This Q&A reflects Hana's time as Marketing Director at Fishbrain. Currently, Hana is Senior Marketing Manager - Global Paid App Acquisition Lead at Klarna.
Originally from Singapore, Hana started her career at MindShare as a media buyer for one of Singapore's largest telecommunications company. She moved to Sweden and worked at iZettle where she was responsible for display and app campaigns. Hana joined Fishbrain in 2017 as Senior User Acquisition Manager to scale paid growth. She is currently the Marketing Director at Fishbrain, overseeing performance and retention marketing.
Read Hana's latest article: "How to Build a Customer-First Channel Strategy Mix for Your App"
Fishbrain is an app for people who love fishing. It has two parts to it: social media and the utility side. The social media function of the app allows anglers to connect with each other and engage over catches that they post on Fishbrain. The utility side of the app offers catch maps, fishing forecasts, and a depth map to help you get the best catch.
I got my start in mobile marketing by accident. At iZettle, users were required to download the app and buy the card reader in order to use our product. So initially we were not running mobile app install (MAI) campaigns. Once we figure out that we were missing out on an opportunity, I became responsible for the strategy, budgeting and execution of our display, programmatic and app install campaigns.
Mobile marketing is a complex ecosystem. It's not just about acquiring users. You need to retain users too. I love working closely with the product teams because my work depends on different facets of the app, such as onboarding and app features. It's not a one-woman show.
Keeping up with the latest trends in mobile marketing and developments in the app stores can really boost your efforts. Always be testing -- whether it is new creatives, targeting or campaign objectives. Some of my best-performing campaigns came from testing something unconventional.
A quality mobile user is not someone who just downloads the app. I look at the D7 (day 7) activity -- did this user come back to the app, did they perform an action, did they opt into our trial? Ultimately, do we see a high LTV from this user?
Have a solid CRM strategy that consists of emails, in-app messaging and push notifications. It takes continuous product improvements before an app gets to the stage where the user “gets it” immediately after going through onboarding. With email, in-app messaging and push, you accelerate the process of understanding the value of your app.
Keep good hygiene in how your events are set up. When you set up your event tracking incorrectly, you limit your targeting and communication, which affects your performance. However, now we split our events out and see better retention on these campaigns.
I attend conferences and subscribe to newsletters related to mobile marketing. In Stockholm, where I am based, we have a mobile marketing breakfast where people in the industry come together and discuss everything mobile marketing. The Mobile Heroes Slack community has also become a great way to keep up with trends and developments in the industry.
Definitely omnichannel marketing. There is a shift from just running mobile app install campaigns to running both mobile and web campaigns. Apps are now offering the web version of their product. Currently we see reporting for mobile campaigns and web campaigns separately, which is very limiting. I see some MMPs trying to tackle this by providing web attribution on top of mobile attribution.
Have a fraud solution in place. Work with trusted partners and know what your fraud KPIs are.