Category: Best Practices


Julia Wu is a Senior Digital Marketing Manager at American Well. Learn more from her Mobile Hero profile.


During my career in mobile user acquisition I have come to notice that the relationship between the product and marketing teams can often feel antagonistic, and transactional at best. Oftentimes our user acquisition team would work with the product team off a prioritization framework and have bi-weekly check-ins, but not much more. Over the past few years I had the opportunity to work with some awesome product managers and develop meaningful, collaborative relationships that not only helped with UA, but also overall company growth.

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Apartment List is a platform that connects renters with apartment listings through an online marketplace all across the US. Users can access the platform via web or app.

The majority of Apartment List users initially register on the website. They quickly realize the value of the Apartment List app and proceed to download it. Interestingly, the LTV of our app users is much higher than our web users, so naturally we want to convert our web users into app users.

But here is where we encountered a problem. The user flow was not optimal. After registering on the web and then downloading the mobile app, users had to re-login to the app via their phone. We quickly learned that this presented a barrier for our users. (more…)

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Mike Phu is the Director of Growth at GOAT where he leads the growth team to execute on all mobile user acquisition and retention strategies. GOAT is the largest sneaker marketplace to buy and sell sneakers. One aspect of Mike’s marketing mix is influencer marketing where focus is placed on influential people—for example athletes and rappers—rather than the target market as a whole. Learn more about Mike from his Mobile Hero profile.


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Google Universal App Campaigns (UAC) were launched in mid-2015 as part of Google’s efforts to utilize machine-learning in the advertising product offerings. The objective was for the machine-learning system to analyze, in real time, millions of signals to put your app in front of the best possible users.

IMVU started testing UAC campaigns in early September 2017, a few months before Google officially forced all AdWords mobile app campaigns on Google Search, Display, and YouTube to transition over to UAC. The biggest challenge for us was giving up control and transparency into optimizing our campaigns vs. trusting Google algorithms to do that for us.

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In June 2015, MyTona released the mobile game Seekers Notes: Hidden Mystery. Seekers Notes is a hugely popular hidden object game with millions of downloads. It’s famous for its carefully designed levels and beautiful artwork. This was the company’s first experience self publishing a mobile game, as well as promoting the game ourselves.

In the last three years we’ve been met with many tasks and questions requiring us to clarify, understand and solve. Today I would like to share with you 9 things that I learned from the Seekers Notes promotion journey.

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You went to school for marketing but aren’t artistic enough to make ad creative. You love data and technology, but you don’t write code. Sure, you can settle for a job as a social media specialist or maybe tap into your inner sales manager, but there is another option out there; mobile user acquisition (UA) marketing. For those not familiar with the job title, it’s our fancy phrase for mobile advertising. Also referred to sometimes as performance or growth marketing. (more…)

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Launching a new app can be a stressful time with many unknowns. You need answers for all the different stakeholders involved (brand, product, c-staff, board of directors) let alone for your own sanity to have the confidence that your actions are correct and will bring the most value to the company.

At launch, the task of managing the flood of Slack one-offs, email update requests, drive-by meetings, and stakeholder presentations can feel like a full-time job if you are not prepared. I could do an entire post on “new app launch stakeholder management,” not because I am some genius, but because I have a lot of experience. (more…)

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Esther Hwang is the Director of Growth at Poshmark, where she manages mobile marketing campaigns and tests new mobile and web channels. Prior to Poshmark, Esther worked at Zoosk and Adobe Systems, providing great learning grounds to become a top-tier mobile marketer.

Facebook has been a boon for many mobile marketers – it has a treasure trove of data, access to TWO massive channels (Facebook and Instagram), a sophisticated ad editor UI, and of course, immense scale. However, these benefits making Facebook an advertisers’ favorite also invites a lot of competition and expensive CPMs.

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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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