A presentation by Sotiris Alexopoulos, head of Agency Relations at Warply. This presentation is the introduction of the 2nd Mobile Marketing event by Warply. Top executives from leading brands, media agencies and Greek media presented trends of the mobile industry and real examples of how they engage their customers and capitalize on the shift towards a mobile-first reality. The event was powered by: Warply Microsoft Innovation center Nespresso Papadopoulou Biscuits

1. 2nd Mobile Marketing event
5/2/2014
Powered by:

2. Every moment is mobile:
smartphones taking over the world
Sotiris Alexopoulos
sotiris@warp.ly

3. the lights on mobile

4. the global annual unit sales
source: Enders
Analysis

5. smartphones take over the world

6. the world in 2017
source: GSMA, 6 World
Bank, Enders Analysis

7. 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

8. the mobile strategy equation
Retention
Acquisition
Installs
x
Monthly
x
Active Users
Monthly
Retention %
=
Monthly Average
Revenue Per User
=
Monetization
Monthly
Active Users

9. 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

10. the mobile retention problem
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”
Months Since
User Acquisition
iOS and Android
User Retention
0
100%
1
47%
3
35%
6
14%
9
7%
12
4%
source: blog.flurry.com

11. the monetization potential
•
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
time

12. the only formula you need to know
CTV > CPA
* Customer Lifetime Value
* Cost Per Acquiring a new Customer

13. the lessons from gaming industry
✓ appointment
dynamics to increase user retention
only buy in-app consumables when they think that this is
worthwhile (saves time)!
✓ players
your users and engage them when they are idle (when in toilet
:p or in the subway)
✓ Monitor
✓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

14. the Warply solution approach
Contextual & Behavioral
Targeting
target users based on
their location, past
behavior, purchase
habits and personality.
Engagement
Deliver rich and engaging
communication, ask your
customers to play games,
participate in competitions and
perform loyalty actions
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

15. the interaction with your customers
Perform purchases and redeem coupons directly though the application
One-time
Registration
Voucher
Code
for the Offer
Mobile
Wallet
Support
Time/Place
Dependencies
Apple
Passbook
Integration
Physical and
Virtual
Goods
Proof of
Presence
Scanned
Material

16. 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

17. 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