Mobile Marketing Column

In the battle for mobile engagement, branded apps hold untapped value

Consumers spend an overwhelming majority of their mobile internet time within apps. Recognizing this trend, the world’s biggest brands have developed apps as tools for providing services (like checking a bank balance) or making a purchase (through an e-commerce store). But many of these apps have untapped potential. Beyond basic transactions, branded apps can be …

In the battle for mobile engagement, branded apps hold untapped value Read More »

Here’s why it is important to have a cohesive mobile customer experience

In the hyper-connected world we live in, it’s bewildering to see instances where brands activate lack-luster or even broken mobile experiences for their customers. The ultimate frustration though is when a company attempts to meet the minimum requirement of starting with a clean, mobile experience, but then links to other non-responsive digital properties to complete …

Here’s why it is important to have a cohesive mobile customer experience Read More »

3 key components of mobile audience marketing

The birth of digital advertising brought with it the sophisticated use of data for audience targeting. While the cookie has served as the de facto mechanism for building audiences across desktop advertising, privacy-compliant location data now serves as the primary component of mobile audience marketing, through the use of location-based marketing strategies like geo-targeting and …

3 key components of mobile audience marketing Read More »

What the big UA players will be doing (more of) in 2019

As the number of apps available to mobile users continues to grow in 2019, we are going to see even more fierce competition among mobile app developers/publishers to acquire (and retain!) those users. Below are six of the most important shifts in strategies and tactics that we predict will surface or expand further this year. …

What the big UA players will be doing (more of) in 2019 Read More »

In-app advertising has come a long way: Here’s why you should use it

Mobile apps are the most direct conduit to consumers. Americans love their cell phones and are rarely without them by their sides. Consumers spend 90 percent of their mobile internet time in them. And, according to Google, the number one smartphone activity outside of work is in-app shopping, and that 82 percent will “consult their …

In-app advertising has come a long way: Here’s why you should use it Read More »

How to maximize value from push notifications

In my last post, I talked about how to use email to get even more out of your most valuable users (your customers!). Email is certainly a tried-and-true digital channel, but it’s also limited, especially in the case of app retention and engagement. In the go-go-go mobile world of 2018, adding any extra steps (e.g., …

How to maximize value from push notifications Read More »