#engage Mobile Influencers: Zedge’s Eric doormouse Peltier (Part Two of Two)

Share on FacebookTweet about this on TwitterShare on LinkedIn


Each month, the #engage Mobile Influencers interview series profiles experts, thought leaders and rising stars in mobile, giving them an opportunity to share their personal experiences, preferences and predictions when it comes to mobile.

Earlier this week, we chatted with Zedge‘s Eric doormouse Peltier – take a look here – and now he’s back for the second and final part of his #engage Mobile Influencers interview!

Appboy: Favorite mobile messaging channel – push, in-app, email, News Feed – and why?

Eric: It honestly depends on what business need the message supports and to which segment it is being delivered based on the sender’s perception of the value proposition. Each channel does something very well while also having inherent limitations, so it’s really about knowing which one applies in a given circumstance for a given product or feature based on a given target audience. So, what I really like best: all of them are available to be leveraged when appropriate.

Appboy: What steps have you found useful in assessing and optimizing the effectiveness of your app and its messaging?

Eric: First, be ok with taking time to plan. Doing the due diligence in planning marketing activities, be it proof of concept tests, campaign optimization tests, or rolling out a full scale implementation, will ensure you achieve the return on your investment by reducing mistakes, time overruns, backtracking, etc.

Second, identify the what and why of data collection and analysis. A common mistake is to under-collect information having missed the “what” portion. A common problem is not necessarily overcollection, but becoming afflicted by analysis paralysis having missed the “why.”

Third, be of the mindset that nothing is ever in a “finished” state. Your consumers and the world they behave in are dynamic in nature, therefore your product features and related marketing messages should be responsive and ever changing.

Finally, don’t be afraid of failure. Be cognizant of your level of risk tolerance, but do not be risk averse. Tests and campaigns may not always provide a financial ROI and that is OK, it’s part of the optimization process.

Appboy: How would you advise differentiating your mobile strategies depending on platform, device etc.?

Eric: There are some “universal truths” floating around, but it’s best to do a reality check against your own customers.

Quantitatively track user behaviors, and compare and contrast them across the different attributes like the platform, device, handset language, country, network access, etc.

Qualitatively layer the voice of your customers over the numbers to tell a story. Use indirect feedback (e.g. public commenting) or direct feedback (e.g. surveys, focus groups, etc.)

Supplement your data with second hand information: trade mags & journals, white papers, talking to fellow marketers, etc.

Create a hypothesis based on your value proposition and brand identity crafted around the research and then test to validate it. It may be there’s no differentiation necessary or that your particular consumer desires a very high level of personalization based on complex factors. The only way you’ll know for sure is to do the research.

Appboy: What advice do you have for companies looking to establish a stronger mobile marketing presence?

Eric: If you don’t have a voice in mobile: start one. If you’re only leveraging one channel, experiment with others. If you’re coasting on your initial rollout: optimize. The work will never be done in a dynamic marketplace, so, to quote Nike, “Just Do It.”

Appboy: What has the most difficult and conversely, the most rewarding, part of being a product marketer for a mobile app?

Eric: It might sound counterintuitive but, “quick win,” “low hanging fruit” or “proof of concept”  successes are sometimes the most difficult part for me. I liken them to a shot of afternoon espresso. It feels pretty good in the moment, but it’s a fleeting high. They are delicate to maneuver because although they do represent a success, they can create unrealistic expectations, especially when it’s not necessarily replicable or scalable. This potentially turns into the catalyst for diminished enthusiasm or support among stakeholders or the executing team that can undermine the value of other – usually longer term – work being done. Don’t get me wrong, I like to experience success, but there’s a process that isn’t always fun to ensuring certain kinds of success aren’t overvalued or overshadowing the less visible and more involved efforts.

What I most enjoy is the convergence of the human element of stories from consumers enjoying the pitch in conjunction with the return on investment the campaign brings to the business objective it was set out to fulfill.  Happy consumers and happy stakeholders happening at the same time makes for a happy marketer. You may not get to experience both simultaneously that often.

Thanks, Eric! For more awesome mobile conversations, make sure you join the #engage Mobile App Meetup group and RSVP for our June 16th event at Appboy HQ in Midtown Manhattan. And stay tuned for the next interview in July!

Share this post

Share on FacebookTweet about this on TwitterShare on LinkedIn