Tailoring Customer App Experiences and Campaigns to Build Trust

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Drew Fung (Current - online bank) shares novel ways to interest and acquire Millennials and lifts the lid on the ad creatives that inspire trust.

Source:
Tailoring Customer App Experiences and Campaigns to Build Trust
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
January 22, 2020
Added to the Vault on:
March 17, 2020
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💎 #
1

A main point given competition in online banking is to instill trust in the product through creatives.

11:00
💎 #
2

Marketing Stack:
- Adjust - MMP,
- Segment - One SDK to collect user events,
- Looker & Amplitude - Reporting, to segment user and where they came from,
- Braze - Customer (re)engagement.

19:50
💎 #
3

They re-engage customers on day 2 or 3. Example: activating their card (sent via push or email).

22:00
💎 #
4

If you see any flatness in your click to install time, it is probably not incremental. Play attention to the deltas between days.

25:50
The gems from this resource are only available to premium members.
💎 #
1

A main point given competition in online banking is to instill trust in the product through creatives.

11:00
💎 #
2

Marketing Stack:
- Adjust - MMP,
- Segment - One SDK to collect user events,
- Looker & Amplitude - Reporting, to segment user and where they came from,
- Braze - Customer (re)engagement.

19:50
💎 #
3

They re-engage customers on day 2 or 3. Example: activating their card (sent via push or email).

22:00
💎 #
4

If you see any flatness in your click to install time, it is probably not incremental. Play attention to the deltas between days.

25:50
The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.

💎 #
1

A main point given competition in online banking is to instill trust in the product through creatives.

11:00
💎 #
2

Marketing Stack:
- Adjust - MMP,
- Segment - One SDK to collect user events,
- Looker & Amplitude - Reporting, to segment user and where they came from,
- Braze - Customer (re)engagement.

19:50
💎 #
3

They re-engage customers on day 2 or 3. Example: activating their card (sent via push or email).

22:00
💎 #
4

If you see any flatness in your click to install time, it is probably not incremental. Play attention to the deltas between days.

25:50

Notes for this resource are currently being transferred and will be available soon.

Using some “gaming”/achievement components to Current’s product to get customers to achieve their goals.


UA & Product teams working together

UA team works closely with product, creative and engineering => positive feedback loop. Example of a recent feature is Current tags:

  • Customers can customize their handles and instantly receive/send money for free (Venmo style),
  • Came from customer feedback, so did not do a soft rollout.


Creatives

[💎@11:00] A main point given competition is to instill trust in the product through creatives (check out some creatives here):

  • Getting card into hands of users (and showing videos of the card being used in the real world),
  • Showing testimonials.

“Wild” ideas that didn’t work:

  • Pets in the background - not relevant, confusing messages or clickbaity
  • Distracting creatives to catch attention - did not resonate with customers, can hurt brand.

=> Rely on brand


Marketing Stack

[💎@19:50] In terms of marketing stack:

  • Adjust - MMP,
  • Segment - One sdk to collect user events,
  • Looker & Amplitude - Reporting, to segment user and where they came from,
  • Braze - Customer (re)engagement.

[💎@22:00] They re-engage customers on day 2 or 3. Example: activating their card (sent via push or email).


Mobile attribution

The impression-to-install time (ITIT) and click-to-install time (CTIT) are very important to monitor if you’re working with many networks.

[💎@25:50] If you see any flatness in your click to install time, it is probably not incremental. Play attention to the deltas between days. (Check out Drew's article here for more info)


The notes from this resource are only available to premium members.

Using some “gaming”/achievement components to Current’s product to get customers to achieve their goals.


UA & Product teams working together

UA team works closely with product, creative and engineering => positive feedback loop. Example of a recent feature is Current tags:

  • Customers can customize their handles and instantly receive/send money for free (Venmo style),
  • Came from customer feedback, so did not do a soft rollout.


Creatives

[💎@11:00] A main point given competition is to instill trust in the product through creatives (check out some creatives here):

  • Getting card into hands of users (and showing videos of the card being used in the real world),
  • Showing testimonials.

“Wild” ideas that didn’t work:

  • Pets in the background - not relevant, confusing messages or clickbaity
  • Distracting creatives to catch attention - did not resonate with customers, can hurt brand.

=> Rely on brand


Marketing Stack

[💎@19:50] In terms of marketing stack:

  • Adjust - MMP,
  • Segment - One sdk to collect user events,
  • Looker & Amplitude - Reporting, to segment user and where they came from,
  • Braze - Customer (re)engagement.

[💎@22:00] They re-engage customers on day 2 or 3. Example: activating their card (sent via push or email).


Mobile attribution

The impression-to-install time (ITIT) and click-to-install time (CTIT) are very important to monitor if you’re working with many networks.

[💎@25:50] If you see any flatness in your click to install time, it is probably not incremental. Play attention to the deltas between days. (Check out Drew's article here for more info)


The notes from this resource are only available to premium members.

Using some “gaming”/achievement components to Current’s product to get customers to achieve their goals.


UA & Product teams working together

UA team works closely with product, creative and engineering => positive feedback loop. Example of a recent feature is Current tags:

  • Customers can customize their handles and instantly receive/send money for free (Venmo style),
  • Came from customer feedback, so did not do a soft rollout.


Creatives

[💎@11:00] A main point given competition is to instill trust in the product through creatives (check out some creatives here):

  • Getting card into hands of users (and showing videos of the card being used in the real world),
  • Showing testimonials.

“Wild” ideas that didn’t work:

  • Pets in the background - not relevant, confusing messages or clickbaity
  • Distracting creatives to catch attention - did not resonate with customers, can hurt brand.

=> Rely on brand


Marketing Stack

[💎@19:50] In terms of marketing stack:

  • Adjust - MMP,
  • Segment - One sdk to collect user events,
  • Looker & Amplitude - Reporting, to segment user and where they came from,
  • Braze - Customer (re)engagement.

[💎@22:00] They re-engage customers on day 2 or 3. Example: activating their card (sent via push or email).


Mobile attribution

The impression-to-install time (ITIT) and click-to-install time (CTIT) are very important to monitor if you’re working with many networks.

[💎@25:50] If you see any flatness in your click to install time, it is probably not incremental. Play attention to the deltas between days. (Check out Drew's article here for more info)