To scale your mobile marketing effort you need to go beyond the usual channels like Facebook and Google and build a marketing orchestra in order to diversify your portfolio. This presentation will take you on an intrepid adventure through some of the new growth channels in an effort to understand the nuts and bolts of how to test new platform, what are the technical requirements from a tracking and attribution point of view," and what we learned at Blinkist in the last year.

1. FROM SNAPCHAT
TO PODCASTS
NEW WAYS TO SCALE
YOUR APP
#APSBerlin
30th November 2017
Gessica Bicego - @minigloo

2. Transforms the key insights from the best
nonfiction books into a format that you can
read or listen to in just 15 minutes

3. HOW DO
YOU SCALE
YOUR MOBILE
MARKETING EFFORT?

4. FACEBOOK
IS NOT ENOUGH
CPM and seasonality
Audience saturation
0
4.5
9
13.5
18
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
CPM

5. GOOGLE
IS NOT ENOUGH
High intent
Long tail keywords
Expensive
Low conversions rate

6. CREATE A
MARKETING
SYMPHONY

7. CREATE A MARKETING
SYMPHONY

8. 0
550
1100
1650
2200
Facebook Messenger Instagram Outbrain Twitter Snapchat Pinterest Quora
source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
CREATE A MARKETING
SYMPHONY

9. ONE TARGET,
MULTIPLE
AUDIENCES
1

10. LOOKALIKE
AUDIENCES
0
20
40
60
80
LAL1 LAL2 LAL3 LAL5 LAL10 INT

11. PINTEREST
ACTALIKE

12. CREATE AD HOC
FUNNELS
2

13. FACEBOOK
FUNNEL

14. PAID CONTENT
FLOW

15. PAID CONTENT
READER FLOW
Download the Blinkist app
+7%
V2S Rate
+14%
V2S Rate

16. RECONSIDER
YOUR
ATTRIBUTION
MODEL
3

17. SNAPCHAT
ADS
CPI in Snapchat is 2X compared to real CPI
Snapchat conversions are view based
Change your CPI accordingly and check your organic uplift
Instagram Stories and Snap are new formats

18. PODCAST
ADS
You have no idea how many misspellings of your brand exist
The pleasure of discovery
The power of discounts

19. PODCAST
ADS
±48 hours reattribution
LP touchpoints

20. ONE
CREATIVE
TO RULE THEM ALL
4

21. SNAPCHAT CREATIVES

22. FIND DIFFERENT
TRACKING
SOLUTIONS
5

23. PODCAST
ADVERTISING
Random answers
Baseline
Multiplier
Check organic uplift

24. ACKNOWLEDGE
THE BRAND VALUE
6

25. INFLUENCER
MARKETING
Highly time consuming
Direct connections
Price negotiations
Creative definition
But: brand awareness, spillover effect, creative assets

26. INFLUENCER
MARKETING

27. RE-EVALUATE
PLATFORMS
7

28. TWITTER
ADVERTISING
Tested in 2016, January 2017 and
October 2017
Tested with both MAI and Paid Content
Launched recently with LAL focus

29. ALMOST THERE
RECAP

30. CREATE A MARKETING
SYMPHONY
One target, multiple audiences
Create ad hoc funnels
Reconsider your attribution model (and multitouch)
One creative won’t rule them all
Find different tracking solutions
Acknowledge the brand value
Re-evaluate platforms (Test cycle)

31. THANK
YOU
#APSBerlin
Gessica Bicego - @minigloo