What We Believe About
Mobile Marketing
Our approach is built on respect for user attention, commitment to sustainable growth, and the belief that marketing can be helpful rather than intrusive.
Back to HomeOur Foundation
Everything we do stems from a few core values that guide how we work with clients and develop campaigns. These aren't aspirational statements—they're principles we actually follow when making decisions.
Respect for User Attention
People's attention is valuable and limited. We don't take it for granted or treat it as something to exploit. Every message we help craft should earn the attention it asks for.
Long-Term Thinking
Quick wins that damage user relationships aren't actually wins. We optimize for outcomes that compound over months and years, not just the next reporting period.
Honesty About Limits
Mobile marketing has real constraints and limitations. We're upfront about what's realistic rather than promising unrealistic outcomes to secure business.
Context Matters
What works for one app category or audience doesn't necessarily work for another. We resist the temptation to apply generic solutions to unique situations.
Our Overarching Philosophy
We believe mobile marketing should help users rather than interrupt them. When done thoughtfully, marketing becomes a service that delivers value—helping people discover apps they'll genuinely use, reminding them about features that improve their lives, and keeping them informed about updates that matter to them.
This requires rethinking traditional marketing approaches. Instead of maximizing message volume, we focus on maximizing message relevance. Instead of treating users as targets to be captured, we treat them as people whose time and attention deserve respect.
Our vision is straightforward: we want to help create mobile experiences where marketing enhances rather than detracts from user satisfaction. This means fewer but better messages, campaigns designed around user needs rather than just business needs, and sustainable approaches that work years from now, not just this quarter.
"The ideal mobile marketing doesn't feel like marketing—it feels like helpful communication that arrives at the right moment."
What We Believe
Permission is Earned, Not Assumed
Just because someone downloads an app doesn't mean they've granted unlimited access to their attention. We believe permission must be continuously earned through valuable, relevant communication.
This shapes how we think about notification strategies, message frequency, and campaign timing. Every communication should reinforce rather than erode the user's decision to stay engaged.
User Experience Includes Marketing
Many people separate "product experience" from "marketing experience," but users don't make that distinction. Notifications, emails, and ads are all part of how people experience your brand.
Poor marketing can damage an otherwise good product. We approach campaign development with the same care product teams apply to feature development.
Data Should Inform, Not Dictate
We rely heavily on data and testing, but we don't let metrics override judgment and context. Sometimes the data suggests tactics that work short-term but harm long-term relationships.
Our approach balances quantitative performance with qualitative understanding of user sentiment and brand perception.
Retention Reveals Truth
Acquisition metrics can be optimized many ways, but retention reveals whether you're actually providing value. We believe focusing on retention automatically improves most other metrics.
Apps that keep users engaged month after month are doing something right. Our strategies prioritize creating that lasting engagement.
Mobile Context is Unique
Mobile devices are personal in ways that desktop computers never were. People carry phones everywhere, check them constantly, and have strong emotional responses to how apps behave.
Marketing approaches must account for this intimacy. Tactics that work on desktop or in other channels often need significant adaptation for mobile.
How This Translates to Practice
Philosophy matters only if it shapes actual decisions. Here's how our beliefs influence the work we do.
We Default to Fewer Messages
When designing notification strategies, our starting point is conservative. We add frequency only when data shows users want more communication, not because more messages might incrementally increase short-term metrics.
We Test With User Impact in Mind
Our A/B tests measure not just immediate response rates but also downstream effects on retention and sentiment. A test variant that boosts clicks but increases uninstalls isn't a winner.
We Question Standard Practices
Just because something is common doesn't mean it's optimal. We regularly evaluate whether standard industry tactics actually serve your users and goals, even if they're widely adopted.
We Build Opt-Out Protection
Campaigns include monitoring for signs of user fatigue. If opt-out rates increase or engagement declines, we proactively reduce frequency rather than waiting for the problem to worsen.
The Human-Centered Approach
At the core of everything is a simple premise: we're creating campaigns for actual people, not abstract user segments or conversion funnels. This influences how we think about every aspect of mobile marketing.
Individual Contexts Matter
Two people might use the same app very differently. We segment and personalize based on behavior patterns, not just demographics, to respect individual usage contexts.
Empathy Guides Decisions
Before sending any message, we consider how it feels to receive it. Would this notification be welcome at this moment? Does this message add value or just noise?
Respect for Boundaries
When users indicate preferences through their behavior—ignoring certain types of messages, opting out of categories—we listen and adjust accordingly.
Clear Communication
We avoid dark patterns, unclear opt-outs, or manipulative messaging. Users should always understand what they're agreeing to and how to change their preferences.
Innovation Through Intention
We're constantly looking for better approaches, but innovation must serve users and goals, not just be different for its own sake.
We Test New Approaches Carefully
When new mobile marketing tactics or platforms emerge, we evaluate them through our principles. Does this respect user attention? Can it build sustainable relationships? If yes, we'll explore it. If no, we'll skip it regardless of hype.
We Learn From Every Campaign
Each project teaches us something about what works for different audiences and situations. We document these learnings and apply them to future work, creating continuously improving approaches.
We Balance Proven and New
Your campaigns aren't experiments. We build on established foundations while incorporating innovations that show clear promise. This gives you stability plus progress.
Integrity and Transparency
We believe honesty builds better relationships than carefully managed narratives. This applies both to how we work with clients and how we approach user communication.
Honest About Results
When campaigns underperform, we say so directly and explain what we're doing about it. When they overperform, we celebrate but also explain any luck or external factors involved.
Clear About Tradeoffs
Every strategy involves tradeoffs. We explain what you're gaining and what you're sacrificing with different approaches so you can make informed decisions.
Transparent Process
You understand what we're doing and why. We avoid treating campaigns as mysterious black boxes—you get clear explanations of strategy and tactics.
Accountable to Commitments
We set realistic expectations and then work to meet or exceed them. If circumstances change, we communicate proactively rather than hoping you won't notice.
Working Together
We view relationships with clients as partnerships, not vendor arrangements. Your success is our success, and that requires genuine collaboration.
We Listen More Than We Prescribe
You understand your product, users, and market better than we ever will. Our role is bringing mobile marketing expertise to combine with your knowledge, not overriding your judgment.
We Share What We Learn
The insights we develop from your campaigns belong to you. We document what works and why so you benefit from the knowledge even if we eventually stop working together.
We Adapt to Your Workflow
Different organizations work different ways. We adjust our communication style, meeting cadence, and reporting format to fit how you prefer to collaborate.
Thinking Long-Term
We optimize for outcomes that matter years from now, not just this quarter. This sometimes means choosing slower growth that lasts over rapid growth that burns out.
Building Sustainable Practices
Quick tricks and growth hacks often stop working once everyone adopts them. We focus on fundamental approaches that remain effective as markets and platforms evolve.
Protecting Brand Equity
How you market today shapes how users perceive you tomorrow. We avoid tactics that might boost immediate metrics but damage long-term brand perception.
Growing User Value
The most valuable users are those who stay engaged for months or years. Our strategies prioritize creating and keeping these relationships over constantly churning through new users.
Creating Lasting Systems
Rather than requiring constant manual intervention, we develop systems and frameworks that continue producing results with reasonable maintenance.
What This Philosophy Means for You
These aren't just beliefs we hold—they shape concrete aspects of working with us.
You can expect honesty: We'll tell you when something isn't working or when we don't know the answer, rather than pretending everything is always optimal.
You get thoughtful recommendations: Our suggestions come from considering your specific situation, not from applying standard playbooks to every client.
Your user relationships are protected: We won't suggest tactics that might boost short-term metrics but risk damaging how users perceive your brand.
You maintain control: We provide recommendations and handle execution, but you always understand what's happening and why. Major decisions remain yours.
You build lasting capabilities: Rather than creating dependency, we help you develop understanding of what works for your specific audience and situation.
This philosophy isn't for everyone. If you need aggressive growth tactics regardless of long-term impact, or if you prefer agencies that promise certainty rather than acknowledge complexity, we're probably not the right fit. But if these values resonate with how you want to build your mobile presence, we'd enjoy working together.
Does This Resonate With You?
If these values and beliefs align with how you want to approach mobile marketing, let's talk about working together. We can discuss your situation and see if our philosophy translates well to your specific needs.
Start a Conversation