App Re-Engagement For Dummies

Diego Meller is the CEO of Jampp and spoke at the App Promotion Summit London 2014 on the topic of app re-engagement.

The talk covered the following topics:

  • What Is Retargeting And How Can It Help You?
  • How To Avoid User Churn After The Download
  • Building Relationships With Your Users

Now we’re able to share the video and audio recordings of the event and you can find this talk and more in our App Promotion Summit London 2014 Bundle.

App Re-Engagement For Dummies Video:

App Re-Engagement For Dummies Audio:

App Re-Engagement For Dummies Transcript:

I know you’ve just had lunch so your stomach is absorbing all that blood from your brain and you
probably want to take a nap, but I’m going to try to have you engaged. Someone said that. So, yeah.
We talked a little bit this morning about acquiring users. I’m going to try to give you what I think
are the basics for doing reengagement or retargeting campaigns.

A lot of people are thinking about retargeting. It was mentioned a few times this morning. I think
retargeting in this setting is the same as flossing. Everybody says they should do it, but nobody’s
really flossing, and I don’t think. . .

I think there’s a reason for that. I think that doing retargeting brings some technological challenges
to the advertiser. You need to do a few things before you can actually do retargeting, and most
people are not doing that.

If you’re going to do retargeting, we’re going to assume that you’ve acquired users already. You
either acquired them doing marketing or through organic traction. If you didn’t, you can refer to my
presentation of last time, where I talked about the ten commandments of app promotion, and you
can find a few tips on how to start doing that.

But let’s assume that, by some miracle, you did achieve a large number of users that installed your
app. By the way, that’s also a premise. If you’re going to do retargeting, you should have a pretty
decent install rates already. If not, it’s a bit of a waste of money. It’s not a waste of money, actually,
it’s a waste of time because it’s going to be very hard to run into people who already have your app.
Let’s say you’ve acquired a bunch of users. You’ve got a big user base. What happens next? Well,
what happens next is that most users don’t stick around, and there’s been a lot of . . . They’ve shown
around statistics this morning. But basically, within six months, you can expect 95% of the users
that installed your app through marketing to just vanish.

That’s clearly a problem, and you can do a few things about that. What are those things?
Well, the first thing I would recommend is coming up with an app that people want to come back
and use. This is a bit. . . I said the same thing when I talked about app promotion last time. The
number one thing to do is to have an app that people want to use and that people want to keep
using. So, if your product is not there, no matter how much money you throw at it, it’s just not
going to work.

Then you have stuff that is embedded in the app, like push notifications. You can get in contact
through email with your users, and that’s fine, and I would encourage you to do that, but it’s also
limited. It’s limited because people are more and more disabling push notifications. They find them
annoying. Email also complicated, people just don’t read it anymore. It goes to spam. They mark
you as spam, even if they installed your app.  So you’re left with reengagement or retargeting, and
I think this is the better option, mostly because it’s not intrusive. You’re not getting interrupted.
You’re just going about your browsing, and then you run into an ad that appeals to you somehow.
That’s what I’m going to try to describe.

So, what are reengagement campaigns? Well, to understand what retargeting and reengagement is
I’ll show you what it is on web first. On web, 15 years ago, you would click on a banner, and that
banner will take you to the homepage of that website. I think that’s where we are on mobile today.
Today, you click on a banner in mobile and it takes you to the homepage of the app. So, that’s how
advanced it is on web, and that’s how bad it is on mobile, basically.

Basically, if you look at an ad on web today, that ad knows what you’ve been looking at and what
you’ve been searching at, and based on that, it shows you an ad that is relevant to you. When you
click on that ad, it takes you to that page that you were looking at that is relevant to you, and that’s
why you want to click it. That’s a picture from my Facebook, and you have a gigantic Argentina
flag, and then you have the Jampp logo, because I’m being retargeted by my own company.

Here’s another example. I was looking up some, do some Jampp t-shirts and hats. Then, a few
hours later, I’m just reading about the Middle East problems, and I got diverted to looking at that
hat that I was going to buy. That’s, again, retargeting working very well for me.
That same year I was looking to buy some shoes, and then I’m back on eBay. There are still
pictures about Argentina on the left, and then you see that shoe that I was looking at. When you
click on that ad, you go back to the page where you were.

On mobile, that just doesn’t happen. The way ads and banners work are basically very basic. You
click on a banner for an app and you’re just taken to the homepage of that app. The ad is not
customized to you. The ad doesn’t know who you are. It’s not showing you content that is relevant
to you. From our point of view, you’re missing a lot of opportunities for not improving that.
Specifically, for mobile commerce, reengagement is something that you will need basically
because most of e-commerce is going to go through apps and is going to go through mobile. We
think that it’s a very good idea that you start preparing for that now, and not when other mobile first
or mobile only players do it first.

So why is it that people are not doing it yet, because the technology actually is out there, and you
could start doing it now. The main problem on mobile and with apps is that you have no cookies.
When you’re on a browser environment you’ve got cookies that are saved on your computer and the
ad knows who you are and shows you all these things. Most of the app developers. . . So I’m not
talking the indie or small app developers, the big brands that have apps, they’re actually not doing a
lot about saving event information, search information, and doing that in a systematic way so that
they can then retarget those users.

We work with some of the largest advertisers in mobile app marketing. Nobody’s doing it, and we
are telling them to do it. There’s always some priority that is not doing that, and we think it’s a huge
missed opportunity. So how does this retargeting, reengagement thing work exactly? Sorry about my voice, by the way,
I was shouting a lot last night because I’m Argentinean, and something happened last night. My
voice is about to go, but I’ll try to keep it up.

The way retargeting works, basically, you have a bunch of users that have installed your app, and
then there’s some yellow users that are, basically, a segment within those users. So there’s a bunch
of guys that like something in particular. So we create a unique identifier for that group. Then, on
the other end, and I’m giving the example of doing retargeting with RTV, because that’s what we
do, but you can do it in other ways, you know, Facebook. With Facebook you can do it, with
Twitter you can do it. It was explained earlier this morning. You’ve got the mobile exchanges,
where you have apps being shown to people inside apps. Basically, we are bidding on advertising
spaces using that same unique identifier as a way of finding those same people, basically.
Once we find those people, basically, there’s a match. When we know that we are displaying that ad
to that particular segment, then we show them a custom ad that was made for that segment. That
custom ad basically deep links you to a specific section inside the app.

So, to show you a more practical example, let’s say you have the OLX app. OLX is one of the
leaders in online classifieds worldwide and good friends of ours. So let’s say you’re in Rio de
Janeiro because you are about to see the final, where Argentina is playing, but they stole your
phone that morning, because that’s what happens in Rio.

So you’re looking to buy a new phone on OLX. You search for that. You find the phone you want
to buy, but then you get distracted. You have to cross the street, or a pretty girl walks by and you
get distracted, so then you leave the app. A few hours later, you are reading the news on some news
website, and then you see a banner that shows the same exact product that you were looking at on
the OLX app. You click on that banner, it takes you back to that specific place inside the app.
The way this works now for 99% of the advertisers, even the big ones, even eBay, even Amazon,
you see a dumb banner that is not telling you anything about what you’ve been doing on that app.
You click on it, it takes you just to the homepage of the app. That’s how it works right now, and we
want it to work this way, and you want it to work this way, as well.

So, as I said, to be able to do this, this is like a little checklist I came up with of things that ask the
app developer, or ask the brand that has the app, you have to do a few things. First you have to start
tracking and reporting events somehow, so you need people that look for X products, or people that
look for flights to X city, and so on, and you need to save that, and you need to find a way of
systematically provide that to your reengagement or retargeting supplier.

You need to enable deep linking in the app. This is another thing that most of the apps that we
work with don’t have deep linking enabled. It’s a very, very easy thing to do. Somehow nobody
does it. We’re not sure why.

Then, obviously, you need to start thinking smartly about which are the segments that you want to
target the most and create specific ads, and create these for those segments. Then do all the obvious stuff, all the AB testing that was discussed a bit this morning, but you have to have ads for those

Then something important, as well, is to make sure that you have an NDA, or that your retargeting
supplier has a good policy on what they do with your data, because you’re basically giving them . . .
You’re telling them who your users are, and if you don’t look at that properly, basically they could
use your data to target to your competitors. Facebook, for example, does that. You could very
easily target your competitors. But anyway, good luck trying to negotiate that with Facebook.
That’s the checklist. My idea with this was to give you a general walk around this topic. There’s
going to be more specific presentations about how you actually do some of these things, I think,
after me.

I think it’s very important that you start thinking about retargeting now. The earlier you do it, the
better because you’ll be able to have historical information on what your users are searching for and
what your users are doing. That gives you a higher likelihood of intercepting someone that you can
bring back. Obviously, you will be able to decrease your user acquisition spend, because if you
manage to combine user acquisition and pay, for example, cost per install, with retargeting and pay
cost-per-click, and those clicks have better conversion, then your installs, then that’s going to
decrease your UA spend in general. More than anything, you want to keep people engaged and,
obviously, have better conversions in the app.

That’s it for the subject. Jampp. We’re an app user acquisition and reengagement platform. We help
with everything that has to do with acquiring users and reengaging them through technology. That’s
some of the clients we work with, and that’s it.

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