My name is Cassandra Chernin and I am the Senior Digital Marketing Manager of Display & App at HomeAdvisor. After graduating from Boston University with a business degree, my career started at an e-commerce jewelry startup, Gemvara.com. I was put through an ‘unofficial’ rotating program where I learned all aspects of marketing including managing an affiliate program, retention email, SEM, radio, and offline but ultimately finished my time there running all digital marketing.
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Mobile app marketers have a tough job. Not only is it their duty to cut through the crowded marketplace to promote their app, they are also tasked with keeping the users they find. This is especially difficult when you consider that nearly a quarter of mobile consumers delete an app after a single use.
To combat this issue, mobile app marketers are looking towards dynamic advertising solutions through platforms like Liftoff. Dynamic ads allow marketers to generate hundreds of high-performing personalized ads with very little human oversight. This means less work for more effective ads.
Think it’s too good to be true? Keep reading to see how to optimize dynamic advertising campaigns for the best outcomes. (more…)
Armed with analytics marketers can aim high, but without visibility into benchmarks they can still miss performance targets by a mile. With that in mind the 2017 Mobile App Engagement Index offers insights around the costs and conversion rates of mobile user acquisition campaigns across a broad range of app categories, to help marketers benchmark their app marketing performance and plan the year ahead.
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Alfonso “John” Romero, a well-known designer and programmer in the video game industry, once said, “In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last.”
Here at Liftoff, we couldn’t agree more. That’s why we have built a mobile user acquisition platform that identifies and targets app users with the greatest engagement potential. In other words, you don’t just find people willing to download your app, you find people who will register, purchase premium features and adopt your app as part of their daily lives. (more…)
Downloads are an important first step toward app conversions, but they’re just the beginning of the journey. It’s what happens after users download your app that really counts. Are people downloading it for free and dropping off hours or days later? Or are they sticking around to engage with your app? Post-install engagement is what drives revenue and longevity. (more…)
You’ve established an engaged user base for your app. Do you ever wish you could just clone these ideal app users—the ones who not only downloaded your app but continually engage over time? Well, there’s good news: You can learn from their mobile usage habits and characteristics in order to refine your future advertising campaigns. Marketers are already sitting on a wealth of valuable information about who uses their app and how they do so; they just have to put it to use for better marketing outcomes. (more…)
Drew Frost currently works and lives in the San Francisco bay area. He studied Marketing at Missouri Southern State University Plaster School of Business then joined a Fortune 500 company where no two days were alike.
Drew has held a few different roles supporting and working alongside various business units at Wal-Mart Inc. including site monetization, advertiser relations, advertising technology, loyalty marketing & behavioral science, and mobile marketing. (more…)
