Launching a new app can be a stressful time with many unknowns. You need answers for all the different stakeholders involved (brand, product, c-staff, board of directors) let alone for your own sanity to have the confidence that your actions are correct and will bring the most value to the company.

At launch, the task of managing the flood of Slack one-offs, email update requests, drive-by meetings, and stakeholder presentations can feel like a full-time job if you are not prepared. I could do an entire post on “new app launch stakeholder management,” not because I am some genius, but because I have a lot of experience. (more…)

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[GUEST BLOG] In 2017, we announced the launch of Chloe in Japan, our goal based robo-advisor mobile app. Chloe is the first robo-advisor app in the world that constructs portfolios with exchange traded funds (ETFs) listed at the Tokyo Stock Exchange (TSE). The portfolios are diversified across 50 countries, 37 industries and 4,324 stocks and bonds. The service is available both on iOS and Android and is the first robo-advisor in Japan available entirely on smartphones and tablets.

In tandem with a powerful PR outreach effort, we got to work immediately on setting up a formidable mobile user acquisition campaign to generate traction and to enable our target audience in Japan to take advantage of the new service.

Through that process, we developed a series of best practices which, some through trial and error, were important lessons to learn in marketing a finance app in Japan. (more…)

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Esther Hwang is the Director of Growth at Poshmark, where she manages mobile marketing campaigns and tests new mobile and web channels. Prior to Poshmark, Esther worked at Zoosk and Adobe Systems, providing great learning grounds to become a top-tier mobile marketer.

Facebook has been a boon for many mobile marketers – it has a treasure trove of data, access to TWO massive channels (Facebook and Instagram), a sophisticated ad editor UI, and of course, immense scale. However, these benefits making Facebook an advertisers’ favorite also invites a lot of competition and expensive CPMs.

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Helene Trompeter got her start at Digital Advertising in Atlanta nine years ago.

Helene’s passion for digital shines in her current role as the head of U.S. media at The Weather Company, an IBM Business. She leads paid and organic media promoting the company’s profile of mobile apps and websites, which includes supporting The Weather Channel, Weather Underground and Storm Radar. She’s happy to share her best advice as an app marketer below.
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Applying an A/B testing framework is perhaps one of the most frequently discussed items by marketing teams internally. With a seemingly infinite number of combinations of ad copy, creative, and landing pages in the mix, it becomes critical to have a disciplined approach to testing creative using the A/B testing methodology. Here are a few things I learned having tested creatives on paid search, display, app push, and several other channels at scale.
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My name is Xi Tong and am currently in charge of user acquisition for several casino apps at Zenjoy. Prior to Zenjoy, I was doing mobile user acquisition for a simulation game (SLG) at Elex, as well as some traditional media buying. It was an interesting experience learning the differences between performance marketing and traditional advertising methodologies.
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My name is Cassandra Chernin and I am the Senior Digital Marketing Manager of Display & App at HomeAdvisor. After graduating from Boston University with a business degree, my career started at an e-commerce jewelry startup, Gemvara.com. I was put through an ‘unofficial’ rotating program where I learned all aspects of marketing including managing an affiliate program, retention email, SEM, radio, and offline but ultimately finished my time there running all digital marketing.
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Katherine is the Director of Marketing at Zoosk, where she has been responsible for both user acquisition and brand marketing for the past four years.
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Drew Frost currently works and lives in the San Francisco bay area. He studied Marketing at Missouri Southern State University Plaster School of Business then joined a Fortune 500 company where no two days were alike.

Drew has held a few different roles supporting and working alongside various business units at Wal-Mart Inc. including site monetization, advertiser relations, advertising technology, loyalty marketing & behavioral science, and mobile marketing. (more…)

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Annica, a self-proclaimed Iron Chef, grew up in Taiwan where her expertise in the kitchen was fostered. After graduating from National Taiwan University, she worked for the largest online job searching & recruiting site in Taiwan for 2 years.
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