Tips for managing growth in iOS updates – TechCrunch


“I have seen startups spend thousands of dollars inefficiently as a result of not having an optimal signal in their paid acquisition campaigns. I’ve also spent millions at companies like Postmates refining our signal to the best possible state, ”says growth marketer Jonathan Martinez in a guest column for Extra Crunch this week. “I’d like every startup to avoid the painful mistake of not having this set up correctly, instead of making the most of every major ad dollar.”

The TechCrunch team has been busy last week, especially with Disrupt next week and the iOS 15 release date fast approaching. If you haven’t signed up for Disrupt yet, it’s not too late to get one ticket. We are excited about all the sessions, including “The Subtle Challenges of Assessing Product Market Fit” on Tuesday, September 21 from 2:05 pm to 2:45 pm EDT, the Extra Crunch stage. The marketing world went full steam ahead last week, Martinez talked about optimizing the signal and Miranda Halpern spoke with Vivek Sharma, CEO of Movable ink on the impact iOS 15 will have on email marketers. We also had guest posts from Bryan Dsouza from Grammarly and Xiaoyun TU from Brightpearl. More details below.

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Marketer: Andrew Race, Juice
Recommended by: Orin Singh, Trade industry
Testimonial: “A family friend of my business owner recommended Juice and as a personal courtesy, they said they were giving us their best boy. Naturally, we think that’s what everyone is saying, but they weren’t kidding. Andrew was uniquely leagues ahead of our previous marketing company. Having someone so knowledgeable and willing to learn a new industry turned out to be the turning point for us. “

In growth marketing, the signal determines success: Martínez learned from his mistakes and shares the lessons learned with us. From signal selection to how to improve it, Martinez covers key aspects including how to take advantage of iOS 14. He says, “So how do you stay ahead and continue to move the needle in your growth marketing campaigns? First of all, constantly question the events you are optimizing for. And secondly, leave no stone unturned. “

Marketers should plan for more DIY metrics as iOS 15 approaches: The release of iOS 15 will change that playing field for marketers. They will have to rely on metrics that use zero and source data rather than relying on email open rates as the primary metric. Miranda spoke with Sharma about how this launch will affect the industry and what marketers should focus on. A tip from Sharma is: “Focus on the metrics of the downward funnel, like clicks and conversions, that’s what really goes down and that’s the truest indicator of engagement.”

(Extra Crunch) Demand Curve: How To Get Social Proof That Will Grow Your Startup: Nick Costelloe, head of content at Demand Curve, dives into social proof and how startups can use it to their advantage. On social proof, Costelloe says, “Did you ever stop to visit a restaurant because it had a great deal out front? That was not by chance. It is common for restaurants to limit the size of their reception area. This forces people to wait outside, and the line tells people passing by that the restaurant is so good that it is worth the wait. “

(Extra Crunch) 5 Things You Need To Win Your First Customer: Dsouza, Product Marketing Lead at Grammarly, explains how to win your first customer. It includes explanations, procedures and practical use cases. Dsouza says ”. . . ask any founder what really proves their startup has taken off, and they’ll almost instantly say it’s when they win their first customer. “

(Extra Crunch) 4 ways to take advantage of ROAS to triple lead generation: TU, Global Head of Demand Generation at Brightpearl, explains how to use return on ad spend (ROAS). She says, “When you choose a return metric, you need to make sure it matches your business objective without taking too long to get the data.”

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