Driving Results: Full-Funnel Strategies for Mobile Marketing - Daniela Aschentrupp (DiDi), Diego Salazar (DiDi)

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Rating: 4.8 (3721 reviews)

07/24/24 • 28 min

In this episode, we speak to Diego Salazar, the Paid Media Lead, and Daniela ‘Dani’ Aschentrupp, the Ad Ops & Acquisitions Lead, at DiDi, one of the world’s biggest mobility and food delivery apps. Get a full-funnel perspective with best practices for re-engaging lapsed users and top tips for acquiring new ones. This episode also covers creative strategies and how to measure the effectiveness of your campaigns, along with a round-up of what to do in Mexico City!

Questions Diego and Dani answered in this episode:

Dani, what’s one story about mobile marketing you have to share with our listeners from a global giant like DiDi?
How do you measure brand campaigns?
Diego, can you give us some tips on creative strategy for re-engagement?
Do you have any favorite call-to-actions for re-engagement on the creative side?
Dani, what are your tips for UA creative strategies?
What best practices do you have to share about measurement for UA and retargeting?
How do you re-engage dormant users?
What are some of the biggest challenges you face when marketing to your customers?
What predictions do you have for the Google Privacy Sandbox?
What should I see in Mexico City?

Timestamp:

0:53 Intro to DiDi and the guests
2:12 Measuring the effectiveness of brand campaigns
6:03 Creative strategy tips for re-engagement
7:58 Creative strategy tips for UA
9:40 Measurement best practices for retargeting
13:26 Re-engaging lapsed users incrementally
14:51 What problem are you solving for your user?
17:25 Marketing challenges
20:28 Why a full-funnel approach to attribution is better
22:00 Predictions for Google’s Privacy Sandbox
24:17 What is there to do in Mexico City?

Quotes:

(6:40-6:53) - “Regarding creatives, it's very important to keep an updated pipeline with different ideas that you can continuously test to identify the top-performing message.”

(8:11-8:32) “You already know what works [for your creatives]: good incentive, good value proposition, and clear messaging. I would say stick to that. Stick to what works. Once you figure out what works for you, it’s time to test more on the placement side. Compare video versus banner versus rich media, and so on.”

(14:55-15:07) “You have to clearly understand what it is that you are solving for the user. When you come from that mindset, I think everything else falls into place.”

Mentioned in this Episode:

Questions Diego and Dani answered in this episode:

Dani, what’s one story about mobile marketing you have to share with our listeners from a global giant like DiDi?
How do you measure brand campaigns?
Diego, can you give us some tips on creative strategy for re-engagement?
Do you have any favorite call-to-actions for re-engagement on the creative side?
Dani, what are your tips for UA creative strategies?
What best practices do you have to share about measurement for UA and retargeting?
How do you re-engage dormant users?
What are some of the biggest challenges you face when marketing to your customers?
What predictions do you have for the Google Privacy Sandbox?
What should I see in Mexico City?

Timestamp:

0:53 Intro to DiDi and the guests
2:12 Measuring the effectiveness of brand campaigns
6:03 Creative strategy tips for re-engagement
7:58 Creative strategy tips for UA
9:40 Measurement best practices for retargeting
13:26 Re-engaging lapsed users incrementally
14:51 What problem are you solving for your user?
17:25 Marketing challenges
20:28 Why a full-funnel approach to attribution is better
22:00 Predictions for Google’s Privacy Sandbox
24:17 What is there to do in Mexico City?

Quotes:

(6:40-6:53) - “Regarding creatives, it's very important to keep an updated pipeline with different ideas that you can continuously test to identify the top-performing message.”

(14:55-15:07) “You have to clearly understand what it is that you are solving for the user. When you come from that mindset, I think everything else falls into place.”

Mentioned in this Episode:

Previous Episode

Next-level ASO: How AI Is Revolutionizing App Discovery - Thomas Kriebernegg (App Radar)

Apptivate’s newest host, Taylor Lobdell, interviews Thomas Kriebernegg, the co-founder of App Radar, an App Store Optimization (ASO) platform. They talk about how mobile marketers can use generative AI to reduce production time, improve the outcomes of their ASO efforts, and elevate their paid user acquisition (UA) campaigns. Listen now for more details.

Questions Thomas answered in this episode:

What is app store optimization?
How can smaller apps compete with big brands on ASO?
How can mobile marketers use AI for ASO?
What is paid UA?
How are you bringing in AI to help with paid UA?
Where should marketers start with using ChatGTP, or generative AI?
Where do you see AI going in the near or distant future?

Timestamp:

1:08 Thomas’s background
2:21 What is app store optimization? (ASO)
4:18 Fierce competition on the app store
6:50 Using AI for ASO
10:42 Why use paid UA?
12:30 Using AI for paid UA
15:00 Getting started with ChatGTP
16:30 The limitations of AI
17:58 The future of AI

Quotes:

(12:30-12:47) “From my point of view, one of the big underlying topics that AI enables is what I would call ‘mass-customization.’ This means that instead of running one ad and trying to make it perfect for everyone, you can run 10 ads for 10 different target audiences.”

Mentioned in this episode:

Next Episode

The science behind media mix optimization - Paul Kovalski (Self Financial)

What is media mix optimization and how do you do it well? Find out as Remerge host Patrick Eichmann chats with an expert on the subject. Paul Kovalski leads growth marketing for Self Financial, a fintech company with a mission to help people build credit. With a multi-channel media mix of TV, paid social, paid search, affiliates, and more, Paul brings useful insights to mobile marketers on maximizing their media mix.

Questions Paul Answered in this Episode:

How do you approach your media mix at Self Financial?
How do you allocate your budget to each channel?
What criteria are you thinking about when considering new sources of traffic?
How do you approach creative optimization?
How do you develop different creatives for different personas and products?
Any other best practices you’d like to share?

Timestamp:

0:46 Paul’s background
1:55 What is Self Financial?
2:53 Targets for optimizing your media mix
4:58 Budget allocations for each channel
7:00 Considerations for new sources of traffic
9:00 Creative testing for optimizing your media mix
13:54 Mindfulness exercise for marketers

Quotes:

(4:13-4:25) “I don’t think there’s any source of truth in data. Some media mix modeling tools would tell you otherwise, but it’s very much an art and science to determine how to spend your budget effectively.”

(8:16-8:34) “When launching a channel, I expect to see some craziness in the first couple of weeks. Once things settle, that’s what I take as the baseline for that channel.”

(9:00-9:12) “Creative production and optimization is one of the most important levers in optimizing media mix, particularly because the job of the media planner has changed so much over time.”