Author: Colette Nataf

Looking for a New User Acquisition Channel to Test? Try Quora.

Colette Nataf
By: Colette Nataf
September 27, 2017

colette-nataf-headshot-02Guest Blog: Colette Nataf is the CEO and Co-Founder at Lightning AI. Previously, Colette was a User Acquisition Manager at MileIQ. After the company was acquired by Microsoft, she managed the Demand Generation team at Intercom. Colette, is now helping marketers scale their businesses through Facebook, Google AdWords, and other channels.

As a mobile marketer, I’m always looking for new advertising channels to test. The mobile ad space is very competitive, and I want every advantage I can get to acquire quality installs at the lowest cost possible. This often means diversifying my portfolio of user acquisition channels and stepping outside of my comfort zone. That could mean branching out to mobile networks, or it could mean trying to find new native ad platforms. (more…)

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Why Mobile Retargeting Ads are the New Nurture Campaign

Colette Nataf
By: Colette Nataf
April 19, 2017

colette-nataf-headshot-02Guest Blog: Colette Nataf is the CEO and Co-Founder at Step One Growth. Previously, Colette was a User Acquisition Manager at MileIQ. After the company was acquired by Microsoft, she managed the Demand Generation team at Intercom. Colette, is now helping marketers scale their businesses through Facebook and Google AdWords.

 

Mobile marketers can learn a lot from tried and true strategies of email marketers. A common tactic is to send onboarding nurture emails to users of a new product or service. The disadvantage which email marketers experience is that there is nearly always a segment of people who don’t open emails, therefore not seeing the information you sent.

On the other hand, people are always going to see your mobile ads. They have to scroll past them on Facebook or watch a video to keep playing a game. 100% of the people who you serve an ad to are going to see it.

Email isn’t enough anymore. We need to start using a coordinated strategy for mobile nurture campaigns – one with a 100% view rate every single day.

(more…)

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Why Negative Mobile Ad Feedback Isn’t Always a Bad Thing

Colette Nataf
By: Colette Nataf
December 13, 2016

colette-nataf-headshot-02Guest Blog: Colette Nataf is the CEO and Co-Founder at Step One Growth. Previously, Colette was a User Acquisition Manager at MileIQ. After the company was acquired by Microsoft, she managed the Demand Generation team at Intercom. Colette, is now helping marketers scale their businesses through Facebook and Google AdWords.

 

There’s no such thing as bad press. There’s also no such thing as bad feedback on mobile ads.

When I was working at Intercom, we ran an ad on Facebook based around the concept that the more information you have about your customers, the better you’ll be able to build a product to fit their needs.

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Search Ads: Apple and Google are Better Together

Colette Nataf
By: Colette Nataf
November 18, 2016

colette-nataf-headshot-02Guest Blog: Colette Nataf is the CEO and Co-Founder at Step One Growth. Previously, Colette was a User Acquisition Manager at MileIQ. After the company was acquired by Microsoft, she managed the Demand Generation team at Intercom. Colette, is now helping marketers scale their businesses through Facebook and Google AdWords.

 

I remember the day I found out that Google was going to start putting ads in the Play Store. These would be similar to what we’ve seen in the Google Search engine for years, but now you see the same type of text ads when you’re downloading Android apps.

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How Non-Holiday Mobile Marketers Conquer the Holidays

Colette Nataf
By: Colette Nataf
November 1, 2016

colette-nataf-headshot-02Guest Blog: Colette Nataf is the CEO and Co-Founder at Step One Growth. Previously, Colette was a User Acquisition Manager at MileIQ. After the company was acquired by Microsoft, she managed the Demand Generation team at Intercom. Colette, is now helping marketers scale their businesses through Facebook and Google AdWords.

 

The holidays are coming.

When stores start putting out Christmas decorations before Halloween, you know it’s going to be a busy quarter in the advertising world. So what should you do as a mobile performance marketer in the holiday season?

It’s time to up your marketing game. (more…)

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The Most Important Lesson I Learned Marketing the MileIQ Mobile App

Colette Nataf
By: Colette Nataf
March 29, 2016

Marketing an app means growing and fostering an amazing business. In an industry that is still so young, it also means that we will make mistakes along the way to success. Two of the most important lessons I’ve learned as a mobile marketer are:

  • Mistakes are okay as long as you learn from them
  • Always optimize your user acquisition campaigns for revenue or engagement

Below is the story of how I learned lesson #2 at MileIQ. (more…)

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Tales from the UA Trenches: Optimizing Mobile Re-engagement Campaigns at MileIQ

Colette Nataf
By: Colette Nataf
February 4, 2016

As the Mobile User Acquisition Manager at MileIQ, the leading automatic mileage tracking app, my job doesn’t end when a new user installs the product. Sure, driving new app installs is an important task, but in my role I am responsible for everything from install to purchase, retention and long-term engagement. That means investing a great deal of energy into re-engagement campaigns, to educate new users about the benefits of our app and encourage them to become a subscriber. (more…)

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