Building Loyalty in Branded Apps. ANA mobile event June 2014
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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
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Building Loyalty in Branded Apps. ANA mobile event 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
- 2. 2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers
- 3. 3 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers “Mobile App Users Most Loyal To Brands”* *Adobe Digital Index Nov 2013
- 4. 4 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Time Spent per Session (Minutes)* 0 5 10 15 20 25 Financial Media Retail Travel *Adobe Digital Index Nov 2013
- 5. 5 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Use Frequency per Month* 0 5 10 15 Mobile Website Phone App Tablet App *Adobe Digital Index Nov 2013
- 6. 6 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers What Apps Have You Used This morning?
- 7. 7 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Mission Specific
- 8. 8 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Many Missions
- 9. 9 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Captain Ludicrous
- 10. 10 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers A Lot of Downloads in Record Time Five years young 100 Billion downloads (iOS+Android)
- 11. 11 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Brands Must Re-imagine Consumer Moments Uploadable Sharable Findable Real-time Beautiful Discrete
- 12. 12 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Ways to think about app development
- 13. 13 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Apps are not Microsites or Campaigns
- 14. 14 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Behave Like You’re a Media Company Find your audience Delight them Retain them Grow with them
- 15. 15 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers App Trifecta Content = provided by consumers & pros Community = context & connectivity created by and for consumers Commerce = products tagged & seamless purchase
- 16. 16 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers 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
- 17. 17 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers CPG
- 18. 18 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers CPG
- 19. 19 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Travel
- 20. 20 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Retail
- 21. 21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Services
- 22. 22 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Deliver your brand promise – across channels
- 23. 23 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Build or Partner In third party app With app dev partners Leverage public APIs
- 24. 24 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Build or Partner – apps with scale+engagement
- 25. 25 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Build or Partner – using recipes
- 26. 26 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Find Ways to Get Closer Continually build trust and loyalty No answer is an answer
- 27. 27 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Ask about their experience in your app Feedback Polling Surveys Contests
- 28. 28 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers 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
- 29. 29 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Truths About App Loyalty
- 30. 30 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers "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
- 31. 31 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Thank You Building Loyalty In Branded Apps @dougchavez
Editor's Notes
- 5 Years 100,000 websites 1MM apps