Rafael Camargo is the Performance Lead at Linio and a UA lover. He’s also studying UX/UI and is passionate about creating and implementing strategies. Find more about him in this article.
How did you get into mobile advertising?
After working in media agencies and with really important advertisers, I got the opportunity of getting a job in one of the most relevant fast-paced growing start-ups in LATAM (Rappi). The knowledge I acquired in this company made me grow fastly as a professional. Even though my passion for the Mobile world started while I was studying in the university, it was in Rappi that I really made my first steps in this wonderful ecosystem.
What is your favorite area of mobile marketing?
Definitely I got many! But with UA I started to get involved in the Mobile Marketing world. Nowadays, even if I still work in this area, I use different acquisition types – that I consider highly attractive – that are also relevant for a Mobile Strategy. I’m talking about ASO, for example, analyzing and developing strategies for this area is something I love. I’m also a current student of UX/UI which is something that I try to apply in every single aspect, every time.
What would you consider to be your marketing specialty?
I consider that my ability to create and implement strategies would be my forte. Also, as an Advertising Bachelor, I strongly believe that every piece should have the best art direction possible. I apply constructive criticism when it comes to creatives, formats, and personalization in the case of UA or Retention. Also, I consider that App Campaigns and their optimization could be added as my specialties.
What are the biggest challenges you currently face?
Right now, while answering this question, we’re in Quarantine because of COVID19. The challenge I currently face is precisely dealing with it and getting the most of the users’ uncertainty and shopping decisions they may or not make. Also, assertiveness when communicating the products through different channels.
What do you think are the key future trends in the mobile industry?
I believe that we’re already living in the future, a future we thought we would see in 5-8 years, but COVID19 accelerated everything. The way in which we buy delivery, entertainment, education; there’s been a need of becoming 100% digital and shifting more towards mobile. In a few years, we’ll see an even more personalized mobile industry, leading to the point in which we’ll be able to have what we need for the day on our mobile phone. We’ll have so much information that every app we’ll provide an assistant ready to be there for you for whatever you need.
