Tag: mobile user acquisition


This guest post, written by Matt Sadofsky from AYI, originally appeared on Mobile Heroes.

As marketers, we have a ton of targeting options at our fingertips when running mobile user acquisition campaigns. At face value, the option to target down to the most minute details seems ideal, but more often than not, getting too niche will limit the performance of your campaign.

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One of the most important things I’ve learned in my years as a mobile marketer is that my success often hinges upon the success of the partners I work with. A big part of the job is working with mobile user acquisition partners to make sure they’re delivering on their promise, that we’re setting reasonable expectations of each other, and that the line of communication is clear.

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There’s a world of difference in marketing a gaming app vs. anything else, but just how different are they? And what are the most important things for marketers of either industry to keep in mind to be successful?

I’ve had the unique opportunity to work in user acquisition and growth marketing for gaming apps for six years (at Kabam, EA, Playstudios, and Big Fish) as well as this past year in non-gaming for Connect, a location-based social app and PlayKids, an entertainment app for kids ages 3-5. Combined, the experience puts me in a great position to answer those questions.

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As eCommerce becomes increasingly fragmented by the growing number of platforms customers use to interact with retail sites, understanding how consumer behavior differs on desktop vs. mobile apps vs. mobile web also becomes more challenging — and more important. My firm, Touch of Modern (ToMo), is a curated, online shopping destination for men to discover unexpected products, fashion brands and accessories to elevate their lifestyle.

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