This Q&A reflects Julia's time as Senior Digital Marketing Manager at American Well. Currently, Julia is Director of Performance Marketing at Ten Percent Happier.
Julia Wu was formerly a Senior Digital Marketing Manager at American Well, based out of Boston. After a stint at TJX with brick and mortar retail, she started her first marketing gig at Rue La La. She managed affiliates and paid social mobile marketing, two very different channels. Next, she became the growth marketing lead at Runkeeper/ASICS Digital, where she helped monetize an app with over 55 million users worldwide and brought a new app, ASICS Studio, to market. Julia found her passion for performance marketing, so she joined American Well to be part of a team at the forefront of mobile marketing in healthcare.
Read Julia's latest article: "3 Benefits of Working with Your Mobile App Product Team"
American Well powers a suite of apps (desktop, mobile and SDK) that provides live, on-demand video visits with doctors. We are in the business of making your life that much easier when you are sick. In addition, I have the privilege of working with the Amwell app, along with the apps of of our clients, who are some of the biggest names in the healthcare industry.
I started my marketing career managing affiliates and paid social app marketing. The two couldn’t have been more different. As much as I love the relationship and negotiations of the affiliate world, I gravitated towards the fast-pace and innovation of mobile marketing.
Mobile marketing requires constant collaboration between marketing, product, engineering, design, and analytics. I love working cross functionally with these groups to build a successful mobile marketing program.
Align. Measure. Iterate
We often define quality users as financially quantifiable users. As much as I want to optimize toward an LTV for every app I work on, the reality is different. For me, a quality user is someone who aligns with our goals at a certain point in time, especially if these users continuously meet our evolving goals.
The best way to convert installs into engaged app users is to start off with a deep understanding of the user and the problems they are trying to solve. This helps set the users’ expectations from the get-go and provides a foundation for CRM messaging iteration.
In one recent campaign, we doubled CTR through creative optimization while maintaining lower funnel conversion rates. Our hypotheses for creative optimization were a fusion of qualitative research from product and quantitative testing powered by the marketing team.
Mobile marketers have leaned heavily into performance marketing with measurement and MarTech improvements. Brand marketing has taken a back burner for most of us. I believe we are on the cusp of developing frameworks and measurement to bring brand marketing back into our toolkit. I see a future where we will not only find value in our users, but also value in our brand.
I am a big fan of proactively vetting partners from the get-go. I will get on the phone and ask for references. After onboarding the partners, I am all about developing reporting and benchmarks to help spot deviations.