With the spread of smartphones, the development of apps is progressing, and financial institutions are also actively promoting the installation of their own apps. Resona Group has built the “Resona Group App,” which allows banking transactions to be completed in one go, and is appealing to users to use it. The company approached users who wanted to open new accounts and those who already had accounts to make them aware of the appeal and convenience of the app.
We will analyze the success process of the Resona Group, which tried new methods, including improving the “mailal DM” that it had relied on up until now.
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Improving the cost per acquisition of app users using app campaigns and Firebase – Resona Group
Resona Group’s challenge is “postal DM”
Source:
Improving the cost per acquisition of app users using app campaigns and Firebase – Resona Group
Resona Group has previously used mailed DMs to encourage app installations. In order to spread awareness of the “Resona Group App” to users who already had an account, they were promoting it primarily through paper media. However, data targeting young people who are likely to install the software is gradually running out. Within Resona, issues arose such as “Are awareness through DMs leading to installations?” and “Are we being able to fully convey the appeal of the app through mailed DMs?”
Therefore, we reconsidered the “postal mail DM” that we had relied on up until now, and took on the challenge of advertising in a new way tailored to the users we wanted to appeal to. The following is a new appeal campaign undertaken by the Resona Group.
Source:
Improving the cost per acquisition of app users using app campaigns and Firebase – Resona Group
A successful “app campaign”
Resona Group’s marketers chose to use Google App Campaigns to develop new customers. The company’s strategy was to make young people aware of its app and encourage them to register for an account. With app campaigns, if you make some settings in advance, such as “bid price” and “ad text,” the target users will be automatically reached through YouTube, Google search, etc., so you can set up ads efficiently. It is. Based on user performance analysis data obtained from the mobile development platform Firebase, the company ran a wide range of campaigns to acquire new customers. The number of installs and account registrations increased as a result of showing the actual app screen in an easy-to-understand video and letting customers experience how easy the company’s app is to operate. Even compared to the traditional “mail DM”, which was an issue, the cost per acquisition of users who were able to induce them to register an account improved by about 20%. This initiative by the Resona Group can be considered a successful example of conveying the appeal of the app.
Source:
Improving the cost per acquisition of app users using app campaigns and Firebase – Resona Group
summary
In order to increase the number of account openings, which can be said to be one of the important issues for financial institutions, there is an urgent need to promote apps that allow users to easily register. In a society where the digital shift is predicted to accelerate further due to the effects of the new coronavirus, an app system that allows stress-free registration of new accounts is an attractive service. It goes without saying that it must be effortless and easy to use, but an important point going forward will be whether it can actively promote its “difference from other companies.” How many strengths do you have that you can appeal to when users are considering and deciding which bank to open an account with? It seems necessary for each company to reflect user voices converted into data into apps and build a more practical system.
Source:
Improving the cost per acquisition of app users using app campaigns and Firebase – Resona Group