Building Loyalty in Branded Apps. ANA mobile event June 2014

Bui ld ing Loya l t y In Branded Apps

Doug ChavezGlobal Head of Marketing Research and ContentKenshoo

A N A M o b i l e M a r k e t i n g E v e n t J u n e 1 8 , 2 0 1 4

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“Mobile App Users Most Loyal To Brands”*

*Adobe Digital Index Nov 2013

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Time Spent per Session (Minutes)*

Financial Media Retail Travel0

5

10

15

20

25

*Adobe Digital Index Nov 2013

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Use Frequency per Month*

Mobile Website

Phone App

Tablet App

0 2 4 6 8 10 12

*Adobe Digital Index Nov 2013

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What Apps Have You Used This morning?

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Mission Specific

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Many Missions

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Captain Ludicrous

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A Lot of Downloads in Record Time

Five years young

100 Billion downloads (iOS+Android)

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Brands Must Re-imagine Consumer Moments

Uploadable

Sharable

Findable

Real-time

Beautiful

Discrete

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Ways to think about app development

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Apps are not Microsites or Campaigns

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Behave Like You’re a Media Company

Find your audience

Delight them

Retain them

Grow with them

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App Trifecta

Content = provided by consumers & pros

Community = context & connectivity created by and for consumers

Commerce = products tagged & seamless purchase

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Enable Your App to Market From the Inside Out

Friends App Review Sites Vertical Sites (e.g. food blogs)

App Store Search Journalists

Your Audience

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CPG

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CPG

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Travel

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Retail

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Services

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Deliver your brand promise – across channels

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Build or Partner

In third party app

With app dev partners

Leverage public APIs

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Build or Partner – apps with scale+engagement

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Build or Partner – using recipes

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Find Ways to Get Closer

Continually build trust and loyalty

No answer is an answer

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Ask about their experience in your app

Feedback

Polling

Surveys

Contests

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Five Simple Tips to Keep Customers Happy

Say “Thank You”

Apologize

Try to resolve the issue & communicate you care

Follow up

Empower / reward those who become evangelists

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Truths About App Loyalty

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"When brands reach out, via their app, to their customers and engage in meaningful conversations they see a 120% gain in retention. The power power of personal communication, at scale, is uniquely available in mobile.”  Robi Ganguly, CEO Apptentive

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Thank YouBuilding Loyalty In Branded Apps

@dougchavez