Mobile Presence

An estimated 65% of all digital ad spend in 2019 was programmatic. The numbers and audiences add up, but marketers also need to educate themselves about the pitfalls and work closely with their media agencies to avoid nasty surprises. We get the inside track on both from Marco Gerlach, Head of Business Development, and Christian Ratsch, MD and Founder of eComCon. The Germany-based pioneer saw the promise of programmatic – which makes advertising more targeted and buying more efficient – long before most agencies and got in early. They detail the ways eComCon is combining mobile and programmatic with Out-of-Home (OOH) advertising to reach new audiences and walk us through client case studies and key learnings. Finally, our guests share best practices sure to benefit all marketers everywhere.

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Businesses must weather a challenging climate to penetrate the Chinese market with their tech, but the pay-off has never been higher. At one level, China is an attractive market to foreign tech and home to an urban middle class expected to account for 70% of the population by 2030. At the other end of the spectrum, China is striking out in new directions, entering new markets -- and winning. Whether the goal is to partner with Chinese tech leaders going global or identify tactics to target Chinese consumers, David Sullivan, Founder & Managing Director of Alliance Development Group (ADG), covers all the critical go-to-market questions. David has over 25 years of experience assisting Western technology companies with Asia and China strategy, growth, corporate development, business development, and operations. He discusses the opportunities and roadblocks in the Chinese market today and offers advice to mobile tech companies concerned about protecting their IP in China. Finally, David shares how ADG qualifies targets and drives the entire in-country business development and technical cooperation process for an impressive and growing roster of clients.

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App campaigns that achieve maximum reach and impact are obviously a huge win for marketers. But they’re often associated with a steep learning curve when it comes to choosing the right KPIs or rejecting the right traffic. We get an insider’s view on this and more from Mikhail Biteryakov, Traffic Manager and Analyst at Joom, a fast-growing e-commerce marketplace headquartered in Russia. Mikhail, who goes by Mike, speaks candidly about his personal journey from a focus on UX to a passion for data-driven marketing. Mike, a Mobile Hero recognized for his app marketing achievements, provides his pick of strategies marketers can take to achieve success and the approaches they can use to fight mobile ad fraud and win. He also talks about the future of marketing and why dynamic creatives are the one to watch.

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Most app monetization models are focused on driving purchases or delivering advertising--approaches that are a stretch for indie developers with small teams and limited budgets. But now there is a promising and proven alternative. Our host Peggy Anne Salz catches up with Chris Humphrey, VP of Marketing at Calldorado, the company equipping devs to benefit from the way users naturally engage with smartphones to communicate. Chris talks about the company’s multi-award-winning Caller SDK and walks us through how developers using Calldorado can use the ability to display detailed call information along with relevant features to enhance the app experience for users and increase revenues for their business. He also explains the challenges facing indie developers, details the importance of increasing customer lifetime value (LTV) and directs us to AppChat, the must-read resource devs need to keep on top of app news.

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Marketing is effective when it is useful and impactful, and we get actionable advice on how you can be both from Giulia Porter, VP Marketing at TelTech, a mobile communications apps company best known for RoboKiller, a robocall blocker app that is also one of the top-grossing apps in its category. Guilia, a Mobile Hero recognized for her app marketing achievements, shares the channels and strategies her team relies on to acquire and retain audiences. She also shares advice from her blog, zeroing in on the key components of a robust tech stack and the importance of choosing the right “mobile-first marketing automation platform” to align with your app and your ambitions.

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​In a market where the average app loses nearly 70% of its users within one week app marketers are on a rollercoaster ride, struggling to plug the leaky bucket, not just fill the top of the funnel. The challenge (and the opportunity) is to re-engage users early in the retention cycle, and we learn best practices around ways to ignite frequent use and deep loyalty when our host Peggy Anne Salz welcomes Jessica Osorio, Growth Marketing Lead at Mozilla, the not-for-profit behind the Firefox browser on mobile and web. Jessica, whose bold mantra is to "never stop optimizing," lifts the lid on the channels and vendors she relies on to make users come back to the app. She also debunks marketing myths and shares approaches marketers across all app verticals can adapt to up their game. ​

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The explosion of smartphones, the advance of commerce and finance, and the growing enthusiasm of young consumers for mobile apps have combined to make Indonesia the fastest growing and “most dynamic market” in South East Asia. But before you take the plunge, you need to do your homework. Our host Peggy Anne Salz catches up with Kelvin Saputra, Performance Marketing Manager at FinAccel, a financial technology company focused on reinventing financial services in Southeast Asia. Kelvin–a Mobile Hero recognized for his app marketing achievements–gives us the inside track on his local market and his pick of app categories sure to be a hit with users. He also provides us a new framework to find, test and scale the right user acquisition partners for your app.

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Despite small numbers (a Mobile DevMemo survey shows only 11% of teams have more than 10 people), UA teams are expected to achieve big wins for their app. To find out how you can get more out of your resources our host Peggy Anne Salz catches up with Derrick Nguyen, Sr. Marketing Manager at Credit Sesame, a fintech company allowing customers to access, understand, leverage, and protect their credit all under one platform. Derrick, a Mobile Hero recognized for his app marketing achievements, shares advice from his blog about how marketers can cultivate healthy skepticism that will ensure they get value for money from vendors and partners. Finally, he offers top tips for developing ad creatives that deepen consumer trust.

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From SDK spoofing to click injection, ad fraud plagues nearly every app marketer—and according to data from third party fraud prevention platform, Inceptd, that’s especially true on Android devices where fraud exposure is 27.3% versus iOS’ 22.1%. Our host Peggy Anne Salz catches up with Faheem Saiyad, Business Development Manager, Interceptd, to talk about what it’s like to be one of the only pure-play fraud prevention vendors on the market, and what the company’s latest report tells us about the state of ad fraud and how app developers can prevent it. They also chat about which app categories see relatively clean traffic, and which need to be especially wary of fraudsters.

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Most gaming companies start with the app and then leave it to marketers to find fans and audiences. But why not turn it around and encourage users to co-create the gaming app and commit to being loyal players after its release? It's the brilliant concept at the core of Cerberus Interactive, a company that builds bold new games with a marketing-first design process. Our host Peggy Anne Salz catches up with Sami Khan, Cerberus CEO & Co-Founder, to discuss why it pays to drive user involvement (and commitment) early in the process. They also discuss how app verticals could harness his marketing-first model to deliver apps with the right mix of audience appeal and commercial potential.

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