Mobile Presence

Mobile gaming apps are a fast-moving space and pressure is high, particularly if your game harnesses blockbuster IP, to make sure your soft launch strategy covers the bases to be a massive hit from the get-go. Step-by-step, we learn how to succeed in the soft launch stage of your app and benefit from the vast experience of from Rose Agozzino, Senior Marketing Specialist at Ludia, the Montreal- based company that creates and distributes cross-platform interactive entertainment with mass consumer appeal. From the metrics to monitor to the images to feature to the pitfalls to watch, Rose, a Mobile Hero recognized for her app marketing expertise, shares her pick of growth hacks to help you rocket results in the soft launch. Rose also reflects on the traits and talents app marketers must cultivate to reach their stretch goals in 2019.

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We get past the hype to dissect and discuss the major trends sure to have a significant impact on mobile app marketing in 2019, starting with the buzz around in-app header bidding. The concept is about allowing the apppublisher to offer up all of their inventory at once to all of their demand sources to get the best deal. Our host Peggy Anne Salz brings back Saurabh Bhatia, CEO and Co-Founder of Chocolate, a leading mobile video advertising firm, for an encore appearance on Mobile Presence for a hard-hitting analysis of the benefits and the challenges, which include lower latency (offering audiences a better ad experiences) and open auctions, promising app publishers increased ad revenue and improved yield management.

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Social casino games stand out as one of the most popular and profitable app categories, able to combine appealing and addictive gameplay with engaging and effective advertising. Winning in this competitive market requires in-depth knowledge of the audience and deep insights into the ad creatives and campaign calls-to-action that will keep players coming back. Our host Peggy Anne Salz from MobileGroove catches up withMargarita Vasilevskaya, Director of UA at Scopely, an interactive entertainment company and a leading mobile games publisher. Formerly Head of User Acquisition at DoubleDown Interactive, the leading provider of virtual “fun to play” casino games, Margarita talks about how she has made the move from casino to mid-core games and the lessons around audience acquisition and segmentation that apply to each. Margarita, a Mobile Herorecognized for his app marketing expertise, also speaks candidly about mobile ad fraud, what app marketers need to know about attribution solutions and why it’s critical to work with transparent networks.

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Mobile is as personal as it gets, and smart products power fiercely personal interactions between brands and consumers. Together they put the pressure on companies to balance data sharing and tracking—the foundation of superior and seamless customer experience—with the requirement to respect personal privacy. It’s just one of the mobile mega-trends John Koetsier—journalist, analyst, futurist and VP of Insights at marketing intelligence platform Singular—discusses with our host Peggy Anne Salz as they kick off the first show of the New Year. John also shares recent research around the ad partners you need to know and watch in 2019 and highlights the key takeaways of new (yet unpublished) research into the top challenges facing mobile marketers. We won’t give it away (you’ll have to read his post over at Inc. for that), but we can say marketers are overwhelmed with data and warming to approaches that will unify it.

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Scaling user acquisition demands you think big and act bigger—even if you have a small team to manage and optimize ongoing campaigns. Our host Peggy Anne Salz from MobileGroove catches up with Zach van Driel and Adam Turowski, the Co-Founders behind MiriGrowth, an app marketing agency specializing in UA on Facebook and Snapchat. They get past the hype to deliver solid advice (in an edgy way) around how you can achieve scalable app growth through rapid creative testing and bid optimizations—no matter your size or budget.

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From push notifications to email, all communications formats have convincing use cases. But new research suggests it’s the tone of the communications and the context of the message that decides whether your efforts are a hit, or miss, with your target audience. Our host Peggy Anne Salz catches up with Myles Kleeger, President and Chief Customer Officer of Braze, a customer engagement platform that delivers messaging experiences across push, email, in-app, and more. They discuss why brands must be honest and upfront in how they communicate with consumers and delve into the data that shows it really pays to be considerate and genuine—at every stage of the funnel and every touchpoint in the journey.

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Forget your singular approach on optimizing your ASO strategy to take a top-notch spot in Top 100 rankings. Your users are searching for apps differently, increasing the importance of organic search and finding new ways to find the keywords and concepts that genuinely resonate with your audience. It’s straight talk, deep insights and fast answers in our ongoing series 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. In this episode, Dave talks us through the trends and changes that marked 2018 and calls out some of the misinformed ASO practices you should avoid in 2019, including how often you *really* need to update metadata and test and optimize keywords.  Check out the first in our series here.

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Make 2019 the year of going global with your app. There’s a world of opportunity outside your home market and across Asia--if you know where to look for it and how to get the most value. We have a crash course in both when our host Peggy Anne Salz catches up with Robert Garfinkle, Senior User Acquisition Manager at Nexon M, the San Francisco-based mobile division of the South Korean gaming giant Nexon, the company responsible for MapleStory, Dungeon and Fighter and the free-to-play business model. Robert, a Mobile Hero recognized for his app marketing expertise, walks through what you need to enter and excel in the Chinese and Korean markets, and tells us why India may be “the” one to watch. In addition to sharing tips to help you grow your reach, Robert also weighs in on the UA and ad tech developments and trends that will define the next year in mobile games.

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The AppsFlyer Performance Index is back with Edition VII, offering app marketers the most comprehensive report card on the performance of mobile media sources and ad network partners during the first half of 2018. The Index has new names, fresh data, and some surprises. Our host Peggy Anne Salz from MobileGroove catches up with Shani Rosenfelder, Head of Content and Mobile Insights at AppsFlyer, to discuss how the Index was started, how it has involved and the insights it offers. Shani also details the data and the significant shifts (and big opportunities) app marketers need to know to make business decisions and grow their app.
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App marketers operate in a global market, but not many localize their app, adapting to the cultural differences and nuances that can make or break their campaigns. Dating apps wrote the book on consumer engagement and our host Peggy Anne Salz catches up with Marco Gerlach, Director of Growth EMEA at Mobile Trend, the company behind flirt dating chat app Yoomee. They discuss how the company has tapped localization to expand its app footprint. Marco, who is also a Mobile Hero recognized for his app marketing accomplishments, delves into the key characteristics of users across countries and regions, including Europe, marketers must know to plan and achieve global success.

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