BIMA Evening Briefing | Nice Agency - Retaining users on mobile

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Ryan Hall & Peter Dolukhanov joint managing directors at mobile specialists Nice Agency talked at the BIMA Evening Briefing on 'Beyond acquisition how do you retain users on mobile?' As brands spend more time and money on acquiring mobile users, not enough focus is put on retaining them. Peter and Ryan looked at mobile engagement and retention, exploring the challenges of creating a compelling mobile experience, outlining why a cross-device user journey is key and the importance of a communications strategy to drive behavioural change for repeat usage.

Transcript

  • Private & Confidential | Nice Agency Limited 2014 Retaining users on mobile. Peter Dolukhanov Ryan Hall 30 JULY 2014 @dolukhanov @ryanghall @niceagency
  • WHAT ARE WE TALKING ABOUT? Private & confidential | Nice Agency Limited
  • TODAYS MOBILE MARKET
  • nice By 2018 smartphone penetration will achieve almost 100% in the UK Private & confidential | Nice Agency Limitednice Source: Mobilesquared
  • Private & confidential | Nice Agency Limitednice PLATFORM ENGAGEMENT Use mobile internet daily 80% Use apps daily 75% Research weekly via mobile internet 46% Purchase weekly though mobile 20% 65% 60% 30% 10% Source: Tradedoubler
  • nice MOBILE VS WEB USAGE Private & confidential | Nice Agency Limited Source: Morgan Stanley and ITU data
  • Private & confidential | Nice Agency Limitednice TABLET MARKET GROWTH Source: Morgan Stanley and ITU data
  • Private & confidential | Nice Agency Limitednice TIME ON MOBILE VS TV Source: Percolate
  • Private & confidential | Nice Agency Limitednice MOBILE ADS +47% Source: Morgan Stanley and ITU data
  • Private & confidential | Nice Agency Limitednice MOBILE TIME VS AD SPEND Source: Morgan Stanley and ITU data
  • Private & confidential | Nice Agency Limitednice APPS VS MOBILE WEB Source: Flurry
  • Private & confidential | Nice Agency Limitednice MOBILE ADDICTION Source: Flurry
  • ENGAGING USERS
  • Private & confidential | Nice Agency Limitednice Make a great product
  • Who is this for? How will they use it Why will they use it? What value is added? Why will they reuse it? When will they use it? Ask yourself Private & confidential | Nice Agency Limitednice
  • Private & confidential | Nice Agency Limitednice DAILY DEVICE HABITS Source: Morgan Stanley and ITU data
  • Private & confidential | Nice Agency Limitednice CONTEXT OF USE Source: Tradedoubler Tablet Users
  • Private & confidential | Nice Agency Limitednice HOW TO ENGAGE Source: Urban Airship
  • nice Consumers are multi-channel, brands should be too. Private & confidential | Nice Agency Limitednice
  • nice Avoid expensive user churn 22% of people who download only use it once 1 cost per loyal user Loyalty drives repeat use Why retain? Source: Fiksu Private & confidential | Nice Agency Limitednice
  • Private & confidential | Nice Agency Limitednice 65% of people stop using an app 3 months after install. Source: Appboy
  • SEGMENTATION & PERSONALISATION nice Private & confidential | Nice Agency Limited Source: Urban Airship
  • Private & confidential | Nice Agency Limitednice USER PROFILING Source: Urban Airship
  • nice Make it personal and improve the experience with a data-driven approach. Private & confidential | Nice Agency Limitednice
  • nice Listen, iterate, repeat Integrating an effective mobile CRM strategy is vital Utilise access to app behaviour & user preferences Build accurate picture of your user What to do Private & confidential | Nice Agency Limitednice
  • nice Make recommendations and personalise content Use push notifications to retarget passive users Think multi-channel for retention too Ask for feedback - and use it! How to do it Private & confidential | Nice Agency Limitednice
  • Private & confidential | Nice Agency Limitednice Dont let your brand get in the way of the experience.
  • Private & confidential | Nice Agency Limitednice THE POTENTIAL Source: Urban Airship Good Push Index 5x more betting 8x faster conversions compared to email 5x more traffic to mobile vs website 10x greater response than email
  • NICE TALKING TO YOU @niceagency Ryan Hall Peter Dolukhanov Joint Managing Directors, Nice @ryanghall @dolukhanov