Q&A with Matthew
Matthew Hrushka is currently a Mobile Marketing Manager at Rosetta Stone where he handles all marketing associated with their flagship consumer program, Learn Languages with Rosetta Stone. His marketing career began with the Washington D.C.-based MLB team, Washington Nationals, and prior to that, he worked for Verve Mobile managing an Ad Operations team.
In your own words, tell us about the app that you manage?
I currently manage Rosetta Stone’s flagship iOS/Android application, Learn Languages with Rosetta Stone. Rosetta Stone pioneered the use of technology to help people learn a new language, and our app allows users to expand their learning experience beyond their desktop computers, so they can learn on-the-go whenever and wherever they want to. The app puts 30 languages at the user’s fingertips and provides a unique approach to learning a language—Dynamic Immersion—using images, text and sound to teach words via spaced repetition, without translation or grammar explanation.
What drove you to get started in mobile marketing?
It was always, “How does that work?” which got me interested in display advertising, as well as mobile. After I got a better understanding, I managed a mobile Ad Operations team for a couple of years, then transitioned back into the client side managing mobile marketing.
What do you like most about mobile marketing?
The growth and pace within the industry is unlike any other; there’s a reason the past 5 years have been the “Year of Mobile.” The industry continues to increase by leaps and bounds, pushing technology and platforms, and with that comes changes in overall strategy. I enjoy that it keeps me learning and on my toes.
What does it take to succeed in mobile marketing?
Constant learning and being dynamic. There’s always something to learn from a single test, interaction, push notification, in-app message, UA test, etc. If you’re not learning, you’re losing.
What does a quality mobile user look like to you?
Engaged and ready for an experience. Due to the type of application we offer, we need to find highly engaged users to drive high LTV. We see a high percent of our users who naturally come back to experience the application without influence (Push/Email/Other/etc.)
What strategies work best to convert installs into engaged users?
I think this is something that most apps struggle with by being overly complicated. Let’s say an organic user downloads the application based on a need. Once they evaluate the application and determine it’s what they want, it comes down to user pathing and testing to see what provides the highest conversion. All marketing channels should play a role in that pathing and converting the user, an intelligent/personalized connected CRM is needed to drive engaged behaviors
What have you done in the past year to help better monetize your app?
TEST. I know this is obvious, but running constant tests to understand what works from both a UA and re-engagement standpoint. If any major change happens to your target audience, retest.
Another tip would be to test what is being passed to the networks. They are only as good as the data that’s being sent to them. Building out your 3rd party Attribution SDK will give your media partner the ability to build more granular views of users based on actions or re-engage users based on small pools. If you want to optimize for a signup action, find smaller actions beyond that initial event to drive higher engagement vs. direct conversion.
How do you stay ahead of changes in technology?
Being ahead as an early adopter in technology is something I’ve always enjoyed. Just like in any category – it takes time, research, conferences, forums, and questions… a lot of questions.
What do you see is the next big thing in mobile marketing?
Hands down, Multi-Touch Attribution. This will be a game changer, especially for disrupting some of the large Self-Attributing networks. And blockchain.
Do you plan to run re-engagement campaigns in the next 12 months?
We are currently running re-engagement campaigns. At a high level, we try to pool our users into a couple of categories. These categories are either driving revenue, email signups or sessions. As stated in an additional answer above, the testing and build out of 3rd party SDKs help in allowing us to be dynamic in how we communicate or leverage creative against these users.