Mobile and App Marketing Strategy & Advertising

Yodel Mobile is an award winning full-service global mobile marketing agency. Our team of mobile and app marketing experts have worked with brands and apps with mobile at the heart of their business to acquire and build a meaningful relationship with downloaders, users and customers, since 2007.

We work with clients from single territory start-ups to established, multi-territory, international brands such as The Economist Group, NBCUniversal, Photobox, Xendpay, MyTaxi and Teletext Holidays.

‘Fit to Market’ Programme:

Yodel Mobile’s unique programme ensures clients stand out in the crowded marketplace through optimisations that drive organic discoverability and improve retention of the most valuable users. This innovative organic growth optimisation strategy consists of activities across ASO, mCRM, Searchability, Analytics and more.

App Business Support:

Most businesses focus purely on the product for launch. We go beyond this by providing early stage app business support for our clients. Our app success programme covers multiple modules relating to our client’s broader business requirements. Key elements include branding, positioning, tone of voice, forecasting, investor engagement support, monetisation, user journey and UX/UI mapping. Working closely with our client’s app team, we ensure a greater chance of app marketing success.

Mobile Strategy:

Using gap analysis, research and multiple strategy processes, Yodel will help define the role of mobile and where a business’ focus should be.

Mobile Advertising & Acqusition:

As key players in managing and optimizing mobile ad campaigns, we have an unrivaled understanding of attribution tracking, data management and the acquisition channels, ensuring we use the most efficient UA solutions for the job.

 
Undisclosed
 
$100 - $149 / hr
 
10 - 49
 Founded
2007
Show all +
London, United Kingdom
headquarters
  • Yodel Mobile
    44 - 46 St John Street
    London EC1M 4DF
    United Kingdom
    +44 (0)20 7428 1310

Portfolio

Key clients: 

Travelsupermarket, Evernote, South West Trains, Xendpay, Hastings Direct, UKTV Play, The Economist Group, Hailo, Kobo, Trivago, Daily Mail, Time Inc., IBM, MyTaxi, NBCUniversal, Teletext Holidays, Bauer Media Group

The Economist World in 2015 Case Study

The Objectives

  • Drive free installs and purchase of The World in 2015 app
  • Create an uplift in organic activity through App Store Optimisation 
  • Increase brand awareness of The World in 2015 and the broader Economist brand

The Strategy

The strategy was to build campaign showcasing the latest mobile marketing tools to achieve our client’s objectives.  We ran a blended iOS media campaign across multiple networks, comprising of rich media, video (incentivised, broad-framed and premium), App Store Optimization, retargeting, multiple banner creative, non-incentivised CPD and CPA offerwall activity running across eight key countries and iOS devices.

App Store Optimisation

The ASO strategy for The Economist consisted of a complete app store overhaul for both iOS and Android with on-going monitoring and optimising throughout the campaign.

Yodel Mobile also...

Reviews

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Marketing Strategy for Entertainment Mobile App

"Yodel lent a sense of clarity and structure to our plans."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Jan. - Apr. 2017
Project summary: 

Yodel Mobile prepared a detailed marketing plan to support the upcoming launch of a startup iOS app, providing analyses of targeted UX features, SEO, and backend tools and sharing design recommendations. 

The Reviewer
 
1-10 Employees
 
United Kingdom
Phillip Molloy
CEO & Founder, Supafanz
 
Verified
The Review
Feedback summary: 

Thanks to Yodel Mobile’s step-by-step guide, UX updates and partner testing resulted in excellent product feedback, forecasting a positive deployment to app stores. The team’s reliable workflow, proactive suggestions, and transparency continue to impress. 

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. 

5.0
Overall Score We have learned a lot from Yodel and really respect their team.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Everything was delivered on time, and they never a missed call or a meeting.
  • 5.0 Cost
    Value / within estimates
    Initially, I was nervous about working with a partner, but I'm so pleased with the results. It's money well spent.
  • 5.0 Quality
    Service & deliverables
    They gave thorough presentations and detailed guides.
  • 5.0 NPS
    Willing to refer
    I don't think we could launch our business without Yodel's help.

Digital Marketing for Social App

"They ensure a good understanding of the stage that your product and project is at, and then tailors the plan and strategies accordingly."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Sept. 2016 - Ongoing
Project summary: 

An entrepreneur solicited Yodel Mobile to help market their social media app. The overall objective was to increase the app's visibility and discoverability, which their team did in multiple stages. 

The Reviewer
 
1-10 Employees
 
United Kingdom
Mark Garrison
Director, Chimp Innovation
 
Verified
The Review
Feedback summary: 

The app has just been introduced to the store, but the user journey and retention are very strong as a result of Yodel Mobile's work. Overall, they deliver quality work with a high sense of professionalism and attention to detail. 

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

App Marketing for Media Brand

"They're really good. I think Yodel is one of the best in the business personally."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2010 - Ongoing
Project summary: 

With the goals of increasing their paying users and total app installations, the client hired Yodel Mobile to provide comprehensive marketing services.

The Reviewer
 
1001-5000 Employees
 
London, UK
Audience Development Director, Media Brand
 
Verified
The Review
Feedback summary: 

Yodel Mobile delivered high quality work and succeeded in increasing the visibility of the client’s apps in the App Store. User engagement was another point of improvement. The client had no criticism for Yodel Mobile and recommends the agency to others.

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.5 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Mobile Advertising Campaign for Publishing Firm

"You had a sense that they were striving toward a common goal."

Quality: 
4.0
Schedule: 
4.0
Cost: 
3.5
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
Project summary: 

Yodel Mobile conducted a mobile advertising campaign to target potential users in other apps on their devices. They focused on guaranteeing quality ad placements and avoiding questionable ones.

The Reviewer
 
501 -1000 Employees
 
UK
Former Director of Mobile Publications, Publishing Firm
 
Verified
The Review
Feedback summary: 

Yodel hit marketing targets on all trackable metrics. Their team was cooperative, friendly, and flexible. They proved to be creative problem-solvers when it came to technical difficulties with tracking campaign metrics

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. 

4.5
Overall Score
  • 4.0 Scheduling
    ON TIME / DEADLINES
  • 3.5 Cost
    Value / within estimates
  • 4.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer