Category: Customer Spotlight


App install campaigns are one of the most effective ways to drive new users to a mobile service, but they’re far from being the only effective method. At RetailMeNot, we are always on the hunt for creative ways to reach our target audience and help them save money on their favorite products and brands.

This post looks at three user acquisition channels we use to generate a significant number of new mobile users, beyond app install ads, including: (1) the RetailMeNot website, (2) search engines, and (3) physical signage. (more…)

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We’re all familiar with the idea of paying a recurring monthly fee for some kind of service in our lives. The concept has been around as long as most of us can remember. Each month we happily pay for things like cable, an Internet connection, and electricity. All of these make sense because we enjoy the benefits of each service – entertainment, access to the web, lights, air conditioning, etc. – and at some point get so used to them that we can’t live without them.

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One of the most important things I’ve learned in my years as a mobile marketer is that my success often hinges upon the success of the partners I work with. A big part of the job is working with mobile user acquisition partners to make sure they’re delivering on their promise, that we’re setting reasonable expectations of each other, and that the line of communication is clear.

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Mobile marketing is unlike any other form of marketing. Despite its explosive growth and limitless potential, few companies have developed a revenue growth strategy around mobile. Several brands have reported seeing more than 50% of their traffic come from a mobile device, but mobile is still far from the biggest priority for a majority of brands.

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There’s a world of difference in marketing a gaming app vs. anything else, but just how different are they? And what are the most important things for marketers of either industry to keep in mind to be successful?

I’ve had the unique opportunity to work in user acquisition and growth marketing for gaming apps for six years (at Kabam, EA, Playstudios, and Big Fish) as well as this past year in non-gaming for Connect, a location-based social app and PlayKids, an entertainment app for kids ages 3-5. Combined, the experience puts me in a great position to answer those questions.

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As eCommerce becomes increasingly fragmented by the growing number of platforms customers use to interact with retail sites, understanding how consumer behavior differs on desktop vs. mobile apps vs. mobile web also becomes more challenging — and more important. My firm, Touch of Modern (ToMo), is a curated, online shopping destination for men to discover unexpected products, fashion brands and accessories to elevate their lifestyle.

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Build a great game and it’ll sell itself. Build a great eCommerce mobile app… get ready for a bumpy ride.

In recent years, the mobile app industry has exploded in both marketing spend and app usage, but support for app marketers across all industries has been far from equal. You can’t fault games for the disproportionate attention they receive, though. Without games, it’s hard to imagine the industry would be anywhere near where it is now. But with the increasing amount of money being spent on marketing other types of apps, the time has come to give marketers of non-gaming apps the support they need to succeed on mobile. (more…)

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Lifelock-logoLifelock (www.lifelock.com) is the leader in identity theft protection. On mobile, they keep us safe with the Lifelock Wallet app. The app makes it easy to securely store credit card information and subscribe to the Lifelock identity theft protection service.

To grow their subscription service on mobile, Lifelock turned to Liftoff for help in identifying and acquiring quality users. We started by profiling their most engaged mobile users, identifying key attributes and characteristics, then ran CPA-optimized mobile app install campaigns targeting users that looked like their best customers. The results of our efforts? Watch the video to find out. (more…)

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