Mobile Presence

Finding out the real impact of mobile advertising is vital for marketers if they want to justify user acquisition budgets and optimize results. It’s a challenge made even harder by our reliance on sometimes misleading click and view-based measurements marketers use to gauge campaign impact and return on ad spend. Our host Peggy Anne Salz catches up with Moshi Blum, Head of User Acquisition at social chat and messaging app Viber, to talk about incremental user acquisition and the data-informed strategies and approaches marketers can follow to make sure they aren’t burning money getting users to do what they would do otherwise. Moshi, who recently gave a keynote on the topic at Mobile Spree, also shares his insights around how marketers can measure real uplift, why organic cannibalization may occur and what teams can do to filter out non-incremental activities that can muddy data and waste bud

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Combining marketing and product talents to get the complete picture of the customer--and the customer journey--is at the core of effective user acquisition and retention. At Pocket Gems, a company on a mission to “build the greatest games and interactive entertainment in the world,” Stara Gipson, a Performance Marketing Manager on the game Episode, and Brad Puder, a Performance Marketing Manager for War Dragons, have put this approach into practice to drive impressive results. The duo, whose app marketing expertise has earned each of them the titleMobile Hero, provide practical advice and insights around the opportunities offered by programmatic, the limitations of last-click attribution and the skills set you need to succeed.

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In the last weeks of the World Cup soccer championships many fans around the world are forced to follow the action out-of-home and on TV sets in public places (in airport terminals, at gyms, bars and coffee shops, hospital waiting rooms, and elsewhere) where the sound is turned off. It’s a bad user experience for consumers, and it’s impossible for media companies and brands to measure their reach and impact. But now a new app from Tunity, which pulls in the sound over the internet so you can listen via your smartphone offers a solution. Our host Peggy Anne Salz catches up with Yaniv Davidson, founder of Tunity, to discuss the app, the opportunity to improve audience measurement for TV channels and advertisers, and the potential of the technology to spur a new phase of growth and innovation audio-visual advertising.

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Money managers and app marketers harness data to drive results and --ultimately--build a winning portfolio. Harry Bienenstock, Digital Marketing Manager at leading social casino gaming company Playtika, draws powerful parallels to show how a sharp focus on diversification allows both investors and app marketers to balance risk and identify opportunities for growth. Harry,  a  Mobile Hero recognized for his user acquisition expertise, manages user acquisition for World Series of Poker (WSOP), the number one mobile poker game in the U.S. He speaks candidly about how his love of poker and background of finance have prepared him to reach high and win big. As he sees it: It’s all about setting benchmarks and reading results to either “pour gasoline on the fire,” or pull out of an under-performing channel altogether. Harry also shares insights on how many is too many networks and offers three key takeaways you can follow to generate ROAS (return on ad spend) better and faster than ever before.

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Even with the 2018 World Cup tournament underway, it's not too late for marketers to prepare to take advantage of the moment and ride the wave of excitement and interest of audiences for weeks to come. Around the world consumers won't just be watching the games on TV; they’ll be interacting with content on their phones. Whether you're an app publisher looking to optimize revenues or an advertiser hoping to reach and engage a global/local audience of fans, you need a game plan to maximize your results. Our host Peggy Anne Salz catches up with Headway Digital marketing experts Eloisa Rodriguez, Senior Director of Sales, Europe Asia, and Alex Chandler, Mobile Agency Manager, to discuss apps and brands will be the real winners at the World Cup. They also talk about the strategies companies everywhere--and every size can follow to capitalize on this mega mobile-first event. Headway, a marketing powered by technology company that delivers the right message to the right audience at the right time, has collected World Cup market data and campaigns do’s and don’ts in this app marketing playbook.

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Making the extra effort to bring product and marketing together is part of the formula for marketing success our host Peggy Anne Salz discusses with Julia Wu, Senior Digital Marketing Manager at American Well, a Boston-based telemedicine company that connects users instantly with doctors over video feed. Julia, a Mobile Hero recognized by Liftoff for her user acquisition expertise, shares how combining product and marketing teams allowed the company to increase revenues by 10% year-over-year. Julia deep dives into the steps you need to follow to get your teams talking on the same page and fully focused on improving the user journey. She also recalls her background in retail and how she balances the need to engage and re-engage people who use the app with the requirement to respect their personal privacy.

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How can marketers best use mobile to accelerate brand building and, ultimately, become love brands that enjoy consumer recognition, appreciation and lasting loyalty? 
Our host Peggy Anne Salz catches up with Beate Rosenthal, speaker, change agent and Global Brand Director Digital Media at Merck Consumer Health, to discuss the steps and strategies marketers can follow to put show they genuinely care about the concerns and causes that move their customers most. 
Beate draws from her personal journey in digital marketing and recalls the campaigns and efforts that allowed Merck Consumer Health—a division of the German chemical and pharmaceutical company Merck that offers a wide range of over-the-counter products to consumers in more than 40 countries—to build a global and loyal audience for a range of iconic healthcare brands that have also become “love brands.” 
She also provides valuable advice about how even smaller brands can increase their presence, impact and share of voice by committing to causes that drive customer connection and respect.

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It’s an impressive accomplishment our host Peggy Anne Salz discusses in depth with Chris Chee, Performance Marketing Manager at Apartment List, a platform that connects renters with apartment listings through an online marketplace. Chris, a Mobile Hero recognized for his user acquisition expertise,  shares how understanding the user flow--identifying pain points and taking advantage of opportunities to deepen engagement every step of the journey--on the web and in the mobile app allowed his team to boost new users by a whopping 400% and drive a significant increase customer lifetime value (LTV). Chris also talks candidly about his daily routine, his personal career path and his advice to other marketers eager to generate more growth for their app and more revenue for their companies. We won’t give it all away, but we can say that a relentless drive to interrogate the data and desire to move beyond vanilla customer segmentation are talents and traits essential to success.

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Video is a great way to engage and educate your audience—particularly when they are researching purchases or deciding which brands will earn their respect. You need to be there at the moment of truth with compelling video that tells a genuine story your audience will appreciate. It helps to harness psychology to deliver marketing that is both emotive and effective, and it’s critical to map your message to what your audience can—literally—handle.  Something as simple as using too many words in your video subtitles can be a dealbreaker, overwhelming an older audience with too much information. Our host Peggy Anne Salz catches up with David Skerrett, independent digital and mobile strategic consultant with a long track record “solving problems through the imaginative application of emerging technology and experience” to walk through what you need to know to deliver amazing video that truly strikes a chord. David also looks back on his work with brands, startups, agencies and tech businesses—including Nike, Santander, and O2—for which he has earned over 130 awards, and looks ahead to how being people-first (not just mobile-first) will be what distinguishes the best marketers from everyone else.

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The incredible reach and impact of platforms like Instagram, YouTube, and Snapchat are proof that influencer marketing can get your app or business in front of thousands or even millions of potential users who might not have known about it otherwise. Unfortunately, understanding the real impact influencer marketing has on your metrics is hard to call. Our host Peggy Anne Salz from MobileGroove catches up with Mike Phu, Director of Growth at GOAT, who walks us through the steps he follows to attribute app installs and engagement to influencer marketing campaigns. Mike, a Mobile Hero, recognized for his app marketing accomplishments, also talks candidly about his daily growth routine at GOAT, the largest sneaker marketplace where users buy and sell sneakers, and what he learned working with athletes and rappers.

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