Gary Ma

Mobile Marketing Manager
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Q&A with Gary

Gary Ma is a Mobile Marketing Manager at FanDuel in New York. His finance background shaped him into an analytics-driven marketer who puts a premium on driving post-install user engagement rather than just generating new installs.

How did you get into mobile marketing?

I stumbled into it when looking for a marketing job. But I quickly realized the mobile advertising industry was going to be massive and felt like there would be exciting opportunities for me if I continued in the field.

What do you like most about mobile marketing?

I like that we’re still in the early stages of mobile marketing and there’s a lot of innovation occurring. Given the high adoption and usage of smartphones, it’s the present and foreseeable future of where marketing budgets will go.

What is the biggest mistake you’ve made as a mobile marketer?

The biggest mistake I made was early in my career, when I mainly focused on optimizing for a low CPI and didn’t understand how important post-install engagement is to grow a mobile company.

What does it take to succeed in mobile marketing?

Curiosity. Although certain advertising principles like storytelling and the ability to put together strong ad creative, you should have a desire to constantly learn the industry. Since mobile marketing is a relatively new aspect of the digital advertising ecosystem, we’re writing the book on what it takes to succeed as we go.

What does a quality mobile user look like to you?

At FanDuel, a quality mobile user is someone who installs the app, deposits money and enters into our daily fantasy contests.

What strategies work best to convert installs into engaged users?

A well-planned and helpful user onboarding process combined with thoughtful push and in-app notifications goes a long way toward creating more engaged users.

What is the biggest challenge you face in marketing FanDuel?

The biggest challenge is ensuring strong geo blocking in certain states due to the ongoing legal challenges facing the daily fantasy sports industry. It would be a poor experience if a user downloads our app from an ad only to learn during the registration process they’re blocked from playing.

How do you stay ahead of changes in mobile technology?

I frequently read popular tech blogs to keep track of emerging trends in the industry. At the rate this space is innovating, it’s easy to get left behind if you don’t stay on top of tech news.

How important is diversifying user acquisition outside of Facebook?

It’s very important because there are still a lot of people who aren’t on Facebook (or Instagram). As such, you need to diversify and reach those potential users in other apps. Other things to consider are how busy the News Feed has become and the occasional spikes in Facebook user acquisition costs due to branding/awareness-focused marketers.

How important are the holidays to your business and what season is the biggest growth period for FanDuel?

Holidays aren’t as important because FanDuel is a sports-based business. However, our busiest growth period is during the fall when football season begins.