Mobile Presence On Webmasterradio.fm

[​How can marketers best use mobile to accelerate brand building and, ultimately, become love brands that enjoy consumer recognition, appreciation and lasting loyalty? Our host Peggy Anne Salz catches up with Beate Rosenthal, speaker, change agent and Global Brand Director Digital & Media at Merck Consumer Health, to discuss the steps and strategies marketers can follow to put show they genuinely care about the concerns and causes that move their customers most. Beate draws from her personal journey in digital marketing and recalls the campaigns and efforts that allowed Merck Consumer Health—a division of the German chemical and pharmaceutical company Merck that offers a wide range of over-the-counter products to consumers in more than 40 countries—to build a global and loyal audience for a range of iconic healthcare brands that have also become “love brands.” She also provides valuable advice about how even smaller brands can increase their presence, impact and share of voice by committing to causes th

[It’s an impressive accomplishment our host Peggy Anne Salz discusses in depth with Chris Chee, Performance Marketing Manager at Apartment List, a platform that connects renters with apartment listings through an online marketplace. Chris, a Mobile Hero recognized for his user acquisition expertise, shares how understanding the user flow--identifying pain points and taking advantage of opportunities to deepen engagement every step of the journey--on the web and in the mobile app allowed his team to boost new users by a whopping 400% and drive a significant increase customer lifetime value (LTV). Chris also talks candidly about his daily routine, his personal career path and his advice to other marketers eager to generate more growth for their app and more revenue for their companies. We won’t give it all away, but we can say that a relentless drive to interrogate the data and desire to move beyond vanilla customer segmentation are talents and traits essential to success./>

[Video is a great way to engage and educate your audience—particularly when they are researching purchases or deciding which brands will earn their respect. You need to be there at the moment of truth with a compelling video that tells a genuine story your audience will appreciate. It helps to harness psychology to deliver marketing that is both emotive and effective, and it’s critical to map your message to what your audience can—literally—handle. Something as simple as using too many words in your video subtitles can be a dealbreaker, overwhelming an older audience with too much information. Our host Peggy Anne Salz catches up with David Skerrett, independent digital and mobile strategic consultant with a long track record “solving problems through the imaginative application of emerging technology and experience” to walk through what you need to know to deliver amazing video that truly strikes a chord. David also looks back on his work with brands, startups, agencies and tech businesses—including Nike, Sa

[The incredible reach and impact of platforms like Instagram, YouTube, and Snapchat are proof that influencer marketing can get your app or business in front of thousands or even millions of potential users who might not have known about it otherwise. Unfortunately, understanding the real impact influencer marketing has on your metrics is hard to call. Our host Peggy Anne Salz from MobileGroove catches up with Mike Phu, Director of Growth at GOAT, who walks us through the steps he follows to attribute app installs and engagement to influencer marketing campaigns. Mike, a Mobile Hero, recognized for his app marketing accomplishments, also talks candidly about his daily growth routine at GOAT, the largest sneaker marketplace where users buy and sell sneakers, and what he learned working with athletes and rappers. />

[Our host Peggy Anne Salz from MobileGroove talks shop with Shamanth Rao--VP of Growth at FreshPlanet and the host of the podcast How Things Grow. It’s a light look at hard-hitting growth tactics as Shamanth shares amazing stories and valuable advice from his career leading growth at Bash Gaming (later snapped up by GSN), and PuzzleSocial, recently acquired by Zynga. Shamanth also draws from his impressive roster of show guests to speak candidly about some of the coolest (and oddest) growth hacks he's ever heard of yet./>

[Mobile carves out new opportunities and moments in the consumer journey where targeted and relevant advertising can have a huge impact. Our host Peggy Anne Salz catches up with Finlay Clark, UK Country Manager for Waze, the global, Google-owned crowd-sourced sat nav app and local ad platform, to discuss how marketers can get more mileage out of “drive time” and activate and motivate app users on the commute. Finlay walks us through the innovative and highly effective ad units, ranging from branded pins on the map to driving directions that use celebrity voices to promote movies and popular entertainment. They also discuss how Waze ensures safety while offering local business owners and brands access to the captive commuter audience. />

[Research shows acquiring a new customer is anywhere from 5X to 25X more expensive than retaining an existing one, so it certainly makes sense to do what you can to avoid spending time and cash trying to find new users. You have to keep the ones you have happy--and you have to make sure you are acquiring and retaining your most valuable users from the get-go. Our host Peggy Anne Salz from MobileGroove catches up with Lomit Patel, Vice President of Growth for IMVU, the social networking and chat app that allows users to create custom avatars, to discuss the data and traits that help you identify your biggest app advocates and users. Lomit, who has earned the title of Mobile Hero as chosen by Liftoff, also lifts the lids on his top three tips to successfully scale up campaigns on Google UAC by teaching Google’s machine learning systems to understand what you want and the price you’re willing to pay./>

[Our host Peggy Anne Salz catches up with Walter T. Geer III, a creative visionary well-known for transforming advertising through innovative ad creatives, to discuss how (and why) innovative approaches and formats that push the boundaries are also driving deeper customer connection. Walter holds six U.S Patents for digital ad formats and has a long track record implementing creative strategies for a variety of publishers and leading technology and media companies including Google, Viacom and MySpace. He draws from his career learnings to offer actionable advice about what marketers need to understand and undertake in order to ignite consumer emotions and impact brand engagement./>

[Our host Peggy Anne Salz from MobileGroove catches up with David Berkowitz, Head of Marketing at Storyhunter, the world's leading media and video production marketplace, to discuss how B2B marketers can use effective and engaging video storytelling to grow their network and their business. It’s an activity that can take many marketers out of their comfort zone, which is why Storyhunter manages a platform that connects its clients with a vetted network of over 20,000 producers, filmmakers, and journalists across in 180+ countries to produce branded content that clicks with audiences. David also draws from his long track record in social media marketing and storytelling to talk about video trends including the role of mobile, the rise of 360 video and the stories that move audiences most./>

[There are instances when following user data will lead you to new areas of opportunity, and there are times when unleashing AI and machine learning will yield even better results. Olesia Kuznetsova, who heads mobile at Social Discovery Ventures based in Moscow, draws from her experience managing mobile marketing efforts for the company's 30+ dating applications. She shares the best practices that power her approach to data-driven acquisition and engagement, and she discusses the role of AI in mobile and app marketing and her company’s own efforts to establish and AI research center on-site./>

[Social media sites, such as Facebook, Twitter, Snapchat, Reddit, and Instagram can be powerful springboards to make sure your apps trend and rise the ranks to engage your target audience. Our host Peggy Anne Salz with MobileGroove catches up with Thomas Ma, Co-Founder of Sapphire Apps, who shares top tips, tricks and solid advice app marketers can follow to meet app download and customer engagement expectations. He also explains how Sapphire Apps, which has a portfolio of over 500 iOS apps with a combined following of 15+ million, partners with social media influencers to give them a chance to increase their revenue through trendy apps such as the Emoji Maker./>

[Influencer marketing used to be about building the numbers, but now it’s about finding ways to engage audiences with content and experiences designed from the ground up to be genuine and genuinely compelling. Simon Haase, best known for his YouTube Channel ClayClaim and Macy Mills, head of Biz Dev at Gameinfluencer, a company connecting gaming publishers and influencers to produce creative content that will boost your game, share how they do both. Simon tells how he makes the perfect match between the popular game figures he creates using polymer clay on camera for his YouTube channel (which has received over 44 million views) with the KPIs that Macy says are top of mind with leading games companies and consumer brands. Together they share their surprising insights into what it takes to build influence, which platforms (YouTube vs. Instagram) pay off and how brands can boost audience and influence by embracing creative content and artistic freedom./>

[Every app entrepreneur wants to launch their app to an eager audience and excel in an uncontested market space, but few can do it. Our host Peggy Anne Salz from MobileGroove connects with Kushal Ghimire, a serial entrepreneur and CEO of Livereporting LLC--who tells shares the motivation for creating Assignmate, a first-ever app that pairs students with tutors who can help them tackle problems and projects. Kushal, who was raised in Kathmandu, Nepal, and later attended Caldwell University in the U.S. also shares his personal experience around app development, marketing and an insightful list of what other developers need to do to launch an app sure to have impact./>

[If it’s user acquisition in 2018, it’s data-driven by default and tech-driven by design. Our host Peggy Anne Salz from MobileGroove catches up with Matt Sadofsky--Senior Manager, Growth Marketing at Tilting Point, a new generation games partner for top independent development studios--to discuss the approaches marketers must know, and the personal talents and traits they should cultivate, to achieve success. Matt candidly discusses where UA is going and how his passion for data and thinking outside-the-box makes him a better marketer, allowing him to reach the KPIs that have earned him the title of Mobile Hero as chosen by Liftoff, a full-service mobile app marketing and retargeting platform./>

[Our host Peggy Anne Salz from MobileGroove catches up with Oisin Lunny, Chief Evangelist at OpenMarket, a leader in mobile messaging, to discuss the rising importance of empathetic marketing and how brands can harness this key capability to create real and lasting customer connection in our digital age. They walk through the checklist of seven Empathetic Moments, times and places where text messaging lets you connect with customers more effectively than any other channel--and they give you a ton of examples of how you can do it. From customer service to asking for feedback, Oisin outlines the opportunities and explains why text messaging trumps email and voice every time. Listen in and learn how to identify those moments in your own business so you can start taking advantage of the opportunities SMS offers./>

[Our host Peggy Anne Salz from MobileGroove catches up with Fabien-Pierre Nicolas, Head of Global Growth at machine-learning driven news discovery app SmartNews, to discuss how marketing to all sides is the best way to boost UA in the ‘Age of Trump.’ Fabien also talks about his mission to eliminate the filter bubble in news consumption, and how his approach to ad creatives have helped in that effort. Finally, he shares tips to improve user acquisition and engagement, recalls how a clever change in font allowed his team to double the conversion rate on Google Play in just four weeks, and reveals the many other surprising shortcuts and accomplishments that earned him the title of Mobile Hero as chosen by Liftoff, a full-service mobile app marketing and retargeting platform./>

[​Our Host Peggy Anne Salz from MobileGroove catches up with Tim Armoo—the 22-year old CEO of Fanbytes, billed as the world’s first Snapchat influencer platform helping brands like Warner, Universal, and Sony power new approaches to reach teens on Snapchat. He discusses blockbuster campaigns, and walks through how marketers can tap influencers and the new sandwich ad format to connect to teens in ways that are real and drive real results. />

[Our host Peggy Anne Salz from MobileGroove catches up with Thomas Hopkins, Director of Marketing at Penn Interactive Ventures, to discuss how mastering the discipline and drive essential to his career in water polo prepared him to excel in app and mobile marketing at his company where he oversees all mobile and web marketing across 50+ apps, including two of the top 50 grossing social casino apps on the market today. We go for gold in a candid discussion about the *real* value of app store optimization (ASO), invaluable lessons he learned launching an app a week, and the marketing achievements that earned him the title of Mobile Hero as chosen by Liftoff, a full-service mobile app marketing and retargeting platform./>

[Our host Peggy Anne Salz at MobileGroove catches up with Esther Hwang, Director of Growth at Poshmark, the largest social marketplace for fashion, to discuss how she identifies new web and mobile channels with the most potential, and architects ad creatives with the most impact. Do you need to be a hacker at heart to succeed in data-driven mobile marketing? Esther, a Mobile Hero as chosen by Liftoff, a full-service mobile app marketing and retargeting platform, talks candidly about the skills set you need to reach your acquisition and engagement targets, and shares own her own education in the arts has equipped her to step back and view the “Big Picture” of campaign performance./>

[What is the one tip small biz can follow right now to boost mobile marketing results? Our host Peggy Anne Salz welcomes the “dynamic duo” from Symphonic Digital (Steffen Horst, CEO and Co-Founder, and Dave Antil, Chief Client Officer and Partner) to share their pick of tips and trends small biz needs to know to grow brand awareness and revenue in the year ahead. Steffen and Dave talk about why Amazon advertising is the platform to watch and draw on the long track record at major agencies to highlight what small business is doing right and what it is getting horribly wrong. From what you can do to get the most out of a limited budget to a crash course in the ad platforms you need to know better, we cover it all on the show--and you can read even more on Symphonic Digital’s insightful blog, a must-read destination brimming with solid and serious advice for small- and medium-size business./>