Mobile Marketing Benchmarks: How Do You Stack Up?

transcript

Doug RobergeStrategic Services

Kahuna

Today’s speaker

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:- #mobilemetrics or @Kahuna

Source: Gartner (June 2014)

2013 2014 20150

269 276

261206 256

1806 18631946

PCs Tablets Mobile phones

(in millions)

Tablet sales overtake PC sales

The game has changedWorldwide Device Shipments, 2013 - 2015

#mobilemetrics

Consumers are channel agnostic

Source: KPCB/Mary Meeker: Internet Trends 2015 report

Daily time spent per adult user with digital media

2008 2009 2010 2011 2012 2013 2014 2015YTD0

0.3 0.3 0.4 0.81.6

2.3 2.6 2.82.2 2.3 2.42.6

2.52.3

2.4 2.4

0.2 0.30.4

0.30.3

0.30.4

Mobile PC Other connected devices

Hours per day

2.7 3.0 3.23.7

4.34.9

5.3 5.6

12% of total

80% of total

9% of total

51% of total

42% of total

7% of total

#mobilemetrics

Retention just got more important

#mobilemetrics

Use of mobile communication tools like push messaging is still maturing

#mobilemetrics

How Do

You Stac

#mobilemetrics

Kahuna Mobile Marketing IndexA quarterly report on customer engagement metrics

#mobilemetrics

Methodology Data collected & aggregated from:

400 million user profiles

500 million+ events per day

Q3 2015

#mobilemetrics

Deliver utility with messaging to boost and maintain opt-in rates

Company nowYour message here!

slide to viewX% of customers are opted in to receive push messaging

#mobilemetrics

Deliver utility with messaging to boost and maintain opt-in rates

Company nowWith great power comes great responsibility

slide to view

64% of customers are opted in to receive push messaging

#mobilemetrics

Android outpaces iOS due to its opt-in process

Push Opt-in Rates

#mobilemetrics

Verticals with utility-focused communication have higher opt-in

Push Opt-in Rates

Games, health & fitness, real estate and travel & transportation have the

highest overall opt-in rates

#mobilemetrics

Tactics to boost opt-in rates

• Set expectations clearly and convey the value of messaging

• Know when to make the ask, and when not to

• Use other channels to help yourself out• Expose messaging preference settings and

make it easy to toggle them on or off

#mobilemetrics

Mobile customers are hard to get and easy to lose

X%of customers who download your app will not

be retained after 90 days without an engagement marketing strategy

#mobilemetrics

Mobile customers are hard to get and easy to lose

89%of customers who download your app will not

be retained after 90 days without an engagement marketing strategy

#mobilemetrics

Personalized communication doubles 30, 60 & 90 day retention

#mobilemetrics

Messaging differentiates apps in competitive verticals

7x retention uplift for 90 day retention of music app customers

#mobilemetrics

Messaging drives unplanned visits to sporadically used app verticals

100%+ retention uplift across 30, 60 and 90 day periods for each

#mobilemetrics

Tactics to boost app retention using messaging

• Don’t be coy, convey your value immediately

• Create momentum by encouraging virtuous actions

• Make every interaction for customers easy• Measure the impact of everything

#mobilemetrics

Messaging safeguards against the dreaded opt-out

Push Uninstall Rate & Opt-out

#mobilemetrics

Intelligent messaging helps media and gaming apps stay top of mind

2x less likely to churn as a result of intelligent messaging

#mobilemetrics

Tactics to reduce opt-outs and uninstalls

• Get personalization right• Keep messaging short and to the point• Watch your cadence• Be careful with location triggers

#mobilemetrics

Email has evolved into a mobile communication channel

X%of emails sent by mobile-centric brands are

opened on mobile devices

#mobilemetrics

Email has evolved into a mobile communication channel

70%of emails sent by mobile-centric brands are

opened on mobile devices

#mobilemetrics

Click-to-Open rates are higher on desktop than mobile for now

CTOR -- mobile vs. PC

#mobilemetrics

Simple steps to boost email engagement on mobile

• Incorporate mobile behavioral data into email campaigns

• Mind the messaging medium• Consider your customer’s overall experience

#mobilemetrics

Let’s recap

Average uninstall rate (with messaging):

0.24%Average email open rate on mobile:

Average push opt-in rate:

64%Average 30 day retention

(with messaging):

#mobilemetrics

*mobile-focused brands

Not seeing the same results? It’s time to change your approach

#mobilemetrics

Questions?

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