Faisal Hammad was formerly International Mobile Marketing Manager at Delivery Hero.
I have worked in many different roles in Online Marketing ever since graduating from university. This rotation, in terms of responsibilities, allowed me to get a good understanding of Performance Marketing in general but also specialize in mobile for the Middle East region. Learning mobile in the Middle East was a struggle for a couple of reasons:
- Mobile at that time was not as familiar, or as important, as it is in a city like Berlin. There especially weren’t as many advanced companies in terms of performance marketing in that region.
- Being away from the product and the product team limits the involvement and learnings you gain from working on-site.
However, I got a lot of support from the central team I eventually joined which definitely helped me in terms of self learning and development.
A good understanding of metrics means a good understanding of the product and user flow. Identifying KPIs (goals and targets) comes next. Then, working closely and continuously with BI to define and make custom reports for every activity and channel is one of the most important tasks to help us achieve our targets and constantly grow and succeed.
The creative process is an ongoing process, you cannot find one concept that will always work. Every market has different cultures, target audiences, and perception of design/marketing.To understand that:
- First get to know your audience and culture
- Always run A/B tests
- Don’t hesitate to try new ideas
Defining a quality user is always related to their loyalty to the product and brand. Basically, as mobile marketers, to have loyal and quality users we need to make sure that users have a seamless experience from impression to in-app purchase. This means working closely with Product, Design, Ops & Customer Care, and all the Online Marketing sub-channels (Social, SEM, SEO, CRM, Influencer Marketing) to show a value in using such a service. Otherwise, what’s keeping the user from ordering food by a phone or web?
THE LAST WORD
- Always test and stay up-to-date with the technology developments.
- Understand the markets before you do the marketing.
- Benchmarking is good, but there’s no right and wrong most of the time.. When in doubt, give it a try.