Q&A with Thomas
Thomas Hadjadj was formerly Head of Display Europe for Meetic. He was at Meetic for nearly 8 years, first representing France then all of Europe. He holds a business law degree and a Masters in Marketing. He enjoys the competitive nature of the dating apps arena he competes in and understands that agility is required to innovate from a product and user acquisition point of view.
In your own words, tell us about the app(s) that you manage?
Meetic/Match developed apps for our core brands across Europe (Meetic, Match, Lexa, Lovescout24). These apps are great to meet new people and maybe find love! We publish new releases and features regularly so users always find new things to do and interact within the apps. For example: geotargeting to meet people around you, incognito mode to visit people discreetly, “boost” to be on top of people search, and Spotify to share and send music to your contacts.
What drove you to get started in mobile marketing?
Very naturally, I started to promote our desktop site, then followed the industry trends and now promote our mobile websites and apps. Mobile is big and we are now a “mobile-first” company. The biggest challenge is learning how the industry works. Today’s user behavior is very different from what we knew 10 years ago and competition is at its top level!
What do you like most about mobile marketing?
Mobile marketing is an industry that moves forward very quickly. New challenges and opportunities are our daily bread. What’s great is that there are tons of new services launched everyday with more opportunities to find new business. It forces us to remain attentive and always find new ways to work.
What does it take to succeed in mobile marketing?
The first thing, and probably the most important, is to have a great app! If the user experience is bad, users won’t come back and your app will be quickly uninstalled. So, ensure you have the best app you can.
Then you have to understand what the mobile marketing ecosystem is. Do you have the tools to track the performance of your app? Is your app ranking the way you expect? You have to be very data-driven.
Lastly, who are the best partners you should work with? Stay alert of trends and technologies and test a lot of new things. Sometimes you will fail, but other times you’ll find great success and grow your business.
What does a quality mobile user look like to you?
A good mobile user is one who will use our product or service as often as possible; they’ll use it like a natural reflex and if they pay, it’s even better!
What strategies work best to convert installs into engaged users?
Again, try to have the best app as possible, make it intuitive, try to avoid bugs and crashes. Then try to use your history to create lookalike audiences to better target your campaigns.
What have you done in the past year to help better monetize your app?
We decided to boost our investments in our apps. We’re spending a lot of time on optimization and we are tracking way more things than in the past. We do not only optimize on the form but are also looking at how users behave while they’re in the app. We are able to identify users who have a higher propensity to subscribe by looking deeper into how users navigate in our apps.
What is the biggest challenge in marketing your apps?
Finding the right balance between volume of downloads (which can easily be very high) and ROI. We want the users who download our apps to really use them. We also have to monitor our ranking in each store of each country to ensure we are in the top position. This is not the easiest thing to do in such a competitive market.
How do you stay ahead of changes in technology?
I stay informed on what’s going on in the industry with newsletters, LinkedIn, and of course my colleagues and network. It’s very challenging to stay up to date with so many things happening everyday, but being open minded and not judgmental is the best way to move fast!
What do you see is the next big thing in mobile marketing?
I attended Mobile World Congress, Barcelona in March 2017 and everybody was talking about 5G and connected objects for the years to come. I guess this will have a huge impact and opens new opportunities for how to connect with users in the future.