Last week I attended the Digiday Brand Summit in Deer Valley and I wanted to provide some thoughts and observations about what I learned.
My strongest impression at the event was in noting how important apps are becoming to US marketers of all flavors. I’ve been attending this event for several years and each year I’ve witnessed a positive change in the amount of interest in the app sector.
I had many productive discussions with marketers who are focused on getting mobile and mobile apps right in 2016. That’s extremely exciting because the US lags some other regions in terms of how marketers are capitalizing on the opportunities created by the advent of the omni-channel consumer. My suspicion is that by the end of 2016 that will no longer be the case.
Lees Theory – More Practice
As an action-oriented person, I always appreciate when the discussion at events moves from the merely theoretical to concrete business-building. When marketers are concerned primarily with vague notions of change, that’s interesting but has very little immediate effect on business results and decisions.
I believe that in the US, mobile discussion has definitely crossed the chasm from theoretical thinking to practical action. I had discussions around seven specific types of actions that marketers can take to better capitalize on the mobile app opportunity:
- Basic Mobile Retargeting
Mobile app marketers in the US are shifting their focus-on-installs-only to a more nuanced view of the world in which marketers proactively take steps to ensure that installs lead to more tangible business gains, like engagement and purchases. Driving incremental sales and engagement are the primary reasons why retargeting is the fastest growing segment in mobile app media spending.
- Cross-Device Retargeting
Because consumers are omni-channel, it follows that marketers need to be able to influence purchases wherever consumers spend connected time. That’s why cross-device matters so much. And our pre-existing partnerships with leading cross device graphs Tapad and Crosswise are tangible proof of our interest in this rapidly expanding marketing discipline.
- Activation of users that abandon shopping carts
The incomplete purchase signaled by the cart abandon is one of the most frustrating business circumstances for direct marketers. Fortunately, clients are doing more than just lament abandons – they are using Apsalar Audiences to reactivate cart abandoners so that they complete their purchases. This is one of the quickest paths to incremental ROI – particularly for retail, travel, personal finance and gaming apps.
- Lapsed user/customer reactivation
More and more data suggest that if you can get consumers to launch and engage with your app in the first hours and days after and install, you hold a far greater chance of your app becoming a regular part of that individual’s daily life. Using the concepts of remarketing – across display, mobile CRM and marketing automation – can help drive the incremental engagement you need to retain users.
- App cross-marketing
The users of related apps are a great – and cost effective – source of users for a new app. By leveraging Apsalar Audiences to identify and deliver high opportunity users of one app for marketing efforts of another, you can get the advantage you need to nail your KPIs.
- Powering engagement vehicles for a variety of purposes
The use cases I am outlining here are rather general, but your particular apps may have specific instances where user marketing can yield amazing benefits. The key here is to work with a consultative partner that can help you unlock the value.
- Precision lookalike profiling and targeting
Data-driven marketing isn’t only relevant to retargeting. Understanding your users can yield big acquisition benefits as well. For example, you can create and deliver an audience of your users to your choice of media partners so they can block list people from receiving UA marketing. Or you can analyze profiles from ALL users – from all vendors, organic and paid – to create more precise lookalike models.
The event and my discussions there demonstrated the incredible opportunities that exist in the US for more data-driven, goals-based marketing efforts. I hope to be able to help many of the attendees achieve their goals with Apsalar insights and audiences.
“Working” an event is an art. Events are a great opportunity to have productive discussions and build richer relationships with buyers. But you have to know when it’s OK to sell, and when it isn’t. To all experienced media sellers I offer the following bit of advice:
11PM on a Monday night in a hotel bar is never a good time to sidle up to someone new and launch into your 10 minute pitch. Never.
Thanks to the Digiday team and all of the attendees for making the even such a positive and productive experience.