Gilad Bechar | 8.7.20

Originally published in August 2016. Updated July 2020

As our world has become increasingly mobile-oriented, the role of the mobile advertising agencies has expanded.

Doing it yourself in the world of mobile is a non-starter. The landscape is too dynamic, and deep expertise is required in a number of very different fields.

Most companies will partner with a marketing agency to develop and achieve their KPIs and business goals. In this post, we’ll look at everything you need to know about a mobile marketing agency, choosing the right one for your needs and making the most out of the relationship.

For a background overview on mobile marketing, read here.

Contents show

Why should you hire a mobile marketing agency?

It’s already been established that any company should not only have a mobile presence, but should also be driven by a mobile-first approach. After comprehending this notion, it’s now time to execute. This poses an important question: should I build an in-house team or outsource?

A mobile-first strategy calls for a number of operations: mobile user acquisition, product, creative, and ASO (App Store Optimization). The following article will discuss the benefits of working with a mobile marketing company that provides these services, rather than hiring employees to do the work in-house.

1. Powerful Media Purchasing

Media buying can be a tedious process that takes up time, money and focus. Turning to an agency to do the media buying for you is beneficial for two major reasons – purchasing power and experience.

Agencies have media buying teams that are focused solely on that task. Media buying for dozens of clients every single day gives agencies a strong purchasing power in front of the big ad networks, more than any company out there doing media buying for a single product will ever have. This simply means cheaper costs for you – i.e., more bang for your buck.

A media buying team has already gained experience with numerous ad networks, saving a lot of time for campaigns to follow. With each campaign the team learns which networks work best for different kinds of ads, providing priceless insight that would be hard for an in-house team to match. These media teams are focused solely on budget allocation and daily optimization to ensure wise expenditure along with successful campaigns.

2. Fresh Insight and Thinking Outside the Box

Often, an in-house team has been working on the same product for so long that they encounter that blank feeling we’ve all been familiar with at some point, overlooking vital flaws and problems. This is where an agency comes in. “Handing over” your product to an external team can provide fresh and objective input as they dedicate their expertise to your brand. At the same time, you’re avoiding internal politics and bureaucratic glass doors. This can be the key for refining your product and features.

Product teams at agencies consist of a few employees, all with different backgrounds, and together they can provide well-rounded suggestions. For example, if a bank is working on a banking app, it may hire a product professional with a background in finance or business. But what that bank may not know is that its app marketing efforts could benefit from a few gamification elements to make it more engaging. An agency can help you conquer not only your predetermined goals, but also ones you’ve never even thought of.

What’s more, a creative team in an agency knows the nuances of the industry and will work to give you an edge over your competitors. Their experience is specific to mobile marketing and seeped with insight on the trends of the day. With their exposure to different markets, their input will be based on previous and proven successes. They also work with the other teams in the agency to know which creatives work best based on data.

3. A to the S to the O

App store optimization is crucial to the success of any app, with 60% of app store visitors coming from app store searches. Knowing how the algorithms of App Store Connect and Google Play Console work, and implementing the strategies to increase organic downloads, is paramount for app visibility.

Some tools we work with:

With these tools, an ASO team can conduct in-depth keyword research that is unique to your product. They know the ins-and-outs of the trade. We at Moburst, for example, know the importance of tracking many keywords in order to get a more accurate snapshot of the search landscape for your app. Starting with a wide keyword research gives you the insight to know where to focus on.

Having the time and expertise to dive into the nitty gritty of organic searches is also valuable. With in-depth analysis it’s possible to differentiate between Browse and Search to understand where your downloads are coming from, and to optimize accordingly.

It’s important to conduct A/B tests to monitor the effectiveness of new features or updates. With perpetual industry trends, A/B tests can give your app an edge over competitors. With an agency, test campaigns will be set up with designs to mimic store traffic. You’ll be avoiding time wasted learning and making mistakes with A/B test platforms, and receive ready made reports made from raw data to aid you in your decision making process.

Creating A/B test strategies to see which features and designs increase your CVR is invaluable. Since strategies for apps are vastly different than web A/B testing, partnering with mobile app marketing agencies is even more crucial. We’ve conducted numerous tests that have significantly increased CVR. See the results of an A/B test we conducted for TLC GO. Working with an agency would expose you to the tips and tricks that have stood the test of time.

Read more about the benefits of ASO: https://www.moburst.com/aso-agency/

Read more about A/B Testing: https://www.moburst.com/ab-testing-must-know-tips/

4. Overall Synergy

Having highly experienced and capable teams working together is the ultimate benefit of working with a mobile marketing company. As opposed to making decisions in a vacuum, you have experts communicating with each other, understanding the intricacies of the industry, and making informed decisions based off of the big picture. Unlike simply hiring multiple people who are experts in the field, an agency creates a dynamic environment that encourages flow and communication between teams.

For example, the creative team can work with media managers to know which creatives bring the highest conversion rates. They are also able to work with the ASO team to know which organic searches are bringing in the most users. The creative work that a mobile advertising agency can provide will include cutting-edge designs that are based off of industry trends, data and years of experience.

Adding to this, the mobile world is constantly evolving and it’s therefore essential that your marketing effort is a fluid process to keep your app relevant and fresh. An agency is always up-to-date with algorithm changes and industry trends to ensure that every opportunity is taken.

Criteria for Choosing The Right App Marketing Company

There are a number of mobile marketing services out there, many of which promise the world. The reality is that there are only a few truly successful agencies who have delivered consistently for both massive global brands as well as smaller startups – and everything in between.

With all this noise, how do you go about finding the right mobile marketing company for your business?

1. Success metrics

Look for a prominent display of success stories. However, shy away from agencies with watery accolades and vague wins. Solid numbers reveal the most about an agency’s capabilities.

Also, check out websites that rate and rank different companies to see if it substantiates an agency’s claims. Get external sources to corroborate the agency’s success numbers. A good website to check is clutch.co.

As an example, we worked on increasing metrics for Samsung’s Galaxy Store by micro segmenting and running personalized ads to each segment. In doing so, downloads grew by 79%, revenue grew by 36% and their Facebook page followers grew by 1400%!

2. Awards

An agency’s award list is a good reflection of the company’s success. The mobile industry, a relatively new one, is very competitive. Hence industry-recognized awards, such as Moburst being selected as “Top 3 Mobile Agencies Worldwide’ by Clutch and winning Bronze in the “Marketing Objective — Brand Awareness” category by the Mobile Marketing Association, shows it is among the top globally.

Since our start in 2013, we’ve been helping brands successfully launch and market their mobile apps. Over the years we’ve won many awards and out of 1,207 companies, we made it to Clutch’s list of top mobile marketing agencies.. In November of 2019 we were given the “Most Effective Performance Marketing Campaign” award at the Effective Mobile Marketing ceremony in London for our work on the app SAY.

Our company prides itself on giving our partners the tools they need to compete in a mobile-centric world. Our success has been noticed and admired by ratings and reviews firm, Clutch. Our ability to deliver to our clients has ranked us as one of the leading mobile marketing agencies for years running!

We’re at a point where going mobile is not a choice, but a must, in order to stay relevant. Making the decision to boost your online presence and create an app for your business is the right move, but if you don’t take the right approach then your effort will all be worthless. Looking for the right mobile marketing partner? We’d love to hear from you.

Praise from some of our clients:

“In the last three months, Moburst helped increase our visibility in app stores by about 27%.” – Global Growth Director, Uber

“They operate with a level of urgency and consistently push us to try new things and test aggressively” – VP Marketing, Reddit

“My team and I are happy with their quality of work. They deliver!” – Content & Strategy Manager, Samsung

3. Clients

Look for big names. These companies have done their research, and if they’ve used a particular mobile marketing agency, it’s often (but not always) a solid sign that the particular company can deliver.

Top mobile marketing companies are often easy to spot, as they combine all of these elements. As a top agency, we at Moburst are honored to have worked with some of the largest brands in the world – from Youtube and Gmail, to Uber and HGTV.

Some of Moburst’s clients

Top mobile marketing companies will have plenty of success metrics from real customers, testimonials, industry awards, and big-name clients.

For more questions, or to speak to award-winning mobile marketers here at Moburst, get in touch.

4. What is their USP?

In order to stand out above the crowd, top mobile marketing services should have something unique to offer, a differentiating factor. This could be something as simple and solid as a ton of experience and an excellent track record.

In other cases, it could be a unique technology or methodology, or deep knowledge in a niche area. The best mobile marketing agencies are clear on what they do better than anyone else out there.

For Moburst it’s exactly these two. Not only have we worked with top global brands such as Dunkin’, Samsung Galaxy Store and Uber, but we have our own SEO keyword software that puts us above the rest. Our smart algorithm gives us the edge when it comes to getting your app ranking. So when searching for a partner, look for the one with a strong USP.

5. What are the mobile marketing company’s values?

Another key ingredient of finding the right agency is discovering what their core values are. Do you get the feeling they’re just trying to make a quick buck? Or do you believe they are committed to your success and will do everything in their power to ensure you achieve your goals?

Often you can even get a sense of this from a mobile marketing agency website.

Feel free to ask their other clients of how they were treated and how they felt about working with that company.

6. Can you guarantee a degree of reliability?

It’s easy to create an impressive website sprinkled with flowery statements. Don’t be deceived. Look for success stories that back their claims and check if they have received industry accolades. Consult your network to check the agency’s reputation. Is their name known and respected?

Check their mobile marketing strategies to ensure their promises aren’t empty. There are plenty of fakers out there, so be wary of mobile marketing agencies that just uses generic terms without showing any true value. Read through their blog posts to see the level of their understanding and their standing in the industry.

If you’re further down the process, ask for recommendations from the agency. Talk to their previous clients and see what their experience was like. Do they recommend the agency? How would they evaluate their experience?

What Types of Mobile Marketing Services Are Available?

The next thing to understand about a mobile marketing agency is what services they offer. The solutions offered can differ depending on any number of factors.

1. Niche mobile marketing services

First, there is a mobile marketing agency that offers niche mobile marketing solutions. These types of agencies usually have deep knowledge in one specific area.

For example, they might be Facebook experts. They will be able to tell you everything you need to know about Facebook campaigns and getting the highest conversion rates at the lowest cost.

When it comes to other areas of mobile marketing, however, such as SEO, this type of agency will not be able to guide you.

2. Full-service mobile marketing agency

A full-service mobile marketing agency, on the other hand, has a deep knowledge of the entire mobile landscape. This type of agency provides end-to-end solutions, offering mobile marketing services which include:

Strategy:

A great marketing strategy can be the difference between huge successes, and unfortunate failures. With the right mobile strategy company, you’ll be able to define your value proposition and target audience; get the right mobile strategy to engage consumers; and learn from the best mobile industry experts.

Creative:

One average, users take less than three seconds to decide whether or not to download an app. Having cutting-edge design can be the deciding factor that allows users to download. When it comes to standing out from 5.5 million other apps, simply good creatives won’t cut it. Great creative work combines a combination of strategic storytelling and creative flair, based off of tested data and experience.

ASO:

Your app store presence is critical to your success. An ASO agency ensures that your app store presence is on point. App store optimization is crucial to boost app discoverability, increase conversions, minimize media spend and increase organic downloads. Partnering with the best ASO agencies is an essential part of mobile success.

Product:

Partnering with a marketing agency is a lot more than simply taking your product and marketing it. The best agency will add significant value in terms of refining the product, making notable changes to achieve maximum results.

https://www.moburst.com/mobile-media-agency/

A top, full-service mobile marketing agency will ensure you’re up to date with the latest in trends, best practices, and tech innovation.

6 Questions CMOs Need to Ask Their Digital Marketing Agency

1. What is our goal?

While it seems like a pretty easy and obvious question, chances are you’re getting the wrong answers from your current advertisers. For many agencies out there, the success of a mobile business app means one thing: downloads.

Clueless mobile marketers will choose terms like CPI (Cost Per Install), that have very little to do with your marketing needs.

Your brand doesn’t need downloads – it needs customers. Walk the agency through your marketing funnel when setting your KPIs. Is your goal to complete registration and gain access to users’ data?

Or maybe it’s a single purchase made through the app? Possibilities are endless, but they all start with a clear vision.

2. Who is the target audience?

You’ve asked and answered this question countless times before, but mobile asks for a different type of answer.

Contrary to other campaigns where your target audience is predetermined and the creative assets serve a single purpose, mobile tailors a personalized experience for each user and calls for many different versions of the same campaign.

In other words, your target audience is broader and much more versatile than ever, and your agency must recognize it and provide you with a suitable solution.

3. What are the chosen advertising platforms?

We’ve said it once and we’ll will say it again: mobile products call for mobile advertising. Choosing billboards and TV ads over a clickable ad that will send users directly to your product makes very little sense.

Sadly, some agencies choose to collaborate with more traditional platforms and have no real reason to change course as long as their clients remain clueless.

This too calls for a change in terminology: replace “premium” and “CPM” with “performance” and you’ll see the difference right away. The more sophisticated and informed clients become, the harder it will be for advertisers to prioritize their own business politics over your brand’s business benefits.

4. Does our brand need an app?

This may seem strange coming from someone in the app business, but not every brand needs an app for every purpose. Creating a business app is not a task – it’s an ongoing process, and one that you have to invest in.

If your mobile marketing strategy is more than just lip service, don’t create an app without real value.

When your digital agency recommends building a mobile product, ask your account manager regarding the app’s purpose for users and how they plan on keeping it relevant post-launch. You just might learn that there’s a lot of maintenance work involved and the person in charge of it is, unfortunately, you.

5. Are we on the right track?

When presenting this question to your digital agency, make sure that the answer you receive is short and loaded with numbers. Forget elusive terms like “brand awareness” and demand transparency and clarity.

One of mobile’s strongest abilities is presenting real results in real time. So get the numbers, and make sure they’re the right ones. Track the churn, retention and engagement rates and always focus on the most important factor: ROI.

6. What happens if we fail to reach our goals?

Mobile marketing allows you to not only get the results right away, but also to make the necessary adjustments. If your agency promises to reach a specific goal (and no, “brand awareness” is not specific enough), you should expect to see an agile work process that moves fast and in accordance with the market’s response.

This calls for serious A/B testing on all verticals, including the campaign’s creative content and media strategy, as well as the product itself. Ask your agency what it plans to do in case each goal is not achieved, how it will draw the right conclusions and implement immediate changes.

How can a mobile agency help during COVID times?

In times of a global crisis, it is difficult to know how to move forward. As we wade into uncharted territory, marketers are redirecting strategies in hopes of maintaining stability. A marketing agency can help now more than ever in navigating these times of uncertainty successfully.

Due to COVID-19, people quarantined in their homes are increasingly turning to news, social media, games, video and texting on mobile devices, steepening an already rapidly growing consumer trend. Partnering with an app marketing company allows for greater insights and monitoring of the coinciding industry and app level trends.

An agency is able to provide access to expensive premium data collecting tools that offer these invaluable insights. With AppTweak, we have been able to monitor industry trends under the Lifestyle category. The CVR benchmark increased as the Corona crisis augmented, and fluctuated less than other categories. One of our clients, an app focused on psychic counselling, was categorized under Entertainment, a very competitive field. Backed-up by AppTweak’s data, we suggested shifting from Entertainment to Health & Fitness.

As soon as they switched categories, there was instant increase in category ranking.

In times of uncertainty and erratic market behavior due to the COVID-19 crisis, it is crucial now more than ever to partner with a dynamic agency that excels in both tracking opportunities for success and in creativity focused on improving overall performance.

Services we offer

Read more on how Moburst can help your app grow:

Mobile Strategy – Build an Impactful Mobile Marketing Strategy & Achieve your Growth Goals;
Product Consulting – After breaking down hundreds of apps to pieces;
Creative – Create a Memorable Experience From Launch to any Campaign;
App Store Optimization (ASO) – Get your app found on the app stores & downloaded: organically.

Gilad Bechar

Gilad Bechar is the Founder & CEO of Moburst. Gilad serves as a mentor to rising startups at Microsoft Accelerator, The Technion, Tel-Aviv University, Unit 8200 and for strategic Moburst clients, and is the Academic Director of the Mobile Marketing and New-Media course at Tel-Aviv University.

At long last, the release of iOS 14 has arrived, and with it what was expected to be a major shakeup for app developers and advertisers. In case you’ve been off the mobile marketing grid for the past three months the de facto elimination of the Identifier for Advertisers (IDFA) is what we’re talking about. While iOS 14 is loaded with lots of great new features for users and interesting ASO opportunities for analysts, for those looking to advertise their app the IDFA “phase-out” has been a major source of uncertainty and concern. Even before the changes to the IDFA were announced the release of iOS 14 was already a big deal. However, with more strict privacy rules and regulations as part of the package, the new operating system was set to send shockwaves throughout the industry regarding changes in the way app marketers choose to spend their ad budgets. Fortunately though in a much welcome stroke of good luck Apple has decided to delay the changes to the IDFA until next year. While this is great news for app marketers who have been scrambling to figure out what to do in the absence of the highly popular unique identifier, the change is inevitably coming and there’s no way around it. So, in the interest of setting yourself up for the best chance of success, we’ve put together some suggestions to help you take advantage of your new-found gift of time. IDFA Privacy Enhancements First things first, let’s define exactly what the IDFA is and why it’s perceived numbered days are garnering so much attention. In short, the IDFA tracks user data across apps and websites, and not just ones not necessarily owned by the company doing the tracking, in order to provide targeted advertising. Its technology is similar to a cookie, but even more powerful because it allows for full mobile attribution tracking of individual users from install to usage. Previously an active IDFA on an app installed by an iOS user was the default, buried deep away in the app’s Settings and hard to find (provided you even knew about it to look for in the first place). However, as part of the iOS 14 shakeup, the new policy will require users to consent permission to be tracked. Source: Apple The New Order of Business The way in which this process will play out will be as an opt-in delivered in the form of a pop-up notification with messaging to the effect of “[App Name] would like permission to track you across apps and websites owned by other companies.” Not surprisingly, expectations are slim at best of a high conversion rate for gaining users’ permission. In fact, the general sentiment around the industry is that even just a 10% opt-in rate would be borderline wildly optimistic. Clearly this development is going to have far and wide-ranging implications on the entire $80 billion industry, so needless to say this is hardly small potatoes and one that not even the most cleverly worded opt-in message alone will miraculously solve the problem. So How To Prepare Your Business For the New IDFA Rules Now, while automatic access to the IDFA may be going away, the good news is it doesn’t have to be the end of the world. Yes the IDFA gets the lion share of the attention, but it’s important to keep in mind that it isn’t the only game in town. Apple announced its own attribution framework called SKAdNetwork providing an, albeit limited, alternative: Source: Apple Most of the MMPs already have bundled the SKAdNetwork into the SDK that enables advertisers to control the data flow from the MMP’s UI without needing to implement another SDK. Moreover, the MMPs are also offering data enrichment that should provide some level of attribution. To what extent we’ll probably never know before the IDFA deprecation part of iOS 14 is fully rolled out. Besides that, publishers with many apps could leverage IDFV and there are already talks in the industry regarding the next big identifier (email / credit card are 2 big and obvious ones which Apple is already taking on with their sign-in with Apple/ Apple Pay products). Even beyond these efforts though you can also prepare on your own end if you’re willing to put in the work and get creative. The following are a few different solutions and workarounds you may want to consider depending on your team size, budget, and more. What Is Your Data Modeling Structure? If you have a Business Intelligence team and the resources to support it, this could be the option for you. First things first is to assess how you are currently measuring user data. Is your business relying solely on IDFA? If so, that’s going to be a problem. Are your data gatherers working off of raw data or aggregated reports? If the answer is raw data then switching to aggregated reports that rely on multiple identifiers could provide a good hedge and something you want to do. AppsFlyer’s Aggregated Attribution Solution Be aware though that while this may sound simple, changing the way you model your data is quite an involved process. Yes it can definitely be effective, but we’re talking about a pretty big fundamental shift in your BI’s modus operandi, and the time, manpower, and financial costs to implement such a change can add up in a hurry. How Are You Pulling Your Data? If you don’t have the resources to change your BI operations (or don’t have a dedicated BI team at all) then looking into your MMP and its capabilities must be high on your priority list. It’s important to remember that not all MMPs are created equal. Some were devised mobile-first while others trace their origins back to web attribution. Do you know the backstory behind the one you’re using? If your MMP is on top of its game then they are probably hard at work with solutions already in beta. Without naming names there are definitely two MMPs we know of, albeit in the more expensive price tier, that have already made great strides in this area since the IDFA news broke back in June. Unfortunately, others of the slightly lesser expensive variety who typically don’t trace their roots back to mobile attribution are somewhat behind the curve with getting solutions into beta. While they may be excellent products in their own rights, you truly do “get what you pay for” and with a development as disruptive as the required IDFA opt-in, the end may justify the means when it comes to spending a little bit more. However, and this is important, don’t jump without looking first - as we mentioned above every MMP is its own creature, so don’t assume you can or can’t get what you need from yours based solely on its size or price tag. Rethinking User Acquisition If you’re a small agency or publisher without a high level of technical experience the first two suggestions probably aren’t the right fit for you. However, even if you don’t have a BI team or aren’t using an MMP there are still some tactics available to you if you’re willing to put in the work. Think Outside the Box First things first you will need to get users to opt-in to allow you access to their IDFA. As we mentioned above and with an expected conversion rate of 10-20% tops, the outlook is rather bleak. While that intrusive consent pop-up that users are going to be presented with is the same for everyone, the messaging inside that pop-up doesn’t have to be. With developers free to get creative with words it still provides one last shot (albeit a long one at that) to stand out, show a little brand personality, and entice users to opt-in. Even if you’re successful with converting just a small percentage of users into IDFA consenters you’re ahead of the game and have now set yourself up to target them with their own unique campaigns featuring different messaging. It isn’t exactly a retargeting campaign, but rather a separate step in your user acquisition. Obviously it’s going to be a far smaller audience that you’ll be targeting, but one that’s composed of quality over quantity, and even more important, one that’s trackable and attributable. Higher Learning In addition to giving your creative team a new assignment with your opt-in messaging, you’re also going to need to put your UA manager to work in getting more statistically oriented when it comes to analysis of upper-funnel analysis. Up until now for performance marketers, the focus has been all about down funnel and mapping in-app events. However, with the IDFA no longer a given, conducting deeper analysis on metrics like impressions, CTR, CVR, and clicks are more important than ever before. Key Takeaways IDFA may be going away, but not all is lost. It certainly won’t be an easy change, but with the right planning it doesn’t have to be a catastrophe.If you have a data team and the resources to go with it, a restructuring of how you model your data, including switching to aggregated reporting rather from raw data could reap the dividends that justify the costs of doing it.Take a good hard look into everything your MMP has to offer. Do they already have solutions already in beta? If yours doesn’t, does it make sense to possibly spend more and switch to one that does?Treat your opt-in messages like ads. Make them as enticing as possible. It would be naive to expect them to move the needle a tremendous amount, but why leave any chips on the table?Change up your focus from down funnel to upper-funnel analysis to help identify trends more quickly.Stay alert. Yes, the changing trends in privacy present a huge challenge for everyone, and it’s not just iOS. Even Google is eventually expected to make its GAID an opt-in identifier as well. That said, keep in mind that Facebook relies on the IDFA for a significant percentage of its advertising technologies so they’re on it, as are many of the major MMPs. It’s a fluid situation that is pretty much guaranteed to change so in addition to doing your legwork make sure to check back with us as we’ll no doubt be keeping our eyes on the situation and sharing updates and insights when we have them.

Comments

20 thoughts on "Everything You Need To Know About A Mobile Marketing Agency"

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Everything You Need To Know About A Mobile Marketing Agency