Mobile Marketing Mantra!

• Test Your Spend - What works today might not tomorrow. Marketers should be constantly A/B testing spend across a diverse media mix.
• Personalize - The biggest opportunities in mobile marketing will be those leveraging machine learning and artificial intelligence to develop better personalized user experiences
• Invest In Data - Time spent on data-driven marketing practices like fraud detection, data aggregation, and finding quality users outside of Facebook and Google will pay the greatest dividends

What has stayed the same?

What’s stayed the same is that there is no shortcut to user growth. We continue to run a lot of A/B testing experiments to optimize online marketing spend across a broad diversified media mix, because something that works today is not guaranteed to work tomorrow. Ultimately, it’s about always being focused on your customer and trying to differentiate your value proposition from the competition. 

What do you consider to be the biggest untapped opportunities in mobile today?

The biggest opportunities will be leverage machine learning and artificial intelligence to develop much better personalization and customer centric user experiences across multiple platforms.

Following closely behind are global developments to expand the footprint for growth and 5G offering opportunities to leverage more AR/VR to improve user experiences

What would you say are the biggest challenges facing mobile marketers today?

The biggest challenges facing mobile marketers today are:

• Increased competition for capturing user attention 
• Data aggregation and discrepancies of all user acquisition activity
• Identifying the optimal attribution methodology to measure success
• Fraud definition and alignment across MMP and partners 
• Finding quality users at scale outside of Facebook/Google
• Reducing friction in the user path to purchase
• Poor retention rates with most new users becoming inactive within 7 days