The 5 Questions You Must Ask Before You Work With ANYONE Involved With Mobile Or Apps.

Many claims are made by agencies and networks, yet very few companies are actually making a success out of mobile.

This is why it is critical to make sure that you ask the right questions before you start working with ANYONE who claims to be a 'mobile expert'.

Question #1:

Do you have a track record of working direct with advertisers or their agencies?

Most advertisers usually work direct only with 'big' networks or agencies…

So if they are working with other less well-known companies, it means that they must be adding value in addition to the 'core' network.

Otherwise why would they choose to work with them?

Question #2:

Will you take our campaign ONLY if you believe that you can deliver?

Because most performance marketing networks and agencies don't charge a fee, and just take an override % on every conversion they generate…

This creates a tendency to just aim to get as much business in as possible in order to generate income.

Many invest in huge business development teams whose aim is to get campaigns in at any cost...

With a focus on generating income now, rather than repeat business in the future.

Question #3:

Can you offer additional value than just lead generation or user acquisition?

The user journey in-app or on mobile is much quicker.

You have a lot less room to play with in terms of getting the user to interact the way you would like them to do.

Any good mobile consultant, agency or network will have specific experience of understanding mobile...

They must fully understand user experience, engagement, retention, and monetization - not just drive conversion.

Question #4:

Are you flexible enough to move quickly?

You need to be able to test and tweak creative, copy, and campaign details quickly as the mobile channel is constantly being reinvented.

Turnaround times need to be measured in days, and sometimes hours!

Time lost in mobile is money wasted and there are no excuses for not being able flexible and agile.

Question #5:

Do you have experience outside of apps and mobile?

Many mobile agencies and networks are effectively start ups themselves...

And don't always have a history or direct background in understanding conversion online in general.

Additionally, direct response marketing plays a hugely critical role in mobile...

This is due to the smaller screen size and the 'distraction factor' of using mobile whilst doing something else.

Bonus Question #6:

Do you have a track record of delivering quality, rather than just quantity?

It is relatively easy to drive volume on mobile - especially in the app install channel.

What is more challenging is to drive 'quality' volume.

After all, you don't just want users to download your app and never actually use it...

Or register/subscribe, and unsubscribe themselves immediately.

If the consultant, agency, or network can’t give you six ‘Yes’ answers, find someone who can!

So...Let us answer

those questions for you.

Question #1:

Do you have a track record of working direct with advertisers or their agencies?

Answer :

YES

We have worked direct with clients such as NOW TV, O2, The Guardian, and Wowcher.

We have also worked direct with agencies such as M&C, Mediacom, Havas Media, 360i and Stream:20.

Question #2:

Will you take our campaign ONLY if you believe that you can deliver?

Answer :

YES

We don’t believe in getting business in for the sake of it. Otherwise it’s a waste of both of our time!

If we don’t believe that your mobile campaign will work for us both, we’ll tell you!

Question #3:

Can you offer additional value than just lead generation or user acquisition?

Answer :

YES

We have wide experience in website and creative design, user engagement, retention, and monetization...

As well as designing, implementing, and optimising mobile and app strategy worldwide.

Question #4:

Are you flexible enough to move quickly?

Answer :

YES

We are small enough to move very quickly, but big enough to make what we do work as effectively for you as possible.

Our reputation in the marketplace means that we can get moving on a campaign for you very quickly – if that is what you want.

Question #5:

Do you have experience outside of apps and mobile?

Answer :

YES

Our fifteen year Internet marketing experience means we know all there is about what works and what doesn’t.

We have wide marketing experience including copywriting, content creation, eCommerce and direct response.

Bonus Question #6:

Do you have a track record of delivering quality, rather than just quantity?

Answer :

YES

We worked directly with NOW TVs agency to drive subscriptions via mobile...and consistently ranked in the top 3 in terms of volume and LTV.

Bloom.fm’s agency consistently increased their budgets with us as our quality continued to back out their app install campaign to their subscription

model.

Wowcher (part of the Daily Mail group) increased budgets and gave us additional campaigns as their app installs consistently delivered new engaged

users.

There are many companies out there who claim to know mobile and apps.

We don’t claim to know about mobile and apps...

We just do.

Gary Vurnum

gary@inalignment.co.uk

uk.linkedin.com/in/garyvurnum