Why Algorithmic Marketing is a Good Thing for Mobile Marketing

This post is a summary of a presentation by Gabe Kwakyi at the 2018 App Growth Summit event in New York, NY. You can find the slides here. This post is part 1 and focuses on why the age of algorithmic marketing is a good thing for mobile marketers. Part 2 will focus on how to analyze and optimize the success of your marketing campaigns using data.

The age of algorithmic marketing has become mainstream in mobile marketing with the launch of Google UAC; we think this is a good thing.

If you don’t yet understand the change or why it’s a good thing, let’s explore a few concepts:

What Algorithmic Marketing Changes

The following is a list of the major (although not fully inclusive) levers that mobile marketers were able to pull in an AdWords web campaign prior to algorithmic marketing campaigns:

Top-level

• Geographic (country, state, city)
• Platform, device (iOS/Android, phone/tablet)

Mid-level

• Network (display vs search)
• Interest (word games)
• Keywords (word games)
• Demographic (age/gender)

Lower-level

• Lookalike (purchasers)
• Remarketing (installed not purchased)