

Organic and PaidCross Media

…OR TODAY?

Grazie.

photos available on Flickr, under a Creative Commons License. Thanks to all photographers

APP ENGAGEMENT

@biolatti http://daniele.biolatti.