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Beyond the App Install:From Acquisition to Re-Engagement
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Dennis MinkVP Marketing
Liftoff
Mercy BellSr. Mobile Strategist
Kahuna
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Housekeeping• Webinar will be recorded and emailed out• Have a question during the webinar?
- Ask us via the comments box- Q&A time at end of webinar
• Let’s get social! Tweet us with #BeyondThe Install
- @Kahuna - @LiftoffMobile
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Agenda• The Challenge• The Opportunity• The Solution• Acquire the right users• Re-engage via advertising
• Re-engage via messaging
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The Challenge
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3M+APPS AVAILABLE INLEADING APP STORES
17%YOY INCREASE INCOST PER INSTALL
14%AVERAGE 1-DAYRETENTION RATES
85BAPPS DOWNLOADEDFROM THE APP STORE
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The Opportunity
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76%GROWTH IN APP USAGE IN 2014
50%+APP DEVELOPERS STILLPREFER CPI ACQUISITION
50%AVERAGE OPT-INRATES FOR PUSH
105%GROWTH IN MOBILEAD REVENUE IN 2014
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The Solution:Look beyond the install
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Focus on the right metrics
• Actions• Revenue• Retention• Uninstalls & Opt-outs
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Re-engagement
• Activate and onboard new users• Encourage a habit of use• Create memorable mobile moments• Re-activate dormant users• Nurture top users
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Acquire the right users
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Profile your most engaged users
• Age and gender• Device• Location• Related apps• Post-install behaviour
Profiling supports lookalike targeting
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iOS vs Android
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Women vs Men
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Build ad creative that drives installs
• Include a clear call to action
• Bold, bright flat colored backgrounds
performance best
• Limit use of animation, especially
with interstitials
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A/B test your ad creative
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$2.67 CPI 13.11%$7.03 CPA 19.39%
$2.67 CPI $7.03 CPA
A/B test your ad creative
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Optimize your ad inventory
• Like other channels, “good” inventory matters
• Run ads in apps that map to your most engaged users
• Watch out for “dumb” DSPs, where 1/3 of ad spend will go toward Talking Tom
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Optimize for engagement, not installs
• Focus on acquiring users that engage
• Make sure you have proper tracking of post install events & attribution
• Optimize against revenue-producing post-install events
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Re-engagement via advertising
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Re-engage your existing users
• Target users who already installed your app
• Awaken dormant users• Deep link to relevant
screens• Optimize for post-install
conversions
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Re-engagement via messaging
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Understand your customers
Location Timing Behavior Preferences Device
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Promote virtuous actions
10 FRIENDS 4 POSTS 3 SHARES
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Message the person, not the device
USER INFORMATION
BEHAVIOR OVERVIEW
PROFILE
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Talk to theright people
”
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Make it personal
”
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Leverage the right channels,not every channel
PUSH NOTIFICATIONS
FACEBOOK ADVERTISEMENTS
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Get the timing right
PREFERRED TIME OF DAY
% O
F U
SER
S
BEST TIME TO SEND A PUSH NOTIFICATION
8 PM4 PM12 NOON8 AM4 AM12 AM
10.5%
7.5%
4.5%
1.5%
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Practical Examples
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Top Lifecycle Campaigns
New users Gather information & inspire sticky user experience
Registration incentives & onboarding campaigns
Engaged users Incentivize mobile conversions and brand advocacy
Cart fulfillment, referral incentives & VIP campaigns
Passerby UsersRe-introduce the value proposition of your app Personalized new feature alerts
Dormant Users Inspire re-engagement Affinity-based offers & campaigns
Goal Campaign Suggestion
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Registration incentivesfor first-time usercampaigns
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Find users who…
• Have used the app only one time• Have not registered• Have browsed Thai food
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Send a personalized incentive
Sign in for exclusive discounts to [restaurant type]
restaurants in [location].
Sign in for exclusive discounts to Thai restaurants in San Francisco.
You type: Your user sees:
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Affinity-based offerfor re-engagementand retention
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Find users who…
• Have been dormant for 5 days• Have listened more than 2 times
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Send a personalized message
Still like [category listened]?Rock on with this free music credit.
Still like Old School Hip-Hop?Rock on with thisfree music credit.
You type: Your user sees:
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Top Conversion Campaigns
New users Complete initial cart fulfillment/purchase
Cart fulfillment, discount/promotional campaigns
First-time Purchasers Encourage repeat purchases Cart fulfillment, VIP campaigns
Engaged usersEncourage positive app store reviews at the height of a user’s delight
Personalized review message
Goal Campaign Suggestion
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Personalized messagefor highlyengaged users
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Find users who…
• Have achieved level 30• Have not reviewed your app
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Send a personalized message
Like playing [game name]?Spread the love and rate us in
the App Store!
Like playing Fruit Ninja?Spread the love and rate us in
the App Store!
You type: Your user sees:
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Case Studies
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Lifecycle messaging for engagement 47%
UPLIFT INUSER ENGAGEMENT
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User onboarding flow
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Onboarding push notifications
47%UPLIFT INENGAGEMENT
1300%UPLIFT INONBOARDING CONVERSIONS
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Engage users at every lifecycle stage 8%
DECREASE INUSER CHURN
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Targeting messages by engagement state
8tracks nowWe have over a million playlists. Awwwyeah.
slide to view
8tracks
8tracks nowNever be annoyed by audio ads again.
slide to view
8tracks
8tracks nowHey there. You kindaseem like you could use a playlist, and we’ve got the perfect one.slide to view
8tracks
8tracks nowSince you liked that mix, we’ve got tons of recommendations for you.
slide to view
8tracks
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Questions?
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THANKS FOR YOUR TIME.
Let’s stay in [email protected]@kahuna
To learn more visit
KAHUNA.COM
[email protected]@liftoffmobile
To learn more visit
LIFTOFF.IO