Category: Marketing

Nowadays the digital marketing field is fundamental in any company. Due to the digital revolution and everything being “measurable”, the marketing role has radically evolved. To ver the digital role it is neccesary to posses analytical, mathematics and tech skills combined with traditional ones such as communciation, strategy, positioning, etc.

Currently there are more and more specialized studies and courses about digital marketing. Although people with more experience are usually self-made thanks to the power of information and Internet itself. However, there is still a big gap in talent and skills between traditional and digital world.

The objective of these articles is to try to cover that gap. In addition we will try to share some current techniques.

Paid acquisition channels. Which one should we choose?
A Head of Growth, CMO, or Head of User Acquisition has many responsibilities. One key task involves planning and distributing the company’s marketing budget through different paid acquisition channels. There are plenty of paid acquisition channels to grow our business. If we had an unlimited budget, we would surely try to use all of them. However, marketing budgets are finite regardless of their size. So we should ask ourselves these questions: what’s the best way to distribute the budget? What are the best paid channels to use? In which moment should we choose one or another?
This article does not cover the steps for executing a user acquisition campaign neither does it describes all possible acquisition channels to use. This article aims to help the person in charge of the company’s growth choosing between all different paid acquisition channels based on criteria such as market share or potential market through a simple framework. This model builds on the framework described by Eric Seufert in his article “Brand marketing and performance marketing could co-exist on mobile” which explains the relationship between “performance” and “brand marketing” based on such a model. This article applies to the “mobile app” ecosystem However, you can extrapolate it to other sectors.
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December, 2017
Model and measure the customer lifecycle
Understanding the customer lifecycle is fundamental for product design and customer management (CRM). It helps optimize engagement and, consequently, increase revenue and product sustainability. Plenty of information exists online about the lifecycle and its importance in business and marketing. However, there is almost no information or references about how to measure the customer lifecycle. The little information out there is scarce, theoretical and subjective. Measuring the customer lifecycle reveals the best time to send a promotion. It also shows how much time a customer needs to understand your product. This article aims to provide an objective and practical way to model and calculate the customer lifecycle This helps define and set up marketing and product strategies with better criteria.
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September, 2017
Communication channels for a CRM in Marketing
In a B2C Marketing department, the Marketing Manager manages user acquisition channels. Moreover, the Customer Relationships Manager or CRM Manager manages the communication channels within the customers and final users The final objective is to increase user retention and reduce customer churn.
Furthermore, the CRM Manager should know all existing user communication channels, their context, and objectives. The manager should also know how to measure them, aligning results with the company’s marketing strategy.
The main contexts for the communication with the customers are engagement, customer support and communications for the customer lifecycle management.
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September, 2017
Online Advertising Players: From Traditional to Programmatic
In a previous article, I explored the relationships between advertisers and publishers in the online advertising market, focusing on pricing models and the risks each one carries. This time, I want to examine the key players involved in the online advertising ecosystem. Specifically, I will look at the actors that sit between the advertiser — the one who pays — and the publisher — the one who displays the ad.
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December, 2015
Cohort Analysis: What It Is and Why It Matters
When you evaluate business metrics, you need to understand how they evolve over time for a specific group of users. This technique is called cohort analysis. It helps you track the user lifecycle in your product and spot trends that averages would hide.
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June, 2015
Diversifying user acquisition channels
Churn rate has become one of the most feared metrics for any freemium game. Developers must be continuously feeding the funnel in order to maintain a stable level of revenues. This ‘formula’ may take many game alterations to perfect. Once it works, developers can scale their user base with higher marketing budgets. User acquisition strategies and marketing budgets remain essential to keep a game alive. This holds true even when you are not actively scaling, simply due to churn.
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March, 2015
Advertising Games on TV Works
First of all, I don’t think this headline is the most appropriate. You can’t generalize, and advertising on TV always involves a very high risk. Nevertheless, at PlaySpace we are very happy because it is working exceptionally well in the first days of this first television campaign. As a result, I want to be transparent and share our experience with you. The campaign has been active for just over a week. Furthermore, we are frankly surprised by the good results. One important thing to keep in mind: at PlaySpace we have spent 3 years testing practically all online acquisition channels (Facebook Ads, Google Adwords, affiliate networks, incentivized traffic, email marketing, SEO, branding, etc.). Therefore, we have enough track record to compare results properly.
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May, 2014
Television Advertising: PlaySpace Launches Its First TV Campaign
Nowadays, more and more dot-coms and entrepreneurs are investing in television advertising. At PlaySpace, we refuse to be left behind. Therefore, tomorrow, May 5th, we launch our first TV campaign. It will run for three weeks on all channels of the Mediaset group.
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May, 2014
Publisher vs Advertiser Framework: Digital Advertising Explained
Since I started working in the video game industry, I have learned many things. Among them, perhaps one of the most important: understanding the publisher vs advertiser relationship. This concept holds vital importance for any company seeking to increase revenue. There are two main reasons:
1. Monetize traffic (as a publisher).
2. Increase sales (as an advertiser).
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December, 2013
Marketing Spend: How to Know How Much to Invest
One of the biggest questions every entrepreneur faces is “when should I scale my business?” We can answer this question ourselves as long as we make good use of metrics. However, once we feel ready to scale our business, another question comes to mind: “what should my marketing spend be?” The most sensible answer would be “as much as you can,” since you have found the formula that makes your business profitable. That said, we need to be cautious and manage our cash flow carefully. In this article, I will explain how to calculate your maximum marketing budget step by step.
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October, 2013