Are your mobile marketing campaigns hitting their goals? Different marketing objectives often require different approaches, especially when it comes to understanding mobile acquisition and user retention. This webinar will examine four different campaign types you can implement to reach your marketing goals.

2. Jennifer Wong
VP of Marketing
@jenerationy
jennifer@tune.com
Tim Villanueva
Director of Media
@WeAreFetch
tim@wearefetch.com

3. Agenda
● Aligning campaigns with goals
● 4 types of new campaigns
● What does this look like in real
life?

4. How to measure campaign success

5. Campaign success
● Define your audience
● Plan your channels
● Define campaign objectives
● Know your marketing funnel

6. Audience
Prospects Customers Advocates

7. Channels

8. Objectives
Awareness Consideration Conversion Post engagement

9. Marketing funnel

10. Marketing funnel

11. Mobile campaign strategies

12. Burst campaigns to boost your app to the top charts
Purpose:
The goal is to get as many paid installs as possible –
boosting your rank. All this with the hope of increasing the
volume of quality organic installs – that should follow when
the app is finally ranked high enough to be discovered.

13. When to ‘burst’
● Launching a new app
● Experiencing a lull
● Preparing for
seasonality

14. Why burst campaigns get a bad rap
Potential for Poor Quality Users
The most prominent drawback to burst campaigns is the
potential to produce low-quality users.
Incentivized Ads
Burst campaigns are often fueled by incentivized ads (ads
that offer the user points, digital currency, or some other
reward for installing the app or completing a certain
action).

15. Campaign best practices
1. Consider timing
2. Use multiple advertising
channels
3. Take advantage of analytics
4. Rotate your creative
5. Accurately calculate ROI
ROI = Sum of Lifetime Value(LTV)
of paid users acquired + Sum of
LTV of organic users derived from
the campaign – Cost of Ads
bought

16. THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE
Solution
ResultChallenge
Boost client’s
fitness app into
top of iOS charts
to maximize
organics
Leveraged a mix of rewarded & non-
rewarded media to drive velocity of
downloads
Calculated optimal ranking position
needed for highest number of organic
installs
Achieved & maintained top 5
ranking in Tier 2 countries
Discovered optimal ranking
was outside of top 5 for
Tier 1
Fetch Fitness Client: Burst Case Study

17. Picking the right ad partner for a paid campaign
● Which partners deal
specifically with the iOS
platform in Eastern Europe?
● Which partners promote
installs in addition to clicks?
(which partners have a high
conversion rate?)
● Which partners generate the
highest RPIs?

18. Picking the right ad partner for a paid campaign

19. +

20. Deeplinking
• Linking to a specific
part, page, or state
of a mobile app
• Sends the user to a
richer mobile
experience

21. Link to a particular product on your website:
http://www.gilt.com/product/123
Link to a product screen in your mobile app: gilt:
//product/123
Example Web vs Deep Link URL

22. ● Improve user experience
● Increase conversion rates
● Better target your advertising
Campaign best practices

23. ● Remove obvious steps.
● Fill in known information.
● Make them do as little as
possible.
● Send them to relevant
screen in-app.
Improve User Experience

24. ● Create relevant content
● Limit the steps between Call-to-
Action (CTA) and the offer as
much as possible.
● Ideal: do everything but hit the
“buy it now” button for them.
Increase Conversion Rates

25. ● Target users with
specific ads to re-
engage them.
● Measure events for
targeting data.
● Send event data to ad
partners for targeting.
Targeted advertising

26. THE MOBILE EXPERTS DELIVERING POSITIVE CHANGE
Solution
Leverage retargeting technology
in early 2013
Test & learn among top
retargeting partners
Over 2 year period grown
basic segmentation →
advanced with S2S
integration, dynamic
creative & API
product feed
Result
24X more ROI
positive than avg
UA campaign.
Challenge
Retarget travel
client’s high value
or lapsed/dormant
users
Fetch: Retargeting Client Case

27. Timing of acquisition campaigns
In an effort to provide insight into the timing of user acquisition campaigns, we
conducted a study that examined paid installs associated with more than 1,000 iOS
and Android gaming apps in the US over a 13 month period.
Measured the performance of install volume and install rates (installs/ad clicks) of the
following intervals and events:
● Weekdays vs. Weekends
● Month-by-Month
● Paydays
● Prominent US Holidays

28. Weekday vs Weekend
Takeaway: While
you will likely see
higher volumes on
weekends, don’t
expect your install
rates (install/ad
clicks) to improve
much when you
compare them to
weekdays.

29. Month by Month
Takeaway:
Late autumn
and early winter
months have
higher install
volume and
install rates.

30. Payday$
Takeaway:
Install volume
and install rate
are not affected
by paydays.

31. US holidays
Takeaway: On
average,
holidays drive
more installs
and have a
higher install
rate than non-
holidays.

32. Media Consumption vs. Media Response Media Consumption vs. User Value

33. User Value Weekdays vs. Weekends

34. Questions?