Gilad Bechar, Moburst Founder and CEO, steamrolled Moburst to the top of the mobile app industry. In an exclusive interview with MobileAppDaily, Gilad doles out his idea of app marketing and how he is going to take it forward.
I have always been fascinated by technology and new ideas. Early on, I realized that even the best ideas need to be marketed and have their story told. I gained experience working with some of the best in the mobile marketing industry, before going on to found Moburst 6 years ago. Since then, the company has grown tremendously, and I’ve had the privilege of mentoring others both through the Microsoft Accelerator and university lecturing.
Moburst has kept far ahead of mobile marketing trends, in large part due to the incredible team at the company. We’ve put together leaders in mobile marketing, and have shown phenomenal results over a long period. Early on, we understood the importance of ASO, which we’re world leaders in, and our culture encourages creativity, thinking out the box, and performance for our clients. Moburst has grown to count as clients companies like Google, Samsung, and many other global brands.
The professional background of a founder is fundamental, though equally important is his or her personality, skill set, and leadership style. I am lucky to be mentored by the best in the business, and try to pass on the same to our team.
At first, clients were trying to figure this mobile thing out. There was a lot of confusion, and mobile marketing was often either an afterthought or pushed by a maverick with no buy-in from others in the company. Today, the problem is the opposite: how do you differentiate yourself in a really crowded field. That’s a big part of the value-add that we offer our clients.
This answer follows from the last one. To survive today, you have to stand out. You can have the best product in the world, but that’s no guarantee that users will find you. We resolve this through groundbreaking creativity, experiences we’ve had in other areas, and a systematic approach that builds on our success.
We do both. It depends a lot on the client and their particular needs.
Great question. Again, this differs from company to company. We’ve worked with startups that needed a ton of input, as well as those that were pretty seamless and demanded almost no extra resources. Same with enterprises, I think it just depends. Either way, we’re happy to do whatever is required by our clients to ensure their success.
We have. It’s rare, of course, but we have seen it. Generally, we craft campaigns so that paid channels add leverage and momentum to organic reach.
I see two significant trends that Appreneurs need to stay on top of. One, App Store Optimization and Conversion Rate Optimization (ASOCRO) are going to grow even bigger and become a more significant part of any budget or campaign. Two, less-used channels are going to become mainstream. Things like placements in streamed content are going to become a thing for apps, just like they have for physical goods.
In five years, Moburst will still be delighting our clients, thinking out the box, breaking new ground, and leveraging technology to increase performance. I think the DNA of a company doesn’t change, nor would we want to. The trends, the technology will have changed significantly, and Moburst will be there ahead of the pack.
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