Franco Misitrano is a mobile expert based in Buenos Aires who is a strategist! Get to know him:
Where are you in the world these days?
I’m in Buenos Aires, Argentina
How did you get into mobile advertising?
I came from the e-commerce industry, of course, in that field mobile is an important part of the media mix, but last year I had the chance to join Etermax and start this journey fully into the mobile environment.
What is your favorite area of mobile marketing?
The strategy is one of my favorites. The process of thinking about the campaign, benchmarking, research, make a plan, and distribute the budget in different channels to reach the objectives.
What would you consider to be your marketing specialty?
I don’t know if I have a specialty, I’m very curious and that makes me always face a new challenge.
What are the biggest challenges you currently face apart from covid19?
Now I’m focused on marketability testing, trying to be a link between marketing and product teams, and giving insights to both teams. I think it’s really important to have a strong connection and stay open to make efforts from both sides.
What are your essential tools and resources?
Analytics and reporting tools are very important, which one you choose will depend on your budget and preference. But the most important tool is to have a good team, as a professional and as a human being.
What do you think are the key future trends in the mobile industry?
The future is very difficult, iOS 14 maybe will change a lot of this business. I think there are many options to face this challenge and find a balance between privacy and the business itself, networks, advertisers, and technology partners should be creative and find the right path.
