Alessandra Miuccio is a Performance Marketing Lead at Glovo, responsible for optimizing campaign performance and developing user acquisition strategies. Before Glovo, Alessandra managed lead generation, install and conversion campaigns at JustEat, BurgerKing and CornerJob. Fascinated in understanding mobile device usage and the thrilling challenge of acquiring new app users, Alessandra currently steers user growth at the fast-growing delivery app in Europe.
Read Alessandra's latest article: "Testing and Optimizing Ad Creatives in Google UACs"
Glovo is a delivery app that brings your city’s best products to you in a few minutes. You can order food, groceries, items from your favorite stores or pharmacy… really, anything you fancy. Our app was born to transform the way users acquire what they need, making cities more accessible. Thanks to our disruptive approach, Glovo is the fastest-growing delivery player in Europe, Western Asia and Africa.
I was very keen on gaining experience in Digital Marketing after graduating from college, so I enrolled at EAE Business School for a Master’s Degree and actively looked for internships to put my skills to the test. I started working at an email and mobile marketing agency where I learned the ins and outs of acquisition and performance marketing: attribution, important measurement KPIs, best-performing networks, and best marketing platforms for app businesses. Now I continue my curiosity in mobile advertising at Glovo.
I am fascinated by the nature of mobile devices: smartphones have become an extension of ourselves. We don’t go anywhere without them, and we use them from the morning to the late night for almost everything: video calling, taking pictures, checking tomorrow’s weather, reading emails.
Mobile marketing is a unique frame to showcase your product or service, and the challenge is delivering the right message, at the right time, to the right user—all in a constantly and rapidly changing industry.
I enjoy creating strategies for different stages of the funnel, thinking of the best channels to reach the right audience, and determining which creatives are the most effective for impacting users.
As long as you feel comfortable working in a fast-changing environment, success in mobile marketing will come. Always be willing to learn and stay updated about the latest industry news. You must also have a hands-on attitude and, most importantly: don’t fear failure or testing. Put yourself in the user's shoes and design marketing campaigns based on insights from your customers.
Your ads should look for user retention, not just “the click.” Achieve this by closely collaborating and aligning with other teams such as Sales, Product, and Operations.
Adapt fast to the moment you are living in.
Glovo offers different categories from which users can make orders: restaurants, groceries, snacks, para pharmacy. When the pandemic started, we saw a rapid change in the share of new users per ad category. So, we shifted our focus towards creating content that followed our insights.
In one case, we created a single ad promoting Glovo’s courier service - to test the category within our campaigns. After several weeks of this ad category growing, we refreshed it by including the top three use cases our users have. Soon after, both ads ranked in our top 10 best performing ads during the first lockdown in Europe.
I always go back to this: customize ads based on the user’s experience.
First, analyze and understand the app’s user journey: why they came, what they visited, and why they left. This gives you hints on how best to approach users again with the right message.
Second, work with the CRM team to align audience communications and the moment in which a team impacts users.
Try following an up-sell strategy to users who had a great first experience, then cross-selling to those who showed interest in different products or categories, or promoting new features or special discounts to the users who haven’t come back in a while.
Go straight to the action you want a user to make, or the message you want a user to remember. Be catchy and convey the value proposition in the first 3 seconds—especially if it is a video.
Customizing your ad placements and making the most of data-driven user insights will also help curate content relevant to your core audience.
Nowadays, there are outstanding ad fraud detection companies. Most of the tracking platforms include an anti-ad fraud solution, or businesses rely on their BI/Data team to build this analysis and alarm configuration in-house.