2nd Mobile Marketing event

5/2/2014

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Sotiris Alexopoulos

sotiris@warp.ly

Every moment is mobile:

smartphones taking over the world

the lights on mobile

the global annual unit sales

source: Enders

Analysis

smartphones take over the world

the world in 2017

source: GSMA, 6 World

Bank, Enders Analysis

the mobile is where your customers

are

✓user’s first option for content, news and information

✓ in the next couple of years your mobile phone will essentially become

your wallet

✓mobile will be the most personal item you have, associated directly

with your purchase behavior

✓mobile will be in all your customer’s pocket and present in all their

priority moments

✓mobile programmatic media buying revolutionizes the way we buy

media, providing the option to target, segment and re-target our

audience

the mobile strategy equation

Installs x Monthly Active Users

=

Monthly Average Revenue Per User

x = Monthly Active Users

Monthly Retention %

Retention

Monetization

Acquisition

the mobile acquisition issue

saturated and

overpriced: your

competitors are games,

fortune 500 companies

that monetize mobile

and more games

(CPA>$2.5)

adverse selection

problem: apps are only

selling clients monetize

the less, so in return you

are buying users that

provenly don’t spend

targeting and traffic

quality: traffic

acquisition and user

tracking systems are

fragmented and hard to

monitor

the mobile retention problem

Months Since

User Acquisition

100%

47%

35%

14%

7%

4%

0

3

6

9

12

1

iOS and Android

User Retention

source: blog.flurry.com

Solving it, should be your

First Mobile App Strategy

Retention is one of the biggest challenges of mobile apps today, as “65% of people stop using them three months after install”

the monetization potential

time

• customer lifecycle value mostly refers to the

future, therefore this is something we can

easily influence through mobile channels

• monthly churn rate is probable

the most important factor you

need and can change

• communicate just

before your customers

are about to perform a

purchase

customer spending

with mobile CRM

customer spending without mobile

CRM

the only formula you need to know

CTV > CPA * Customer Lifetime Value * Cost Per Acquiring a new Customer

the lessons from gaming industry

✓appointment dynamics to increase user retention

✓players only buy in-app consumables when they think that this is

worthwhile (saves time)!

✓Monitor your users and engage them when they are idle (when in toilet

:p or in the subway)

✓avoid limits on your CLV (avoid $4.99 buy all bundle if possible)

✓repetition mode, game farms/publishers and development of new

versions of the same gameplay

the Warply solution approach

Contextual & Behavioral Targeting

target users based on their location, past behavior, purchase habits and personality.

Real-Time Messaging Push messaging gives the ability to communicate with your customers just right at the point of sales or even before they even realize that they need to perform a purchase

Engagement Deliver rich and engaging communication, ask your customers to play games, participate in competitions and perform loyalty actions

the interaction with your customers

One-time

Registration

Physical and

Virtual

Goods

Apple

Passbook

Integration

Voucher

Code

for the Offer

Time/Place

Dependencies

Scanned

Material

Proof of

Presence

Mobile

Wallet

Support

Perform purchases and redeem coupons directly though the application

the beacons’ capabilities

Warply & Location

Marketing Shop entry and exit events

Coupon redemption with

proof of presence

Hands free payment

experiences

Interact with products

Get live feedback

Use the

retailer’s or a

network app as

in store sales

assistant

coming up…

Top Executives from leading brands, media agencies and Greek

Media, will analyze their strategy and present their unique case

studies on how to engage customers on their mobile devices.

Our guest speakers are:

Ericsson Hellas Mobile Landscape Tasos Pagakis, Head of Communication Southeastern Europe

e-Food.gr Case study Antonis Samothrakis, Marketing Manager

Tempo OMD Georgia Zacharaki, Digital Account Director

AB Vassilopoulos AB Vassilopoulos mobile app case study Chryssa Vrouzi, Internal Communication & Digital Manager

Intale i-kiosk launch Fotis Koutouvelis, CEO