Shannon Jessup is the senior vice president of partnerships for Tapjoy, a Personalized Monetization Platform whose mission is to help freemium mobile app publishers maximize their revenue.
The premise of mobile marketing automation is that it is supposed to help app developers do their jobs better, faster and more easily.
By enabling marketers and app developers to automate the delivery of targeted, relevant and timely messages to thousands or even millions of users on a one-to-one basis, the end goal of mobile marketing automation is to lift an app’s KPIs.
Unfortunately, it doesn’t always work out that way.
The tools and technologies that empower mobile marketing automation are only as good as the marketers that use them, and since the tools themselves are still relatively new to the market, there is a natural and expected learning curve in getting the best results from them.
No matter how reliable the technology itself is, marketers are going to make mistakes, and results aren’t always going to be as expected. When mistakes aren’t caught in time, marketing automation can even cause an app’s KPIs to move in the wrong direction.
The good news is, these mistakes can usually be corrected fairly easily. The first step is simply knowing what went wrong. To that end, we’ll provide the top mistakes many app developers make when carrying out a mobile marketing automation strategy.
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