This Q&A reflects Kate's time as Senior Manager User Acquisition at Jambox Games. Currently, Kate is Senior User Acquisition at ABI Game Studio.
Kate Duong is Senior UA Channel Strategist at Amanotes, a rising mobile app publisher in Southeast Asia. Kate first dabbled in growth marketing when she managed and optimized client ad campaigns at Google. After learning how to drive performance for apps in Southeast Asia, Kate joined Amanotes in 2019. At Amanotes, Kate combines her musical interests with performance data to lead user acquisition for their top music gaming apps.
Read Kate's latest article: "For International Women’s Day, Leading Women in Mobile Share Their Advice"
I manage performance for Tiles Hop, Amanote’s second smash-hit game, and Besides Magic Tiles 3, which topped the music game charts in over 190 countries. As of 2020, I oversee all Amanotes apps in the U.S. and other English-speaking countries.
While I was working at Google for UAC clients, I gained first-hand experience developing mobile apps in the SEA market-—particularly in Vietnam. Being a consultant for various businesses in the app industry enriched my marketing knowledge and paved the way for my career path in mobile marketing.
Mobile marketing is the newest field amongst all other channels in the digital marketing sphere. A mobile marketer’s responsibility is to scale apps profitably and effectively reach users through concise and meaningful messages—on the right platform and at the right time. As a data-driven individual, I am always curious about finding and matching users with their values. Mobile marketing was the perfect place to combine data analytics and user psychology!
Testing repetitively is the key to success.
Creatives, new channels and campaign testing make up the main bulk of my day-to-day as a growth marketer. I utilize my time to hypothesize over ideas and update new features, including marketing insights of each channel and market. Combined together, I help create a good and detailed user acquisition strategy. If you want to lead and succeed in mobile marketing, be the pioneer—fail, learn, and repeat.
Before testing any ideas, evaluate your current status to manage possible risks with stakeholders including the internal teams like Product, Monetization, Data Science, and of course, external ad networks and vendors. Communicating and assessing your footing helps to properly evaluate user flow and understand what the insights behind the metrics mean.
Take a closer look at how users interact with your app. Based on our historical data and consulting with the product team, we were able to define and segment by user journey. Combined with SRN channels like Google ads and TikTok, we successfully lifted 30% user value.
Make use of social and seasonal trends like Christmas and Halloween, or even TikTok viral trends. Clearly define your hypothesis, test, and apply improvements. In order to do that, you will also need a hands-on creatives team.
I have a couple of pieces of advice to share: