Mobile Marketing’s Humble Beginnings and What You Can Learn from Them - David Murphy (Mobile Marketing Magazine)

Sometimes e-commerce apps will notice changes in user behavior that correlate to the time of year. What can app marketers do to incentivize their users to take action during these periods? Find out in this episode of Apptivate’s e-commerce series, featuring Seif Hassan, the Senior Performance Marketing Manager for the inbound unit at Momox. 

Momox is a Berlin-based “recommerce” company that buys and resells used books and media. Previous to working at Momox, Seif led user acquisition efforts for apps across global markets, including Phiture, Quandoo, and Wego.com.

Questions Seif Answered in this Episode:

• Tell us about Momox.
• What’s your role at Momox?
• How do you manage acquisition for both the inbound and outbound sides of your marketplace?
• How do you incentivize people to sell their belongings on your app?
• Where are you looking to expand?
• How do you evaluate the media channels that you’re working with to support acquisition or retention as you expand to new countries?
• Are you experimenting with AI?
• Do you have any predictions for our industry in 2024?

Timestamp:

• 0:47 About Momox
• 1:37 Seif’s role at Momox
• 3:42 Marketplace seasonality
• 7:15 Incentivizing users with bonuses in their checkout cart
• 7:51 Expansion as a strategy to overcome seasonality barriers
• 11:52 Experimenting with tone of voice with AI
• 13:00 Looking ahead

Quotes:

(8:20-8:34) “Expansion is one of the ways in which we try to conquer this seasonality problem. It also helps with acquiring books in different languages and expanding our inventory, and therefore, our customer base.”

(11.48-12.16) “We have experimented with AI for some of the ad texts for the tone of voice that we are using in order to see how can we try a different communication approach, and AI comes in very handy, especially if you have limited capacity or limited resources to produce as many creatives as possible.”

Mentioned in this Episode:

• Seif Hassan’s LinkedIn
• Momox

Do you remember the original “opt-in” for ads on cell phones? It began over 20 years ago. The mobile marketing industry has been on quite the ride over the past two decades, and covering its twists and turns along the way was David Murphy, the editorial director and co-founder of Mobile Marketing Magazine. Join David alongside Maria Lannon from Remerge for some perspective on mobile marketing’s biggest moments. 

David Murphy co-founded Mobile Marketing Magazine in 2005 and has been its editorial director for 18 years until recently. David is also the co-founder of Masterclassing. David now enjoys freelance writing from his home just outside of London. 

Questions David Answered in this Episode:

• How were you able to stay on top of trends in mobile marketing when you began your career?
• What were the big changes you saw in the mobile marketing industry since its beginning?
• Do you think we’ll see a change in the willingness of users to opt-in?
• When you look back at the last 18 years, what stands out to you?
• Where do you see the industry going?

Timestamp:

• 1:07 David’s background
• 3:30 Taking the pulse of a new tech
• 5:03 The early days of mobile marketing
• 15:32 Mobile’s location-based advertising evolution
• 17:57 Will app owners value being tracked and opt-in?
• 22:55 What’s stood out in the last two decades
• 31:13 Where the industry is going

Quotes:

(31:13-31:14) “I think the privacy juggernaut is unstoppable.” 

(34:21-34:45) “As a general commentary on this space, you just don’t know what you don’t know–you never know what’s around the corner. There’s always somebody trying to come up with a new way of leveraging this very personal relationship people have with their phones to a) provide some utility to the owner of that phone, and b) make some money out of it themselves.”

Mentioned in this Episode:

• David Murphy
• Mobile Marketing Magazine
• Masterclassing

Staying on top of Apple and Google’s ongoing policy changes to app tracking and user privacy is a business imperative for advertisers and essential for the future of the mobile marketing industry. 

It’s also been Allison Schiff’s job. As a journalist, she has covered privacy topics in the marketing technology field for over a decade. In this episode, Allison shares her views on how the mobile advertising industry received Apple’s ATT framework, what Apple is doing now, and how Google has approached the Android Privacy Sandbox rollout. Catch up on the last few years of mobile privacy, and find out how to prepare for what’s ahead.

Allison Schiff is the managing editor of AdExchanger, a leading source for news, analysis, and events dedicated to the data-driven marketing technology industry. As a journalist in the space, Allison primarily covers privacy topics, measurement, attribution, and retail media. She is also the host of the AdExchanger podcast, AdExchanger Talks.

Questions Allison Answered in this Episode:

• How do you stay informed on policy changes with privacy? Why is this shift in privacy happening?
• What is Apple’s App Tracking Transparency framework? And how does it work?
• Have you heard any theories about Apple changing the way they are rolling out ATT and doing measurement?
• How would you describe Google Privacy Sandbox? And what does it set out to achieve?
• What are your recommendations for app marketers to stay up-to-date on all these privacy changes? What should advertisers expect and prepare for?
• How would you explain the last ten years of privacy in adtech to a 5-year-old?
• What do you think is going to be the buzzword or hottest topic of 2024?

Timestamp:

• 1:28 Allison’s background
• 7:20 Staying on top of privacy changes
• 10:00 ATT & the industry’s adaptive response
• 13:27 Recap: Apple’s ATT rollout
• 19:48 Apple begins soliciting feedback from adtech
• 26:06 Android Privacy Sandbox APIs
• 30:12 How advertisers can prepare for privacy changes
• 37:15 The most important buzzword for advertisers in 2024

Quotes:

(5:43-5:58) “Privacy is absolutely essential to our coverage now. It comes up daily. Even stories that I’m writing or that my colleagues are writing that aren’t ostensibly about privacy, you really have to address it anyway.”

(26:46) “The main APIs being worked on [by Android Privacy Sandbox], or maybe incubated is the right word, are topics, protected audience, which used to be Fledge, and there’s an attribution API, and those are all mobile app versions of the APIs that are also in the Chrome Privacy Sandbox. So, topics for basic targeting without cross-app identifiers, protected audience for remarketing, and the attribution APIs are obviously for attribution. And then there’s this other API that’s unique to Android, which is SDK run time.”

(32:56-33:06) “The best question that I ever ask when I’m interviewing someone is to explain whatever it is as if I’m five. Even if I think I know, I learn every time.” 

Mentioned in this episode:

• Allison Schiff’s LinkedIn
• AdExchanger
• AdExchanger Talks

Lana Dubinskiy is an app product advisor and full-time consultant specializing in helping brands leverage AI and machine learning to optimize their workflows and increase revenue. In this episode, Lana breaks down how e-commerce brands can improve the customers’ shopping experience in their app using AI, and how to get started with the AI journey!

Questions Lana answered in this episode:

• What types of organizations have you assisted in the past?
• How do e-commerce brands get started with using AI and machine learning to enhance the customer experience?
• What are you looking for when reviewing an app’s data to develop target goals for your clients?
• How personalized can you get with AI?
• How long does it take to start and launch an AI marketing initiative?
• How do you advise on measuring the impact of AI on a business?
• What eCommerce brands are using AI well?
• What are three pieces of advice you have for mobile marketers interested in getting started with their AI journey?

Timestamp:

• 1:07 Lana’s background
• 3:08 Getting started with AI and machine learning
• 4:14 Crafting data-driven goals for improving customer experiences
• 5:50 Getting personal with AI
• 8:38 What’s the quality of your data?
• 10:30 The holy grail of measurement
• 11:55 Why Amazon kills the AI game
• 14:52 Three takeaways for starting your AI journey

Quotes:

(4:45-5:08) “We can use AI to personalize a user’s experience before they even search for anything. From the moment they land on the marketplace page, it’s already customized to what you know about the customer. That makes a big difference. You want them to have a certain connection and make them feel like this place will have what they’re looking for the moment they get there.”

(8:49-8:57) “A lot of companies are forced to become data-driven once they start using AI because your output will only be as good as your input.”

Mentioned in this Episode:

• Lana Dubinskiy’s LinkedIn
• Email: lanadubinskiy@gmail.com
• Lana’s website

With so many deals to choose from during the holidays, how do app marketers win the attention of consumers? Patrick Eichmann, General Manager for the Americas at Remerge, kicks off a new series on the Apptivate Podcast, talking to marketing experts from e-commerce brands about strategies and best practices. In this episode, guest Matt Hudson, co-founder of BILDIT, helps eCommerce marketers consider whether they need an app, how to go about building one, and how to improve the customer's experience for those who already have an app.

Matt Hudson is a seasoned app architect with over a decade of experience building mobile apps for consumers. More recently, he became the co-founder of BILDIT, a content management platform that helps e-commerce brands build out their mobile apps.

TikTok is one of the fastest-paced and most competitive social media ad networks for mobile marketers to keep up with. Are you up to speed on the platform's newest marketing features? In this episode, you’ll learn all about current TikTok trends, winning marketing strategies, and how to leverage its newest features, like TikTok Spark and Shop Ads, to boost your next campaign.

Pedro Arias is the Performance Marketing Manager at Admiral Media, a marketing and advertising agency. Currently, Pedro is enjoying his new home in Porto, Portugal.

Questions Pedro Answered in this Episode:

• Have you seen any trends with your clients pick up since you started at Admiral Media?
• Where are most of your clients testing out UCG?
• What verticals work best for TikTok?
• What have you seen eCommerce brands doing to prepare for the holiday season on TikTok or other ad networks?
• What recommendations do you have for our listeners on marketing strategies have you seen have success on TikTok?
• What’s been the biggest surprise for you that you’ve learned about within the first few months at Admiral?
• Does the Meta platform still work well in your opinion?

Timestamp:

• 4:45 Pedro’s role at Admiral Media
• 7:30 Hot mobile marketing trends now
• 8:55 TikTok: The go-to for UGC
• 13:08 TikTok Shop Ads this holiday season
• 15:48 Spark Ads on TikTok
• 18:18 My biggest surprise
• 21:11 Staying on top of new social media features and trends
• 24:05 Is Meta still worth it?
• 25:36 Best platforms to stay updated

Quotes:

(7:49-8:16) “Trends that I’ve seen working for the clients that I’m managing lean towards UGC, or user-generated content, having the ability to humanize the brands and be able to communicate human stories through real people that are actually using the product or the service.”

(16:13-16:31) “The great thing about [TikTok Spark Ads] is that you’re not only promoting your brand but you’re also leveraging all the comments and social proof that the post already has from the creator. So, you’re able to expand the reach and expand the impact of the creative.”

Mentioned in this Episode:

• Pedro Arias’s LinkedIn
• Admiral Media

Remerge host Maria Lannon talks to Anna Gruzina about her career as a Performance Marketing Manager for a mobile gaming developer and publisher. Together, they discuss why speaking up with confidence in the workplace is necessary – and how to do it. You'll also learn the worst and best career advice Anna ever received.

Anna Gruzina works at InnoGames, a German video game developer and publisher based in Hamburg.

Questions Anna Answered in this Episode:

• How did you end up in mobile gaming?
• What have been some of the biggest challenges transitioning from more traditional app publishers to gaming?
• How do you navigate the differences between marketing for mobile web (browser) vs mobile app?
• What does a typical day look like in your role?
• How do you work with your product team?
• As someone new to the field, how have you built confidence in the mobile gaming industry where women are typically a minority?
• How have you been able to find your voice and speak up?
• What’s the best and worst piece of advice you’ve received in your career?
• What resources have helped you?

Timestamp:

• 2:14 Getting into gaming
• 7:04 Managing mobile browser users vs app users
• 8:39 A day as a Performance Marketing Manager
• 11:18 What I learned from my boss’s lack of feedback
• 14:45 Double standards for speaking confidently
• 17:04 How to speak your truth
• 19:07 The worst advice I’ve ever received
• 21:33 The best advice I’ve received
• 25:05 Recommended resources

Quotes:

(17:30-17:48) “You have your truth, your voice, and you have your understanding of the situation. And sometimes, being silent is actually worse. If you feel like, ‘Well, maybe my ideas aren’t important,’ it can make the situation worse.”

(19:24-19:39) “Even Cinderella asked for a dress and a ride to go to the ball. So, even she, hardworking, asked for something, to have an opportunity. If we want something, we should ask for that.” 

Mentioned in this Episode:

• Anna Gruzina’s LinkedIn
• InnoGames

Are you considering whether to use influencer marketing for your mobile app’s brand or performance strategy? Today’s guest is an expert in influencer marketing for app businesses and shares important considerations for running such campaigns.

Nadia Bubennikova is based in Poland and is the Head of Agency at Famesters, an influencer marketing agency.

Questions Nadia Answered in this Episode:

How did you jump into influencer marketing?
What does a day working in influencer marketing look like?
What types of apps work well for influencer marketing?
What KPIs do you use to measure a campaign’s efficacy?
Do you conduct lift studies before and after the campaign to evaluate how the influencer marketing campaign performed?
How long does a typical campaign run for?
What’s changed the most in the field of influencer marketing in the last 4 years?

Timestamp:

2:16 Nadia’s background
3:50 Jumping into influencer marketing
6:27 A typical work day as an influencer marketer
12:20 Influencers marketing for mobile apps
14:28 Metrics for influencer marketing campaigns
19:13 How to measure an influencer marketing campaign
25:36 Run-time of influencer campaigns
29:42 “Use Guarantee” with TikTok influencers
32:54 How influencer marketing has evolved

Quotes:

(6:58-7:15) “Influencer marketing is like an iceberg because everything that you can imagine as the typical day-to-day work is just the tip of the iceberg. And then there are huge volumes of analytical work and field marketing work that many people don’t give credit to influencer marketers.”

(17:32-17:58) “In influencer marketing, around 50-70 percent of traffic, (depending on the app and the vertical), is generated by organic traffic; and only 30-50 percent of the users will follow the direct link. So it is virtually impossible to accurately track the incoming traffic and to accurately attribute it to the influencer marketing channel if you’re only looking at the direct link results.”

Mentioned in this Episode:

• Nadia Bubennikova
• Famesters

Jesse Lempiäinen’s agency helps apps test their marketing strategies for App Store, Google Play, and Steam pages before their product launches. In this episode, you’ll learn the advantages of a/b testing your app store pages and take away the key metrics to measure. 

Jess got his start in mobile marketing at Rovio working on Angry Bird before co-founding Geeklab where he is the CEO today. Jesse is based in Finland. 

Questions Jesse Answered in this Episode:

• What have you developed at Geeklab
• Do apps need to have different strategies for different app stores? 
• What have you learned since starting the company?
• What are app developers A/B testing in the app store with your platform?
• Are there specific creatives that you leverage more than others? 
• How are you leveraging AI at Geeklab?
• What quantitative metrics are you looking at when A/B testing? 
• Have you found that apps need to scrap their advertising strategies when they see high download volumes but Day 1 retention isn’t there? 
• How have privacy changes affected the testing that you do?

Timestamp:

• 1:40 How Jesse co-founded Geeklab
• 3:52 What does Geeklab do? 
• 6:45 App store optimization for Apple vs. Google Play
• 7:47 Early startup learnings
• 10:28 What A/B testing app store pages looks like
• 14:07 Creatives: efficiency vs. performance
• 15:32 Leveraging AI at Geeklab
• 19:07 Key metrics to app store page testing
• 27:27 What we learned from ATT and IDFA 
• 30:26 Surveys vs. user behavior

Quotes:

(4:04-4:32) “The reason why we need a tool like ours is that there are certain limitations that come with the native testing opportunities that Apple or Google provides. Like I mentioned, coming up with a new game idea or new app idea, and wanting to figure out what to call the app itself would be something that you couldn’t test with the actual testing pages because they don’t support any testing unless you actually develop the app already and have it up and running.”

Mentioned in this Episode:

• Jesse Lempiäinen’s LinkedIn
• Geeklab

How do you make a mobile game stand out when there are half a million games in the app store today? Today’s guest is an expert in helping apps find their unique position in the market, develop their creative strategies, and grow their revenue. In this episode, he shares his approach to designing app marketing strategies for creatives and revenue growth. 

Peter Fodor is the founder and CEO of AppAgent, a mobile marketing agency that helps apps ground their user base and revenue.