How to Align Your App Marketing Strategy with Pride Month Values


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.
How to Align Your App Marketing Strategy with Pride Month Values

Supporting the LGBTQ+ community during pride month with a designated marketing plan for your mobile app

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! 🏳️‍🌈

Want to know more?
Contact Us

It’s Time to Put All Your App Advertising Eggs in One Basket


When it comes to your media planning, diversification is a key element to maintaining a steady activity of your marketing plan. But why not centralize it all into one screen, from various channels to create a better, more efficient, less time-consuming, and clearer workflow for your campaign management team?

We’ve all heard the saying, “Don’t put all your eggs in one basket.” Usually, diversification is important. It’s true in the investment world, where it’s advised to have a mix of assets and stocks. And it’s true in advertising.

When you want to reach a big volume of potential users and reach a large audience for your mobile app, you know you won’t find them all in one channel, in a single space. Therefore, you mix your user acquisition media plan and spread your efforts across different channels.

According to Appsflyer, different advertisers are using different number of sources, all depending on budgets and app vertical.

But the challenge is that managing a wide range of user acquisition campaigns across 6 (or, you know, 20) channels can take your whole day, and keep you away from the deep data analysis that can set you to success.

It doesn’t have to be this way.

A Day in the Life of a Performance Marketer

Creating the campaign, setting your targeting (age, location, preferences, etc) can take hours, as you’re working on each platform separately, doing the same meticulous process on each source.  Then, optimizing each one can take you days on ends, depending on your budget, amount of campaigns per devices and geos.

Next comes the campaign analysis part, which is usually a lot of fun.

If you’re a data enthusiast like us, you can literally do it all day. Sometimes you find yourself going deep into a micro view of each day, analyzing why one weekend was better than the other (our guess, it must have been that new set of banners that gave the regular weekend campaign a boost).

Except now you have to analyze all your campaigns, across 6 (or, you know, 20) channels, and somehow align the measurement standards, KPIs and audience targeting that each channel offers into one cohesive data source, that helps you make smarter decisions on future campaigns to grow your app.

Long hours at the (home) office?

Us too.

That was our story for years, as we manually managed campaigns for some of the largest brands in the world.

Until we realized that, even though all the experts said “don’t put all your eggs in one basket,” there’s got to be a way to watch, analyze and control all the campaign data, from all channels, in one screen.

You know, that whole “work smarter, not harder” mantra.

We couldn’t find something that served our needs, so we ended up building it from scratch ourselves. The process taught us a lot. Among others, it taught us that, sometimes, one has to go against common advice, and actually put all of one’s advertising eggs in one basket if one wants to truly scale one’s app.

Marketers are Wasting 184.6 Hours a Year

In a global study we conducted among over 70 international marketing and user acquisition professionals in 2020, the second most desired improvement to current user acquisition campaign management platforms was “more analysis options and easier options.”

Zoomd Tech Research 2019 -user acquisition platforms

Source: Zoomd Research, 2019

This isn’t surprising considering how much time marketers spend “collecting, organizing and analyzing marketing data from different sources” – “an average of 3.55 hours a week,” according to a HubSpot survey.

That’s 184.6 hours a year, the equivalent, more or less, of a full month of work.

Source: HubSpot

The HubSpot survey was conducted in 2015, and marketers are still struggling with this. That’s because they still believe following common advice to spread your app advertising resources is the best way to go.

They’ve got a radio ads provider, a TV ads provider, a Facebook ads provider, a TikTok ads provider, and let’s not even begin to count the amount of app advertising networks that are out there.

39% of our survey responders told us they work with 6 or more digital media channels. 14% work with 11 or more, and some – with 16-20 channels.

Source: Zoomd Research, 2019 

That means logging in and out of 6 or 20 channels every day, reviewing that many dashboards, and figuring out a way to not only analyze each channel’s data, but how they correspond with one another too.

True, it’s important to diversify app download resources and not rely on one advertising channel. But there are just so many dashboards a person can analyze, and then somehow unify manually, to get all data from all channels to make one cohesive sense.

Even though managing so many channels separately is the common thing to do, it’s costing companies a lot of money.

The Cost of Waste, and What You Can Do About it

If the average marketer spends 3.55 hours a week collecting, organizing and analyzing data from different sources, what is it costing the organization?

A median salary of a marketing manager in 2019, according to the US Bureau of Labor Statistics, was estimated to be $136,850. The median hourly rate was estimated to be $65.79.

Source: US Bureau of Labor Statistics

That means companies’ investment in data collection, organization and analysis for their apps could be estimated at $233.55 a week – or $12,144.83 a year.

That’s assuming you only have one person in charge of it, and that person’s not ranked higher or earning a higher salary. We know that many times, companies have multiple people in charge of this part of the department.

We’ve also seen marketers who invest a lot more hours every day on these tasks.

Now, some employee time will need to keep being allocated to analyzing your app advertising efforts, so you can make smarter and smarter decisions each time.

But companies can easily save a five-figure amount across multiple team members doing this work – without hurting their salaries. They could reinvest marketers’ time in more revenue-generating activities than hopping between dashboards and trying to optimize each one separately if they just unified and simplified their app marketing operations.

We’ll talk about how you can do that in a bit. But let’s first focus on the people who turn your strategy into reality, because the time cost is just the beginning.

Simplifying your team’s work, and refocusing it on more satisfying aspects than data collection, also serves to prevent burnout. Preventing burnout means you get more productive employees, who perform better and stay on the job longer, saving you recruitment costs.

According to a 2020 Gallup survey, 21% of employees experience burnout very often. And sure, part of it is how many hours we all work, “but how people experience their work has a stronger influence on burnout than hours worked,” explained Gallup.

Burnout is bound to lead to lower engagement. According to Good & Co, “companies with low engagement scores saw operating income decline by 32.7%.”

At the same time, approximately 60% of marketing leaders have felt the pressure from their CEO or board to prove their department’s value to the company’s bottom line for years now, according to Econsultancy.

Source: Econsultancy

Graph of marketers

That number is likely higher now, with everything happening in the global economy due to COVID-19.

Getting your team to work the same hours, but drive better results for your app, is more critical than ever.

These are going to be the people that will get promoted and get pay increases despite the economic situation. These are going to be the departments that gain budget increases and are able to make a bigger impact for their apps and their customers.

Unifying Channels Means More Profitable Mobile User Acquisition Campaigns

The common advice to avoid keeping all your eggs in one app advertising basket doesn’t necessarily decrease your risk. In fact, it increases it.

And not just because it’s frustrating your team and making their work harder than it needs to be.

Remember that global survey we conducted recently?

The number one thing marketers told us they’d like to add to the user acquisition management platforms they use is the ability to interface with other systems.

And 60% told us they’d like the ability to watch, analyze and control all the campaign data from all channels, in one screen.

But we’d like you to dream even bigger than that – and consider unifying cross-channel data as well.


Because when you manage your app UA campaigns in channel silos, you become dependent on certain platforms that provide better data. Simultaneously, you end up settling for less efficient data and app growth through other channels in the name of a wider distribution.

Instead of simply unifying channels and data.

If Facebook offers you better targeting options now, and changes its mind tomorrow, what will you do? And what about all the app downloads you’re leaving on the table due to poor targeting on other channels?

The truth is it’s not your fault. You educate yourself, you practice what you learn, and you show up for your team. You do everything you can to generate app growth.

We see this when we talk to marketers like you every day.

All the gurus – and many “best practices” articles – recommend managing app marketing channels separately from one another.

As performance marketers, we subscribed to that belief for a long time too. But when we decided to create a better way, everything changed.

When we unified all our mobile user acquisition channels into one SaaS platform, time management became easier, still running in all the channels we wanted and many more…because the same work took us much less time. We still use a ton of channels – the platform we built unifies over 600 global media sources – but we see everything on one clear dashboard.

No more spending hours upon hours collecting and organizing data.

The analysis has gotten simpler as well, and generating app downloads is just easier.

That’s because we’ve unified our data. Among others, we’ve partnered with premium social platforms, including Google, , Facebook, Instagram TikTok, Apple search ads and Snapchat. As a result, we’ve been able to use one channel’s data to influence our app advertising campaign on other channels.

The platform learns what works on a certain channel, automatically compares it to what’s worked on others, and creates predictive suggestions, that increase app downloads even on less robust channels.

Source: GIPHY


You Can Have Your Cake and Eat it Too

In her book, The Happiness Project, author Gretchen Rubin says she wanted to change her life without changing her life. She wanted to make enough small changes to experience greater levels of happiness, even though she already had a lot to be thankful for.

By unifying your dashboards and data, you can do the same. You can keep doing your usual work, and keep spreading your budget across a wide variety of channels.

You can also see exactly what drove impressions, clicks and app downloads on each channel separately, and how much each action cost.

But you can see it all on one dashboard. You get better insights without wasting your time on data collection. And you make smarter, more accurate targeting since you get unified, deeper data from 600+ sources.

So, ultimately, you get more app downloads and more in-app sales for less work and hassle.

That’s what we set out to provide for you with our new SaaS platform, and we’re excited to invite you to try it.

Pave Your Own Way

Just because everyone does the same thing, it doesn’t mean we need to follow along too. It is many times, those who go against the grain that make the biggest splash, the biggest impact, and enjoy the biggest rewards.

Ready to Zoom your app into growth? We’re here for you.

Want to know more?
Contact Us

BLACK FRIDAY 2020: Prepare for the crazy M-commerce sales season


The last quarter of the year is traditionally the busiest and most profitable time for e-commerce worldwide. However, this year’s events unfolded a strange and unusual reality, meaning this year’s peak shopping season will look very different from what we know and expect.

Since January of 2020 more people are turning to online shopping, which makes room for many early-bird sales, as a result, lots of items are going out of stock faster than ever.

These last months of the year are the opportunity to achieve the sales and numbers goals you set early in the year. Failure to adequately prepare for this event could be catastrophic and result in big losses of potential earnings and customer confidence. According to a Statista 2020 survey among U.S. consumers, 49 percent of respondents were more interested in doing their holiday shopping online when compared to last year’s data. This accumulates to 50%-60% of US shoppers who are planning to do their holiday shopping online.
This shopping season, we are possibly going to see a sustained period – months even – where every day is like Black Friday. Online businesses should get ready and prepare for Black Friday, Cyber Monday (collectively abbreviated BFCM), and all the shopping holidays beyond.

Start today!
If you haven’t done so now is the time to get started. Black Friday is just a month away, and people are home searching away and saving those favorite products in their Wishlist. If you’re able to create a pre-party and offer those promotions early, it will also work to your advantage. People are home and, in most cases, won’t wait for those last year sales if they can get them now.

Know your audience – with your site search data
Knowledge is power, and knowing what your consumers search for during this year, compared to the same time last year, will give you vast knowledge and understanding in where to direct your resources – which product was a best seller, or what could have been a best seller if you had more supply of it.
Your website search tool can give you so much – as Zoomd Adam glass explains, both on the button line earnings and on your strategic plan.

Share those coupons away
This is one of our golden rules, so we’re keeping it up high, same as last year. This is the time to enrich your offerings with coupon codes, giveaways and special offers, not only to keep the loyalty of existing customers but to attract a new batch of consumers eager to get their new holiday shopping at a discount.
Be competitive as most retailers offer at least 20% off during black Friday, with some offering even 30%-50% off for first time orders, or over a certain number of items selected. Present those discounts clearly on you home page for new and existing customers to see, send it to your existing subscribers. A last tip here will be to add a countdown banner, not only to add urgency to your amazing offer, but it creates excitement and something to look forward to.

Avoid the “holiday” or “covid” offers and keep it simple
According to a May 2020 survey by Adobe, both in the U.S. and in major global economies, people are way less receptive to “Covid-19” type of messaging now. The survey found that a brand’s COVID-19 response was way more important in June when 72% of surveyed shoppers factored it into their purchasing decisions. In the most recent survey, only 44% of consumers do so.
Naturally, people want some escapism from current events – this is true even when it comes to advertising and also when it comes the other relaxation methods such as online shopping 😊

Do not abandon the brick and wall store if you can
Earlier this month in a different analysis for the upcoming M-commerce season, we learned that shipping and last-mile delivery are going to be under very big demand, thus slowing down shipments and making them less cost-effective on both the seller and buyer side.
According to Salesforce, in-store, drive thought and crowdsourcing services will see 90% spike in over the previous holiday season.
People do want to buy online in the safety of their own homes, keeping social distancing, but they just can wait for the shipment or carry the higher than last year’s costs of shipment, preferring to pick up with convenience at their local store.

Technology maintenance
Even before making sure you have enough products or supply, make sure your website or app will support this end of the year high traffic peak. No use in having big promotions, exclusive items and offers if people can’t reach it. To thrive in today’s retail climate retailers must invest in scalable technologies to help them prepare for unpredictable spikes in online business.
This strategy likely includes upgrading to a flexible e-commerce platform that’s ready to scale with fast-changing traffic demands. And retailers new to selling online (or selling at a much higher rate than before) must also consider the security implications of shifting to online sales. Malware blockers, firewalls, and security certificates are critical to protecting customer data. Going back to your search tool, spending time looking at search terms that are driving 0-result errors and fixing these using synonyms is another good quick win.

Plan your media mix and optimize as you go
Mix your ad formats: You’ll absolutely want to utilize different ad placements as you start to deploy your holiday paid and social campaigns to support your KPIs. By playing with different formats across different platforms, you’ll win on cheaper ad real estate and then drive a higher conversion rate.
It’s easy to get into the habit of repeating what works. To grab ahold of the highest returns this holiday season, you’re going to have to crack open those analytics and be smarter with your paid media. Being smart also means testing and learning. Stick to the methods that are tried and proofed, but also dedicate a small amount (5-10%) of your overall paid media budget to test new channels, strategies, promotions and more. While the digital era has created many powerful new opportunities, it also poses challenges when tracking, analyzing and optimizing marketing and advertising performance across different platforms. Even more so, in the busiest time of the year you can’t afford to invest so much of your time optimizing your campaigns on all of the different platforms.
We absolutely get this, and that’s why we opened our robust mobile user acquisition platform to advertisers of all sizes who are looking for a simple and clear UA platform connected to premium media channels such as Google, Snap, Tiktok and other ad networks. This way you gain by running on those familiar media sources you love and know that works for you, while testing new sources in a clear performance model of no results, no pay.

If you are eager to learn more about our technology, we’ll be happy to help you grow. Let’s talk.

Stay Safe
Happy M-commerce season

Want to know more?
Contact Us
Contact Us