Postback has established itself as a key date in the calendar of mobile marketers from across the world. Bringing together a thousand delegates to talk about mobile is a true barometer of the scale of mobile marketing, and this flagship event provides a fantastic opportunity to exchange ideas and learn from each other.
MobileBest is delivering the best experience to a customer for whichever avenue they’re accessing your company. It means creating a dominating strategy across web and app. It means becoming a master of the buying cycle. It’s not enough anymore to just build a great app, or even to focus your efforts on just an optimized mobile website. Hear from this group of mobile-first marketers and enterprise marketers on how they key in on their strengths to deliver the right message, to the right person, at the right time.
Fraud is a familiar foe in the digital marketing world; many performance marketers know what it’s like to experience traffic patterns that just don’t add up, or to question whether every click really is delivering the value they’re paying for. We saw equal frustration from partners who have no way to defend their claims or who have frustration watching other partners running fraud and still getting advertising budgets. Hear the greatest challenges that are still left to be solved and how we can all help build trust in the industry.
As a marketer, our main goal is to deliver the right message to the right person at the right time – at scale. Since attention is diversifying across a growing number of channels, you aren’t able to just pick five advertising channels and have most of your audience covered anymore. The largest digital advertising partners own a significant amount of the supply inventory – but what about the thousands of other advertising partners? To scale your unique reach, you have to be thoughtful with your channels to plan a strategic media mix based on your campaign goals. This panel will discuss the clear advantages of diversifying your media mix.
In the online world, marketers clearly recognize the value of both paid and organic channels, and consequently, the time and resources dedicated to each strategy has achieved a certain balance. Unfortunately, this balance seems to have been lost somewhere along the way in app marketing, and companies appear to focus more heavily on a single channel (i.e. either paid or organic). Having a strategic mix between paid and organic marketing efforts is vital to success. The reason this strategic mix is so important is because of the unique relationship that exists between paid and organic installs. In the app world, running paid install campaigns boosts two (of the many) specific metrics that impact an app’s rank in the app store: total downloads and download velocity. With these paid campaigns, the boost to both metrics also increases the app’s ranking in the Top Charts and search, which leads to greater visibility and more organic downloads. This panel will dive into their winning strategies across paid and organic.
To measure return on ad spend (ROAS), marketers have typically had the hassle of dealing with multiple spreadsheets and sources in order to consolidate data on their own, or had to rely on data aggregation platforms that use unreliable and probabilistic methods to match data sets. Hear how marketers are turning to Multiverse as a much simpler way to reconcile the cost of marketing campaigns and the results collected from their web and mobile apps.
The success of an organization’s mobile strategy ultimately lies with the c-suite and their leadership. Hear from a panel of CMOs as they share insights on where mobile lives within their organization, how they foster mobile talent and expertise among their staff, integrate and embrace new and changing technology platforms, optimize their media spend, and ultimately build deeper relationships with their connected consumers.
These companies are financial winners, capturing outsized stock price growth: as much as 15% better than mobile laggards. In fact, companies that are tops in mobile are 1.9X more likely to be financially successful. Why? They connect with people one-on-one at scale via mobile, giving them unmediated and instant communication channels with their customers, an unparalleled advantage over their competitors.
Having a great mobile experience that works regardless of how the customer wants to interact with your brand is the dream for every marketer, and that is going to require a smarter connection between advertising and marketing — from the ads they experience, to their first engagement, and every behavior from their first purchase to their last. That customer experience occurs through various devices and platforms across the web and native apps, and there must be a way to pull it all together. Hear from brands that are connecting marketing with advertising, connecting every marketing event from attribution to engagement, to deliver the best customer experience.
We teamed up with IGNITE Worldwide to facilitate donations for the advancement of women in technology.
Thank you to this year's partners who have collectively donated $90,000 to IGNITE for this year's Postback.
