Mobile Presence

Viral marketing is about inspiring consumers to spread the word about your content and campaigns. It starts with a great idea that elicits an emotional response in people. But it also needs to have a powerful message (supported by personalized messaging) that triggers people to want to share, almost without thinking about doing so. In episode #413 of our bi-weekly series Reimagine Growth sponsored by CleverTap, our host Peggy Anne Salz talks with Gaurav Gupta (GG), Head of Omnichannel & Martech Platforms at Circles.Life, a young, innovative telco headquartered in Singapore with a mission to re-imagine how mobile services are built and delivered with the customer at the center of the experience. GG discusses his approach to viral marketing and walks through some entertaining examples (including a campaign to give the finger to 2020 and market rivals). He also explains how fine-tuning messaging and segmentation has allowed Circles to create and customize journeys to suit key segments and re-target customers.

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In episode #412, you'll learn why you have to fail to succeed in mobile marketing. It's a hard-hitting and human discussion around the challenges and opportunities marketers face and the traits they should cultivate to succeed when our host Peggy Anne Salz catches up with Jayne Peressini, Senior Director, Mobile Marketing & Growth at Electronic Arts (EA). EA, the second-largest gaming company in the Americas and Europe, is best known for some of the world's most beloved game franchises, including EA SPORTS FIFA, Battlefield, Apex Legends, The Sims, and Madden NFL. Jayne, a Mobile Hero recognized for her accomplishments, inspires us with personal stories and professional advice to cope with failure and provides a blueprint we can follow to set ourselves (and our teams) up for success. She also delves into her recent blog to reveal how marketers can develop "killer cross-sell and up-sell strategies."

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Consumers are turning to finance apps at record levels. But to rise above the noise, marketers need to deliver more customized messaging. More importantly, marketers need a framework to gauge interest and impact, pinpointing the channels and frequency that drive results. In episode #411 of our bi-weekly series Reimagine Growth sponsored by CleverTap, our host Peggy Anne Salz talks with Ankit Banga, Head of Marketing at Indiabulls Housing Finance, one of the leading home finance companies in India. Ankit explains his “frequency of four” formula for driving a “10-12%” increase in engagement rates. He also discusses how his company activates and motivates audiences with unique offerings like personal loans within three minutes and shares plans for a subscription healthcare service to help customers in these difficult times. Finally, he walks us through the new app and a gamification approach that offers customers the chance to play games in-app and convert reward points to cash.

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Getting product, marketing and analytics teams to work together harmoniously can be difficult. Even though they are all focused on delivering a fantastic app experience, and keeping a lid on churn, the motivation and process for getting there can be distinct for each group. Analytics looks at the data and product teams often dream big. So, how does today’s marketer encourage a more collaborative relationship between team members? In episode #410, our host Peggy Anne Salz catches up with Amos Adler, Director of UA, SciPlay, a leading developer and publisher of social casino games on mobile and web platforms. Amos, a Mobile Hero recognized for his accomplishments, provides top tips you can follow to rally team members around common goals. He also shares his pick of productivity tools and makes an inspiring case for good old Excel.

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Consumer appetite for food ordering apps is getting a massive boost from new habits and the rising requirement of customers who refrain from stepping out of their self-isolation for home delivery. Research firm eMarketer reports food delivery apps are seeing the highest year-over-year growth ever. But the digital boom also provides marketers valuable insights into customer preference, information they can use to inform new segmentation strategies and power growth. In episode #409 of our bi-weekly series Reimagine Growth sponsored by CleverTap, we get actionable advice on ways to achieve both. Our host Peggy Anne Salz talks with Ameet Phadke, AVP- Growth Marketing at Rebel Foods, a food delivery platform that provides delivery services at your doorstep. Ameet talks about his blueprint to increase delivery efficiency by 2x and his vision for ways marketers can enhance the meal experience to keep customers coming back for more.

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VSCO, the social media network and photo/video editing app, has been picking up steam thanks to new features and a sharp focus on Gen Z casual creators. But the artsy app (and Instagram rival) doesn’t just unlock self-expression among users. It charges users a subscription to save and publish their finished videos, a business model that gets a boost with the Text, a new tool for members that lets creators add text to images and videos. In episode #408, our host Peggy Anne Salz catches up with Noa Gutterman, VSCO Marketing Team Lead, to discuss how the company drives customer connection. Noa, a Mobile Hero recognized for her accomplishments, also shares her top tips for acquiring Gen Z users and shortcuts to ensure they commit to a subscription.

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Audience segmentation is never static. But if your app caters to a community of tech-savvy users and Gen Z users, then it’s not enough to evolve messaging. You need to infuse all communication with authenticity and a deep appreciation of what matters to each user most. Stardust, a social app for entertainment fans, is doing this and more. In episode #407 of our bi-weekly series Reimagine Growth sponsored by CleverTap, Stardust COO Ashley Fauset shares how she has cemented a strong sense of community by aligning push messages with how users interact with the app (and their fellow fans). She also talks about the role of recommendations, the importance of granular segmentation, and why merely segmenting Star Wars fans as “Star Wars Fans” is not a smart move.

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From casual meetups with your key customers and prospects to in-depth webinars to share knowledge and best practice, in-person events are on hold - perhaps indefinitely. But your marketing strategy can’t wait. This is the time to reignite efforts and reimagine virtual events to drive real customer connection. How do you produce and promote a standout virtual event? What are the tools and techniques you need in your marketing toolkit? In episode #406, our host Peggy Anne Salz catches up with Michelle Manafy, co-author of the new book Standout Virtual Events: How to Create an Experience That Your Audience Will Love. Michelle, who is also Editorial Director of Digital Content Next (DCN), draws from her long track record producing content and events for the only trade organization dedicated to serving the unique and diverse needs of high-quality digital media companies. She drills down into the key questions any speaker or organization needs to ask before planning a virtual event. She also lifts the lid on the platforms, pricing and tech you need to know to make the right choices for your brand.



Editor’s note: Michelle is a regular contributor to Inc.com, and you can read her summary of the book and key takeaways in her latest article here.

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A well-designed core loop encourages players to stick with the game past the initial early few seconds. But a well-thought engagement loop that harnesses social elements and engaging (and individualized) user journeys keeps them coming back. In episode #405 of our bi-weekly series Reimagine Growth sponsored by CleverTap, our host Peggy Anne Salz talks with Vikas Vardhan Soni, Head of Product, Gaming Business at Head Digital Works, a technology and gaming group that made the trek from garage startup to growth-stage company. Vikas talks about the pandemic's impact on gaming behavior and smart workarounds, such as improved onboarding and player upskilling, he is using to increase retention by as much as 30-35% month-on-month. We also discuss how social elements and innovations, such as allowing players to invite and play with their friends, pave the way for Head Digital Works to chalk up impressive wins.

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Jeff Bezos famously said, "If you can't feed a team with two pizzas, it's too large." It's a good reason to think the notion that big teams are synonymous with big wins. In fact, research shows smaller teams – specifically startups – are more likely than large organizations to drive disruption and impressive growth. In episode #404, our host Peggy Anne Salz catches up with Oliver Wang, Senior Growth Manager at Elevate Labs, a company on a mission to improve people's minds. They discuss ways small teams can unlock their potential and achieve high performance. Oliver – a Mobile Hero recognized for his accomplishments and the 100th Mobile Hero to receive this accolade – shares tips to help small teams do more with less and negotiate more effectively with ad network partners.

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