Mobile Presence

Bot fraud—perpetrated by automated software agents capable of interacting with content, advertising and offers in a human-like way—is growing in size and sophistication as cybercriminals shift attacks and tactics from online to mobile. To prepare marketers for the battle looming on mobile our host Peggy Anne salz catches up with Paul Mueller, CTO and Co-Founder of Adjust, a global mobile measurement and anti-fraud company whose clients include NBCUniversal,  Procter Gamble, Pinterest and Tencent Games. Paul shares how Adjust is equipping marketers to battle bots—thanks to tech that detects bots by focusing on the data that bots can’t fake, such as pressure on the screen and the motion of the device. He also details the damage bot fraud is causing companies in finance, gaming and retail,  and provides best practice around what marketers need to know (and watch) to safeguard their businesses and brand trust.

Artificial Intelligence (AI) is a buzzword, but get past the hype and the ability of AI to sift through data, which has grown beyond the ability of humans to process it, represents a huge business benefit. But don’t think you need a mammoth task to get the most mileage out of a strategy that applies data-driven algorithms. Our host Peggy Anne Salz catches up with Farhad Divecha, Managing Director at AccuraCast, one of the longest running independent search and social media marketing agencies in the U.K., to discuss his pick of some useful AI tools your business can start using right now. He focuses on the tools (such as Act-On and Salesforce’s Pardot) marketers can employ to send automated emails en-masse with a personal touch. Finally, Farhad weighs in on some of the topline trends in marketing automation, and details work his own company is doing to help marketers unite their business performance from different channels (such as Facebook, Google Ads and LinkedIn) on one platform and manage campaigns seamlessly across these platforms.

App marketing campaigns stand or fall on the strength of mobile ad creatives. But your entire business will fail if your app doesn’t deliver compelling value in the first place. How do you develop an app that inspires your users? When should you pivot to take your app to the next level? Why should you build ecosystems, not standalone apps? We continue our ongoing “product-first series with Jordan Gurrieri, Co-Founder COO of Blue Label Labs. Jordan shares advice and anecdotes, providing you a practical how-to guide to building a genuinely useful app—the first step to acquiring highly valuable users. Listen in to learn more about you can achieve the product fit, and choose the right platforms, that power growth.

The developer conferences from Apple and Google were accompanied by a string of announcements and an avalanche of news, but what do mobile marketers need to know and take back to the office? It’s a critical question (with no room for guess-work), and we get the answers from Jeff Hasen, a leading digital strategist and authors of several books on mobile including The Art Of Digital Persuasion. In this episode, Jeff walks us through the major developments and opportunities. From foldables and 5G (hot topics at Google I/O) to the many reasons why marketers finally have to sit up and take notice of the Apple Watch (driven by WatchOS6 apps), Jeff weighs in on the news that matters most.

How to balance brand and performance marketing — the pull between telling a compelling story consumers can connect with and a more numbers-driven strategy — is an age-old question, and we get some fresh, new answers from Vishal Korlipara, Growth Marketing Manager at Credit Karma, a personal finance company empowering consumers to monitor their credit, check personalized recommendations and more. Vishal, a Mobile Hero recognized for his user acquisition expertise, draws from his experience to share tips on how you can unite brand and performance marketers to drive positive results for your business. He also talks about mobile ad creatives and what campaigns must communicate to encourage brand trust. Finally, he outlines the key steps you need to know and follow when starting your digital marketing program.

From product fit to performance marketing, app publishers and growth marketers have to master a broad range of capabilities that are business critical and continuously changing. Staying a step ahead of the competition requires them to do more than connect the dots in their data to optimize campaigns and results; it demands they actively pursue opportunities to connect with other app marketers and learn best practices from the best in the business. Industry events offer newbies and ninjas a chance to hone their skills--provided they attend best-in-breed conferences and research the people they want to meet and the questions they want to ask. Our host Peggy Anne Salz catches up with Dave Westin, President of Mobile Growth Summit, organizers of the world’s largest mobile growth conferences, on his way to kick off Mobile Growth Singapore, the latest and newest in the line-up of shows and locations. Dave draws from a decade of experience to share some of the key trends in the industry (and headlining at his events) around engagement, re-engagement and retention based on what users do in your app. He also shares tips to help you improve networking and up your game.

Mobile app marketers are the rock stars of the industry, but popularity comes at a price. These marketers are also aggressively pursued by ad partners eager to close a deal and inundated with cold-call emails that are often more annoying than they are convincing. Our host Peggy Anne Salz runs through the rules of effective engagement with Erman Akar, Senior Mobile Marketing Manager at StepStone, one of the most successful online job board businesses today. Erman, a Mobile Hero recognized for her app marketing achievements, also shares a helpful checklist of questions mobile app marketers should ask before scheduling a call to evaluate if the partner is truly a good fit. Finally, Erman outlines practices you can follow to demand transparency in your traffic and ensure you are protected against ad fraud in your contract.

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Our host Peggy Anne salz catches up with Christian Eckhardt, CEO Co-founder of Customlytics, a company providing actionable and expert advice around mobile app marketing, analytics and technology, to discuss why it's dangerous to rely on the wrong metrics. Christian shares his take on how you can choose the metrics and events right for your app business. He also draws from his earlier experience as a performance marketer at food delivery app Delivery Hero to highlight the interplay between user acquistion and CRM. Finally, he shares an easy-to-follow DIY  plan you can follow to get started with data warehousing, which is essential to fuel effective marketing decision making.

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App marketers are striking out in new directions, exploring platforms beyond Google and Facebook to acquire and engage users and experimenting with new formats, such as video and playables, The pay-offs can be huge, but complexity can be overwhelming. It’s clearly not enough to rely on valuable channels or proven approaches, but it’s also important not to scatter resources or budget. Our host Peggy Anne Salz catches up withBoram Ku, formerly Director of Marketing at Cookapps, a successful hypercasual games company, who draws from her long track record in UA to highlight they ways marketers can but through complexity in the ecosystem to identify uncontested markets and bold opportunities for growth. Boram, who is also a Mobile Hero in recognition of her UA accomplishments, speaks candidly about how marketers can find DSPs, optimize results and diversify channels. Finally, she walks us through a case study on the Amazon app store and how marketers can use this platform to drive UA efforts.

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Marketers focused on maximizing the role and return of mobile in campaigns and strategies to reach and engage people must open the aperture of how they view and pursue consumers using new channels and innovations, such as voice interfaces and machine learning, rising up the ranks to profoundly impact the customer journey. This is the view of Jeff Hasen, a leading digital strategist who shares insights and key takeaways from his latest book, The Art Of Digital Persuasion. A seasoned marketer and thinker, Jeff explores the impact of all the digital technologies, not just mobile, on where (and how) brands and advertisers will find tomorrow’s customers and prospects—and the experiences they will need to deliver to keep their customers coming back. Jeff also talks about the evolution of mobile and the future of personalization.

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