Nadine Santana

Q&A with Nadine

Nadine Santana is Digital Account Director at Camelot Communications, driving performance and user growth for various app advertisers. After 12+ years of experience in interactive advertising, Nadine has a remarkable track record of achievements, consistently meeting and exceeding quarterly sales goals. Always ahead of the evolving mobile advertising space, Nadine confidently manages client relationships and improves account results at Camelot Communications.

In your own words, tell us about the account(s) that you manage?

I focus primarily on finance accounts with Direct Response (DR) goals and a robust mobile app presence.

How did you get started in mobile marketing?

The digital landscape is increasingly mobile-focused. Instinctively, my clients are leaning into this space to better connect with their target audience. It was an organic progression for me led by the demand for the mobile marketing space.

What do you like most about mobile marketing?

The creativity I can deploy around creative messaging. Different platforms lend themselves to interesting plays I can implement to resonate with clients’ user base. It is constantly evolving, so I always have the opportunity to learn something new.

What does it take to succeed in mobile marketing?

Keep up with the latest trends in app usage and understand your audience behaviors across various platforms. Stay nimble and agile to adjust to the ever-changing mobile landscape. It helps to pivot to trends happening within the space and turning to macro trends that have a downward impact on your client’s business.

In your opinion, what mobile strategies work best to meet performance and brand marketing KPI's?

Quick and direct messaging lets users know what you are offering and what action you want them to take. Ensure the app user flow aligns to the messaging, making the process as seamless as possible for your users to connect with your product/service. A no-brainer here, but remember to maintain open lines of communication with the media, analytics and product teams. This will help ensure alignment on how to achieve goals/KPI’s.

In the past year, what is one tip you can share which made the biggest performance difference for your clients’ mobile strategy?

Agility. The pandemic brought with it a whole new wave of user behaviors as we all found ourselves navigating a new normal. Looking at the latest trends popping up and seeing how people interact with each other and with technology, we discovered different behaviors. We leaned into these to capture interest and momentum with more users. An area where we found a growth spurt was do-it-yourselfers (DIYers) and home renovations. We stepped up by tailoring messaging and targeting these behaviors to better engage with this particular group of users.

What’s your top tip when it comes to mobile ad creative?

Be direct in your messaging and entice your users to desire engagement. Disrupt the space you are in to pull users out of the content they are viewing and take the action you ask them.

What are your top 3 go-to resources for keeping up with the mobile ad tech industry?

• Media publications such as AdExchanger for industry news/updates.
• Stay updated on all things ad tech/mar tech through our in-house mobile team, who have valuable knowledge from agency-client learnings.
• And publisher partners for case studies and competitor analysis.