A presentation by John Doxaras, Founder & CEO, Warply This presentation was part of the 3rd Mobile Marketing event by Warply. Top executives from leading brands/companies and media agencies presented trends of the mobile industry and real examples of how they engage their customers using innovative mobile marketing practices. Follow the conversation using #warply #mme3 on Facebook and Twitter. The event was powered by: Warply Microsoft Innovation Center Greece Nespresso Nestle Ice-Cream Hellas

1. 3rd Mobile Marketing event
Mobile moments: be where your customers are
Supported by:

2. John Doxaras
MOBILE AS A REVENUE CHANNEL
john@warp.ly

3. mobile in three years
source: GSMA,Amber Analytics

4. mobile is where your customers are
source: emarketer.com source: gartner.com
x
0
600
1200
1800
2400
2012 2013 2014
PC's Mobile
Time vs. Revenue Spend
on Mobile and Internet
Mobile Devices Sold vs. PCs

5. how do I establish a mobile strategy step one
media

6. past formats

7. new ad formats
call them native ad
formats

8. programmatic vs. native

9. 1.5M

10. 30M

11. 0.6-15.00

12. 0.5-2.5%

13. 8-50

14. 75%

15. how do I establish a mobile strategy step 2
loyalty

16. the mobile acquisition problem
• saturated and overpriced: your competitors are games, fortune 500 companies that
monetize mobile and more games, and more awesome games!!! (CPA>$2.5)
• adverse selection problem: apps are only selling clients that they don’t monetize, so in
return you are buying users that provenly are not spending on mobile
• targeting and traffic quality: traffic acquisition and user tracking systems are fragmented
and hard to monitor

17. the mobile retention problem
Months Since
User Acquisition
100%
45%
24%
14%
7%
4%
0
3
6
9
12
1
iOS and Android User Retention
source: blog.flurry.com
Solving it, should be your
First Mobile App Strategy
Retention is one of the biggest challenges of mobile
apps today, as “65% of people stop using them three
months after install”

18. customer lifecycle value in plain english
• prediction of the net profit attributed to the entire future relationship with
a customer.
• retention rate is the key element in increasing your business CLV
• there are numerous models that involve past ARPU or statistical future
prediction models that are more accurate
• mobile provides the ideal channel for both impulse buying and training
your customers into a habit purchase behavior

19. the only formula you need to know
CLV CPA* Customer Lifetime Value * Cost Per Acquiring a new Customer

20. hacking customer lifecycle value
customer spending with
mobile CRM
customer spending without mobile CRM
time
averagerevenueperuser
• customer lifecycle value mostly refers to the future,
therefore this is something we can easily influence
through mobile channels
• monthly churn rate is probable the
most important factor you need and
can change
• communicate just before
your customers are about to
perform a purchase

21. modes of engaging your customers
Reach all app users to provide even more engaging
experiences.
✓ Video ads
✓ Downloads
✓ Sweepstakes
✓ Coupons
✓ Feedback
✓ Game
✓ Social currency
✓ Special content
✓ Second screen

22. warply’s approach to modern chalenges
products

23. native vs web inbox

24. Deep link and let an app
invoke another, providing
seamless user flow
Initiate a user action from a push
session or a banner ad in a third party
app. Take customer retention into a new
level with deep linking capabilities like
warply://user/68331 or
warply://flight_id/2331200
Deep linking

25. mobile couponing with FirstData
One-time
Registration
Physical and
Virtual Goods
Apple Passbook
Integration
Voucher Code
for the Offer
Time/Place
Dependencies
Scanned
Material
Proof of
Presence
Mobile Wallet
Support
Perform purchases and redeem coupons directly though the application

26. kiosk loyalty app
Users can be targeted
based on products
purchases, on product
categories, frequency of
shopping, location etc.
Campaigns can either be
reminders of loyalty or
combo and discount offers.
Το Περιπτερο
μου app

27. CONTEXT BASED MESSAGES
Go Ahead
Communicate with your clients
in their context!
visit us: http://warp.ly
like us: https://facebook.com/warply
mail us: info@warp.ly