Mobile Presence

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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Our host Peggy Anne Salz from MobileGroove talks shop with Shamanth Rao--VP of Growth at FreshPlanet and the host of the podcast How Things Grow. It’s a light look at hard-hitting growth tactics as Shamanth shares amazing stories and valuable advice from his career leading growth at Bash Gaming (later snapped up by GSN), and PuzzleSocial, recently acquired by Zynga. Shamanth also draws from his impressive roster of show guests to speak candidly about some of the coolest (and oddest) growth hacks he's ever heard of yet.

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Mobile carves out new opportunities and moments in the consumer journey where targeted and relevant advertising can have a huge impact. Our host Peggy Anne Salz catches up with Finlay Clark, UK Country Manager for Waze, the global, Google-owned crowd-sourced sat nav app and local ad platform, to discuss how marketers can get more mileage out of “drive time” and activate and motivate app users on the commute. Finlay walks us through the innovative and highly effective ad units, ranging from branded pins on the map to driving directions that use celebrity voices to promote movies and popular entertainment. They also discuss how Waze ensures safety while offering local business owners and brands access to the captive commuter audience.

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Research shows acquiring a new customer is anywhere from 5X to 25X more expensive than retaining an existing one, so it certainly makes sense to do what you can to avoid spending time and cash trying to find new users. You have to keep the ones you have happy--and you have to make sure you are acquiring and retaining your most valuable users from the get-go. Our host Peggy Anne Salz from MobileGroove catches up with Lomit Patel, Vice President of Growth for IMVU, the social networking and chat app that allows users to create custom avatars, to discuss the data and traits that help you identify your biggest app advocates and users. Lomit, who has earned the title of Mobile Hero as chosen by Liftoff, also lifts the lids on his top three tips to successfully scale up campaigns on Google UAC by teaching Google’s machine learning systems to understand what you want and the price you’re willing to pay.

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Our host Peggy Anne Salz catches up with Walter T. Geer III, a creative visionary well-known for transforming advertising through innovative ad creatives, to discuss how (and why) innovative approaches and formats that push the boundaries are also driving deeper customer connection. Walter holds six U.S Patents for digital ad formats and has a long track record implementing creative strategies for a variety of publishers and leading technology and media companies including Google, Viacom and MySpace. He draws from his career learnings to offer actionable advice about what marketers need to understand and undertake in order to ignite consumer emotions and impact brand engagement.

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