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Exclusive Interview with Gianluca Caccamo Sales Manager, Mobile Business Global Development at Flymob

What’s the key to driving engagement with mobile advertising?

Brand Recognition. White Hat UX. Intent & Relevance. Post-Install Engagement.

These are all terms mobile marketers should be familiar or familiarize with. It’s a no brainer that a branded app shows higher level of engagement and this is the natural consequence of all integrated communications a company has comprehensively deployed to create that brand equity.

We can’t remark this enough, UX is the cornerstone of an engaging app. “Less is more” applies also in UX, from user interface to engaging ads. Make the user happy and all rest will follow.

Intent & Relevance generally fit in together. A user needs to find what is browsing relevant. If I am browsing for game-related content, it makes perfect sense to show engaging gaming ads. Intent comes from the user, relevance from the content publishers provide them. Flymob is a specialist in these domains.

Lastly, it’s paramount to engage the user in the moment he is sticking the most - the moment he is installing your app. This is a defining moment. User has made an effort and is enthusiasm and expectation are highest. Engage right off the bat, send a relevant notification, explain how the apps works. It’s your unique chance to lock the user up. Immediately. Many marketers overlook it and miss to take full advantage of this key moment in the app life-cycle.

Conversely, what are the main mistakes advertisers should avoid when using mobile?

Thinking of mobile as a complementary channel to their online marketing strategy. In recent business models of gig economy and in most cases for emerging markets, where mobile is the only way to access the Internet, mobile is not only first but above all the - only - channel.

Top UX is a must, given the little real estate of the screens user deal with. Designing for mobile requires responsive layouts to adapt smoothly to any screen. Easy done for Apple, more complex for the great variety of devices for Android.

Before developing the m-site or app for your brand, it’s important to define which purpose each will serve and how they will play a role into the conversion and engagement flow. UX should follow the purpose of each channel. For my experience, a great app should have 1 purpose only, mobile websites generally are more informative and text-rich.

How significant do you think mobile developments in areas such as data analytics and push notifications will shape and affect the future of advertising in general?

Nowadays data is key in any sector, mobile included, to infer the information you need for taking any decision. From data depends the sustainability of a business, as much as the ROI of your marketing efforts. Data in mobile rely on different systems of tracking which have emerged in the mobile industry so far. Cross channel tracking is not a perfect science to date and relies on different data points assumptions and commonly emerged standards. Tracking post-install in-app events will allow you to judge level of engagement with the app and to optimise towards your intended goals or purpose of the app.

Push notification is an important layer of direct communication with customers but it’s important to pace its use. Users can get easily annoyed. If I develop a food commerce app , it’s reasonable to send a notification at lunch, brunch or dinner times. Less reasonable to increase its frequency.         

Are people taking full advantage of the marketing opportunities apps already offer?

When mobile apps ecosystem will be able to replicate the link structure we are used to see with desktop to connect specific pages of different domains, at that point we would be able to say to have reached parity with desktop. What today is missing are the many opportunities that come from deep linking. Think this way for a moment. Let’s assume I am hungry and I want to avail of Open Table app to reserve a restaurant table downtown. What if within the app I had the chance to book Uber or Lyft to reach the restaurant I just booked. Easy no? This is just an example which unlocks many opportunities of partnerships among collateral services.

What impact do you expect IoT to have on the mobile industry over the coming years?

Massive. Different events are held in Dublin around this black-hole topic currently. It will unlock thousands of new applications in the coming years, although at the moment we are ahead of the curve in terms of mass adoption of IoT technology and its infrastructuring. Well forward in terms of penetration of mobile.   

What is the main advantage of attending Apps World?

Marketers will have a chance to know the amazing things Flymob is doing for scaling  mobile growth and will have a better grasp of the mobile industry as whole. My expectations for the mobile industry to raise the bar and keep learning curve steep for all partners are indeed high. 

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