Tag: best practices


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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[GUEST BLOG] In 2017, we announced the launch of Chloe in Japan, our goal based robo-advisor mobile app. Chloe is the first robo-advisor app in the world that constructs portfolios with exchange traded funds (ETFs) listed at the Tokyo Stock Exchange (TSE). The portfolios are diversified across 50 countries, 37 industries and 4,324 stocks and bonds. The service is available both on iOS and Android and is the first robo-advisor in Japan available entirely on smartphones and tablets.

In tandem with a powerful PR outreach effort, we got to work immediately on setting up a formidable mobile user acquisition campaign to generate traction and to enable our target audience in Japan to take advantage of the new service.

Through that process, we developed a series of best practices which, some through trial and error, were important lessons to learn in marketing a finance app in Japan. (more…)

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Helene Trompeter got her start at Digital Advertising in Atlanta nine years ago.

Helene’s passion for digital shines in her current role as the head of U.S. media at The Weather Company, an IBM Business. She leads paid and organic media promoting the company’s profile of mobile apps and websites, which includes supporting The Weather Channel, Weather Underground and Storm Radar. She’s happy to share her best advice as an app marketer below.
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Applying an A/B testing framework is perhaps one of the most frequently discussed items by marketing teams internally. With a seemingly infinite number of combinations of ad copy, creative, and landing pages in the mix, it becomes critical to have a disciplined approach to testing creative using the A/B testing methodology. Here are a few things I learned having tested creatives on paid search, display, app push, and several other channels at scale.
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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…)

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I am currently the Chief Strategy Officer of Clarity Money where I focus on our growth efforts from User Acquisition, Operations, Partnerships, and Marketing. Prior to joining Clarity Money, I was the Head of Growth at Paribus. I oversaw the growth of the company from 10,000 users to almost 1,000,000 in 12 months until Paribus got acquired by Capital One. Prior to that, I was a Business Operations and Planning Analyst at Flurry (acquired by Yahoo). I have also interned and been involved in other industries including ad-tech and venture capital. (more…)

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Marco Esposito is an International Mobile Marketing Manager at Delivery Hero.

After my studies I moved to Berlin where I started working for an ad network and developed my interest in the mobile environment. The experience I gained as an account manager and a business development manager brought me to Delivery Hero almost two years ago. I started working on Pizza.de (DE) and Talabat (MENA), responsible for building mobile marketing strategies and optimizing the campaigns supporting their respective targets. (more…)

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Faisal Hammad is an International Mobile Marketing Manager at Delivery Hero.

I have worked in many different roles in Online Marketing ever since graduating from university. This rotation, in terms of responsibilities, allowed me to get a good understanding of Performance Marketing in general but also specialize in mobile for the Middle East region. Learning mobile in the Middle East was a struggle for a couple of reasons: (more…)

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I’m Thomas Hadjadj. I have a Business Law degree and a Master’s in Marketing. I’ve worked in online marketing for 13 years. I spent 6 years in a media agency where I held many titles including account manager, media buyer, and project manager for top French & international advertisers.

I’ve been working at Meetic for nearly 8 years, first for France and now for all of Europe. We concentrated first on desktop, then mobile web, and now Apps have been a strong focus for over 2 years. The mobile dating industry is very competitive and to emerge with our apps, we must continually innovate from a product and acquisition point of view. (more…)

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