Your relationships with your mobile customers are crucial. That’s because both mobile app and mobile Web usage continue to grow, the latest ADI analysis found. In fact, leading brands see between 50 and 70 percent of their contact with consumers via these channels.
The ramifications are clear: the stronger those relationships are, the more opportunities you have to increase in-app conversions, the more you can improve the ratings and reviews you receive in the Apple and Google Play Stores, and the more mobile users you can retain over time—increasing return on investment (ROI) for every app-related marketing decision your business makes.
But consumer-facing apps bring their own host of challenges. Effective mobile marketing requires you to analyse your customers’ usage of the app to find out what’s working, what’s not, and what implementation issues need improvement. You’ve also got to overcome onboarding roadblocks specific to the app experience—making sure people actually use the app once they’ve downloaded and installed it—and optimise your conversion rate through those hurdles. What’s more, you need to personalise the app experiences you serve your users to ensure consistency across app and Web, all while keeping users engaged.
In this two-part series, I’ll examine a number of ways in which you should be thinking about app optimisation, and present some advice for getting the most from your investments in app creation, engagement, and optimisation platforms.
The importance of mobile analytics
Marketers didn’t always realise that website usage analytics and campaign response data were crucial. Over time, though, the results of analytics-based campaigns made it clear that marketers who understand the performance of Web channels are much better equipped to take advantage of digital advertising opportunities.
Today, data strategy and analytics tracking are a central part of website planning and campaign management. You wouldn’t launch a new site without checking the metatags, and you wouldn’t run a campaign without click and acquisition tracking.
Marketers have learned their lesson—and as mobile became a major channel, they quickly recognised the importance of mobile analytics. All marketers now understand that mobile analytics are crucial to understanding an app’s performance and its place in a brand’s array of digital channels and tactics.
The ideal mobile analytics platform
In the most basic sense, you need analytics across your apps to tell you what people are doing with them, what’s working, and what isn’t. You need to stay up to date on the effectiveness of your app’s overall structure, as well as the impact of in-app content and messaging.
Your marketing analytics platform should be secure, scalable, and trusted by enterprises. It should also use a single software development kit (SDK) for apps across platforms, to make it as easy as possible for your development team or agency to install and maintain. Your platform should also include built-in app analytics for user acquisition and engagement.
It’s also helpful to have access to tools that track not only common metrics like number of views and downloads, but also monthly active users, average session length, conversion rate, retention rate, churn rate, and ratings. Getting these types of metrics out of the box means you can get on with interpreting the data, rather than getting hung up on the instrumentation and data collection.
A platform that is vertical agnostic, but also enables you to easily track top business metrics and key performance indicators (KPIs) for consumer-facing apps in all industries, from entertainment and finance to retail and travel, will enable you to fully understand the effectiveness of your acquisition campaigns across paid, owned, and earned media.
In addition, it’s very helpful to use a platform that provides analytics for individual audience segments. This will help you see which paths users take through the app, which features they use, how much time they spend, and whether they generate a business outcome or conversion. Furthermore, this will enable you to understand whether users come back to the app over time—and which tactics are effective in driving that reengagement.
The power of centralised mobile analytics
Mobile apps demand a different way of thinking about the data and analysis. Factors that make sense in desktop and mobile Web analytics, such as page views and bounce rates, have no place in the mobile app analytics world. Instead, we need to think about screens, customer churn (do users download your app, use it once, and then disappear?), and the ways different cohorts behave over time. This means having a dedicated reporting interface that enables a mobile app marketer get straight to the insights they need to make the app perform more effectively, and to act on those insights from a central control panel.
For example, we recently helped Vodafone Ireland create dynamically personalised app experiences, targeting a wide variety of customer segments. Using Adobe Marketing Cloud, including Adobe Analytics and Adobe Target, Vodafone was able to analyse how each segment used the app—and then use that data to provide personalised in-app banners and content, along with relevant push notifications and in-app messages that incentivised customers to upgrade their purchases. The resulting Vodafone Ireland app has the highest engagement, by percentage, of any Vodafone app in Europe—and it’s already driven significant increases in revenue. To read more about Vodafone Ireland’s mobile app optimisation efforts, download the full case study here.
In short, the better you understand the reasons your users open your app, and the paths they take through it, the more precisely you can tailor your in-app messaging and content to drive smoother, more enjoyable customer journeys—which leads to measurable improvements in ROI.
I’ll expand on this in the second article in this series, where we’ll explore ways of using automated behavioural targeting, recommendations, and other tools to drive ever more personalised mobile experiences that keep audiences engaged over the long term. See you there!
If you’re an Adobe customer already and interested in finding out how the Adobe Marketing Cloud mobile core service can help you, please click here to view a webinar that I recorded recently with Swisscom, an Adobe customer.
Content marketing should be an important element in any brand’s marketing strategy. For many consumers, ads just aren’t the way to reach them anymore; rather, these same people are always looking for relevant and useful content. This creates countless opportunities for brands to fill the void and reach potential customers with content that helps them solve a problem they’re facing. Content marketing is not without its challenges, however, as brands face pressure to create more and better content quicker than they ever have before. Many of our CMO.com contributors have touched on some of these challenges to provide some practical tips for brands to create better content faster.
Antonia Faulkner, marketing director for Outbrain Europe, shared the results of a recent Smart Insights poll that found content marketing as the top way 1,500 British brands hope to transform their digital marketing investments in 2016. However, the results also showed that 46 percent of marketing teams are operating without a specific content marketing strategy in place and 43 percent of teams lack the knowledge to properly measure content marketing ROI. Faulkner outlined a top-line guide to content marketing success that will “help CMOs strategise and optimise their team’s content marketing efforts, by improving cost-effectiveness, boosting engagement, measuring performance, and ultimately boosting ROI.”
Although in its early stages, Facebook Live is becoming an important platform for users, and the implications for marketers can’t be missed. Sean Kinmont, the creative director for 23red, shared that live video has the potential to bring brands closer than ever to their customers. He went on to say, “The risks are in ensuring that the reach justifies the investment in technology and logistics.” Jamie Toward, managing partner for content at Karmarama, echoed Kinmont’s belief that live video creates a lot of potential opportunities for brands but the risks are still significant.
Mary Firth, content lead at Accenture Interactive, discussed the challenges CMOs are facing in today’s always-on marketing landscape. Marketers are having to create more and better content quicker than ever before and all with a “relentlessly static budget.” Firth offered some tips for CMOs to create a content stream that combines “innovative partnerships with channel owners, content producers, and influencers.”
Brandon Wilkins, general manager of Bronto Europe, shared about how to turn customers who merely browse your website and leave without making a purchase into committed buyers. Among other strategies, content marketing plays an important role in browse recovery. Wilkins encouraged brands to follow up with browsers with relevant messages that add value so they’ll be more likely to become buyers.
Lee Odden, CEO of TopRank Marketing, shared some insight into how B2B companies can provide more relevant answers to customers through better content. The challenge that many marketers face is falling under the pressure to create more content, which often results in creating content that doesn’t resonate. Instead, marketers should be taking advantage of the ways information access has evolved and utilise data insights gained from multiple channels to create content that is relevant and helpful to potential customers.
We invite to engage with our exclusive content on CMO.com, and please let us know what you think.
An efficient blocker: easy on memory and CPU footprint, and yet can load and enforce thousands more filters than other popular blockers out there.
Illustrated overview of its efficiency: https://github.com/gorhill/uBlock/wiki/uBlock-vs.-ABP:-efficiency-compared
Usage: The big power button in the popup is to permanently disable/enable uBlock for the current web site. It applies to the current web site only, it is not a global power button.
Flexible, it’s more than an “ad blocker”: it can also read and create filters from hosts files.
Out of the box, these lists of filters are loaded and enforced:
– Peter Lowe’s Ad server list
– Malware domains
More lists are available for you to select if you wish:
– Fanboy’s Enhanced Tracking List
– Dan Pollock’s hosts file
– hpHosts’s Ad and tracking servers
– MVPS HOSTS
– And many others
Of course, the more filters enabled, the higher the memory footprint. Yet, even after adding Fanboy’s two extra lists, hpHosts’s Ad and tracking servers, uBlock Origin still has a lower memory footprint than other very popular blockers out there.
Also, be aware that selecting some of these extra lists may lead to higher likelihood of web site breakage — especially those lists which are normally used as hosts file.
Open source with public license (GPLv3)
For users by users.
If ever you really do want to contribute something, think about the people working hard to maintain the filter lists you are using, which were made available to use by all for free.
Project change log:
Contributors @ Github:
Contributors @ Crowdin:
Ob Bücher, CDs, DVDs, Spiele oder Fashion– mit www.momox.de lassen sich gebrauchte Artikel, die ungenutzt im Schrank oder Regal liegen, für die Besitzer ganz einfach auf der Website oder per mobiler App wieder zu Geld machen. Verkauft werden sie von der Berliner momox GmbH über die beiden eigenen Online-Second-Hand-Shops ubup für Markenkleidung und medimops für Medien. Aber auch auf eBay und Amazon. Mehr als 20 Millionen Gegenstände wechselten so alleine 2015 den Besitzer.
Mit Online-Marketing zum Durchbruch
Dieser Re-Commerce unter dem Motto „Wir geben Gebrauchtem ein neues Zuhause“ ist für das 2006 gegründete Start-Up inzwischen ein einträgliches Geschäft: Mit über einer Million Kunden und mehr als 1.000 Mitarbeitern an vier Standorten stieg der Jahresumsatz des Unternehmens 2015 um 50 % gegenüber dem Vorjahr und auch für 2016 rechnet es wieder mit deutlichen Zuwächsen.
„Das Online-Marketing hat einen wesentlichen Anteil an diesem Erfolg“, betont Johanna Gnielka, SEA Online Marketing Manager bei momox. Ohne umfassende Webanalyse, ständiges Testen und permanentes Optimieren wäre der Durchbruch des Start-Ups wohl kaum möglich gewesen.
Dabei unterstützt seit 2015 Adobe Media Optimizer das automatisierte Search Engine Advertising (SEA). „Vorher haben wir das per Hand erledigt, was sehr zeitaufwändig war und schlechtere Ergebnisse gebracht hat“, erinnert sich die Verantwortliche.
Ausgeklügelte Algorithmen sind das Erfolgsgeheimnis
Das momox-Prinzip ist simpel und unkompliziert: Bei einem Buch muss lediglich die ISBN-Nummer auf der Website eingegeben oder über die App der Barcode eingescannt werden, und schon wird der Angebotspreis errechnet. Das übernimmt ein ausgeklügelter Algorithmus, mit dem der Wert der anzukaufenden Artikel automatisch ermittelt wird – und zwar laufend, teilweise mehrmals am Tag. Je nach Angebot und Nachfrage können sich so die Preise für den Ankauf sehr schnell ändern, nach oben und nach unten.
Dieses Herangehen erinnert sehr stark an die Arbeitsweise von Adobe Media Optimizer, der Bestandteil der Adobe Marketing Cloud ist und auf der Portfoliotheorie zur Gebotsoptimierung im Suchmaschinenmarketing basiert. Dabei werden sinnvolle Keyword-Modelle erstellt, die das Verhalten sowohl von der Kosten- als auch von der Umsatzseite her erfassen. Unterstützt durch die Gebotsautomatisierung lässt sich so die Leistung von SEA-Kampagnen deutlich steigern.
Deutlicher Uplift bei allen relevanten Kennzahlen
Auch bei momox.de ist das Ergebnis überzeugend: Die Klickrate stieg nach der Einführung in den ersten drei Monaten um 5 % und durch den effektiveren Einkauf der Werbeplätze war auch die Conversion Rate deutlich höher. „Vor allem aber hatten wir beim Umsatz einen Uplift von 7,5 Prozent gegenüber dem Vergleichszeitraum zu verzeichnen“, berichtet die Verantwortliche. Gleiches habe sich bei den Kampagnen für medimops.de gezeigt: Hier lag der Umsatz-Uplift sogar bei 9,5 %, die Klickrate konnte um 8 % gesteigert werden und die Conversion Rate legte um 5 % zu.