1、What Darwin Can Teach Mobile MarketersWhy customer experience is key to partnership successDiving deep with Darwin2When mobile met web3Applying the customer lens4The true cost of a fragmented experience5What if we all just got along?6The tech it takes7Adapting for the customer experience age8Content

2、sAdapting to the modern mobile world1In short,its time to adapt.Its easy to lose track of how many years past have been declared“the year of mobile”,always meaning something a bit different than the declaration the year before.Evolution has proven to be the backbone of the constantly redefined“mobil

3、e era,”and as the era shifts into renewed focus on the customer experience,mobile marketers need to move with it.Its time to say goodbye to the last iteration of the mobile era with its silos and separation of web and app teams and evolve once again.The modern mobile landscape is wildly complex.Ther

4、e are seemingly infinite ways for users to interact on their devices,and equally infinite opportunities for them to engage with businesses and make transactions.But along with those interactions and opportunities come challenges for mobile marketers.The customer experience can quickly become fragmen

5、ted and broken between web and apps,which isnt only bad for the customer,but also for transactions and partnerships on the whole.The experience needs to change,which means its time to reconsider how the pieces of the mobile puzzle connect.Adapting to the modern mobile worldCHAPTER ONESo,where can ev

6、olutionary inspiration be found?A natural starting point may be the person who coined the term:Charles Darwin.Theories about evolution and adaptation can apply just as much to business as they do to nature,and in fact those very theories can be the key to success.But how do we apply the theories of

7、Charles Darwin to mobile partnerships?If inspiration can come from Charles Darwin,its time to take a closer look at his work.Specifically,lets look at the finches he discovered on the Galapagos Island.When Darwin visited the Galapagos Islands,he found a number of completely different species of finc

8、h.But what was more fascinating was that each species of finch seemed particularly well-suited to the specifics of the environment in which it lived.Diving deep with DarwinCHAPTER TWOFinch Type 3:The originalThese findings eventually led Darwin to the realization that these finches had all once been

9、 the same species,like the one shown above,but that over time they had adapted to different niches in the ecosystem.They had developed characteristics that let them thrive.The originalThese findings eventually led Darwin to the realization that these finches had all once been the same species,like t

10、he one shown above,but that over time they had adapted to different niches in the ecosystem.They had developed characteristics that let them thrive.All about the wormsFor example,one type of finch had thin beaks and smaller bodies,which proved to be quite effective at digging for worms.Nuts for nuts

11、Others had shorter larger beaks,which were well-suited for cracking opennuts.5So,what do Darwins finches have to do with the modern mobile world?When applied to partnerships,the answer is:a lot.In looking at performance marketing,there are at least two distinct groups.The first group focuses on web-

12、based partnerships.These folks are largely focused on driving revenue to their website.They started off in the desktop web world before expanding with the rise of the mobile web.Theyve had to learn how to diversify their partnership base,how to deal with privacy updates from browsers like Safari and

13、 Firefox,and have navigated the complex ecosystem of networks,agencies,platforms,and partnered businesses.Theyve also already adapted once:from traditional desktop to mobile web.When mobile met webCHAPTER THREEBuy from my website!Download my app!The second group mobile marketers rose alongside the e

14、xplosion of the app economy.Typically this type of partnership is tasked with driving traffic to its mobile app.Theyve learned how to deal with mobile tracking and the complex ecosystem of mobile ad networks,mobile measurement partners,mobile ad units,and app store optimization.Many of them focus on

15、 installs as a primary KPI.6When mobile met webThe dangers of separate evolutionBoth sides have honed their skills by focusing on a specific niche of the ecosystem.And clearly they both evolved out of an earlier version of partnerships in the pre-mobile era.In other words,they adapted in the same wa

16、y Darwins finches did.So the question is,what is the mobile world to do now?Mobile and web have evolved separately to their unique environments,just like the finches.Hasnt that been a good thing?It worked for the birds why not for us?The fundamental problem is that it isnt working and the customer e

17、xperience is suffering asa result.The following example proves that point,examining the customer experience step-by-step when attempting to purchase a denim jacket through a popular department store chain.Applying the customer lensCHAPTER FOURStep 1Step 2Step 3Step 4Step 58But wait wheres the jacket

18、 you just put in your cart on the retailers app?Because you were routed to the retailers mobile site rather than the app where you started,you have to go through the full search process once again.This is where you probably say“forget it.”The effort is just too great,and everyone loses.You decide to

19、 open up your favorite cashback app to search for deals.You find one for the retailer,so you click on that discount offer through the app and are brought to the retailers website.You find a jacket you love and choose the perfect fade and size,adding it to your shopping bag.You do a search for denim

20、jackets from the retailer you have in mind using your mobile phone,clicking through to the retailers app from the search results.Applying the customer lensWhat just happened?If this experience seems familiar,youre in good company most consumers have experienced something similar.So,what just happene

21、d?The user visited the retailers website through both a search engine and an app.But when they clicked on the search engine option,they were taken to the retailers app.When they clicked through the cashback app,they were taken to the retailers website.Who loses here?Clearly,the retailer just lost bu

22、siness,and the cashback app lost a potential payout.Butperhaps most critically,the user lost out on apotentially great customer experience andThe opportunity to fulfill their shopping goal.So really,everyone loses.And while thats justone example,the industry metrics dont lie.The statistics to the le

23、ft represent the true cost of fragmentation.A whopping 88%of users are likely to leave a website after having a bad experience,while 52%are likely to not return again.Interestingly,87%of users think brands need to put more effort into their mobile experience.Because a native app experience is typica

24、lly far superior to web,this translates into conversion rates tripling in-app over mobile web.The size of orders grow significantly,and users return twice as often to make a purchase.The true cost of a fragmented experienceCHAPTER FIVE88%Likely to leaveSource:Invision:Statistics on User Experience52

25、%3x87%140%2xLikely to not returnSource:Impact Learning CenterBad mobile experienceSource:SuperOffice:Powerful Customer Experience Statistics You Need to KnowConversion RatesSource:Criteo Global Commerce ReviewAOVSource:Branch Metrics:Building an Effective MobileGrowth StackPurchase FrequencySource:B

26、utton 2019 Mobile Commerce Report 10The true cost of a fragmented experience11Lost RevenueThere were a lot of statistics on the previous page,but the key one to remember is 32%.This number represents the channel revenue you are leaving on the table by not routing your users into your mobile app,acco

27、rding an estimate based on the stats from p.10.*That statistic doesnt even include the expected lift gained by being able to find new mobile-specific partnerships.Now the challenge with siloed mobile and web working structures becomes more clear:The in-app experience is a vital piece of the revenue

28、puzzle.So whats kept web and mobile apart for all these years,even in the face of mounting user experience issues?Lost revenue32%*If the conversion rate is multiplied by 3,AOV is multiplied by 1.4,and 10%of mobile web purchasers have the app installed,estimated revenue would rise by 32%.The silo cha

29、llenges of these two groups start with the fact that typically theyre focused on different goals.Web partnership teams are looking for revenue,whereas mobile teams are generally focused on driving installs.These different goals have contributed to the fracture between web and mobile partnerships,cau

30、sing the rift to deepen.What if we all just got along?CHAPTER SIX12What if we all just got along?13Were more aligned than we thinkWhile that may seem like the end of the story,it isnt.In reality,mobile teams are constantly checking on the lifetime value and active usership of their install base.Addi

31、tionally,theyre putting in the work to understand what the true value and loyaltyof a new user is based on considerations like when that user was acquired(for example,is a user of higher value if acquired on Black Friday?One week after Black Friday?Two weeks?).On the web side of the world,many havep

32、ut in place special bounties for partnersthat drive a new user to purchase,valuing acquisition of new customers over just immediate revenue.That strategy just makes sense,right?Why wouldnt mobile teamscare about in-app revenue and web teams care about new user acquisition?Because really,all teams ju

33、st want one thing:growth.What if we all just got along?14Combining goals for growthThis just goes to show that while both teams may use different terminology,their goals are actually surprisingly aligned.As such,they can learn a lot from each other about how best to grow their partnerships overall.T

34、he next question is:how does this apply to partners?Historically the web and mobile partnership teams have worked with vastly different partners.The web folks are used to having relationships with individual partners(even though some do work with subaffiliate networks).On the mobile side,however,mos

35、t installs are coming through mobile ad and CPI networks,which act as middlemen usually arbitraging CPM buys into CPI sells.What if we all just got along?15Real-world examples of mobile partnershipsHowever,the line discussed on the previous page are beginning to blur.A lot of traditional web affilia

36、tes,like this coupon publisher,have diversified.Looking at the publishers website on a mobile device,the publisher is both driving actual sales and installs.For instance,the promotion of the food delivery app pictured below links to both:the apps website to drive a meal order,and the App Store encou

37、raging users to pick up the app.16Real-world examples of mobile partnershipsOn the other side,there are mobile ad networks like the one demonstrated below.It works across a lot of mobile game apps to present offers to users.In the image below,if a user is playing the Jurassic Park app and runs out o

38、f credits,theyre brought to an offer wall,which encourages users to download the video streaming app,while also linking to places like the streaming apps mobile website encouraging the user to signup for a subscription.What if we all just got along?What if we all just got along?Real-world examples o

39、f mobile partnershipsIn this way,its clear that multiple types of partnerships are all working with both web and mobile app-based offers.Revenue-focused web programs should seriously consider working with app networks.Install-focused app programs shouldnt ignore traditional web partners like affilia

40、tes.The strict divide between a“web”partner and a“mobile”partner makes less and less sense.Instead you just have partners.That leaves us with the third and perhaps the biggestDivide between web and apps:the issue of technology.Websites and apps are built on different technology.Links and tracking se

41、tups dont translate easily from web to app or from app to web.Platforms and tracking providers typically focus on just web or just apps(not both).This is a core reason that the user experience broke down in the earlier retailer example.The traditional way brands work with partners and measure their

42、contribution just wont work in the app world.But all of that is changing.New deep linking technologies(such as Impacts TrueLinkTM)make it possible for partners to link from anywhere directly into an app,mobile web site or the app store.Itallows for the ultimate control to create the best user experi

43、ence possible.The tech it takesCHAPTER SEVENPartnerMobile WebDeep Link AppPage in the App Store18The tech it takesReal-world examples of mobile partnershipsWhat does the user experience look like when deep linking technology like TrueLink is applied?Check out the journey pictured below a user finds

44、a concert theyre interested in seeing within an app and prepares to buy tickets.They exit the app to find a coupon code through a search engine on the mobile web.Under ordinary circumstances,exiting the app in search of a coupon code means the user would have to start all over again in their purchas

45、e process.But with deep linking,theyre able to toggle seamlessly between the mobile web and the app.User is in music appUser finds concert,preps to buy ticketsUser is on ticket purchase screenUser switches to search engine to find a dealThe tech it takesThe result?The user is happy.The partner gets

46、paid.Everyone wins,and technology is no longer a problem.That brings us back to the big picture question:what,exactly,is keeping web and app teams apart?The only conclusion that can be drawn is.not much.20User selects dealUser switches back from mobile web to appUser buys ticketsReal-world examples

47、of mobile partnershipsIts clear that adaptation needs to happen,which means its time to return to that Galapagos ecosystem that was covered earlier.Why?Because right now its being disrupted.Theres a new hybrid species developing,and it combines attributes from two of the existing species.Scientists

48、are calling it“Big Bird”because its bigger than your standard finch.Its extremely competitive and could completely disrupt the ecosystem unlike the other birds that can only eat worms or nuts,this new species can eat both.Scientists dont yet know how things will shake out,but it could very well lead

49、 to the decline of other species if the population grows big enough.Its pretty clear that the same future lies ahead for businesses that are able to combine the mobile web and app technologies effectively versus those that focus on one or the other in siloes.The“Big Bird”the new hybrid of mobile and

50、 web gets the worm,every time.Adapting for the customer experience ageCHAPTER EIGHTBuilt for cracking nutsBuilt for finding wormsBuilt for everything21Adapting for the customer experience age 22Its time to think holisticallyIn the past,the mobile era was all about meeting customers where they were i

51、n the journey on their devices.The truth is,that dream didnt quite become reality.Customers dont think in terms of mobile and web,online and offline,sales and installs.But they do see whats easy and difficult,and they can tell the difference between a great interaction and a mediocre one.The focus o

52、n KPIs has been so heavy over the years thatit was easy for mobile professionals to lose sight of the ultimate goal:happy customers.As the mobile era evolves into the era of the customer experience,its time to think holistically about how you and your partners engage your customers.Web and mobile ca

53、nnot continue on in siloes,but instead needs to adapt and work together to createa seamless customer experience.About Partnership CloudWith global capabilities,Impacts Partnership Cloud provides an integrated,end-to-end solution for managing all of an enterprises partnerships throughout the world.Fr

54、om discovery,recruitment and contracting to tracking,optimizing and commissioning essentially the whole partner lifecycle the Partnership Cloud answers enterprises need to drive revenue growth from partners across the spectrum:traditional affiliates,influencers,strategic partners,app-to-app,premium publishers and more.To learn more,visit contact to schedule a free demo.2020 Impact Tech,Inc.All rights reserved.Follow us for all the latest news and insights: