Ep 186: Full-funnel strategies for mobile marketing

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. In this episode, you'll get a full-funnel perspective of the best practices for re-engaging lapsed users and some top tips for acquiring new ones. They also discuss creative strategies and how to measure the effectiveness of your campaigns, plus a round up of what to do in Mexico City!

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• 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?

• 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?

(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.”