Mobile Presence

Whether your focus is B2C or B2B content marketing is at the heart of what you say and how you say it--and video gives your brand (or your personal brand) a strong voice in the marketplace. But what do you do if you can’t afford the time and expense to organize teams to film on-location or journalists to prepare the questions? Thankfully, there is an app for that and a platform you can use to reach and engage audiences everywhere.  Our host Peggy Anne Salz from MobileGroove catches up with Mario Arabov, Co-Founder and COO of LAMA, the startup behind a new video QA app that allows marketers to automate interviews with experts, celebrities and people with interesting stories in order to power amazing and effective content marketing. They walk through the steps to use the app and the use cases and scenarios—from consumer brands to tech founders--where video content can add value. Mario also discusses how he is using the app to acquire users and how you can benefit from exposure on the platform and e-zine he has developed to extend the reach of video content produced with LAMA.

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In just over one year Ira Krachanovskaya has advanced from the position of Performance Marketing Lead at Badoo, the leading the dating-focused social network that allows users to chat, make friends and share interests, to take the helm as the Head of Growth Marketing. It’s a personal and professional journey that has given Ira profound insights into what women need to succeed in the mobile App Economy--a male-dominated industry characterized by an 80-20% gender split, depending on the report you read. Ira offers advice on the traits and talents women can tap to bridge the gap and shares experiences to help you improve your own leadership style. Ira also provides practical guidance around the mobile ad creatives and approaches you can use to attract and retain female users to your app, thus ensuring a healthy gender split in your audience and a positive outlook for your app.

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With mobile ad spending in the U.S. set to grow 20% to over $70 billion--accounting to an astounding 75% of all digital ad spend--it’s important to must mobile-first. But it’s imperative to offer a multi-platform experience that drives customer connection and conversion across mobile, Web and apps. Our host Peggy Anne Salz from MobileGroove catches up with Mada Seghete, Co-Founder of Branch, a company that drives seamless mobile experiences through a linking infrastructure that powers thousands of top brands. Mada gives us a mobile-first makeover, outlining the steps and best practices you can follow to span platforms, fight fragmentation and provide customers with an ordered and unified path to purchase. She also walks step-by-step through the example of Ticketmaster, showing how the ticket sales and distribution company uses Branch to drive growth.

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Mobile and apps are not only about driving customer connection. Smart companies are thinking beyond traditional app development to address a wider range of user requirements and business use cases. Our host Peggy Anne Salz catches up with Sarah Woodward, Director of Client Engagement at stable|kernel,  a company with a strong track record architecting award-winning software for Fortune 500 company and small-biz, to discuss innovative services and exciting on-demand offers that are setting the bar. Sarah, named one of Mobile Marketer‘s “Mobile Women to Watch in 2016,” discusses how mobile app and web development technologies and practices have converged to support digital business, and provides a checklist of some of the cool technologies that can help your business push the envelope.

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Fraudsters are where the money is--and today that space is mobile apps. The App Economy is on track to be worth a whopping $6.3 trillion by 2021. To put that in perspective, it represents an economy the size of Japan. Meanwhile, mobile ad fraud numbers are seeing meteoric growth, doubling year-over-year during the first quarter of 2018 and contributing an ever-increasing portion to overall global digital ad fraud. App Install fraud, in particular, is among the most costly and complex types of mobile ad fraud as it impacts all marketers who pay for app installs--and that is the vast majority worldwide. Our host Peggy Anne Salz catches up with Gary Danks, Managing Director Founder at Machine Advertising, the only company entirely dedicated to stopping app install fraud, to discuss what app install fraud is and who the perpetrators are. Gary also walks us through the questions you need to ask ad partners and the red flags you need to watch. They also dive into eye-opening research, conducted by Machine Advertising, that shows 56% of app installs analyzed were detected as fraudulent.

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Marketers are spending more money to reach fewer people less often--which is why more consumers are choosing ad blocking tech and other ways to filter out the noise and bad customer experiences. The only way to break out of this Catch-22 is to design moments and experiences that capture our hearts, minds and wallets. Our host Peggy Anne Salz catches up with Aaron Keller, co-author of The Physics of Brand and CEO at Capsule, a strategic brand design agency, to walk through ways you can design memorable moments for each sensory channel and orchestrate efforts to deliver multi-sensory experiences that ensure your brand will survive and thrive. Aaron also tells us why impressions are outdated and irrelevant metric in a market where engagement is the prize.

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Marketers are spending more money to reach fewer people less often--which is why more consumers are choosing ad blocking tech and other ways to filter out the noise and bad customer experiences. The only way to break out of this Catch-22 is to design moments and experiences that capture our hearts, minds and wallets. Our host Peggy Anne Salz catches up with Aaron Keller, co-author of The Physics of Brand and CEO at Capsule, a strategic brand design agency, to walk through ways you can design memorable moments for each sensory channel and orchestrate efforts to deliver multi-sensory experiences that ensure your brand will survive and thrive. Aaron also tells us why impressions are outdated and irrelevant metric in a market where engagement is the prize.

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Sweeping changes across the app stores may give a slight boost to discoverability, but they also turn up the pressure on app developers and marketers to get smarter about ASO (App Store Optimization). The drive to interrogate the data and the determination to ask the right questions are essential, and so is a firm grasp of ASO best practices. We get it all when our host Peggy Anne Salz catches up with Dave Bell, Co-Founder and CEO of Gummicube,  a company providing App Store Optimization and App Store Intelligence software and services to growth marketers and app developers.  Dave walks us through the hard numbers and the hard truths to bust myths around the ASO opportunities and obstacles you can encounter as work to take your app from good to great.

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Mobile marketers are more concerned than ever about brand safety and ready to take action to make sure their advertisements appearing in brand-safe environments. It's all about ensuring the match between your advertising, your audience and where your ad appears. A hit will put your brand in front of potentially valuable users and consumers. A miss will burn money, not make it--or worse--harm brand image and integrity. Our host Peggy Anne Salz catches up Amanda Carvell, Digital Marketing Manager at RetailMeNot, a leading savings destination, connecting millions of consumers to the retailers, brands and restaurants they love, both online and in-store to talk about the need for complete transparency. Based on her experience as a marketing manager and a Mobile Hero recognized for her user acquisition expertise, Amanda She shares the questions mobile marketers need to ask, the policies they should follow and the importance of personal contact. In the case of RetailMeNot, an App Day for ad partners was a smart move that has produced positive results. Amanda also discusses the signs of ad fraud and what mobile marketers can do to drive app growth and retention.

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Blockchain is surely one of the hottest topics around these days, but how does such a tool help a startup build a better way to address life’s events among consumers? Gillian and Anne’s guest Alexis Williamson, co-founder of Life.cafe, explains how her team is using blockchain as a tool to fund their worldwide consumers’ life events, whether they have cryptocurrency available to them  or not. Life.cafe provides customers access to experts in their upcoming events, such as a wedding or buying a home, and then funds each plan using a time-honored system of ‘lending circles’. Blockchain allows efficiency in connecting and making resources available at the right moment. “A Loan from a bank is just money, says Ms. Williamson. We offer money plus expert guidance to accomplish each goal.”

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