Spotlight on: Experian’s Director of Digital Marketing, North America

This is an exclusive Q&A with Dan Bishop, Director, Digital Marketing – North America at Experian. Dan is scheduled to be a panelist at #Postback15.

Q: What ad types have you seen be particularly effective at delivering a high ROI?

Native units (particularly Y! and Facebook) have been the ad units that have had the highest success. In terms of format, video (built for mobile consumption) has had the strongest performance.

Q: How do your paid and organic strategies complement each other?

With the help of TUNE and MobileDevHQ (now part of TUNE), we have been able to do some more granular work on really seeing the real-time impact of paid to organic – knowing that the algos/ and things impacting lift have changed over the years. We take app store keyword optimization very seriously and have worked with MobileDevHQ to really hone in our app descriptions. What we’re seeing is a true complementary effect where our paid efforts can accelerate organic lift, and our organic efforts can help us be more efficient with spend, not having to work as hard in certain areas.

Q: How can marketers use mobile to better establish their brand?

It actually starts with the product. I’ve been fortunate to work at two finance category leaders that had tremendously talented mobile product visionaries. If the product experience is delightful, then as a marketer all you have to do to establish the brand (from an innovation and trust angle) is simply show the product. I think many traditional marketers don’t get that – they want to tell when all you need to do is show.

Q: What advice do you have for marketers or brands that are reluctant to transition to mobile?

Start looking for another profession.

Q: What gets you excited about the future of mobile marketing?

That the future of marketing and user experience in general needs to be rooted in mobile and every data point you look at validates that. It’s exciting to see the story we’ve been sharing over the years playing out and this will transform the entire industry. How any company hires for, or thinks about marketing will need to truly have that mobile-first component, not just your mobile marketing manager.

Q: What are you most looking forward to at #Postback15?

Meeting more of the TUNE team I’ve worked with over the years in-person!

Register for #Postback15

This year’s Postback event will be held July 23 and 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.