app engagement - todi appy days 2015
TRANSCRIPT
App EngagementPromoting Usage of Your App
Photo: “True Colors” by Xava Du
24.09.15, TODI
DANIELE BIOLATTI
@biolatti
AGENDA
• Mobile in Italy
• Download
• Abandoned Users
• App Engagement
• Needs
• Organic
• Paid
• …Tomorrow?
• Q&A
Photo: “Perdiendo Color” by Xava Du
DOWNLOAD
DAU, WAU, MAU
APP
…OTHERS METRICS?
Photo: ”C3-PO vs DATA“ by JD Hancock
Italy: 17 M mobile daily users
Source: Audiweb, Jul 2015Photo: “Class of 2012”by Dave Lawler
1’39’’ average time
63% Connected Apps
20% offline Apps
17% Voice & Messaging
Source: Nielsen, Sep 2014Photo: “Time is Relevant” by Leland Francisco
Average: 36 Installed Apps
Source: Google/Ipsos, May 2015
1 / 4 used daily
Photo: “Close up person using smartphone” by Japanexperterna.se
Mar 2014 Sep 20140,7 M 1,3 M
Unique Users Car Sharing / Car Pooling
Source: Nielsen, Sep 2014Photo: “Vintage Car“ by kayugee
2012
2014
89M
302M
Mobile Advertising Italy
Source: Osservatori PoliMi, gen 2015
2013204M
Photo: “Big Wave Surfing in Tahiti at Teahupoo” by Duncan Rawlinson - @thelastminute
So, we create an APP !
Photo: “Huawei P8 smartphone” by Maurizio Pesce
Parco Giochi Detector
Photo: “TomTom” by Rossella
ASO
WoM
Owned Media
Earned Media
Photo: “Giochi” by Banaiità
Facebook, Google, Twitter
Banner mobile
Burst Campaigns
DownloadUsage
Happyness
Monetization
< MAU
Photo: “sweet memories” by Emanuele
1 / 4Installed app
nevere used !Source: Google/Ipsos, May 2015
Photo: “sweet memories” by Emanuele
20% used once !Source: Localytics, Jun 2014Photo: “remember when you were young“ by Chiara Vitellozzi Fotografie
60%chance users who don’t come
back after 7 days never return.
Source: Fiksu, Localytics
Photo: “Non è tempo di giochi” by Maritè Toledo
L’APP
ENGAGEMENT
Needs for App Engagement:
- Deep linking
- SDK
- …IDEAS!
…and don’t forget
A/B TEST!
ORGANICPUSH & LOCAL NOTIFICATIONGEOFENCING, IBEACON, SOCIAL, …
PUSH NOTIFICATION :«Domani è Festa…che ne dici di un bel pic nic?»
Photo: “Picnic en el parque” by Jorge Gobbi
SEGMENTED AUDIENCE !
Photo: “lightining storm - tempesta_di_fulmini” by Mario Jr Nicorelli
Engage,
Don’t Spam !Photo: “swinging chickens” by Giulia Van Pelt
App Indexing
Photo: “Index” by GotCredit
PAID ENGAGEMENT
Photo: “Alassio Parco Giochi” by Marco Trovò
Photo: Google Doodle: https://www.google.com/doodles/childrens-day-2015-costa-rica BBQ TIPS: https://support.google.com/adwords/answer/6046233?hl=en
SDK
SEARCHKeyword
AwarnessPhoto: “Search!” by Jeffrey Beall
DISPLAYRemarketing
Interaction
Photo: “Facebook Flower” by mkhmarketing
SDK
Parco Giochi
Photo: “Facebook Beachfront” by mkhmarketing
…TOMORROW?
Mobile Marketing Automation
Organic and PaidCross Media
…OR TODAY?
Grazie.
photos available on Flickr, under a Creative Commons License. Thanks to all photographers
APP ENGAGEMENT
@biolatti http://daniele.biolatti.