Q&A with Vishal
Vishal started his career in the world of finance. After realizing that finance wasn’t his passion, Vishal transitioned into the digital agency space, eventually starting his own agency in Atlanta. He later moved to the Bay Area to pursue his passion for tech startups, landing in his current role at Credit Karma as a Growth Marketing Manager.
Read Vishal’s blog: “Practical Advice on Building a Successful Digital Marketing Program”
In your own words, tell us about the apps that you manage?
Credit Karma is the number one app to help people better understand and control their finances. When it comes to understanding where you financially stand and getting recommendations on how to improve your standing, there is no better place. And did I mention it is free? Being mission driven and adding value to our users daily is what separates us from other financial service companies.
How did you get started in mobile marketing?
It all started with my experience in the digital agency world. When I first got into marketing, Native and Mobile were still on the rise but not yet mainstays. Early adopters weren’t yet reaping massive rewards. Flash forward to today and mobile is an essential marketing component for most companies. It’s been exciting to see how much the industry has grown in regards to mobile.
What do you like most about mobile marketing?
I like the constant change and evolution of the products, players in the space, and innovations to solve new and existing problems. It really is the wild west and anything you think is missing probably is. This allows for amazing innovations solving everyday challenges which makes my day-to-day much more exciting.
What does it take to succeed in mobile marketing?
You have to be flexible and willing to learn. The ability to learn, use and understand new products and solutions is what allows mobile app marketers to flourish in this space. If you are stuck in your old ways, the industry will quickly pass you by.
What does a quality mobile user look like to you?
A quality mobile user has depth of engagement. They spend hours on their mobile device. They love interacting with the Credit Karma app and take action when needed. These are the power users that make a huge difference for all companies.
What strategies work best to convert installs into engaged app users?
In short, re-engagement on every channel. Having the ability to target users who have installed your app but not taken any meaningful actions is the first step. Once this is figured out, use any and every channel that makes sense to try to bring them back. Popular methods are obviously push notifications and emails, but we are also seeing success with paid re-engagement campaigns.
In the past year, what is one tip you can share which made the biggest performance difference with UA or re-engagement of your app?
I would say knowing what down-funnel metric matters most (not just installs) and being able to hold your DSP accountable for that metric. This allows for clearly defined goals when using programmatic, which in turn will drive the best results. A secondary benefit: it helps prevent mobile ad fraud due to verification processes.
What do you see as the next big thing in mobile marketing?
The next big thing in mobile is being able to re-engage users across desktop, mobile, native, and offline in an easy fashion. Right now most of the solutions are fragmented by platform which doesn’t allow for a clean, complete picture. A bonus is also more sophisticated attribution models across platforms.
What advice can you offer to help marketers combat mobile ad fraud?
Set down funnel metrics to avoid giving credit to fraudulent installs. It’s also useful to perform lifetime value analysis on all channels to ensure users acquired are profitable in the long term, instead of focusing on short-term gains.