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Mobile Presence

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The future of the Internet is mobile. Mobile Presence examines all things mobile from devices to software, services and SEO. Mobile Presence discussed current topics regarding mobility in a world increasingly without wires.
502 Episodes
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Consumers are hooked on fintech apps, and time spent using them is off the charts. It’s a global shift in behavior that presents marketers with an unparalleled opportunity to engage customers primed to act -- provided they also localize and personalize messaging to meet consumer needs. In episode #443, part of our Reimagine Growth series sponsored by CleverTap, we learn how you can do both from Paysend, a fintech on a mission to change how money is moved around the world and a pioneer in personalization automation. Our host Peggy Anne Salz talks with Arkadiy Glazov, Paysend Product Marketing Manager, who shares a fascinating communications “matrix” that allows him to segment users according to how they choose to engage with messaging or not at all. He reports that the “retention rate of engaged groups is more than 10% higher than those not engaged” and shares tips to help you achieve such impressive results.
Publish or perish. It sounds extreme but creating new, frequent, and insightful content is a healthy and necessary practice of any business or brand. But how do you turn up the volume and magnify the reach of your content without hiring staff or putting in late hours? In episode #440, our host Peggy Anne Salz catches up with Kate Bradley Chernis, Founder & CEO of Lately.AI. The content marketing platform uses AI to learn your brand voice and turn blogs, videos, and podcasts into dozens of social posts. Kate shares how she turned a challenging handicap into a path-breaking business that liberates marketers, influencers, and ordinary people who want to make their mark.
Good apps help users get stuff done. Great apps show them how, by harnessing customer education and personalized messaging to providing guidance and instruction that creates value for everyone. In episode #439, part of our Reimagine Growth series sponsored by CleverTap, our host Peggy Anne Salz talks with Manasi Shah, Head of Communications at Khatabook. The fast-growing app has experienced 40x growth since 2019, achieving more than 10 million active users. Manasi discusses how customization in communication and education empowers users, creating new opportunities for her company to power lifecycle campaigns, encourage the use of new app features, and build trust.
For consumers, mobile apps are the go-to for everything from shopping to streaming. For businesses, they are the on-ramp to agility and added value. Meeting the needs of both will require a massive number of new apps in an incredibly short time. Analysts reckon 500 million digital apps and services will need to be created by 2023. That's where no-code comes in, empowering ordinary citizen developers to build apps and tools without having to know code or programming. In episode #441, our host Peggy Anne Salz catches up with Gautam Nimmagadda, founder and CEO at Quixy, a powerful platform for citizen developers to solve their unique challenges and bring ideas to life. Listen to Guatam to learn why the no-code is the New Normal and how citizen developers and enterprises can get in on the action.
Your performance marketing agency doesn’t just help buy media or choose channels. Their role is expanding to become your champion, watching your back so you can negotiate better deals with your ad network partners, and offering advice to help you reach deep-funnel goals. In episode #440, our host Peggy Anne Salz catches up with Liz Emery, Senior Director, Mobile & Ad Tech Solutions at Tinuiti, the largest independent performance marketing firm across the Triopoly of Google, Facebook, and Amazon, with over $2.2 billion in digital media under management. Listen as Liz shares what to look for in an agency and where you should draw the line. She also tells us about DAWN (Digital Ad Women’s Network) and its mission to educate and empower women in the industry.
If you think the work to engage and convert app users kicks into high gear after the install, think again. This approach overlooks a golden opportunity to engage consumers on the home screen at the time of device activation. It's a critical stage in the customer journey when Digital Turbine and its on-device media platform powers frictionless app and content discovery, as well as new opportunities for app marketers and brands to engage and monetize their audiences. In episode #438, part of our Reimagine Growth series, our host Peggy Anne Salz talks with Matt Tubergen, Digital Turbine's EVP of Global Strategy & Corporate Development. Matt talks about the business benefits of engaging users on the beachfront property of the home screen, and the uplift companies can expect. He also reveals research around how life events impact user interest in setting up their devices and searching for new apps.
Data is like snow, it comes in a wide variety, and the sheer volume of it can catch you by surprise. From demographic data to behavioral data, it’s easy to get lost in the details. But smart marketers take a more holistic approach, prioritizing the right data types to drive customer engagement. In episode #437, part of our bi-weekly series Reimagine Growth, our host Peggy Anne Salz talks with Meredith Tretiak, VP Product Marketing at  CleverTap. Meredith discusses which data types best inform customer segmentation strategies and how this differs from the data types marketers need to personalize the customer experience. She also walks through data frameworks and formulas that deliver results across the customer lifecycle.
Mastering the capabilities needed to reach a critical mass of subscribers is not the same skillset (and data set) marketers need to monetize and retain customers willing to commit to recurring costs. In episode #436, our host Peggy Anne Salz catches up with Dan Burcaw, co-founder and CEO at Nami ML. This SaaS provider helps mobile app developers at all stages launch and grow their subscription businesses. An Apple alum-turned-serial entrepreneur, Dan shares actionable insights on propensity modeling, combating churn, and how marketers can best apply machine learning to get the most out of their data
The mobile app space is red-hot with acquisitions, sparking a whirl of chatter about who might get picked up next. For gaming apps, the key to driving up value is monetization, most often through ads. But how can gaming publishers work together with ad tech companies to compete and win in a market rife with uncertainty and distrust over conflicts of interest? In episode #435, our host Peggy Anne Salz catches up with Andy Ulery, co-founder of Aequus, a company forging a third way. Aequus calls itself the industry’s first MaaS (mediation as a service) model with 100% transparent subscription costs and no blind revenue shares. Andy talks candidly about transparency, mediation intermediaries, and the industry’s M&A & IPO extravaganza. We also chat about how publishers and brands can work together for mutual benefit, what’s next for ad tech after IDFA, and much more.
Global events have darkened the outlook for many event organizers. Still, App Growth Summit, an international invite-only conference series for mobile app growth professionals, has weathered the storm thanks to an approach that streamlines sessions, curates content and challenges convention. How can you plan and execute events that are edgy and educational? Why does it pay to get personal during interviews? In episode #434, our host Peggy Anne Salz drills down into key questions with Louis Tanguay, Managing Director at App Growth Summit. Louis, who has built a business on breaking the mold, shares candid tips you can follow to command your niche and outmaneuver the competition. He also highlights some of the big-picture topics you might do well to focus on in your own B2B content.
Lockdown leaves people with more time than ever to explore and enjoy music on mobile devices. Providing listeners choice is important, but it’s also a bonus to surprise users with fun playlists supported by personalized messaging to pique their interest. From one-hit-wonders to Dogecoin soundtracks, the sky is the limit if your messaging strikes a chord with your target audience. In episode #433, part of our bi-weekly series Reimagine Growth sponsored by CleverTap, our host Peggy Anne Salz talks with Corey Jones, co-founder, and head of music and engagement at Trebel. The ad-supported music app is growing rapidly, breaking barriers and bringing free streaming to users who prefer not to buy a subscription. Corey shares the secrets to some of Trebel’s most successful cross-channel campaigns, as well as priceless insights on benchmarking engagement and metrics to watch to make sure listeners keep tuning in, not dropping out.
From running multi-channel campaigns to organizing multi-functional teams, marketing leaders have to make tough calls on strategies and spending. Accomplishing all of this requires more than management savvy. Leaders must also embrace a holistic marketing framework. In episode #432, our host Peggy Anne Salz catches up with Christian Eckhardt, CEO, and co-founder of Customlytics, a leading full-stack mobile technology, analytics, and marketing consultancy. A mobile tech expert and accomplished product manager, Christian walks us through the Marketing Master Map framework for customer acquisition and retention. Listen in for key insights on ways to recognize marketing blind spots and forge new pathways to engage and retain customers on their terms—even on a tight budget.
Infusing marketing and messaging with personalization is always a plus. But mapping user journeys to align with how multiple customer segments interact with your app can get complicated as you add new features and functionality. Product improvements can attract new customers, but they also require marketers to cater to more customer segments and map more user journeys. So, how can marketers adapt and personalize communications to appeal to new users, educate valuable ones and ensure the entire customer base understands and uses the value they provide? In episode #431, part of our bi-weekly series Reimagine Growth sponsored by CleverTap, our host Peggy Anne Salz gets the inside track from Mile Grnacov, a growth manager at Mercedes-Benz.io. Mile manages Bertha, the fuel app from Mercedes-Benz that helps users save time and money by easily finding the cheapest, closest, and favorite station to fill their tank regardless of the car they drive. He talks about the addition of contactless payments and how his team uses personalized marketing and user journeys to communicate the benefit to customers. He also shares valuable insights on segmentation, onboarding, and why marketers have to listen to what their users are telling them through their behavior.
From healthcare and research to AR and web accessibility, eye-tracking is a powerful component that, until now, has been prohibitively expensive and energy inefficient. The future demands better solutions, and one company has stepped up to the challenge with prototype glasses that unlock the connection between the eyes, the brain, and the world around us. In episode #430, our host Peggy Anne Salz catches up with Neil Sarkar, CEO of AdHawk Microsystems and inventor of Mindlink, the world’s first cameraless eye-tracking system. Will the be a FitBit for our brain? Listen as Neil details the R&D behind this groundbreaking invention and discusses the possibilities for sports, gaming, and a new kind of experience marketing.
Powerful storytelling is often the most effective means of capturing mobile users’ attention and keeping them hooked. Few in the industry have perfected this art better than the companies behind the leading gaming apps. In episode #428, our host Peggy Anne Salz catches up with Melanie Zimmermann, head of marketing at Wooga, a developer of wildly popular mobile games, such as June’s Journey and Jelly Splash. Melanie, a Mobile Hero who previously held creative leadership roles at Disney Interactive and Riot Games, draws from her wealth of experience to explain how Wooga makes its games both exciting and addictive. Listen in for key tips on storytelling, brand building, performance marketing, and assembling the right team to navigate a post-IDFA world.
These days, a me-too product may help you attract new customers. But it’s the ability to offer a consistently excellent experience – informed by analytics and customized to audience activity – that builds relationships to last. This requires marketers to build bridges between marketing and product functions -- and it demands them to understand and map how their customers interact with their offer in real-time.  In episode #429, part of our bi-weekly series Reimagine Growth, our host Peggy Anne Salz talks with Vishal Anand, Chief Product Officer at CleverTap, a leading customer retention platform powering more than 8,000 apps around the world. Straight from the company that wrote the playbook on engaging audiences with brilliant mobile products, Vishal shares valuable insights on reading between the lines in behavioral data, bringing it all together through personalization, and much more.
Great mobile apps are constantly adding new functionalities that not only adapt to user behavior but anticipate what they’ll need next. In a post-IDFA world, managing customer relationships and engaging users with the latest features requires an even clearer sense of how they perceive a product and what motivates them to action. It’s a complex combination of art and science. Fortunately, in episode #427, part of our bi-weekly series Reimagine Growth sponsored by CleverTap, we get the inside track when our host Peggy Anne Salz talks with a dynamic duo of retention marketing at a truly cutting-edge mobile business. Timothy Lange and Lígia Boueres are head of CRM and CRM manager, respectively, at TIER Mobility. An app-powered, mission-driven provider of electric scooters and mopeds, TIER has an impressive track record and some surprises ahead. Listen in for their take and tips on engagement marketing, mapping the user journey and developing the right tech stack.
On-demand apps have experienced unprecedented growth in the last year, addressing all-important consumer needs amid global lockdowns. As a rising number of apps look to capitalize on this trend, optimized campaigns play a vital role in not just grabbing consumers’ attention but driving repeat usage. In episode #426, our host Peggy Anne Salz catches up with Alessandra Miuccio, performance marketing lead at Glovo, one of the world’s fastest-growing delivery app startups. Alessandra, a Mobile Hero recognized for her expertise in acquiring users and understanding their habits, breaks down the ways Glovo leverages compelling creativity alongside machine learning to ensure they’re getting the most out of every resource in the marketer’s toolbox. From identifying the right formats and KPIs to best practices around A/B testing and Google’s UAC, this is an interview you won’t want to miss.
Banking apps are having a moment. More than ever, people worldwide rely on their smartphones to manage their finances and plan their futures. But turning heightened interest and use into lasting loyalty can be a challenge. In episode #425, part of our bi-weekly series Reimagine Growth sponsored by CleverTap, our host Peggy Anne Salz talks with Jithesh P V, vice president and head of digital banking at Federal Bank, one of the largest private-sector banks in India. The bank has embarked on an ambitious and overwhelmingly successful transformation, transitioning customers onto its mobile platform and expanding its online services portfolio. Few are better equipped than Jithesh to spell out the new rules of engagement and ways marketers can drive brand awareness and product adoption. Listen in for widely applicable insights on leveraging real-time analytics, matching the right messaging to the mix of channels, Jithesh’s concept of “hyper-segmentation,” and much more.
Successful user acquisition managers build their teams around three core competencies: technical ability, creativity, and business acumen. But not every UA specialist possesses all three distinct skillsets—nor should they be expected to. Putting together an all-star team means identifying professionals with complementary strengths and enabling the whole to be greater than the sum of its parts. In episode #424, our host Peggy Anne Salz catches up with Jason Conger, head of user acquisition at Wooga, a developer of globally popular story-based mobile games. A Mobile Hero recognized for his ability to connect the dots between data, marketing, and monetization, Jason also built a brewery in Colorado from the ground up. Now he’s gone from craft beer to crafting brilliant user acquisition strategies, and he’s sharing his secrets with Mobile Presence. Listen in for key insights on ensuring that your team's composition matches your organizational goals, enabling personal and professional growth and the future of UA strategies in iOS 14 and beyond.
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