Oliver Hoss is the Mobile Marketing Manager at Scout24.ch, and a published author. He frequently shares his insight on App Store Optimization and mobile app marketing tactics with the Mobile Masterminds community. In the below short interview with our team, he explains his experience in the mobile marketing industry and shares his top tools for mobile marketers.
So Oliver, where are you from?
I was born and raised in a small village in Western Germany. Since 2017, I live in Bern, and I love it. Switzerland is a beautiful country, people are very polite, and the food is great. Oh, and the tax rates are ridiculously low.
How did you get into the mobile marketing industry?
By chance, I guess. After studying, I wanted to work in the games industry (because I love videogames). I found an ad for the position of the Mobile Marketing Manager at a small mobile games studio in Hamburg. I applied and got hired.
How did you end up working at Scout24.ch?
After doing Mobile Marketing for strategy games for 5 years, I felt like it was the right time for a change. Fortunately, a headhunter approached me on social media and offered me the job in Switzerland.
What does Scout24.ch do?
Scout24.ch connects buyers and sellers with our online marketplaces for real estate, cars, motorbikes, and certified ads. Our marketplaces are available on the web, iOS, and Google Play.
Do you have plans to make any big strategy changes this year?
We are currently discussing our general app strategy in order to figure where we want to go with our apps. This includes technical questions, the user acquisition strategy, and the approaches to increase user retention and monetization.
What are the biggest challenges you currently face at your apps?
Retention is a big challenge. As most of our apps address needs that occur only rarely (like finding a new home or a new car), we see that many users disappear from our apps within a few weeks after downloading. This challenge is a significant topic in our strategy discussions.
What areas of Mobile Marketing do you focus on?
As I am the only Mobile Marketing Manager at Scout24.ch, I handle all areas: App Store Optimization, user acquisition, and retention marketing. I like those areas most where I can start from scratch and implement something completely new. In our case, that’s retention marketing.
What are your favorite tools and platforms you use to support your professional life?
One of the most important tools for my daily work is our attribution tracking tool Branch.io. It delivers the data that I need to optimize campaigns, and it is also helpful to find fraudulent traffic.
Besides, I value Trello to keep track of my tasks and timelines, Whimsical to create graphics and diagrams, and I use LinkedIn a lot to stay up-to-date with the latest developments in the mobile industry.
Where do you see your app in a few years, what do you think the app has in store?
We have ambitious plans for our company and the apps are a significant factor in these plans. And they have a lot of potentials to deliver additional value to users that goes beyond just connecting buyers and sellers. We want to make our apps one-stop platforms that serve all needs connected to our products.
Which future trends would you like to see in Mobile Marketing?
I hope that more players in the ad space will move toward transparency. Running blind campaigns is a pain and should not be the standard in 2019.
Also, I would like to see more quality content. I really like that Mobile Marketing professionals are open to share their knowledge, but much of it is rather shallow. I would like to see less blah blah and more substance in this area. And maybe more modesty – a forgotten value in the mobile industry.
Read Oliver Hoss’ in-depth article on how to deal with app store ratings and reviews.