Emesa mobile

Search Marketing Thursday Mobile product development & Mobile marketing

Tim Akkerman Head of mobile

Topics:

About Emesa

Mobile status

Product roadmap

Mobile marketing

Push deepdive

Deeplinks

Key take away

Tools

@Tim_Akkerman

Linkedin.com/in/timakkerman

Alison Konijn Mobile CRM Marketeer

Linkedin.com/in/alisonkonijn

About Emesa

Emesa is the largest e-commerce company for searching, comparing and booking travel and leisure packages in the following categories: Holidays - Other accommodations - Hotels - Night out - Day out - Beauty - Restaurants – Products - Sports Emesa has a rich portfolio of websites, including Website of the Year 2014: VakantieVeilingen.nl VakantieVeilingen.be ActievandeDag.nl ActievandeDag.be

Consumer spending 2015: > 100 Mln.

Winners 2015: > 2 Mln.

Employees: > 180

Mobile status

Users Margin

App

Responsive Website

App

Responsive Website

¼ of all users are responsible for almost 50% of all margin

Users Margin

App Responsive Desktop

App Responsive Desktop

Responsive Phone + Tablet

Responsive Phone + Tablet

½ of all web traffic comes from mobile devices, but margin on these devices is low

Users Margin

Mobile Device

Desktop

Mobile Device

Desktop

Almost ¾ of all users and margin comes from mobile devices.

Or more interesting: only ¼ of all users and margin comes from desktop.

Product roadmap

H2 2015 H1 2015

Back to flat design

H2 2015 H1 2015

Back to flat design

H1 2015 H1 2016 H2 2016 H2 2015

App product development from 2015 to 2016 (clean and simple)

Results into a 5 star rating

Ask for customer feedback

And tag this feedback to fill up the backlog

Design and develop UX improvements based on customer feedback

Once a month we launch a new version of the app The new version always contains customer feedback

Mobile marketing

H1 2015 (Direct) E-mail Search Social

H2 2015 (Direct) E-mail Search Social Push

Mobile marketing focus channels

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

Desktop Mobile web App

Direct

E-mail

Search

Social

Conversion per platform

Mobile Marketing channels (2015) Traffic origin

0%

5%

10%

15%

20%

25%

30%

35%

40%

May Jun Jul Aug Sep Okt Nov Dec

Mail

Push

Social

Search

Introduction Push

Direct 78%

E-mail 17%

Social 4%

Search 1%

H1 2015: Most users open the app directly

Direct 46%

Push 34%

E-mail 17%

Social 2%

Search 1%

H2 2015: Push is taking over half of Direct traffic

Meaning the channel Push is guiding the user to the right location in the app.

Push possibilities

Introduction Push marketing

Totale berichtgeving app

Total communication app

Push notifications:

- User must be opted-in

- Leads user into the app

- Relevant and segmented

Messages within the app:

- User doesn’t need to be opted-in

- Use for service messages

Push notification

In-app message

Message center

Location based targeting

Push notification winners

User in control

Deeplinks

E-mail

In the context of mobile apps, deep linking consists of using a uniform resource identifier (URI) that links to a specific location within a mobile app rather than simply launching the app.

Search

360 link?

App indexing?

With the use of 360 deep links in your paid marketing channels and App indexing in your non paid (/organic) marketing channels, the user will always be guided into the app (when the app is already installed), and will be redirected to the mobile website (when the app is not yet installed).

App indexing

App indexing?

App indexing & Mobile remarketing with GDN

Analytics audiences

Step 1: A user finds your app in Google. Step 2: The user opens the app and is added in Analytics Audiences (the user is tagged). Step 3: This information is used in the Google Display Network (GDN), so the user can be retargeted. Step 4: The user sees the display in another app and is redirected back into the app with the use of the right deeplink. Result: App to App linking without the web involved.

Marktplaats

App indexing?

App indexing?

App indexing?

Bol.com

360 link?

App indexing?

NU.nl

App indexing?

Travelbird

360 link?

App indexing?

Thuisbezorgd

360 link?

App indexing?

Thanks! Questions?

@Tim_Akkerman Linkedin.com/in/timakkerman Linkedin.com/in/alisonkonijn