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Customer retention and engagement for Namshi App Users – [Case Study]

Customer retention and engagement for Namshi App Users – [Case Study]

App Marketing is evolving so fast that marketers must constantly look beyond the usual. Driving installs is not enough anymore; it is important to focus on engaging and retaining your hard-earned App users as well. Namshi, the leading online fashion destination in the Middle East has been successfully bringing back drop-offs and inactive users into the purchase cycle.

Young, fun and original, Namshi offers a totally unique online retail experience for the Middle East. Created in 2011, Namshi has grown into a brand that champions digital innovation with a fiercely independent spirit, inspiring its fashion-loving customers to experiment with their style.

THE OBJECTIVE

Having successfully driven 5M App installs, Namshi wanted to try re-engaging inactive users and drive them back to the app. They also wanted to lead active users towards conversions through Vizury’s App Retargeting Solutions Platform.

THE RESULT

Conversions:

Vizury is the biggest app retargeting partner for Namshi in terms of conversions.

Maximum Reach:

A combination of Facebook, Video, Display and Native inventory helped maximize reach.
Cross channel Sync: Messaging across channels was unified to provide an orchestrated brand experience for Namshi’s customers.

THE TESTIMONIAL

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Here’s the full story, download your copy to find out how our App Retargeting and Re-engagement Platform helped Namshi achieve thier multi-faceted marketing goals.

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In-App retargeting to drive sales and user engagement

Reach users on mobile devices” – As advertisers prepare to achieve this objective, their first step is to create mobile assets (website and apps). They invest heavily to build engaging apps and a lot of moolah is also spent on promoting these app downloads.

 

VC Funding for mobile apps

 

Source: CB Insights

But in most cases the focus on app-user engagement ends here. The result – downloaded apps are rarely accessed by users and subsequently deleted from the device.

This blog gives you a brief introduction to In-App retargeting and how it helps you: a. Retain your app users and b. Drive M-commerce sales.

About In-App retargeting

Desktop retargeting has helped advertisers achieve up to 4X higher conversion rates. So when advertisers stepped into M-commerce, mobile web retargeting was a quick inclusion into their mobile marketing strategy.

However, retargeting can be extended to mobile apps as well. Which means that you can retarget users who have installed your app on their mobile device (smartphone/ tablet) and show customized product recommendation ads every time the user accesses another app through the same device. The ad customization will be based on the individual user’s first party user behavior data (non-PII) inside the app.

Here’s an example.

mobile in app retargeting

 

User A looks for flight tickets using an app but does not make a purchase. As the user opens various other apps on the same device (games, news, music) he will see ads reminding him about the pending purchase. Based on the user behavior or the advertiser’s preference the ad could be about the specific flight that the user looked up, special offers promoted by the advertiser, offers specific to the travel route etc.

Privacy compliance

In-app retargeting does not utilize user PII and if you insert the Vizury Event logger API into your app you will enable privacy compliant device recognition mechanisms to record the user behavior and identify the user across multiple apps running on the device.

The benefits

In-App retargeting provides more instances to engage your app drop offs and bring them back into the purchase cycle. Since both Android and iOS support privacy compliant mechanisms for user tracking, In-App retargeting can offer you a phenomenal mobile reach. Valuable insights into user behavior trends can be utilized to implement modifications/improvements to your app and thereby retain your hard earned app users.

This blog was a peek into In-App retargeting. More on the inner-workings of In-App retargeting coming soon. Keep watching this space!

When push comes to shove

What to Do When Users Opt-Out of Your Push Notifications

What do you do when 60% of your users (iOS) opt out of your push notifications? Andrew Chen, thought leader on all things mobile, has come up with 3 great pieces of advice in his latest article.

Latest data on push notifications released by Mobile Automation Software Kahuna shows that 60% of iOS users opt out of push notifications. Android doesn’t prompt this question. Now, that’s a high number.

Andrew goes on to talk in detail about the opt-in percentage across industries with Ride sharing leading the pack with close to 80% followed by Food & Beverage and Financial services. Social is languishing at the bottom with less than 40%.

Push opt-in percentage

There is a plausible justification for these numbers – people tend to opt-in for services that offer functional value in their day-to-day life.

Andrew recommends 3 techniques to get this opt-in percentage up. One of those is ‘hyper-targeted personalized push messages‘. I couldn’t agree more. Personalized push notification is the way forward for brands to engage with users and increase chances of monetization.

Push notifications has been the most powerful way for apps to communicate with their users. Personalization is at the heart of today’s user engagement play. App companies have traditionally personalized their messaging at a segment level. While this has shown reasonable results, apps won’t be able to get away with just that anymore. Personalization needs to be at an individual user level to capture attention and boost retention rates.

Here is an example of a user level personalized multi-Push notifications.

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This push message is personalized for the user along with his last visited product image.

And here is an example of a multi-product push message. This has 5 other recommended products along with the one the user had visited.

A push message like this one has much better chance of getting your user back to your app instead of a generic message which is just time based. ‘20% off on all casual shirts” is not going to get your user excited. Get personal, its the only way forward. The more time your users spend on your app, the better the chance of that elusive transaction.

Are you personalizing your push messages yet? I would love to hear your say.

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[Video Blog] Engage Commerce ‘How To’ Series: Personalized Push Notifications – I

This is the second video in the ‘How To’ video series on using Engage Commerce, the Mobile Marketing Platform that helps you personalize app marketing across channels.

Push Notification has proven to be the most powerful tool to re-engage with your app users. With Engage Commerce, sending user level personalized push notifications is the click of a few buttons.

Push Notification can be customized based on 2 paramaters – content and trigger.

In this video, we will look at how you can send Single Product and Multi product Push notifications through Engage Commerce.

Here’s the video:

Watch out for Part II of this video which will explain how to send Trigger based Push Notifications.

Here is the video on How to segment users on the Engage Commerce platform, in case you missed it.

 

 

Beyond Installs- The Consortium on Mobile App Marketing

Beyond Installs- The Consortium on Mobile App Marketing


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Settling back into work after a super successful event, well actually two (Bangalore and Gurgaon on 31 and August 4 2015 respectively) here’s all the action and some special moments from Beyond Installs.

Thought leaders from Myntra, Ola, Yatra, Freecharge and Grofers shared their stories and offered precious insights with enthusiasm. The audience comprising of mobile marketers from ecommerce, travel and technology industries lapped it all up.

Absorbing stories were followed by incisive questions and thought provoking discussions on the changing landscape of marketing in an ‘app only’ world. Vizury released the Mobile Commerce Report India 2015 for this quarter.

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Abhishek Rajan, the Head of Mobile from Myntra narrated the complete story of how Myntra shutdown their desktop and moved to app completely. He was barraged with questions after his presentation and he took them on without a flinch!

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Pravin Jadhav, who heads Product & Growth at Freecharge probably had the most comprehensive presentation of them all. He spoke in detail about all aspects of Freecharge’s app marketing and also had valuable ideas for the audience.

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Sushant Jaipuria, Head of Digital Marketing at Ola shared his ambitions for Ola on how they want to serve the customer at several touch points in a typical day.

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Rajat Suri, GM – Mobile at Yatra was the primary attraction at Gurgaon. A very entertainingession it turned out to be especially with the magic number 455.

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Sharad Harjai, AVP Marketing at Grofers had some cool stories from Grofers’ innovative marketing campaigns. People especially loved the ‘free mangoes’ campaign.

A big shout-out to all our speakers and everyone else who had joined us – we loved having you there. And Apsalar, thank you for being a great co-host.

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Did you miss the event? We have to admit, you missed something special. But don’t worry, we will have presentations, videos and more blog posts on what happened at Beyond Installs. Watch this space.

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Best Practices to help scale your App Marketing ROI

Best Practices to help scale your App Marketing ROI

Wondering how you could improve your app marketing ROI? You are not alone! Ecommerce brands have started adapting to an “App-led” shift in consumer behavior which means that App Marketers like you are battling newer marketing challenges.

Best practices to scale App ROI

25% of app users never open an installed app. 

User expectations in terms of the overall experience have grown and you are probably focusing on personalizing user engagements both within and outside your app.

Just 1/4th of installed users access an App everyday. User infidelity! Brands today work really hard on building user relationships and this is especially true in the app world. User engagement and retention is probably the second biggest challenge for an App Marketer today.

98% users do not buy in their first visit – they must be engaged and nurtured to prompt a purchase. If this weren’t enough, a slowing economy and growing investor expectations require marketers to bring in greater results.

Getting the right mix of marketing channels and using them effectively can help you deal with all of these challenges and scale your App Marketing ROI.

Here are 7 quick tips to get started:
1. Know your users: Start gathering data. Identify sources that have driven “loyal user” downloads. Use these channels that have helped you get high-value downloads in the past and bring in new app users.
2. A/B testing: Explore and experiment. Try new things, track results and see what works for your brand. App Marketing comes in different shades and you must find one that works for your brand.
3. Personalization: Personalize your messages at a user level. Parameters like location, in-app behavior, device type, past purchase history could help you tailor conversations at a user level and help you break through the clutter of blanket messages.
4. Go multi channel: Susan drops off your website and visits your app. She drops off again to visit Facebook. Mobile users have smaller attention spans and access content from so many different sources. Stay with your users through this journey; target them on the right channels and at the right time. While doing so, understand the user’s need for privacy and set frequency caps.
5. Track uninstalls: While you get busy onboarding new users, do stay connected with the existing ones. Understand behavioral patterns displayed by your uninstalled users. Activate re-engagement campaigns for existing user with similar traits. For true app monetization, continue driving installs but also remember to plug the leaks and actively prevent uninstalls.
6. Set up a feedback mechanism: What do they have to say about your products and services? What makes them come back to your app? Try different channels like emails, push, sms to connect with your users and gather feedback.
7. Measure:Focus on metrics like active users, session intervals, number of conversions, acquisition costs per channel, life time value that help you evaluate how closer you are to achieving your marketing goals.

Best practices into action

Your App Marketing Platform must have these 3 capabilities:

  • The platform must be able to gather user level behavioral data and utilize this for personalized messaging.
  • You must be able to access as many channels as possible through the platform. Also, the platform should ensure that your multi-channel remarketing strategies run in sync.
  • You must be able to gather real-time analytics and understand how your marketing efforts have been faring.

I hope this blog has been helpful.

If you are wondering how to grow user engagement and retention, here’s a guide that you must totally read.

App Marketing Best Practices Vizury

 

Innovative advertisers looking beyond just installs, focus on conversions using App to App Retargeting

Through the last year, advertisers in mobile-led countries like China and India have made heavy investments in building and marketing Apps. Slowly however, marketers are starting to look beyond installs at engaging users to improve the return on investment from their apps effectively.

Yintai.com, a leading online boutique operating in China, has an unremitting volume of app downloads. Yintai was quick to realize the need to foster user engagement across smart phones and tablets to retain app users in the purchase cycle.

“China is one of the world’s largest m-commerce markets today and our mobile users often transact using apps. In China, if you don’t engage your mobile app users, you are missing out on a great opportunity to convert them. Vizury’s In-App Retargeting has worked phenomenally well for us. Vizury extends a unique solution that is not only easy to implement but also helps us reach users on whichever apps they access with precise messaging for every user.” said Hao Wu, Managing Director of Yintai’s mobile business.

Gourav Chindlur, Vizury’s co-founder added, “Targeting users on mobile is challenging given the fragmented eco-system across operating systems Android & iOS and channels like Apps & Mobile Web. Vizury’s MobiConvert offers a comprehensive suite that helps advertisers target users across the entire eco-system. Our In-App Retargeting solution for Yintai targeted their high-purchase propensity users on leading Mobile Apps in China. This resulted in a 1700% improvement in their App RoI, a 2X improvement in App conversions and 55% reduction in cost per sale.”

About Vizury

Vizury helps marketers secure customers-for-life through personalized marketing solutions. Established in 2008, Vizury has offices in Bangalore (HQ), Beijing, Sydney, Sao Paulo, Singapore, Taiwan, Dubai, Seoul and Tokyo. We work with over 500 clients across industries such as travel & hospitality, ecommerce, healthcare, automobile, financial services and classifieds.

Vizury was recognized as the sixth fastest growing company in the Deloitte APAC Fast500 2013 and is among the first in Asia to be an FBX qualified partner and a Twitter Retargeting Platform Partner.

To know more about Vizury and its products, visit www.vizury.com or follow on LinkedIn, Twitter.

For media enquiries, please write to marketing@vizury.com, or contact Subra Krishnan at +91 98808 06681.

Vizury launches App-App retargeting for the mobile gaming space, Tokyo

Vizury, the leading performance marketing and retargeting firm in APAC has launched App-App retargeting for the mobile gaming space. “Industry trends reveal that less than 25% of smartphone users worldwide continue playing after 30 days of game download! Therefore, it is imminent that mobile game developers must constantly reach out to players and move them to the next stage of the engagement funnel. Our Gaming App-App Retargeting solution utilizes user behavior within the game and shows customized ads to players while they access other apps on their smartphones or tablets” said Mr. Gourav Chindlur, Vizury’s co-founder and COO.

Vizury’s Gaming App-App Retargeting works at three levels.

  • Game discovery: Helps mobile game developers target their existing players and promote new games or apps.
  • Player engagement: Identifies players with drop in engagement and shows ads prompting them to continue playing.
  • Monetization: Promote In-App purchases that can help active players progress with the game.

Vizury’s behavioral retargeting identifies precise target audiences and drives only relevant/high value players back to the game. In fact, Vizury has helped game developers in China bring back 30% of their drop-offs.

“Vizury’s wide network of mobile inventory partners allows game developers to reach players on most gaming and non-gaming apps. This solution works well on both iOS and Android devices and is perfect for large gaming markets like Japan where players have diverse interests and hence pertinent targeting comes handy. Beta trials for a leading game developer in China shows that we increased the propensity to purchase of retargeted players by 20% with significant conversion of inactive players to frequent buyers” said Mr. Keiichiro Tomimatsu, GM Vizury Japan.

 

How Vizury’s Gaming App-App Retargeting works?

Vizury’s proprietary SDK constantly records player behavior within the game. Deep Linking ensures that players who click on ads, land on the relevant page and not the home page of the game offering superior player experience.

 

About Vizury

Established in 2008, Vizury has offices in Bangalore (HQ), Tokyo, Delhi, Beijing, Shanghai, Guangzho, Singapore, Jakarta, Taipei, Dubai, Seoul, Sydney, Sao Paulo and Mexico. Vizury has appeared on Deloitte APAC Tech Fast500 for two consecutive years and is among the first in Asia to be an FBX qualified partner and a Twitter Retargeting Platform Partner.

 

Follow Vizury on LinkedIn or on Twitter @vizuryonetoone .

SDK-less Integration for App Retargeting

If you have been doing app retargeting you know what a third party SDK is. Simply put, SDK is a few lines of code (like our super-light 30kb) that gathers anonymous behavioural data within the app. This data helps build user profiles and gather information around user intent.

As you know, the success of any app retargeting campaign relies heavily on understanding what the user is looking for and showing him relevant ads. While this was easily achieved through browser cookies on websites, the advent of apps requires a new work around. Device ID, Advertiser ID, UDID or a little bit of everything are used for device identification. And SDK integration facilitates this. However, most brands shy away from such integrations as their apps beef up.

So, is SDK integration really necessary for app user retargeting? Our answer is NO.

While most retargeting players insist on SDK integration, we have come up with SDK-less solutions for behavioral profiling for your app user re-engagement campaigns.

1. Post-back through a 3rd party analytics App: If you have a prior integration with any of the leading mobile analytics platforms (like Apsalar, adjust, Tune) we set up communication lines with these platforms. Through post-back calls, we gather in-app behavioural data.
2. Server to Server Integration: This is a unique solution where we pick relevant behavioural data directly from your server through secure and access protected mechanisms.

Both of these mimic the functionality of an SDK and ensure that real-time event post-backs are shared with us. These SDK-less integrations do not require any code installation within your app, which means your retargeting campaigns can be started in a jiffy. And yes, your app’s stability and security is taken care of.

P.S. Size matters. If it means slower apps and poor user experience, we all know how that works out. So go light, kiss good bye to SDK.

 

Choose the Right Mobile Retargeting Companies

10 Proven Ways to Choose the Right Mobile Retargeting Companies

In the year 2013, nearly 20–50 per cent of all online purchases were done via mobile devices. Advertisers have been quick to notice this shifting trend and are evolving their marketing plan with mobile as an integral part. However, one of the biggest challenges is choosing the right mobile retargeting partner or evaluating how well the current partner is equipped to handle the intricacies of mobile retargeting.

While the decision is not an easy one, here are 10 tips that could be considered while choosing the apt mobile retargeting company.

#1. Mobile web and app retargeting: Mobile marketing, even at a single user level, is fragmented between mobile web and mobile app – both of which have completely different ecosystems. While mobile web allows third party cookies, mobile apps block cookies. How well is the retargeting company equipped to identify a user across platforms?

#2. Retargeting without cookies: Third-party cookies are disabled on Safari – iOS users’ most preferred browser (about 21 per cent of the total smartphone users and about 53.8 per cent of tablet users worldwide use iOS devices). If you are looking to maximise your mobile reach, you cannot ignore such a large user-pool. So, ensure that the mobile remarketing service provider has user-tracking mechanisms based on device recognition and does not rely on cookies alone.

#3. Retargeting across devices: Most users access internet using multiple screens. This means that User A might first visit the website using a mobile and perform subsequent online activities using a desktop or a tablet. Wouldn’t it be great to reach out to this user on each of these devices and remind him/her about the pending purchase? Well, if you don’t do it, the danger is your competitors might do so and win a buyer.

#4. The mobile user behaviour: User behaviour on mobiles are different from desktop. For example, users spend more time on social media sites via mobiles when compared to desktops. To optimise ad-spends, it might be worthwhile if these insights were factored into the RTB (real time bidding) algorithm while bidding for impressions.

#5. Tweaks and changes are needed: Most campaigns need tweaking in terms of user segmentation, bidding rules, creative etc. based on the campaign’s performance analysis. Does the remarketing company allow sufficient flexibility to incorporate changes to a live campaign?

#6. The creative: Mobile devices have a relatively small display size when compared to desktops. Hence, it is essential that all the elements necessary to engage users (such as logo, product, price, call to action, animation, recommendations etc.) are packed into the miniscule display size without losing the aesthetic appeal. Also mobile display ads require HTML5 based ads unlike flash which is popularly used for desktop ads.

#7. Transparency: Regular access to your campaign performance data helps you understand how your campaign is faring and make early changes to enhance your campaign performance. Based on your business preferences, you might want to push certain products, change your sales mix etc. and is possible if you are able to access updated campaign data.

#8. Reach: If your partner does not have a wide mobile reach your campaign might not witness the desired results despite ensuring that all the above points are taken care of. Verify the service provider’s publisher partners and ensure a wide mobile reach especially in your operation geographies.

#9. Business model: Since you are taking that first step towards mobile retargeting, chances are that you are working on a smaller budget and want to ensure the desired ROI (return on investment). Ensure that the remarketing company offers you the option to choose the best-suited business model.

#10. Self-serve vs fully-managed: In case you opt for a fully-managed mobile retargeting solution, you are free from the hassles of setting up and running a retargeting campaign and can focus on other important aspects of your business. Moreover, the service provider brings to the table his expertise in mobile retargeting and insights to campaign optimisation based on past experience.

Like the ever-changing digital marketing world, some of these rules are bound to change. But choosing the right partner could define how well a mobile retargeting campaign sustains industry changes.

Originally published on Digital Market Asia.