marketing automation

Moving away from 3rd party campaigns to continuous in-house marketing programs driven by customer data.

Our approach starts with marketer’s own 1st party customer data assets that are used to build audiences.

Own audiences are built and activated real-time, in compliance with privacy regulation, by taking full advantage of marketer’s existing tech stack investment: connecting data sources like analytics and CRM with marketing automation cloud and programmatic tools that are fit for business size and relevant for customer channels to be served.

Marketing automation framework

Once the technology foundation is in place, including visualization of audiences and engagement/retention KPIs, the in-house marketing team is able to run continuous programs, A/B test and iterate the best customer experience based on data.

As an in-house operation all customer insight accumulates into the marketer’s systems and organisation.

growth marketing for sme's

Case example of a Small and Medium-size Enterprise growth marketing setup.

Benefit of using partners in growth marketing is not only time to market and the ability to utilize own (human) resources across other critical tasks in business start-up, but also the benefit of an objective review of growth KPI (how and what to measure for success) and advice in technology choices that keep doors open for future scale with pay-as-you-grow license model.

When launching or scaling a new service or a product there’s typically too many things to be done and ideas to be tested. There’s helpful tools out there, like the business model canvas, to organize the ideas and business opportunity that in turn help break the necessary activities into a rough plan.

With business objective(s) clear we can iterate the MVP tasks. This can be done with anything from a g-sheet to company preferred team working software. We’ve found Trello gives a quick start into managing the big picture.

Growth Marketing Tasks Trello Board

In this example the company already had a customer base, social media following in Facebook and a web presence. The task was to scale that cost efficiently into new business areas.

At the heart of the operation is the customer database; connecting the data sources for a central customer identity management. Not only driven by regulatory demand, but organizing the existing customer records and marketing permissions creates the foundation for measurable marketing program.

Another key feature for this case was its brand story and content centricity. This suggests early focus in supporting content strategy and inbound activities, in favour of outbound marketing.

Start with one or few channel experiments; like send out the first newsletters according to thought-out media plan (e.g. weekly + events and promotions), monitor organic and paid traffic separately as well as lead quality. During the first experiments the accumulated analytics will generate re-marketing lists for future outbound activities as well as seed data for creating lookalike audiences.

Working from 1st party data and own channels outwards, and measuring each activity's ROI against expected business objectives reveals eventually the best setup for the SME - and proves the value of using a partner getting there.

mobile growth hacking

Methodology for sustainable user base and ARPDAU growth.

Mobile game and app development is all about making a great product.

Developers are often pushed with deadlines to deliver the best possible experience and engaging content for their users which leaves analytics instrumentation and monetization design to the last minute. The fragmented ecosystem doesn’t help in pinpointing the necessary and best fit partners.

We help developers and marketers apply useful frameworks to test business growth areas and shorten time to market with our experience from emerging technologies, channels and vendor relationships globally.

Courtesy of Mobile Growth Stack

Our expertise is in LTV modelling, App Store Optimization, A/B testing creatives and icons, UA performance marketing, monetization design and the underlying analytics implementation.

programmatic technology

Transition from legacy waterfalls into header bidding.

Programmatic advertising essentially removes unnecessary layers and structures between the buyer and seller and facilitates transparent, real-time and data-driven auctions for every ad impression.

In-app bidding scenario

In the short-term publishers should see the benefits of real-time competition pushing +50% increase in eCPMs resulting in overall higher yield. However, a bigger shift will happen over time as operations transition from manual waterfall management into something more meaningful: understanding buyer behaviour and preference through data and optimizing inventory value.

tools of the trade

Google Firebase for mobile app technology framework.

Mobile app and game developers are typically experts in client technology but successful business requires supporting services outside client development context. Services like authentication, storage, database, analytics, reporting, remote configuration and messaging are a must. Developing these services in-house ties development and maintenance resources away from the core business.

Using global cloud services from the likes of Amazon and Google, SME's can focus on their core expertise and business. We recommend using Amazon AWS and Google Firebase products that integrate smoothly to your development tech stack. Google Firebase offers a comprehensive set of products for app development and testing, audience engagement and growth.

Courtesy of Gooogle Firebase

We are a Google Partner and certified in Analytics and Adwords.

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