Next month is Pride Month, a time to celebrate the LGBTQ+ community and their fight for rights and equality. As a marketer, you might be wondering how to prepare your app marketing plan with the right creatives, offers, etc. to be relevant for Pride month. Here are some tips to help you nail your Pride Month marketing campaign.

1. Partner with LGBTQ+ non-profit organizations and influencers: One of the best ways to show your support for the LGBTQ+ community is to collaborate with organizations and influencers that are working to make a difference. You can donate a portion of your app revenue to an LGBTQ+ charity, feature LGBTQ+ influencers in your app content, or create a co-branded campaign that showcases your shared values.
   With our experience and authentic Creators Community (CGC), Zoomd’s team can help you find suitable creators and influencers in the LGBTQ+ community that can help your brand or app agenda during Pride month.
2. Align with who you are as a brand: Your Pride Month marketing campaign should reflect your brand identity and mission, not just follow a trend. Make sure your campaign is consistent with your brand voice, tone, and style, and that it communicates your genuine commitment to diversity and inclusion. Don’t just slap a rainbow on your logo or app icon and call it a day. Show how your app supports or empowers the LGBTQ+ community all year round.
3. Ask your LGBTQ+ staff to be part of the campaign: Another way to ensure authenticity and representation in your Pride month marketing campaign is to involve your LGBTQ+ employees in the planning and execution of the campaign. Just like we did when writing this blog post, we asked them for their input and feedback. Your teammates are full of ideas, so why not brainstorm with them on how to create a campaign that resonates with the LGBTQ+ audience?
   You can also feature them in your app content, such as testimonials, stories, or interviews.
4. Lobby for real change: Pride month is not just about celebrating, but also about advocating for LGBTQ+ rights and equality. As a marketer, you have the power to influence public opinion and policy through your app content and messaging. You can use your app platform to educate your users about the issues and challenges facing the LGBTQ+ community, such as discrimination, violence, or health disparities. You can also encourage them to take action, such as signing petitions, contacting lawmakers, or joining protests.
5. Choose the right language: Language is a powerful tool for communication and inclusion, but it can also be a source of misunderstanding and exclusion. When creating your Pride Month marketing campaign, be mindful of the words and terms you use to refer to the LGBTQ+ community and its members. Avoid stereotypes, assumptions, or generalizations that might offend or alienate some groups or individuals. Use inclusive and respectful language that acknowledges the diversity and complexity of LGBTQ+ identities and experiences.
6. Avoid rainbow washing: Rainbow washing is the practice of using rainbow colors or symbols to show support for the LGBTQ+ community without actually doing anything meaningful or substantial. It is seen as a form of exploitation or appropriation that benefits the brand more than the community. To avoid rainbow washing, make sure your Pride month marketing campaign is not just a one-time thing or a publicity stunt. Show your long-term commitment and involvement in supporting the LGBTQ+ community beyond June.
7. Be at the right place: Choose those media outlets that will better help your pride month campaign shine the best. Zoomd’s vast media outlets and direct connection can be exactly what you need in order to be at the right place at the right time.

By following these tips, you can create a Pride Month marketing campaign that is relevant, respectful, and impactful for your app audience.
But don’t stop there. Pride month is an opportunity to learn more about the LGBTQ+ community and its history, culture, and struggles. Keep educating yourself and your staff on how to be better allies and advocates for LGBTQ+ rights and equality.

If you need help with hitting the right target audience, and thinking about the best creatives, and media channels to use to leverage your Pride month initiatives globally, you can rely on our technologies and services. Zoomd is a leading app marketing tech company that specializes in creating inclusive campaigns for apps just like yours. We have the expertise, experience, and tools to help you reach your goals and engage the LGBTQ+ audience with your app content and offers.

Contact us today to find out how we can help you make your app shine during this Pride month.

Happy Pride Month! 🏳️‍🌈

With ad creative optimization subject to user biases, like preferences for bold headlines, images, and colors, etc., Zoomd-owned Albert AI technology enables true creative optimization driven by real-time creative performance across products, ads, campaigns, and market segments.

VANCOUVER, British Columbia, Jan. 26, 2023 /PRNewswire/ — One of the last areas of marketing to benefit from AI-driven optimization is ad creative.

The actual creation of ads will probably be the last area of marketing to benefit from AI-driven technology, even with the recent breakthrough of technologies like Chat GPT-4.

But the optimization of ad creative is very well-suited for AI technology today because of the subjectivity people apply when optimizing ads. While it’s easy to compare the performance of two distinctly different ads, optimizing creative performance to determine the optimal size and color of the font for the ad’s headline and other subjective creative elements is difficult for people because of our inherent biases.

“A creative director who has succeeded with bold headlines or has a preference for certain colors and color combinations will bring these biases to the ad creation and optimization process,” said Nir Huberman, VP Product at Albert AI, part of the Zoomd marketing and publisher platform. “But Albert is more methodical, breaking down each potential parameter that impacts performance, testing each one by one. That’s why Albert’s technology can improve creative performance by optimizing ad parameters from among the options provided which enables exceeding client KPIs. Albert also provides a lot of value for marketers by knowing when to refresh or replace an ad’s creative.”

And by determining which ad creative performed best using Albert, marketers are in a better position to create new ads that will perform.

An e-commerce company contracted to work with Albert AI with the stated KPI of increasing Return On Ad Spend (ROAS) by 500%, a KPI that Albert’s team believed was realistic. A few months after the conclusion of the onboarding process, Albert achieved an 800% improvement in ROAS. And in subsequent years, this e-commerce company, now in its fourth year working with Albert, is still achieving improvements in ROAS that are between 10-20%.

For this e-commerce company, Albert was able to optimize ad creative by creating the best-performing ads for each target segment and each ad platform/channel. Albert’s technology creates the optimal ad by selecting the best images, colors, fonts, and texts that will generate the most cost-effective performance for the target audience. Finally, Albert’s technology was able to efficiently determine when to refresh and then change ads to ensure optimal ROAS.

Albert is an advertiser and an agency’s autonomous marketing ally. The technology leverages AI to create ads that optimize campaign performance, from keyword, audience, platform, and device selection and bidding to creative optimization across search, social, display, and cross-channel. Albert assists marketers and agencies – from defining campaign strategies and messaging to the creation and optimization of ads across audience segments and platforms. By working 24/7 to continuously optimize campaign performance, Albert AI complements marketer and agency teams, giving them the insights to make them smarter as well as more efficient and effective.

About Zoomd

Zoomd (TSXV: ZOMD) (OTC: ZMDTF), founded in 2012 and began trading on the TSX Venture Exchange in September 2019, offers a site search engine to publishers, and a mobile app user-acquisition platform, integrated with a majority of global digital media, to advertisers. The platform unifies more than 600 media sources into one unified dashboard. Offering advertisers, a user acquisition control center for managing all new customer acquisition campaigns using a single platform. By unifying all these media sources onto a single platform, Zoomd saves advertisers significant resources that would otherwise be spent consolidating data sources, thereby maximizing data collection and data insights while minimizing the resources spent on the exercise. Further, Zoomd is a performance-based platform that allows advertisers to advertise to the relevant target audiences using a key performance indicator-algorithm that is focused on achieving the advertisers’ goals and targets.

Social media is continually evolving, and new platforms constantly come out of nowhere and take over public consciousness.
As a result, advertisers always need to remain aware of what platforms are trending, and while old campaigns can often be applied to new platforms, a refresher is usually needed.

Multichannel Campaigns

Running a multi-channel campaign is not a new demand for advertisers. Multiple channels or platforms have been popularized since early times, and often when crafting a campaign, advertisers will consider how well it will work across multiple platforms. But while advertisers often can and will use the same creative concept on various platforms, some aspects of the ad will need to be adjusted to make the most out of each advertisement.

Having an overall concept designed to work on several platforms while creating variations for each platform is recommended. After all, a static banner that may work on Google or Facebook won’t work as well on more dynamic platforms such as Snapchat. Slight adjustments may be enough to tailor ads for some platforms, but others stand so apart, they’re practically in a world of their own.

TikTok- When Multi-Platform Media Strategy Isn’t Enough

TikTok is the latest creative platform to take over social media, with over 1.1 billion users worldwide, many of whom interact with the app daily. The app is extremely popular, particularly with GenZ users, being yet again the most downloaded app from both the app and play store. The platform has its own style, rules, and culture, and creative concepts that have worked in the past or on other platforms may need a complete overhaul when making their debut on TikTok. Using the same old content on a new platform will reduce interest and engagement, leading to low CTR and conversion rates not to mention a negative impression of the brand.

Unlike traditional platforms, which most advertisers are already familiar with, learning what works and what doesn’t on TikTok may need extra investigation. One example of how TikTok is unique is that while it does rely on video content, TikTok users are generally encouraged to keep content as bite-sized as possible. Initially, the content was limited to just 15 seconds, but that was later extended to 60 seconds and now many users can upload three minutes for more informative videos. This means that the best way to get your message across and drive engagement on TikTok is by using short, sharp creatives with a clear and convincing CTA.

Why Avoiding Ad Fatigue Matters

Similar rules often apply to other platforms. On some occasions, your creatives may only need a slight tweak before it is presented on multiple platforms, while in other cases, you may need to rethink your creative concept and redesign it entirely from scratch.

Differences such as the age and gender of users primarily engaging with a platform need to be kept in mind when developing a media budget and during the media planning stage. This is especially crucial when running a cross-channel campaign. Users who follow your brand across multiple platforms will grow bored of constantly having the same messaging directed toward them, leading to ad fatigue and lower conversion rates.

Refreshing your creative specs is essential, not just for the holiday season or special events but all year round to keep those conversion numbers growing. Remain open to change and continually run your creatives by testing to see what works with which demographics. With Zoomd’s “Best Performing Creatives” feature, available on our own developed Skipper UA platform, you can tell from a glance at your dashboard which creatives are working and what needs to be refreshed, indicated by the low CTR. By avoiding creative fatigue, you maximize every cent of your media budget and increase your chances of converting new users. Instead of struggling to understand your audience, use statistics and real-time insights to see what works and where.

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Looking to improve your creative assets? Look no further. With our strong and authentic creator’s community, you can easily scale your creative production performance in a matter of days. Let’s talk

Learn more about our creator’s community in this video:

Will you be better off with an advertising agency or an in-house team? What will drive greater app growth while optimizing operations?

Having provided user acquisition platforms for both agencies and advertisers – and having acted as a performance user acquisition agency for some of the largest brands in the world – we know there isn’t a right or wrong way. There’s just the way that’s best for you.

Here are 5 key aspects to consider, and how both advertising agencies and in-house teams can help your app succeed, depending on what matters to you most.

Changing Industry Requirements

Choose in-house if you have the resources for continuous employee training. With the advertising and app industries changing so frequently and so widely (remember the days we only had a couple of primary channels?), you’ve got to constantly keep your team on the cutting edge of knowledge and technology.

The benefit is that employees often see professional development as an employee differentiator, so you are likelier to attract and retain top talent.

Choose agency if you just need to get going or if you don’t have the resources to keep up with all the changes, then develop or find training for your team on an ongoing basis yourself. Some agencies do that for you – they continuously train their teams on new channels and strategies. Others go deep and specialize in certain aspects.

If you need access to effective influencers *and* you want to build your app’s own TikTok community, hire an agency that has already achieved proven results for each goal, and see results faster. One of the top reasons for that is that agencies tend to have much more operations volume in one channel (in comparison to a single advertiser), thus get direct account managers introduced by the platform or social network themselves. For example, as a certified marketing partner of TikTok, we received in-depth data, best practices and faster supports from the platform. To understand the real value of a technology agency, you can read in our latest article by Zoomd VP of media.

Broad and Deep Perspectives

Choose in-house if you want a greater cross-silo collaboration. When your marketing people collaborate with sales, customer success and product people, magical things can happen. They gain a deeper understanding, better data, and end up driving better results, because they understand your app’s customers better.

You can create intentional collaborations with agencies, but the advantage of in-house teams is that they interact informally with other teams, whether it’s at lunch or on the company’s happy hour Zoom call. The personal relationships could make collaboration simpler, and some ideas might pop up spontaneously in day-to-day conversations.

Choose agency if you want proven strategies that have worked for apps like yours – or if you want the benefit of cross-industry experience. Folks who work at agencies typically work with many more app companies than the in-house marketer that “only” changes companies every 2-3 years.

It’s a different type of experience. The in-house marketers go deeper into one brand, while the agency marketers get a broad perspective. They can see how app users in both your industry and in complementary industries have responded to certain marketing initiatives, and what works in other industries that your audience might not already be used to seeing, allowing you to differentiate your messaging further.

Hiring and Compatibility

Choose in-house if you want to decide who you work with. First, you might care about certain skills that your agency doesn’t. Maybe your agency hires very creative people who design stunning campaign assets (link to assets article once it’s published), but you need someone on your team who’ll prioritize diversity and inclusion, or empathy toward your app users.

Second, maybe your agency’s team members check all your professional checkboxes, but you want someone who’ll just be fun to work with. When you hire advertisers yourself, you have more control.

Choose agency if you want access to a pre-vetted pool of industry pros, who have experience taking apps and campaigns to the next level. The hiring process can be extensive and expensive, and partnering with an agency that’s already done the heavy lifting can make your life easier and save you money. Make sure you meet with the people who’ll be working on your campaigns, to ensure compatibility in personalities and work process preferences.

Work Velocity

Choose in-house if you want greater control over your schedule and over your team’s availability.

You can tell an employee you need a project ASAP – it’s your company and you decide what to prioritize – but if you need a deliverable within two days, and your agency is already fully booked with commitments to other clients, you’ll need to find an alternative solution for that deliverable.

Choose agency if you want to grow fast. Agencies already have team members, plus relationships and partnerships with freelancers. They can likely add people to your app’s campaign quickly.

Alternatively, hire 2-3 agencies at once. You make 2-3 hiring decisions and book entire teams instead of 2-3 people.

Customization to Your Needs

Choose in-house *and* agency for the best mix for your specific situation.

Have some in-house advertisers to ensure your app campaigns remain on-brand across partners, and to simplify cross-silo collaboration. Simultaneously, partner with agencies that specialize in areas that complement your team’s strengths, have broad experience to help you differentiate yourself from the noise, and have the ability to help you scale fast.

Here at Zoomd, we have performance marketing solutions to help you whichever way you choose. If you need an agency that specializes in meeting ambitious user acquisition goals, we’ve got your back. Prefer to do it yourself? We recently started providing access to our proprietary AI-based platform. You gain the benefit of 500,000,000 daily data points, leverage what works on one channel to inform campaigns on other channels and increase your app growth efficiency. See what’s possible here.