Q&A with Melissa
Melissa started her mobile marketing career in 2012 after completing her MBA and working at a private equity firm focused on direct carrier billing for subscription ringtones, wallpapers, games, and other products. Melissa then ventured deeper into the mobile gaming industry at Electronic Arts, where she managed media strategy and acquisition for several world class mobile gaming titles. Next, she transitioned beyond games into real estate, which brought her to her current role as the Marketing Director at realtor.com®, where she leads user acquisition efforts.
Read Melissa’s blog: “5 Tips for Finding Pockets of Performance Outside the Top Mobile Media Channels”
In your own words, tell us about the apps that you manage?
The realtor.com® iOS and Android apps help home-buyers through their journey, equipping them with tools, resources, and comprehensive lists of homes tailored to their needs. I lead paid user acquisition and paid re-engagement strategy for the Realtor.com mobile apps, with focus on lead generation and am responsible for our paid media portfolio.
How did you get started in mobile marketing?
Like many others in the industry, I more or less stumbled into mobile marketing after completing my MBA. Up until then I had been working in a private equity firm. While I have always been passionate about marketing, I was never sure which area of marketing to go into. Mobile I find to be completely fascinating given that it’s constantly changing and so pervasive in our lives.
What do you like most about mobile marketing?
I love that mobile marketing is equal parts art and science. You need to make decisions based on data while at the same time remaining creative.
What does it take to succeed in mobile marketing?
Being adaptable and eager to learn is crucial, especially when everything is constantly evolving. Being data driven is also key, but more importantly, having the ability to draw actionable insights from the data.
In the past year, what is one tip you can share which made the biggest performance difference for your UA strategy?
A diversified media strategy is important. You never want to put all your eggs in one basket anyway, but strategically testing new channels and media types and iterating on them has allowed us to acquire new audiences and hit our KPIs.
What advice can you offer marketers to successfully re-engage mobile app users?
Work closely with internal teams to understand your audience and ask lots of questions. Understand the goals, why you are re-engaging mobile app users, and what they’re expected to do. Also, test different creatives and optimize them.
What’s your top tip when it comes to mobile ad creative?
Keep abreast of the new formats but hone in on what works to drive media at scale. Work closely with your creative teams so they understand where the media is going and who it’s targeting, what’s working and not working. And try to plan ahead.
What advice can you offer to help marketers combat mobile ad fraud?
To combat mobile ad fraud it’s important to establish close relationships with your partners and of course have a solid MMP. I constantly attend conferences like MAU, AGS, meetups, and other industry events, and subscribe to various blogs, to get more information on what others in the industry are doing to combat fraud.
Also, dig into the traffic your partners are driving. Be proactive about preventing fraud; be upfront on what your expectations are, work with partners that can provide transparency, strong two way communication, and agreements in place for make-goods. Lastly, make sure you really understand your data and how your users typically behave. If something seems too good to be true, it is.
What is your go-to resource for keeping up with the mobile ad tech industry?
The Grow.co email newsletter, eMarketer, and just talking to colleagues in the industry.