This is an exclusive Q&A with Matthew Lord, Chief Strategy Officer at Adperio. Matthew is scheduled to be a moderator at #Postback15.
Q: What’s the Key to Effectively Scaling Campaigns?
You need a holistic effort that attacks the problem of discoverability from all angles. Paid and organic strategies should feed off of each other.
On the organic side, you need to increase your category ranking. PR can be critical, especially for apps outside of gaming. Developers should also be in touch with the category managers at Apple and Google; develop relationships that could get your app a featured placement in the app stores.
Once you have an organic strategy, you can fold your paid effort into it. Learn about all the inventory out there. Test everything that makes sense. Double down on anything that’s close. Don’t manage by averages when it comes to CPIs or eCPAs. Manage in tiers or down to the source for spend efficiency and maximum reach. Trust, but verify. Talk to people who have done it before. Finally, know what you’re getting into. It’s a lot to manage. Know when you need help.
Q: Are There Any Mobile Marketing Mistakes You See Often That Could Easily Be Avoided?
Most of the mistakes come from well-intentioned acquisition managers who don’t know what to watch out for or try to manage too much. They lose control. They don’t understand where the traffic is coming from. The app is re-brokered, sometimes 3-5 times before a user ever sees a banner. By that point, when a problem arises, it can be hard to track down the source.
Late last year, a client was getting hammered with negative app reviews due to forced installs. Because the campaign was everywhere in the space, the advertiser couldn’t track down the source of the black hat ads. They had to pause their entire program to stop the bleeding.
Knowledge and discipline can help establish a program where advertisers keep the reins on their ad spend. If you and your team don’t have the bandwidth to manage the program yourself, there are good companies out there that have the expertise and operations to help.
Q: What Gets You Excited About the Future of Mobile?
I’m excited for the big ideas, the innovation. Each new medium begins by mimicking an older one, and I think you can see that in mobile advertising. While the industry is evolving, mobile ads are still mimicking the desktop. Native ads and video show so much promise, but we interact with mobile devices in ways we have never interacted with any other machine. They are extensions of ourselves. How can we make advertising experiences that leverage that personal connection?
Q: What Are You Most Looking Forward to at #Postback15?
Conversations with the industry’s best.
This year’s Postback event will be held July 23 & 24 in Seattle, WA. Featuring a lead keynote address from Malcolm Gladwell, nine panel sessions with discussion from 30+ industry experts, and training for TUNE products, Postback is a can’t miss event for all serious marketers. The event also includes an outdoor happy hour, private boat cruise around Lake Union, and a concert with a secret artist, giving you plenty of opportunities to connect with other industry professionals. To register or learn more, visit the Postback website.
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Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.