Doug Chavez's presentation at the Association of National Advertisers (ANA) about how brands should approach building apps to help build loyalty with their target audiences. Presented at the ANA Mobile Summit in San Francisco, June 2014

1. Building Loyalty In Branded Apps
Doug Chavez
Global Head of Marketing Research and Content
Kenshoo
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)*
0
5
10
15
20
25
Financial Media Retail Travel
*Adobe Digital Index Nov 2013

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Use Frequency per Month*
0 5 10 15
Mobile Website
Phone App
Tablet App
*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 You
Building Loyalty In Branded Apps
@dougchavez