Yodel Mobile

BACKGROUND

Introduce your business and what you do there.

I’m the digital marketing manager at a large media company in the magazine business. We operate globally, and I oversee all marketing efforts on our UK e-publishing app.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Yodel Mobile?

We’re a small team that needed outside help in making our apps more visible in the marketplace. They also assisted with our social media advertising efforts.

SOLUTION

What was the scope of their involvement?

The Yodel Mobile team advised us on what channels to advertise on for the best cost per action (CPA). We primarily ran campaigns on Facebook, although we implemented minor efforts across other channels as well. They also conducted app store optimization (ASO), and all efforts were centered around the iOS app. They worked proactively in all aspects of the project. Some services they offered were very hands-on, while others were more consulting.

What is the team composition?

Our primary point of contact was Ijah (Managing Director, Yodel Mobile).

How did you come to work with Yodel Mobile?

I found them while searching on LinkedIn.

How much have you invested with them?

We invested about £50,000 (approximately $66,000 USD).

What is the status of this engagement?

We started working together in November 2017 and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our first Apple proceeds are up year-over-year in a declining market. The activity they’ve done for us has delivered more visibility.

How did Yodel Mobile perform from a project management standpoint?

I’m very happy with them. They’re very proactive in reaching out when there are pressing concerns or priorities. They’re always available when we need them. We primarily communicate via phone and email.

What did you find most impressive about them?

It’s been a good relationship. They’re very knowledgeable and proactive. They prioritize transparency and use a number of in-house tools that promote efficient workflows and provide unique insight on competition analysis. Overall, I’ve been very happy. They’ve delivered on everything they promised. I don’t have any negative comments.

Do you have any advice for potential customers?

Due diligence is crucial. Meet with them and make sure to meet the team you’ll be working with. Also make sure that your workflows align and you’re happy with the way they work.

BACKGROUND

Introduce your business and what you do there.

We’re working with them on mobile optimization for users of UKTV video on demand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Yodel Mobile?

They’ve worked with us on various mobile projects.

SOLUTION

What was the scope of their involvement?

Yodel helped us with mobile best practice implementations and acquisitions. The main thing was App Store optimization. They made an analysis of all our competitors in the market and advised us on what we needed to be doing. We did paid search with them and we recently ran an acquisition campaign. Yodel Mobile also helped us integrate the right analytics into our mobile app so we can measure our acquisition and start to understand our long-term value.

They also made a fit to market program, which included approaches to how we could survive as a company. They helped us develop our relationship with the development team, leveraging their expertise to bridge that gap.

What is the team composition?

My marketing manager has a dedicated relationship with them and works with an account manager. I deal with the founder/CEO.

How did you come to work with Yodel Mobile?

We found them through the Mobile Marketing Association in London. Yodel Mobile was early on in this field, and they are nice people to work with.

How much have you invested with them?

We pay them between $50,000 and $200,000 per year.

What is the status of this engagement?

We started working with Yodel Mobile about two years ago. They continue to be our main consultant for the mobile space.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Results have all been positive. We’ve seen an increase of about 30% in performance. We’ve been happy with the results.

How did Yodel Mobile perform from a project management standpoint?

They have fantastic in-house expertise. They are professionals who understand this niche. They can be too detailed at times, but they bring us in-depth analyses and the project management is great.

What did you find most impressive about them?

They brought a lot of energy and dedication to this project. They are passionate and knowledgeable about the mobile space. They have a real depth of knowledge so we trust them.

Are there any areas they could improve?

They are sometimes overly enthusiastic about their niche. It’s not a bad thing necessarily, but they can get lost in the details. Getting into the numbers can be too much for some of the stakeholders.

BACKGROUND

Introduce your business and what you do there.

I’m the head of marketing at Teletext Holidays, a package holiday company. We’re consumer facing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Yodel Mobile?

We built a mobile app. We had the technology, but we didn’t have the market strategy. We needed help to get the mobile app fit for market and to scale the app in terms of getting downloads.

SOLUTION

What was the scope of their involvement?

Their initial remit was to look at the mobile app and rate how it was performing. The app is built for iOS and Android. They worked mainly on the UX side of things and more of a strategic recommendation element. They made recommendations for short- and long-term ways of how we could improve. That included how to scale the app and increase its usability.

They also made recommendations for what platforms to use, and they got involved in building out video for the app, testing, and strategy too.

How did you come to work with Yodel Mobile?

We found them through a Google search. We had a meeting and liked them. They checked all the boxes we needed.

What is the status of this engagement?

We worked together from September 2016 until October 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve had an increase in downloads, installs, and searches. The app functions properly and they got it to a really good place. They were very proactive in what they provided for me.

How did Yodel Mobile perform from a project management standpoint?

They kept everything on track and provided things when they said they would. We were assigned a project manager and communicated via phone and email, while sometimes meeting face to face.

What did you find most impressive about them?

Their attention to detail in everything they presented and in their communication was really good.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO and founder of a company that produces a 3D garden growing application called VR Garden.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Yodel Mobile?

We were new to the app business and wanted to understand it better. We understood the software business but wanted our app to be searchable and working correctly with the app stores.

SOLUTION

What was the scope of their involvement?

Yodel took us through the internal workings of the app in four main areas: App Store Optimization (ASO), searchability and discoverability, mobile customer relationship management, and analytics. They gave a master class that covered onboarding, how the app is being used, and all the strategies that are used internally. Yodel guided us through it all seamlessly.

The second project was utilizing those skills when the app went live. They taught us how to use the analytic tools and put the reports together. We gathered data on review strategies, rating strategies, advance sharing, ASO, etc. Yodel helped us learn the basic best practices of the apps business.

The third project, which we’re currently working on, is our ad spend and fully launching in the U.K. app stores. Even though Yodel is a marketing company, they have a modern way of understanding how users interact and act within an app. All that works together to improve our ASO.

How did you come to work with Yodel Mobile?

We found them on a 2016 list of the top 15 mobile app agencies in the world. We met with three companies on that list (all located in London), and Yodel was way above the others. They weren’t greedy for money—they wanted us to be confident in our plan and partnership. They wanted us to succeed because they knew it would mean we’d continue doing business with them, which we have.

How much have you invested with them?

We’ve spent around $93,683.

What is the status of this engagement?

We’ve been partners since January 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

When we initially went live, we were converting below 5%. After going through all of the reviews and recommendations with Yodel, we're now double that, which is extremely good in the app space. Yodel is a master in their space—it’s been one of our best partnerships we have ever done. They gave me an amazing master class in understanding the app world, and we honestly wouldn’t be in business still if it wasn’t for them. They made sure we were in the right place at the right time in the right format. They’ve helped us garner more investments and redefine our business goals to become as successful as we are today.

How did Yodel Mobile perform from a project management standpoint?

They’re fantastic. Communication is clear, transparent, and always on time. Their three-step process (reviewing the issue, working on it themselves, and presenting recommendations) is comprehensive yet simple. They create a PDF with huge amounts of detail, some over 150 pages. They do Skype calls to walk us through every page of the document. They’re on hand to answer questions afterward, but the documents are so easy to understand that it’s almost never necessary. The recommendations are broken down feature by feature, so you can’t mess it up.

What did you find most impressive about them?

Their team integrated well with our team. They’re forward-thinking about the app space and not afraid to innovate. Traditionally, the marketing and development departments would be in separate buildings, but that’s completely different nowadays, and Yodel embodies that. They know success isn’t just getting tons of users but making the app work in a way that keeps users coming back. Even though our teams are located in different countries and speak different languages, it’s been a seamless partnership. I’ve worked with other providers, but they either weren’t skilled enough or were extremely expensive. Yodel spends time building a solid foundation so, when ad spend ramps up, the internal systems are working correctly. They’re the total package—above and beyond anything else I’ve seen in the market.

Are there any areas they could improve?

No, I can’t say enough good things about them.

BACKGROUND

Introduce your business and what you do there.

MyTaxi is Europe’s largest e-hail taxi app. I recently left the company, but was their marketing director.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Yodel Mobile?

As a mobile-first proposition, it is important to onboard people properly, get them active, and keep them engaged. We have in-house experts, but wanted a complimentary agency to help with general mobile strategy and customer motivation.

SOLUTION

What was the scope of their involvement?

They performed a thorough audit of our performance, strategy, and technologies. They then provided recommendations that fit into three categories: ASO [app store optimization], performance marketing, and MCRM [mobile customer relationship management].

Later in the process, they provided media planning and buying services, as well as creative production services and adverts for social media and other display channels through mobile networks.

What is the team dynamic?

I had a direct line to the chief executive and the senior team, and we worked with different project managers, depending on the work. Each subgroup had a specific point of contact.

How did you come to work with Yodel Mobile?

They provide a full spectrum of service. They can help with strategy, ASO, and media planning and buying. The other agencies we considered didn’t have such detailed credentials. We had a good feeling from their account team, and we were confident their overall level of service would be excellent.

How much have you invested with them?

We pay them a set rate for their work, plus commissions from media planning and buying.

What is the status of this engagement?

We began work together on the optimization project in early spring 2017. In June or July, we added media planning and buying, and the company is still working with them.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They significantly increased our understanding and awareness of the current mobile media landscape. They helped us with best practices, suggested improvements to our tooling, and underlined intrinsic problems in the industry. The processes they helped set in place take time to implement, so the data for cost-per-acquisition or other specific impacts are still nascent.

How did Yodel Mobile perform from a project management standpoint?

They’re very good about communication, and have been excellent to work with. Through a very consultative process, they got to know the business and worked very closely with the local teams. They integrated deeply with the central performance team, and made recommendations on a market-by-market basis.

We communicated mostly by phone and email, and some of the teams may have used Slack.

What did you find most impressive about them?

They have a very personal approach, and are a great group to work with. They’re proactive and constructive, and their service is excellent. Any problems were addressed effectively. If they needed to deliver a difficult message, they were tactful.

Do you have any advice for potential customers?

Yodel is very competent, and delivers everything they promise. They’re great in the details, especially in mobile. Know the market, and be sure that your options are genuinely capable through stress tests. Yodel will outperform other agencies in the field.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of Supafanz, an app that aggregates social feeds, news feeds, ticket companies, images, videos, and other information regarding a particular star, making it much easier to follow them. We’re a startup, and we’re just about to launch.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Yodel Mobile?

I knew I needed a marketing plan but felt overwhelmed at the enormity of the task. I understand marketing, but I’m new to apps and the mobile world, so we reached out to Yodel.  

SOLUTION

What was the scope of their involvement?

I needed a plan but just didn't know where to start. Mick [CEO, Yodel Mobile] and the team really seemed to care about my success. This resonated greatly with me. Mick explained the importance of the app being "fit" to market.

Right from the beginning, I felt reassured that Yodel knew both the mobile arena and how to set our product apart. With Yodel's help, we are creating a world-class app and giving it the best chance of success. We’re really pleased we chose them as our partner. Mick and the team put together a comprehensive plan, and we agreed to a 4-month contract.

They’re mostly assisting with the user experience. We asked them to help with the frontend, so they did comparisons and analysis based on best practices. They gave us a lot of feedback and numerous presentations about different features, SEO setup, optimizing for the App Store and Google Play, and other development tips. They also advised us on some backend analytical tools that would allow us to track user habits. I wanted, at the end of the process, to have a step-by-step marketing plan that was customized to our needs.

How did you come to work with Yodel Mobile?

I reached out to Yodel after they appeared as the top-ranked mobile app marketing agency in my Google search.  

What is the status of this engagement?

We’re about to launch in August or September. We’re just finalizing our developments at the moment. 

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Mick and the team have been outstanding in shaping our app and putting together a powerful marketing plan. We are now in the final phase of our 4-month plan, and we could not be happier with the results. My partner and I have run businesses for years and have developed extensive marketing experience, but Yodel has taken things to a whole new level.

We have another partner that offered user testing for download, registration, and onboarding. They got about 10 people to test it, and they gave us great feedback. We made changes based on that feedback and Yodel’s recommendations, then we retested the app. In every case, the changes that Yodel had recommended made a big difference in terms of the UX. We’re looking forward to launching because we think we’ve covered all of our bases.

How did Yodel Mobile perform from a project management standpoint?

Yodel has performed brilliantly from a project management standpoint. They kept us focused and moving forward. When they were working for us, if they said they needed information, we knew they were serious. Their professionalism helped us be more proactive as well. We usually communicated over email but had a few Skype conversations and 7 face-to-face meetings.

What did you find most impressive about Yodel Mobile?

We’re very impressed with their fit-to-market concept. Yodel lent a sense of clarity and structure to our plans. They follow-up on their presentations, complete tasks promptly, and take meeting notes to provide detailed plans. Their impressive skill sets and deep knowledge give us a competitive advantage in launching a world-class app. Yodel also gave confidence in our marketing approach. We are delighted to have them on board.

They have relentlessly led the agenda, taking us through a step-by-step plan that has involved several detailed presentations of research, knowledge, and discussion. Their thoroughness and advice have been fantastic.

They offered helpful feedback, beyond just their personal opinion. They did proper research and taking the time to examine what we should and shouldn't be doing. Their work has made us confident. We know our app has a proper foundation. Without their strategic input, we’d be wasting our time and money. I'm very thankful to Yodel for helping us in that way.

Are there any areas Yodel Mobile could improve?

No, I don't think Yodel could have improved on any part of our collaboration. 

BACKGROUND

Introduce your business and what you do there.

I am a director of Chimp Innovation Ltd. We have recently been in the process of developing a social media app called MoodChimp.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Yodel Mobile?

With this being a new business venture, we were looking to find an experienced mobile marketing partner. We recognized the importance to ensure that our product was fit to market.

SOLUTION

What was the scope of their involvement?  

They helped us prepare the app for the market. Yodel’s services involved a combination of steps to increase the visibility and discoverability of our app. They also developed the product’s user retention strategy, and there were multiple stages to this process. The development of a full marketing strategy was a service that was not included in our original package. Once we started working together, however, we agreed that this required further development. Yodel Mobile included it within the original package at no extra cost.

How did you come to work with Yodel Mobile?

We initially became aware of the CEO’s experience in the mobile application industry when attending the App Summit in London. Our app developers later gave Yodel a high recommendation. Impressed with their communication and portfolio, we made the decision to partner with them.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate productivity, quality of work, or the impact of the engagement?

It is difficult to demonstrate the impact of increased engagement as our product has only just been introduced to the app store. However, the user journey is now in superb shape, along with our user retention and marketing strategies. They have delivered on more than everything we agreed to.

How did Yodel Mobile perform from a project management standpoint?

Their work, presentation, and communication have all been to a very high standard. They ensured that all deadlines and objectives were achieved.

What did you find most impressive about Yodel Mobile?

I was most impressed by their professionalism and personal touch. They are what I would categorize as a boutique-type business. They ensure a good understanding of the stage that your product and project is at, and then tailors the plan and strategies accordingly. This approach ensures that their services are always both cost-effective and productive.

Are there any areas Yodel Mobile could improve?

None.

BACKGROUND

Please describe your organization.

I work for a media brand whose products include traditional print and digital media.

What is your position?

I'm the audience development director. My role is to try to find new potential customers for the company by warming them up with bits of content that they wouldn't normally associate with our brand.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Yodel Mobile?

We were looking to increase the number of installs and paying app users for a number of apps.

SOLUTION

Please describe the scope of their involvement in detail.

Yodel has done pretty much the full gamut of app related marketing work for us. Everything from promoting apps via social through using page posts on Facebook to promoting apps right through to App Store optimization in-app display and mobile web display.

How did you come to work with Yodel Mobile?

They were our incumbent mobile agency when I joined the company five years ago.

Could you provide a sense of the size of this initiative in financial terms?

It cost more than $200,000.

What is the status of this engagement?

We first engaged them in 2010. It's an ongoing partnership.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

Yodel's work increased the visibility of our apps in the App Store. Much of the analysis they have done has helped to improve user engagement with the app. On the more commercial side, they have brought down the cost for install and the cost per acquisition of paying app users. They've improved our business across a range of KPIs [key performance indicators].

How did Yodel Mobile perform from a project management standpoint?

They're really good. I think Yodel is one of the best in the business personally. They are a boutique agency. They're not one of the big players. I think that they punch way above their weight. They put very strong account management staff on your account and the results show.

What distinguishes Yodel Mobile from other providers?

They can turn on a dime. Being that nimble boutique-type agency allows them to be able to shift to the customer's needs. It allows them to scale up and trim down, depending on the number of clients they have. From a client perspective, I think they're very nimble. They can shift the way that they work with you very differently as well. They were able to bring in resources to be able to scale up. In times where maybe the projects have been a little bit leaner, they can adapt.

Is there anything Yodel Mobile could have improved or done differently?

I suppose I don't have quite the same scale as a great big machine for a mobile agency, of a top-five mobile agency. We worked with a number of those in the past. If you are just looking for media buying clout, maybe they're not buying enough mobile media to sustain huge discounts and things like that. What they lack in scale they just make up in smarts.

BACKGROUND

Please describe your organization. What is your role and responsibilities?

The company I was with when working with Yodel Mobile published a daily newspaper which is one of the most successful and profitable newspapers in the U.K. When I was there, I was the director of mobile publications.

OPPORTUNITY / CHALLENGE

What was your goal for working with Yodel Mobile?

My company had created an application and marketed the product using our own native journal newspaper and there was some success, but we wanted to broaden that acceptance and market it more specifically to users of tablets. 

Please describe the scope of their work.

Yodel provided many services under the umbrella of mobile advertising. We asked them to use mobile networks to target users in app while their using their device. We had a couple of sensibilities. Our business was very sensitive in terms of where our app advertisements were placed. We didn't want to appear on social network sites, dating sites, or anything that would have an adult feel. Yodel was very good at listening to that and partnered with another company that ensured our ads were not placed in areas that could be deemed inappropriate.

SOLUTION

What was your process for selecting Yodel Mobile with which to work?

Yodel had worked for our company before, but not for a project I directed. From the feedback, I know they did very well on that campaign. In the selection of a partner for this project, we talked to a few other companies – some larger ones with many more clients – and we wanted to ensure that we were going to be getting the attention that we felt we deserved. We also felt that there was already good chemistry with the people on the Yodel team, which was important. 

Can you give a sense of the size of the initiative in dollar terms or a personnel work-hour figure?

For this project, we used Yodel Mobile to lead our 300,000 sterling [approximately $450,000] mobile marketing campaign.

RESULTS & FEEDBACK

Do you have any statistics or metrics to track improvement from the project?

We gave them a target acquisition cost, which had several factors. One was the acquisition of the subscriber business. The other was the acquisition of a download. The tracking to subscriber proved difficult for us. On the pieces where we were able to track, Yodel hit our target numbers. 

Is there anything unique or special about Yodel Mobile that really makes them stand out compared to other business partners?

I like Yodel Mobile's approach. They were much more cooperative in their approach. They're very friendly, capable, and flexible. With Yodel, they were from the outset asking what we wanted to achieve. You had a sense that they were striving toward a common goal. They were very responsive. We had some major technology challenges around the implementation of the tracking of these campaigns. They were very creative in coming up with solutions. We weren't able to fix them completely, but we got a long way toward where we wanted to be through their knowledge and skill of the industry.

Looking back on the work so far, is there any area that you think they could improve upon or that you might do differently?

This isn't specific to Yodel, however, they use a lot of third-party partners in their tracking. They could probably have eased the communication between us and the third parties a bit better. In addition, reporting probably could have been a little bit timelier. 

BACKGROUND

Please describe your company and position.

I am the App Marketing Manager of The RAC

Describe what your company does in a single sentence.

Breakdown Cover App & Driving Theory Test Revision App

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Yodel Mobile to accomplish?

• Increase organic installs

SOLUTION

How did you find Yodel Mobile?

App Promotion Summit

Why did you select Yodel Mobile over others?

• High ratings
• Professional pitch

How many teammates from Yodel Mobile were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Setting out the ASO strategy to improve installs & ranks on the driving theory app account

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Improvement in installs, especially through longtail keywords. Improved CVR through A/B testing. Supporting a roadmap to continue post-consultancy 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Always on time and to a high standard

What was your primary form of communication with Yodel Mobile?

Virtual Meeting

What did you find most impressive or unique about this company?

Very personable service. FWe felt like they always invested a lot of time in supporting our needs + being flexible on ways of delivery

Are there any areas for improvement or something Yodel Mobile could have done differently?

n/a