loyalty in mobile: how to increase ltv and boost loyalty
TRANSCRIPT
Loyalty in Mobile: How to Boost User Lifetime
Value @FollowAnalytics
FollowAnalytics Overview
Carl Theobald: Welcome
Adam Hadi: Loyalty Starts with Acquisition
Ray Beharry: Loyalty is the New Black
Roxanne Ong: Three Strategic Cornerstones to Strong Engagement
Discussion + Q&A
Raffle
AGENDA
Carl TheobaldCEO, FollowAnalytics
@FollowAnalytics
Introducing FollowAnalyticsFollowAnalytics Mission
To make every businessa successful mobile businessby providing the world’s bestmobile engagement solution.
Channels
• Owned and Operated
-Facebook, Twitter, Google, Yahoo, Pinterest, etc.• Ad networks
-Applovin, AdColony, Tapjoy, Vungle, etc.• Influencers
-Youtubers, Instagrammers, Streamers, etc.• Offline
-Podcasts, Billboards, TV, etc.• Organic
-Chart Rank, Keywords, ASO, etc.
@itsadamhadi
Strategy
• Targeting-Lookalikes (Facebook, Google, Twitter)-Interests/Keywords (Facebook, Google, Twitter)-Influencers, Podcasters, etc.
• Bidding/Optimization-Impressions<Clicks<Installs<Events
@itsadamhadi
Be Honest or...
@itsadamhadi
Mobile Loy-alty is the
new BLACK
And 5, 4 other truths
Strong intro
Woah!
Coming Up01
You will be blown away
02 Crazy stats
.
03 Learn how this stuff works
04 Remember this one thing
Point 01
CRAP.The single biggest threat to mobile marketing is mobile marketing.
Do The Math
3.3M+ Apps
1.5M - App Store1.8M - Google
Play
150B Downloads
1.2MPublishers
1000 New Apps per day
9M registered iOS Developers
Gaming leads the way
App Store 400kGoogle Play
620k
100B - App Store
50B - Google Play
http://www.businessofapps.com/app-store-statistics-roundup/
Point 02
Content is Queen
Profitability is King
Profitability
Acquiring customers who contribute more than they cost.
Do More Math.
71% of people making $100k+ are enrolled in loyalty programs
6-7x more expensive to acquire a customer than keep one
5% increase in retention can yield 95% increase in profitability
Existing customers spend 67% more than new ones.
https://selfstartr.com/customer-loyalty-programs/
Point 03
Be The Buyer
Start with their ⎋ Needs⎋ Challenges⎋ Motivations⎋ ConcernsAttention
20
Value Builds Loyalty
Nurture engagement on mobile.
Customers today expect a program to deliver customization, value, and relevance every-where, all the time Best Buy rewards cus-
tomers for interacting with apps using location data.Sephora’s loyalty-powered app pro-
motes check-ins, product reviews, Insta-gram posts, and on-the-go sharing
01Full Mobile Access
02Proximity
03Integrate Loyalty
Incentives
.
Point 04
Variety is the Spice of Loyalty
23
Loyalty Program Types
Spend: rewards based on pur-chases – Kohl’s
1
Points: rewards beyond purchases,
incl sharing, referrals & partner programs - United
2
Tiered: rewards based on different levels – Best Buy Elite, Elite Plus3
Paid: monthly or yearly fee – Ama-zon Prime
4
Punch Programs: punch card – Hotels.com 10 nights = 1 night
5
It’s Easy, Really
Step 1 Step 4Step 3Step 2
Know Your Customers and
how they search
Design a Loyalty Program with their needs in
mind
Communicate regularly via
different chan-nels
Make it easy to purchase and
connect
Thank You
Ray Beharry
hi there
DIALOGBRAND
VALUE
DATA
Foundations of Loyalty
Engagement
ThreeSTRATEGIC CORNERSTONES TO STRONG ENGAGEMENT
How Well Do You
Know Me?
1
Big DataWrangle Identify
Hypothesize Test
Measure Prove
Iterate
Segment.Segment.Segment.
Anticipate Needs & Intent
With the Context of Data
Geo-Segment Under-Performing -Segment
Orange is the New Black Segment
What is the Role of Each
Messaging
Channel?
2
Now, plot all this together in a
Customer Journey
Map
3
Key Elements to ConsiderUsing the Context of Data
Event Desired Response/Action Message Channel
Trigger Hypothesis Engagement
ThreeSTRATEGIC CORNERSTONES TO STRONG ENGAGEMENT
DATAROLE OF CHANNEL
SMAPPIN
G
1 2 3
Discussion + Q&A
Roxanne Ong@roxanneong
Ray Beharry@raybeharry
Adam Hadi@itsadamhadi
Mark Arabatzis@markeast
Raffle
Loyalty in Mobile: How to Boost User Lifetime
Value @FollowAnalytics