As the founder and CEO of Yodel Mobile, an international app marketing agency based in London, Mick Rigby brings over 20 years of experience in the industry. In this episode, Mick shares his insights on the evolution of mobile marketing and his approach to today’s greatest industry hurdles, from creative development and AI, to testing channels and diversifying your marketing mix. Mick also highlights the key challenges in retaining user engagement in the competitive app market and what he’s looking forward to in 2025.
Questions Mick answered in this episode:
- What’s your perspective on the evolution of the mobile marketing industry over the last two decades?
- What are you seeing in terms of trends in creative styles?
- How is AI positively impacting your customer base?
- How do you think about diversifying ad spend for a customer? What portion of it is going to self-attributed networks and programmatic? And where do you see that changing in the future?
- How long do you give a channel before you pull the plug?
- What’s your opinion on retention tactics?
- What predictions do you have for the mobile marketing industry in 2025?
Timestamp:
- 1:30 About Yodel Mobile
- 4:00 The evolution of mobile advertising
- 8:55 AI in creative development
- 12:42 Strategies for diversifying ad spend
- 14:39 When to pull the plug on a channel
- 16:55 Mick’s view on retention
- 18:42 A look ahead at 2025
Quotes:
(5:05-5:27) “Millennials are opening 30-plus apps a day, and it’s become an essential part of access to digital information and media support, certainly for that particular target audience; and then the older audiences, like myself, rely very heavily on apps now. So they’ve become integral to the way we live.”
(7:34-7:46) “Now, creatives have become as important as perhaps they were 15-20 years ago in the digital environment, where the creative actually drives the compelling message to get people to download.”
(10:49-11:08) “ We're seeing a lot of businesses start using AI to help with keyword metadata management for ASO. Now, I think it's a good way of short-cutting that process. The challenge though, is that a lot of the direction that AI takes us in is very similar for everybody.”
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