Erica Carter

This Q&A was conducted when Erica was a Marketing Manager at Ibotta. Currently, Erica is a Senior Manager, Growth Marketing at Going (formerly known as Scott's Cheap Flights).

Erica was formerly Marketing Manager at Ibotta where she specialized in growth and performance for their B2C efforts through various User Acquisition tactics. Erica oversees Ibotta’s Affiliate Marketing Program, programmatic and paid strategies. Erica holds a BA from Binghamton University’s School of Management and previously worked at Realtor.com (TigerLead) as a Performance Marketing Manager.

In your own words, tell us about the apps that you manage?

I currently manage the Ibotta app. Ibotta is a cash back rewards app that helps savers earn both online and in-store at a variety of retailers. I use Ibotta to earn cash at many of the places I already shop at. Some of my favorites include Target, Door Dash and my recent obsession at AMC. I earn on not only my tickets to the movie, but also my popcorn at the concession stand! It’s easy, convenient and a great way to save. Once I’m ready, I cash out with Venmo and treat myself with a little extra cash.

How did you get started in mobile marketing?

I was fortunate to find Ibotta while moving back home to Denver to live closer to my family almost 3 years ago. At that time, I had been an active user of Ibotta and heard great things about the company before given the opportunity to work there.

What do you like most about mobile marketing?

I enjoy that fact the mobile marketing industry is not only growing due to how media is consumed, but also that the growth is not slowing down anytime soon. Year after year, advertisers and partners are getting smarter. It’s exciting to see how fast the industry has advanced. There is never a dull moment in mobile marketing.

What does it take to succeed in mobile marketing?

It takes a very performance-driven mindset to succeed. Analyze every aspect of your apps and campaigns to ensure you are getting the most out of every marketing dollar you spend. Has each marketing dollar generated incremental growth? If you’re not sure, you’ll want to figure it out, or reconsider if you should be spending that budget in the first place.

What does a quality mobile user look like to you?

Quality users for Ibotta not only make a purchase, but also continually use the app. And not only for one vertical but across multiple verticals within Ibotta, as well as in-store and online.

What strategies work best to convert installs into engaged app users?

I think this starts even before the install occurs. Converting installs into purchases ultimately comes down to ensuring your ads are reaching your target audience, communicating the right value proposition to generate strong interest. That way, when an install comes through, users are more likely to engage in those high value in-app events to begin with.

In the past year, what is one tip you can share which made the biggest performance difference with UA or re-engagement of your app?

Make sure you are testing every value proposition of your app. Know exactly what gets users to not only install your app but actively use it, based on the value proposition you present. Once you start to understand the value propositions that help users convert, scale and performance will follow.

How do you stay ahead of changes in technology?

With a combination of reading articles, staying in touch with others in the mobile marketing industry, trustworthy vendors and attending conferences. Keep your ears and eyes open at all times.

What do you see as the next big thing in mobile marketing?

Multi-touch attribution is the missing link for most advertisers. I’m hoping this will be the next big step in mobile marketing.

What advice can you offer to help marketers combat mobile ad fraud?

You must have a fraud tool in place. In addition, do your research on partners. Ask the mobile marketing community and hopefully we can learn from each other on what partners are providing quality traffic.