![]() What are some things that surprised you along the way in your marketing techniques? Whether through Facebook, Instagram, or Pinterest, we are able to bring the right message, as well as utilize deep links in our user acquisition activity. With regards to reaching small, specific, and more segmented audiences for unique features within Viber, then we are using dedicated social networks. If you are talking about growth and optimizing for an event to help predict retention and loyal users, then I would say Google Ads App Campaigns is the most cost-efficient solution for us, though it has many disadvantages. So, it depends, right? Different activities require different channels – each with their advantages and disadvantages. What channels are you utilizing, and which do you find most efficient? What we’re doing now is evaluating key partners that are more dedicated to our specific needs, while developing some channels with Snapchat and Pinterest – two very interesting social networks. We’ve used many ad networks in the past, but after analyzing the results, we saw that they didn’t have a lot of incremental value. We also use Apple Search Ads for brand protection and for supporting our ASO strategy. We’re using Google Ads and Facebook/Instagram (both for branding and for dedicated performance campaigns). Since Viber has many users in our targeted countries, the ability to differentiate in real time between a potential user and an existing active user is key in choosing our marketing sources. In addition, we look for marketing sources that can segment our audience and target users based on the specific and custom needs of Viber. In most cases, these sources also have the most sophisticated APIs to ease usage. We chose to go with premium advertisers to minimize fraud and deliver reach at scale. What are the main components of your marketing mix?Īlthough Viber is a big brand, our marketing team is limited in media management resources. Moshi was looking for a well-known brand that provides value to their users, and with over 260 million active users, the calling & messaging app was just the place he needed to be. It was during this time that the VP of Marketing at Viber had begun to build an in-house team. He fell in love with the power of digital marketing – “with just the click of a button, you can reach millions upon millions of users online.” Dealing with high-performance campaigns, he helped other applications grow and achieve their business goals. Here, he began to get a sense for the industry and started to thrive. He looked for a position in marketing and found one at a mobile agency. The startup eventually closed, but the path continued. After finishing the internship at Waze, Moshi looked for a similar opportunity and found a small startup from the music streaming industry, where he helped grow their product and turn it mobile. Through this group project, Moshi became enthralled with the mobile app world. Luckily for Moshi, someone in his group had suggested going the route of mobile applications.Īfter reaching out to several companies, they were eventually accepted by a small, niche application at the time known as Waze. It was during his third semester that he was assigned a group project to find a company that was facing a business problem and figure out a solution. He decided to get his MBA degree from Ben Gurion University in collaboration with Columbia University. So how did Moshi become the marketing expert he is today?Īfter completing his Israeli military service, Moshi felt that he wanted to do something more innovative, more creative. Nevertheless, he was nice enough to hang them up for a chat with yellowHEAD to share his experience and insights into the mobile marketing world of Viber. Great app for cis straight people, terrible for anyone that isn’t exactly that.Moshi Blum wears many hats as the Head of User Acquisition at Viber organic, paid, and viral acquisition. learning that, along with having to pick a gender I was not, I deleted my account nearly immediately after it was created. I can only assume this means the app only connects you with the “opposite” gender, and has no way to change this. ![]() from the few minutes of swiping I took, there was only men. At the gender prompt, I marked it as female, because thats the closest to what I am, but I am not attracted to men. ![]() I really liked the idea of collecting “vibes” and being able to see how alike you are to someone! However, i did notice something that really killed the experience for me. ![]() I got this because it looked cool, and i kept that opinion up until i was making my account! I’m Non-binary, so my first problem was when i was prompted to pick “male or female”. ![]()
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