Mobile & App Masterclass London

The latest event in our Mobile Marketing Masterclass series took place in London last week. More than 40 delegates were in attendance at the Mobile & App Marketing Masterclass, all looking to hear from our mobile and app marketing experts. Brands and publishers included American Express, Chelsea FC, Culture Trip, Deliveroo, Eurostar, Just Eat, Net-a-Porter, News UK, Starling Bank, Superdry, and more.

David Llewellyn, marketing director EMEA at AppsFlyer
, got the Masterclass underway looking at this year’s trends, opportunities, and challenges within mobile marketing. He discussed how app marketers are becoming increasingly reliant on paid marketing, but continue to miss out on the opportunity presented by retargeting.

Llewellyn continued by addressing the ever-growing maturity of martech and how important it is for brands to use these tools to create a full funnel stack, despite the challenge this can pose. And predicted that, in 2020, the ‘traditional’ role of a mobile app marketer will transform the likes of Google and Facebook increasingly automate campaign management elements of user acquisition and a deeper integration is made between marketing, product, and tech functions.

James Bott, CEO & co-founder at The ASO Co

Faye Liddle-Moore, commercial director for Northern Europe at Outbrain, explained why native advertising is an effective marketing channel for reaching consumers in a world where people hate to be interrupted by ads, exploring the advantage of its non-intrusive formats, premium environment, and targeting capabilities.

The presentation also included the sharing of a case study about Outbrain’s success of driving app downloads, lowering cost-per-click, and increasing lifetime value for German cram-reading app Blinkist.

Magith Noohukhan, customer engagement evangelist at Braze, gave the audience an insight into ‘Mastering Brilliant Customer Experiences’ in a time where the number of platforms, channels, and devices to reach consumers on continue to grow, providing examples of brands which have done just that.

He discussed the importance of brands humanising their relationships with customers at scale and providing personalised, and relevant, communication by understanding user behaviour and updating user preferences in real-time.

The final partner presentation came from Giuseppe Bellanca, managing director EMEA at TrafficGuard, who discussed how ‘proactive’ ad fraud prevention drives growth for brands.

According to Bellanca, fraud prevention leads to ad spend delivering genuine ad engagements, increases reach, allows for faster optimisation with clean data, makes way for high-value customer acquisition, and improves advertising return on investment.

The results of TrafficGuard’s work with on-demand delivery startup Rappi were also shared, showing how the business was able to increase return on ad spend, improve conversion rate, and save time for the Latin American company.

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