Predictive Marketing: Crystal Ball of Digital Advertising Unveiled by Go Mobile's Andrey Bluemental

Tapping into the Power of AI: Go Mobile's Blueprint for Winning the Battle for Customer Attention

Welcome to our latest installment of "Behind the Startup," where we dive into the world of mobile marketing with Andrey Bluemental, Worldwide Managing Director. Discover the innovative strategies and technologies that set this agency apart from the rest, and learn how AI and predictive marketing are revolutionizing the industry. Join us as we explore the future of mobile marketing and uncover the trends that will shape 2023 and beyond.

Behind the Startup: Meet Andrey Bluemental, the Mobile Marketing Maestro Taking Businesses to New Heights

Ishan Pandey: Hi Andrey Bluemental, great to have you here for our "Behind the Startup" series. What inspired you to create Go Mobile, and how did you get started in the field of global marketing?

Andrey Bluemental: We can see that there is a constantly growing trend for mobile marketing. That’s why we founded an agency specializing in mobile tools, specifically performance and media. Client requirements are getting stricter in matters of business KPIs, so we started investing in the development of our own technology that would meet this growing trend, and the purpose is to achieve higher effectiveness and automation of marketing.

Ishan Pandey: How does Go Mobile differentiate itself from other mobile marketing companies in the industry?

Andrey Bluemental: First off, we use a combination of creativity and technology to achieve maximum performance for our advertising campaigns. Though we place our bets on attracting experts for select tasks, we invest in technologies a lot as well. This way, we guarantee not only a high degree of expertise on the team and excellent client service, but also the efficiency that only technologies can provide.

Secondly, we are more like business partners for our clients than just another marketing agency. Our goal is to make their businesses grow.

Ishan Pandey: Can you provide an overview of the services that Go Mobile offers to businesses looking to improve their mobile marketing strategies?

Andrey Bluemental: Modern digital marketing is a set of activities aimed at promoting a product or service. It may sound easy, but in practice, many entrepreneurs focus too much only on social networks, mobile advertising, or offline activities. This is understandable, since not every business has access to a wide range of on-staff specialists. Our agency employs more than 300 professionals responsible for various domains, including user acquisition (Web + App), advertising strategy & data analytics, retargeting, our own innovative tech solutions like Go NET & Go Predicts, KOL projects, and design. We work in each of these areas with full dedication and the same level of passion. More than so, our AI tools help us perform tasks 24/7.

Ishan Pandey: Can you discuss the technology and tools that Go Mobile uses to help businesses optimize their mobile marketing campaigns?

Andrey Bluemental: One of our products is the Go NET programmatic platform, developed by our specialists both for internal use and for other marketing agencies. The platform consists of a large toolkit, including instruments for quick setup and launch of new advertising campaigns, support for all types of creatives, predictive tools, contextual targeting, and brand lift methodology.

Another B2B product is our Go Predicts solution that uses predictive analysis to improve the key metrics of ads. With the help of Go Predicts it becomes possible to rank consumers based on their potential business value in the future. This way, companies can focus on the audience that is most attractive to them.

Ishan Pandey: How does predictive marketing work? Is it possible to build an accurate marketing strategy and predict the campaign's result in a changing market?

Andrey Bluemental: Predictive marketing uses advanced data analytics and machine learning algorithms to analyze large amounts of customer data and predict future outcomes. This approach can help businesses identify new opportunities, improve targeting, and optimize marketing campaigns to achieve better results.

The predictive marketing process typically involves several steps, including data collection and preparation, feature selection, model training, and deployment. Data sources can include customer demographics, behavior, and transactional data, as well as external factors like economic indicators and market trends.

That being said, predictive marketing can be a powerful tool for businesses to optimize their marketing strategies and improve their chances of success on the broader market. By leveraging the latest technologies and techniques, businesses can gain valuable insights into their customers' behavior and preferences, and make data-driven decisions that help them attain better results.

Ishan Pandey: How does Go Mobile help businesses measure the success of their mobile marketing efforts, and what kind of metrics do you track?

Andrey Bluemental: We put a lot of emphasis on measuring the success of marketing efforts, since that is an integral part of delivering great quality of service. Our team delivers regular reports about ad campaign performance for each client, holds regular meetings to stay tuned with the clients’ team and discuss every aspect of the strategy, campaign optimization, and hypothesis testing. We share our expertise and help clients understand which marketing tools and approaches can grow their business and what could reduce marketing effectiveness.

As for metrics, we work with any of them — CPI, CPA, CAC, LTV and classic CPC and CPM, as well as business metrics like the number of new clients, retention rates, and others.

Ishan Pandey: What kind of customer support and resources does Go Mobile provide to its clients?

Andrey Bluemental: We assemble an individual team for every client based on the company’s goals and objectives. The team usually includes a media buyer, personal account manager, strategist, creative, finance and legal teams.

We also use our native technologies — a creative approval system and real-time dashboards customized for every client. The technology helps us collaborate with clients effectively and transparently, doing it like business partners, not on a client and a performer basis.

Ishan Pandey: How does Go Mobile stay up-to-date with the latest trends and best practices in mobile marketing?

Andrey Bluemental: In marketing, you are always in need of testing a new hypothesis. It relates to sources of traffic, marketing tools, new strategies and approaches, design, metrics, and so in. In some way, staying up-to-date with trends and best practices is our job. That is why we attend industrial conferences, organize webinars and meet-ups, and run collaborations with other agencies. All in the name of staying on par with global practices and accumulating experience.

I also believe that the community plays an important role in improving the quality of products and creating new ones. GoMobile has its own digital community. We resort to our LinkedIn group to share experiences with marketing experts and thus propel ourselves to the next level with every acquired feedback.

Ishan Pandey: What tools are most effective for companies that seek to increase product sales? Has anything changed in the last 2-3 years?

Andrey Bluemental: The trend is apps nowadays, so it’s important to create connections between the web and mobile in terms of the target audience, communication channels, budget allocation and traffic sources for achieving more efficient business growth.

The personalization of advertising has reached a new level and it is becoming more challenging to achieve that level due to the phasing out of cookies. Advanced analytics and an understanding of user behavior thus come to the forefront as the countermeasure. Businesses collect user information through their products and create more cases of real-time marketing — when marketing strategies adjust to the current agenda and news backgrounds, applying them in the favor of the brands.

Two or three years ago, companies couldn't use AI and chatbots to improve customer service and increase their sales. Today, these tools are must-haves. Tools such as co-op websites and social networks remain unchanged, since they are still the first point of contact with potential clients, so the site must be optimized, and social networks must be filled with useful content and focus on consumer interests.

Ishan Pandey: What are your thoughts on the current status of artificial intelligence, and how do you see it evolving in the coming years?

Andrey Bluemental: I would say that artificial intelligence (AI) is a game-changing technology that has already made a significant impact on the marketing industry. AI has enabled us to automate many repetitive tasks, analyze large amounts of data, and provide personalized recommendations to customers, all of which have helped improve marketing efficiency.

In the coming years, I believe that AI will continue to evolve and become even more sophisticated. We will see more businesses adopting AI-powered solutions, such as personalized chatbots that can provide a more human-like experience, and AI-powered recommendation engines for analyzing customer data to deliver hyper-personalized content and product offers.

Ishan Pandey: What will be the marketing trends in 2023? Do you advise your clients to use tools like ChatGPT? What should companies pay attention to if they want to win the battle for customer attention?

Andrey Bluemental: The key to surviving through 2023 is using the available marketing channels effectively. I expect that advertising will become more personalized, and video content will continue to be a reliable format for offering goods and services. Also, with the proliferation of smart speakers, voice search will be gaining prominence. The growing commitment of consumers to environmentally friendly products and production methods will also play a major role in shaping demand.

Tech development is advancing at a rapid pace, but we see that truly impressive results can be achieved only through the collaboration of humans and AI. For example, ChatGPT is really changing the world, but it can solve real tasks only once very strict specifications have been provided. It’s just a system that belches out random results without the involvement of human expertise on the input end. The AI needs to be set up and applied correctly to be of maximum use and turn into a significant competitive advantage,  one that would allow a business to earn more.

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Image credits: MidJourney.