The very best mobile marketers get more while spending less than average marketers. We’ve seen it in the data.
But questions remain.
How do they achieve outsized results? Are they just smarter? Do they pick better ad networks? Did they choose the right agency that just happened to massively over-deliver?
None of the above. Instead, what our research shows is that super-successful marketers who outperform their competitors have a number of unfair advantages. To put it simply, they use the right tools.
For one thing, marketers generally recognize that working with more ad partners increases your chances of success. Research indicates that, Singular’s data proves it, and marketers instinctually recognize it.
So why aren’t marketers doing it? Perhaps the most important reason: they lack the right tools to manage multiple ad networks at scale.
Here are the three tools they need:
Essential martech tools: measurement
Without the right tools to measure, manage, and optimize your marketing spend, marketers have to deal with too much incompatible data, too many reports, too many dashboards, and too many incomplete perspectives on their overall picture.
Marketers need a way to see the big picture: all their data normalized, standardized, and visible in one place.
Essential martech tools: optimization
Once marketers’ data is assembled and accessible, it becomes a gold mine of valuable insights that the right platform can reveal. That means marketers don’t have to guess where they’re getting more value.
In addition, growth marketers don’t have to wonder how different creatives are performing: they know. They can compare ad units and creative across all campaigns and all platforms, understanding which images, text, and playables resonate with which audiences across all their ad partners.
Essential martech tools: management
When they add new networks, marketers also open themselves up to increased risk. They need a way to assess the relative quality of traffic, clicks, conversions, and installs from each ad network, and ensure they’re not paying for non-converting users.
In short, marketers need a way to maximize ROI and control fraud.
None of this is easy
Digital marketers generally know two or three “safe” sources of traffic, clicks, app installs, and conversions. The big two, Google and Facebook, are usually in that picture. After that, Amazon is getting some play — although mostly in consumer goods — and Apple Search Ads is growing as well.
But beyond these names many mobile marketers simply aren’t sure where they should go, which networks are trustworthy, and who they should try.
“Scaling mobile partners is hard,” says Barbara Mighdoll, Senior Director of Marketing for Singular. “It requires more effort, and without the right tools, you take more risks on fraud and traffic quality.”
Scaling is challenging, but without scaling, marketers are left in the same boat as all the others: mediocre results at high cost. And without the right tools, it’s almost impossible to scale ad partners safely.
The solution? Get the right tool.
For more information and details on how the best mobile marketers are achieving outsized results, download Scaling Mobile Growth: How smart marketers pay 37% less and get 60% more today.