Mobile Presence

Marketing automation helps marketers scale daily (and essential) tasks including segmentation, lead generation, lead scoring, relationship marketing, cross-selling and up-selling. Our host Peggy Anne Salz catches up with Lior Barak--Managing Partner of Tale About Data, a company offering consulting services and software to meet the needs of startups and other growing companies facing data challenges--to explore how companies can prepare to drive automation and overcome the obstacles that can stop teams in their tracks. Lior also details the steps to adopt marketing automation and the tools his company has built to make marketing activities simpler by focusing on the data that truly matters.

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​Latest data on mobile ad fraud reckons $2.3 billion in spend was subject to app install fraud over the first six months of 2019. It’s up to marketers to keep a watch for suspicious activity in their apps (or campaign results that look too good to be true). Our host Peggy Anne Salz catches up with Tyler Cooper--Head of User Acquisition, TextNow, a leading cloud communications company that also offers a free calling and texting app--to discuss how marketers can best prepare to combat fraud. Tyler, a Mobile Hero recognized for her app marketing achievement, talks about the signs of ad fraud and the importance of establishing a baseline to evaluate the normal behavior of your app users. He also chats about Search Engine Marketing (SEM) and why you need to factor in the impact of your campaign performance on organic install counts.​

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Low entry prices and high performance are just two reasons why mobile marketers would be wise to harness affiliate marketing to amplify their offers. Affiliates also enjoy a high level of trust with mobile-first consumers who rely on their recommendations to make purchase decisions. Our host Peggy Anne Salz catches up with Erica Carter-- a Mobile Hero recognized for her app marketing achievements--to get the inside track on the steps you can take to recruit the right affiliates and tailor incentives to drive results. Erica, who was recently at Ibotta, also discusses the importance of providing your affiliates the right ad creatives and measuring the impact.

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The cookie used to be the gold standard of tracking for digital marketing efforts. Move forward to smartphones and, although cookies are still useful, a cookie can’t track across devices. This is where you need data and--more importantly--the capability to market to people, not platforms. Our host Peggy Anne Salz catches up with Stefan Blumenthal, Country Manager DACH, and Sandra Stenzel, Data Consultant, at Zeotap, to discuss the rise of people-based marketing and how marketers can approach this opportunity in a privacy-friendly way. Stefan and Sandra tell us about Zeotap--a data platform that makes large-scale, deterministic data assets easily accessible to the digital advertising market--and share how Unilever uses people-based marketing to enhance and elevate digital marketing campaigns.

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Apple allows in-app purchases to appear in-app store search results, but are they really the new "gold mine" for ASO? Our host Peggy Anne Salz welcomes back Dave Bell, CEO of Gummicube--a company offers a suite of software and services to drive decision making around mobile product development, mobile marketing and app store optimization--to talk about new developments impacting ASO. This episode looks at how you can optimize in-app purchase copy with relevant and enticing keywords and why Dave is convinced granularity and personalization are poised to be “the next big thing” hitting the app stores.

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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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The Mobile App Economy is a global marketplace where you have nothing to lose —and everything to gain — by localizing your app campaigns to be more aligned with local culture and preferences. Our host Peggy Anne Salz catches up with Sisi Ji, Gaming Marketing Manager at ME2ZEN--the world’s leading social casino and card game developer--to discuss the impact of culture and what marketers need to know to reach and engage users in Japan and the U.S. -- attractive markets where users promise significant purchasing power and high LTV. Sisi, who is also a Mobile Hero recognized for her app marketing expertise, draws from her recent blog on the topic to highlight the images and artwork that drive the best results in each country, and candidly discusses how she turned her personal passion for PC and mobile gaming into a career in mobile user acquisition and marketing.

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