When we first kicked off Mobile Heroes a year and a half ago, we set out to bring a well deserved focus to the community of app marketers that market something other than a game, like a dating or e-commerce app. The community has been tremendously underserved, unlike their gaming marketer brethren. Hence came Mobile Heroes.

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The news that consumer in-app spending over the last holiday period rocketed 52% to total $500 million (compared with $300 million) should spur us on in 2017 to explore new ways to get players to dig deeper in their pockets. But we should also double-down on ways we can get more value (not just money) out of the vast majority of users that don’t spend in our apps – and likely never will.

If you’re chasing the “whales” and big spenders, and throwing back all the other fish in your net, then you are likely throwing money out of the window as well.

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During the past few months install fraud has become a hot topic in the mobile marketing industry. Third-party trackers and media partners are announcing measures to prevent it as if it was something new. Fraud, however, has always been here. It was there during the desktop era and it is here now in the mobile marketing world. Actually, it has become more intense and more sophisticated over the past 2 years. (more…)

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Performance marketers of mobile non-gaming apps typically have mixed feelings when it comes to affiliate marketing.  The channel is based on the relationships between the advertiser and a publisher/affiliate. At times, this relationship is compromised with low quality, high volume traffic, but in other cases, there is a mutually beneficial exchange of quality users for revenue that allows both parties to grow with one another. (more…)

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Users who love your app are of course the most powerful marketing agents. That’s why all product marketers aim for clear product-market fit, high NPS and the word of mouth organic lift that those two can produce.

Glowing app store reviews are the next best thing to strong word of mouth. Just about every viewer of an app store listing glances at the user rating and some reviews before tapping ‘Install’. At volume, positive reviews also can enhance your organic search results on the App Store and Play Store. (more…)

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As companies make strides in their growth investments, it is important to prioritize reporting needs and resources to measure success. For growing mobile-first companies like Ibotta, accessing actionable, consistent and granular data is often challenging due to inconsistencies in acquisition source data or internal resource limitations. These challenges may lead to reporting trade offs for companies getting started, but it is possible to still drive growth.

In this post, we’ll address how the ultimate acquisition attribution solution may not be realistic for early mobile-first startups, and tips on how to achieve growth as you build for the future. (more…)

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Acquiring new mobile users is great, but to really grow your mobile app – especially if it’s free-to-use – optimizing for user retention is priority number one. This is especially true with my company, CBS Sports Digital. The world of sports is action-packed, even when there aren’t any games on, and my job is to bring in users who regularly open the CBS Sports app to check scores, read news, and watch videos about the teams and sports they love.

The CBS Sports app has seen very positive growth since launched, but we still work obsessively to improve user retention rates. This post shares my top 3 tips for optimizing your user acquisition channels to increase user retention. (more…)

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Every day, consumers are turning to their mobile devices to do their shopping. In 2015, shoppers spent nearly $75 billion shopping on their phones, up from $56.6 billion in 2014. For retailers and eCommerce companies, this shift in buying habits opens up new opportunities to grow revenues.

At Boxed, our focus is on acquiring new shoppers who will install our app, browse our products and make a purchase. In order to continually improve our UA campaigns and acquire more shoppers, we regularly A/B test our ad creative to learn what works best. (more…)

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As the Director of Marketing at Smule, I invest a lot of money into user acquisition for our Smule apps. Acquiring new users is an important part of continuing our growth. But to make the most of our investment in user acquisition, we need users who actively engage and spend in the app.

One of our most popular apps is Sing! Karaoke. Sing! is a social entertainment app allowing users to engage in Sing performances with people all over the world. (more…)

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When you think about mobile marketing, does your product team come to mind? For me, constant collaboration with the product team at LifeLock is critical to marketing our app. Regular communication with the product team is beneficial for three big reasons:

  • The marketing team better understands our product
  • The product team helps us improve our message and consistency
  • Reviewing performance data helps both teams perform better in the future

You probably do not want to add yet another meeting to your weekly calendar, but if you’re not already meeting regularly with your product team, these are some compelling reasons to start. (more…)

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