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
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