Essential tips to win customer loyalty in the mobile web. Workshop on the Global App Summit 2014 in Dubai.

1. The Global App Summit 2014
Dubai – 02. October 2014
!
!
How to improve customer engagement?
Essential tips to win customer loyalty in the mobile web
Susanne
Böck
Managing
Director
Webmedia7
Middle
East
FZE

2. FULL SERVICE
AGENCY FOR
DIGITAL
COMMUNICATION
We concept, design and code emotions.

3. Agenda
Why
mobile
customer
engagement?
Defining
a
mobile
strategy
Defining
a
mobile
customer
engagement
strategy
Why
your
business
should
get
a
mobile
App

4. Why
Mobile Customer Engagement?

5. Mobile
customer
engagement
is
a
rapidly
growing
trend
where
consumers
and
businesses
are
interacting
with
companies
through
mobile
web,
messaging
and
apps
to
learn
about
products,
request
service,
get
support,
and
make
purchases.

6. There are 6.8 billion people on
the planet.
!
4.0 billion own a mobile phone –
only 4,5 billion own a toilet and
3.5 billion own a toothbrush.

7. More than 90% of adults have 24/7
their mobile phone within arm’s reach
90% of all text messages are read
within 3 minutes of being delivered

8. 74% of smartphone users use their phone
to help with shopping … with 79%
ultimately making a purchase
Mobile ads perform 4-5 times
better than online ads
9 out of 10 searches lead to action…
over half lead to purchase

9. Mobile coupons receive a 10 times higher
redemption rates than print coupons
There are 5 times as many
cellphones in the world as PCs
70% of mobile searches lead to action
within one hour

10. Apple's new "phablet"-sized smartphone appears to
have sold out in less than five hours of availability…

11. The United Arab Emirates rank 1st in
Smartphone Penetration
Smartphone
penetration in the
Middle East region is
estimated to grow up
to 39% by 2015
numbers from 2013
Smartphone
penetration
by
country
73
75
60
50
26
16
Countries
with
the
highest
Smartphone
Penetration
Norway
Singapore
Saudi
Arabia
South
Korea
United
Arab
Emirates
73,8
72,8
73
71,1
67,5
67 68,75 70,5 72,25 74
Marocco
Eqypt
Jordan
Saudi
Arabia
UAE
Qatar
0 20 40 60 80

12. Average time spent per user
Using
the
browser
or
Apps
on
a
Smartphone 34:17
24:25 27:03
Browsing
the
Internet
on
a
computer
28:58
Beginning
of
2013
Top
10
Smartphone
categories
by
time
per
person
(world
wide)
Q4
2012 Q4
2013 Growth %
Growth
Search,
Portals
&
Social 8:33 10:56 2:22 28%
Entertainment 6:11 10:34 4:22 71%
Communication 3:29 3:48 0:19 9%
Productivity
&
Tools 2:00 2:16 0:16 14%
Commerce
&
Shopping 1:23 1:33 0:09 12%
News
&
Information 1:00 1:33 0:33 55%
Travel 1:14 1:18 0:04 6%
Family
&
Lifestyle 0:59 1:16 0:16 29%
Photography 0:26 1:01 0:34 131%
Finance 0:33 0:35 0:03 10%

13. Mobile Usage in the UAE
86% uses smartphones for entertainment…
… while 33% of them watch movies…
… and 46% of them listen to music.
76% don’t’ leave the house
without their device
69% of users search on their smartphones every day
52% only look at the first page of results when
conducting a search on their smartphone
93% of smartphone users notice mobile ads… 78%
have performed a search after seeing an add
27 apps installed on average
10 apps used in the last 30 days
6 paid apps installed on average

14. Mobile Usage in the UAE
84% have researched a
product or service on their
phone
44% expect to make more mobile purchases in the future
39% already have made a purchase on their phone
89% use it for entertainment
83% for communication
32% of smartphone users have
their smartphone with them to
compare prices and inform
themselves about products
93% of smartphone users have
looked for local information
… while 92% have taken action as
a result

15. App interest by type in the UAE
Entertainment
&
Lifestyle
Travel
Customization
Banking/Finance
Business
Books
Religion
News
Videos
Games
Maps
and
Navigation
Music
Photography
Social
Networking
Communication
56
50
46
40
34
36
30
31
26
26
20
21
15
13
13
0 15 30 45 60

16. Use
of
tablets
in
the
middle
east
is
increasing
• A
total
of
3.45
million
tablets
where
shipped
into
the
Middle
East
and
Africa
(MEA)
region
in
the
final
quarter
2013.
• Tablet
ownership
varies
a
great
deal
among
countries…
– UAE
has
the
highest
tablet
penetration
with
35%
– Followed
by
Bahrain
with
29%,
Kuwait
with
25%
and
Qatar
with
22%

17. Mobile Commerce in the UAE
• The UAE is leading the e-commerce revolution in the Middle
East with five in 10 people shopping for goods and services on
the internet, according to the latest research by MasterCard.
!
• The country’s e-commerce is forecast to reach $10 billion
(Dh36.7 billion) in value by 2018.
!
• Overall, the Middle East’s online shopping is set for
‘exponential’ growth in the next three to five years, as more
consumers embrace faceless transactions. It is also forecast
that more people will move away from traditional computers
to mobile devices, driving further the growth of e-commerce.

18. 25%
of
brands
have
a
mobile
strategy
What
type
of
mobile
presence
does
your
business
have?
27%
7%
21%
45%
Mobile
Site
App
Both
None
-­‐
just
a
desktop
site

19. There are 1,2 million apps in the app store and over
1,0 million in the google play store… two-thirds of
those apps have never been downloaded
!
The avarage smartphone user has 65 apps installed
but only uses 15 apps in a week
!
85% of social gamers quit playing after the first day.

20. Why are users dissatisfied with apps?
The
App
crashed
or
displayed
an
error 22,67%
It
was
too
slow
to
load 16,44%
It
didn’t
function
as
expected 22,22%
It
had
a
poorly
designed
interface 12,89%
It
drained
my
battery 13,33%
It
required
a
network
conncection 8,89%
Others
… 2,22%

21. What does this mean…
• The global and regional market is growing
• There is high potential to differentiate from competitors
• But it is hard to be found and there is a high churn rate (85% after
the first day)

22. Mobile Marketing Landscape
Mobile
Website Mobile
Apps
Mobile
Paid
Search
QR
Codes
Near
field
communication
SMS
Location
based
Marketing
Mobile
Banners

23. Build
a mobile strategy …

24. 7 Steps
for building a strategy for mobile…
some considerations

25. 1. Start with a Clear Strategy:
Define Mobile’s Purpose Within Your Organization
Identify the concrete goals of your mobile marketing efforts…
!
• What role does mobile play in our overall strategy?
• What are our tiered priorities for mobile?
• How can mobile drive cross-channel activity?
• What is our timeline and internal readiness for mobile?
• How will we measure mobile success?
• …

26. 2. Define your target audience
• Again, this step should not be undertaken without
considering the whole picture.
!
• which demographic does your company already
market to?
!
• are you hoping to widen your audience? Or narrow
your focus to just one segment of it?
!
• What is the online behavior of the target audience?

27. 3. Select the right mobile environment:
Understand the Benefits of Mobile Sites Versus Mobile Applications

28. 4. Choose the devices:
Study Usage Patterns to Drive Platform Support
Mobile
Manufacturer
Split
in
the
UAE
Q1
2013 Q2
2013 Q3
2013 Q4
2013
Nokia 50,0
% 56,4% 56,2% 51,5%
Samsung 10,7% 13,8% 16,4% 17,9%
Blackberry 10,7% 10,7% 10,2% 9,0%
Apple 8,4% 7,4% 7,8% 8,4%
LG 1,0% 0,9%
HTC 0,6% 0,7%
Huawei 0,5% 0,5%
Sony 0,9% 0,3%
Other 20,2% 11,7
% 6,4% 10,8%

29. 4. Choose the devices:
Study Usage Patterns to Drive Platform Support
Mobile Manufacturer Split in Europe:
Samsung
Apple
Nokia
HTC
Blackberry
Other

30. 5. Use APIs to deliver a Seamless User
Experience
• Application Programming Interfaces (APIs) encapsulate
back-end information systems
!
• APIs also open enterprise resources
to third-party developers
!
• … but make sure APIs are secure

31. 6. Stay Focused
• The device is one thing, but managing information
everything…
!
• Data is the heart of every enterprise mobility strategy!
!
• One of your highest priorities should be thinking about
the secure and efficient probability of content or data in
any given context (location, network characteristics)

32. 7. Take control with an End-to-End
Security Strategy
• Leveraging security standards
– Take advantage of the different types of security
solutions available rather than building your own.
!
• Balancing security with user experience
– Mobile security works best when it doesn’t
infringe on the intuitive user experience of the
platform itself

33. 33
Build
a mobile customer strategy …

34. to your customer engagement
strategy…
Acquisition Loyalty Mobile
Commerce
Customer
Experience
4 Steps

35. 1. Customer Acquisition
• Before launching an App
– Choose a good name
– Choose the right category in the app stores
– Create an amazing icon
!
– Take great screenshots and write a good description
– Build a great Landingpage

36. 1. Customer Acquisition
• After launch…
– Push for as many downloads as you can get in the
first days after the launch
– Sign up for an analytics app (Flurry, Apsalar)
– Get features
– Reach out to media
– Encourage users to rate and review the app and to
share on social networks
– Paid promotions

37. Other ways to grow traffic and app
downloads
Offline:
- Use QR Codes
!
Online:
- Create a mobile Google+ page
- Create a mobile banner add campaign
- Launch an SMS campaign
- Integrate your social media campaigns with mobile
- …

38. 2. Customer Loyalty
• … increase customer adoption, frequency, and share
of wallet through content, utilities, gamification,
rewards and messaging.

40. How to build mobile optimized Mailing
Campaigns
• Mobile Email design checklist:
1. Email
width:
stay
under
600
pixels
for
android…
Suggested
are
320
to
550
pixels
2. Create
tappable
calls
to
action:
Eye-­‐catching,
in
center
and
tappable,
with
a
minimum
size
of
44x44
pixels
3. Layout:
Only
single
column
4. Finger
targets:
Increase
font
size,
line
spacing,
button
sizes
and
white
spaces
5. Visibility
of
call
to
actions
and
links:
As
mobile
devices
don’t
support
hover
states,
make
sure
your
links,
buttons,
etc.
are
clearly
visible
6. Coding
methods:
Chose
responsive
or
Scalable
email
coding
standards

41. Include a call-to-action in the preheader:
“get free shipping on summer essentials! …”

42. Tactics to personalize content:
• Opt-ins are key
• Understand the complete mobile lifecycle
• Location
• Choice drives engagement

43. A great design drives customer loyalty
• Focus on the details
• Incorporate your brand
• Remember that a mobile device is not a „mini PC“
• Design for the platform and the phone
• Customize for your users

44. Characteristics of a successful
Mobile Marketing Campaign
• What do all successful mobile marketing campaigns have in
common? What are the techniques these campaigns use that
make them different from other, less effective campaigns?
Measurability
Customer
Insights
Innovation

45. Mobile App Retargeting
• Mobile retargeting is a form of advertising that lets mobile app
marketers send relevant messages to their users while they are
using other mobile apps or mobile websites.
User
Segment Retargeting
helps
you…
Inactive
users Bring
them
back
to
your
app
to
drive
ongoing
engagement
Active
users Promote
premium
services,
app
updates
or
new
apps
Recent
buyers Up-­‐sell
those
who
completed
a
recent
purchase
Heavy
shoppers Drive
repeat
sales
or
action;
cross-­‐promote
new
products
Users
about
to
purchase
Find
users
before
they
purchase
elsewhere
and
bring
them
back
Cart
abandonments Invite
those
who
abandoned
a
cart
to
return
to
complete
their
purchase
Incomplete
conversions
Bring
back
users
to
complete
an
action,
such
as
a
tutorial
or
an
action.

46. How Mobile App Retargeting works
• Mobile retargeting lets you display targeted ads to your
mobile app users as they use other mobile apps. The
process works like this:
Analyze
&
segment
your
target
user
list
Develop
ad
creative
for
each
user
segment
Deliver
campaigns
via
real-­‐time
bidding
exchanges
User
sees
your
app
in
other
apps
User
clicks
the
ad
an
returns
to
your
app

47. 3. Mobile Commerce
• … enable customer to easily place orders and make
purchases through mobile website and mobile apps
!
!
!
!
• Integrate a customer
loyalty program

48. DeelioZ Punchcard

49. 4. Customer Experience
• = Service & Support
• … provide easy access to product details, location,
and availability. Also provide direct access to
customer service with click to call, email, and case
logging

50. Relevant Statistics
• Metric #1: Loyalty – DAUs/MAUs
• Metric #2: Retention and Churn
• Metric #3: Engagement Index
• Metric #4: Lifetime Value
• Metric #5: User Acquisition ROI

51. Why
your business should
get a mobile app

52. Webmedia7 Germany
Sperberstr. 23
81827 Munich
Ph.+49 (89) 411 415-63
Susanne
Böck
Managing
Director
Webmedia7
Middle
East
FZE
sb@webmedia7.com
Webmedia7 Bulgaria
32 Osvobojdenie blvd
4023 Ploviv
Ph. +359 (32) 398162
Webmedia7 Middle East
Dubai Silicon Oasis
Dubai
Ph. + 971 (0)4 371 2583

53. www.webmedia7.com