Our guest today is Adam Hadi, VP of Marketing at Current. Adam has been a guest before on the show - and has been a guest on our other show How Things Grow, and we are thrilled to have him back. Adam talks about how Current has gone beyond Facebook and Google, exploring additional channels - both online and offline. He discusses why they did this - and how they account for complexities of a typical user’s acquisition and adoption path, how they use a mix of messaging and channels effectively to build trust, and how they think about measuring and tracking impact in the absence of precisely attributable data. This is very much a masterclass on adapting to the uncertain, unclear paradigm that a transition to offline marketing often entails. Enjoy!KEY HIGHLIGHTS📋 How attribution has changed at Current🤯 Attribution becomes more complex with more channels🌳 The impact of a long product lifecycle on attribution 🤲 How Current serves an underrepresented group🏦 Why banking is a high retention sector🤝 Building trust is very important in fintech🗺️ The different paths to becoming a customer📍 It is important to know where your customers are🧗 Mapping out the multi-step user journey 🌈 Different strokes for different categories 👍 Leveraging the implied trust of offline and traditional channels🧨 Why influencers generate a huge boost🍊 Apples and oranges: hyper casual and fintech🎨 The spectrum of direct response☑️ How to draw the right conclusion from the wrong marketing move🎚️ The nuances of fintech products🚀 The impetus to embrace offline channels🎢 Understanding the stakes of apps↕️ Banking naturally lends itself to measuring uplift⚖️ Different challenges for changing scales🧩 Putting the pieces of user attribution puzzle together🎤 Qualitative insight from customer interviews is very enlightening⏳ The importance of predictive events for optimizing a long acquisition cycle 🔮 Data Science is the future Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-offline-marketing-for-a-mobile-app-with-adam-hadi-vp-of-marketing-at-current/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

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