A challenge for many mobile marketers is convincing people that mobile trumps traditionally brick-and-mortar business, or that it even improves on a desktop experience. For a lot of consumers, mobile means app experiences, and not necessarily bigger purchases, or even delivery services.
So, when it comes to advertising for Glovo’s ‘service on demand’, how can the team collaborate to effectively make a mobile-first delivery service part of everyday life, for both businesses and consumers?
We spoke to Jacques Frisch, Digital Marketing Director of Glovo, about all things mobile - from GDPR to user acquisition, and the role the company plays in a cities’ digital economy. Read on for the full interview.
Stephanie: What is Glovo, and what’s your role in the team?
Jacques: Glovo is an on-demand mobile platform. We’re also a courier service. The big difference with Glovo is that our users cannot only request and order things, like food, groceries and pharmaceuticals, but pretty much anything they need. You can also use the service to send items as well.
Imagine, for example, that you want to send a bunch of flowers to your partner, or you want to send important documents from one place in the city to the other. With Glovo, that’s possible.
I joined Glovo at the beginning of the year and I'm in charge of Digital Marketing. This means basically anything digital; not only performance marketing such as acquisitions or retention, but also ASO and SEO for the website.
How do you handle your paid media?
Jacques: The most obvious thing that we and many other companies do is use channels which allow us hyper-local targeting such as Google and Facebook. Having an attribution partner in place allows us full visibility of each cent we spend on user acquisition and, eventually, re-engagement.
Adjust has been very useful for tracking campaigns, and using more channels beyond the two that everyone else does.
And that’s not to be hard on these other channels, self-service marketing channels are where early stage start-ups should go first before moving on. If you’re already looking beyond, and wanting to reach people in different places, being able to have those decisions centralized and also having all the data in one place means that an attribution tool gets you to that next level after using the self-service tools.
As we are very conversion-focused, we have a bigger need for data. Eventually we’ll move more into automation.
Let’s talk a little bit about the engagement then. Are you guys doing much in the space?
Jacques: So far we’ve been able to create a solid foundation - a basic structure where we can build a re-engagement strategy off of. One of my goals here is to build a global re-engagement strategy and develop automation which merges everything into CRM, like push notifications, in-app messaging and retargeting ads
We have now just defined our re-engagement strategy. In Q2 2018 we’re going to launch the first retargeting ad campaigns as well.
What kind of advice do you have for companies looking to get into paid media?
Jacques: Obviously it all depends on the budget you’re working with. If you have a very tight purse you cannot afford a massive tool. So, if you’re an early day start-up (and I've been there) you need to start with tools like Google and Facebook. There, you also have to spend every cent wisely and see how things go.
I would say everybody should have a product-first philosophy. If you don't have your product sorted, you won't earn money. Or, users will just come in and be disappointed and then you’ll have a really hard time re-engaging them afterward. If that’s the case then you’ll likely have to spend more money on engagement than you need to.
If you have managed to build a great product first, spending becomes an afterthought. This is because the organic users you get will share your app and talk about it to your friends, and you’ll grow virally.
What about GDPR, how do you think that's going to affect people?
Jacques: It will probably affect us in terms of the total number of users we can re-engage with, especially for retargeting ads.
The challenge comes from users having to opt-in to be tracked - many are probably not going to opt in. That said, following the legal terms is fine - we will just have to be as creative as possible in order to win users over.
From our point of view, the main thing we need to check is that the partners we work with are as compliant as we are, even more so, since they’re handling so much user data. Many companies have moved their servers to EU locations now.
What do you predict for the future of mobile?
Jacques: We see more and more consolidation as the big players want to dominate the whole ad space. Most spend goes via Facebook and Google, essentially. But it's not like in the early days when you really had to work with twenty, fifty, a hundred networks to figure out what works the best. The more mature this mobile industry and market becomes, the more consolidated happens in terms of acquisition channels.
There is already a shift going on from to ‘internet of things’, and apps will go everywhere: into cars, into fridges, into the house, into any widget or piece of equipment you use in your day-to-day. So, I think there will be a lot more opportunities to spend money on app acquisition, but not necessarily for only the apps on phones.
That’s all from Jacques - and if you want to find out more about how Adjust helps its many clients perform effective mobile marketing, take a look at our Case Studies page. There, you can find a list of big mobile brands and the individual challenges they face. For more interviews, browse the blog, or click the links at the bottom of the page.