Appthropology: Recent Episodes
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Welcome to Appthropology! Join Jim and Paul (a marketer and data scientist) as they chat with the people behind awesome mobile apps. Weβll look to understand their biggest lessons for bringing value to people, and weβll dive into interesting stories and insights about how they build and who they build for.This podcast is sponsored by Aampe (www.Aampe.com)
Most smaller apps wish they had the resources of a mega-app, but should they?
Join us this week as we talk with Thomas le Hardy about his past experience working as Director of Customer Acquisition at Audible (Amazon) and how it compares with his current role as VP of Marketing at Tonsser.
During the podcast, Thomas answered questions like:Β
π What were the biggest differences between running marketing at Amazon vs. running marketing at Tonsser?
π Which tools or resources did Amazon have that a smaller app doesn't, and what are the impacts of not having these tools?
π What advantages does a smaller app have over a bigger one?
πΒ Which best practices has Thomas carried forward from Amazon into his current role?
π What are the biggest lessons Thomas has learned building the marketing function at Tonsser from virtually nothing?Β
Throughout the episode, Thomas shared some great tips for how to work cross-functionally and establish a good foundation that would benefit apps of any size!
If you enjoyed this conversation, be sure to connect with Thomas on LinkedIn:Β
https://www.linkedin.com/in/thomaslehardy/
To learn more about Tonsser, you can visit https://tonsser.com/
Appthropology is powered by Aampe, the leader in Message-Led Personalization.
www.aampe.com
Growing a B2C app is difficult, but encouraging users to use an employer-sponsored app brings additional challenges:
If a significant number of employees don't use the app, the employer will cancel your contract.
Join us this week on the Appthropology podcast as we talk with Martyna Malinowska, co-founder and chief product officer at GajiGesa.
During the podcast, we'll cover what GajiGesa is and the predatory loan problem they're looking to solve in Indonesia.
Specifically, we'll cover the cultural nuances that GajiGesa is looking to overcome and how they're encouraging adoption of new features from a technological and user engagement perspective.
We'll also take a peek at how GajiGesa measures success and what's next on the horizon!
If you're looking to increase user engagement in your app and especially if you have aΒ B2C and B2B element, make sure to give this episode a listen! π§
To learn more about GajiGesa, please visit: https://gajigesa.com/en/
To connect with Martinya, you can find her on LinkedIn here: https://www.linkedin.com/in/martyna-malinowska-frm-a4770442/
The Appthropology podcast is powered by Aampe (www.aampe.com).
What are the most common mistakes apps make in CRM? π€
Join us this week as we talk with Annika Dunaway, Sr. Growth Consultant at Phiture, about what she's learned in her experience serving in marketing and CRM roles in virtually every industry β from training and education to food delivery and travel and even health and fitness β and how she currently uses all this knowledge combined with her passion for psychology and human behavior to provide practical steps to driving growth for apps of all sizes as a consultant at Phiture.
Annika has done everything from helping companies establish their first CRM system to running large-scale A/B testing and campaign optimizations for giant multinational companies that employ tens of thousands of employees and are deployed in over 50 countries around the world.
This is an episode you're not going to want to miss!
Join us as we discuss:
π ββοΈ The biggest mistake companies make with CRM
π The biggest challenge apps face along the user lifecycle (and how to overcome it)
π©βπ« What Annika looks for when she starts a new consulting engagement
𧱠How to break through drop-off at paywalls
π How to successfully reactivate users
π Why CRM teams could benefit from an outside perspective
π¨ Annika's favorite tool stack
π¬ The biggest mistake apps are making with their communications
π The most interesting thing Annika has uncovered during an A/B test π
1οΈβ£ ...and the ONE thing CRM teams could do TODAY that would have the biggest impact on the success of their apps.
So, if you have ANYTHING to do with CRM or app marketing, you're going to want to tune in to this episode! π§ (It's like a free Phiture masterclass! π±)
If you enjoyed this conversation, be sure to connect with Annika on LinkedIn:
https://www.linkedin.com/in/annika-dunaway-90b21642/
Here is a link to Annika's excellent article that we mentioned during the episode ("Why your CRM activities might belong with the product team.")
https://phiture.com/mobilegrowthstack/why-your-crm-activities-might-belong-with-the-product-team/
To learn more about Phiture, check out their website:
https://phiture.com/
Appthropology is powered by Aampe, the leader in Message-Led Personalization.
www.aampe.com
Managing CRM for an app is one thing. Running CRM for a FinTech app is quite another.
...especially when you're mostly a team of one.
...and your app is designed for people to STOP using it. π³
Tune in this week as we talk to Joel Fransson, Global CRM Manager at Anyfin, the app designed to help users take control of their finances by getting lower interest rates on their existing loans and making smart money decisions.
During the episode, we'll chat about:
π± Why it's important for Anyfin to have a mobile app.
π€ How Anyfin establishes trust with its prospects and customers.
πββοΈ Why Anyfin wants its customers to stop using their app.
π How Anyfin encourages its current customers to spread the word (while not violating any financial regulations).
πΆββοΈ How Joel works with other teams and sets his priorities as a CRM team of one.
We also talk about the bad rap that FinTechs often get, and how they can actually help people live better, more financially free, lives.
π² So, if you're in the FinTech space or just want to learn more about it, save up your pennies and tune in to this episode! π§
To learn more about Anyfin, you can visit their website:
https://anyfin.com/
And, if you enjoyed this conversation, be sure to connect with Joel on LinkedIn:
https://www.linkedin.com/in/joel-fransson-crm/
Appthropology is powered by Aampe, the leader in Message-Led Personalization.
www.aampe.com
What will determine whether apps survive 2023?
Lifecycle marketing.
...but not lifecycle marketing as we've been doing it.
Apps came off a high in 2020, but the tides have changed. Now, most apps are feeling the squeeze between heavy resource constraints (both fewer physical resources and less capital during the recession) and worsening ad performance (between data privacy and user tracking regulations - Forbes is reporting a 40% decrease in ad effectiveness to iOS users).
How can apps possibly grow in such a market?
You need to engage your current user base.
Just look at Spotify - Only 43% of their current users are paid subscribers. That means if they could figure out how to engage their current "lurking" user base, they could more than double their revenue without giving Meta a dime.
So the question remains β How do we engage our current inactive user base (especially since, to date, our efforts haven't worked)?
Listen in this week as Jim goes solo and talks about the approach that the biggest apps in the industry use and how you can apply this same strategy for your app (no matter the size).
[πHint: It doesn't involve user journeys.]
Lifecycle marketing is the key to survival in 2023.
...but we have to do it well.
What's the role of lifecycle marketing, and how can you make the biggest impact on your brand?
Tune in this week as we talk to Sean Collins, Director of Lifecycle Marketing at BILT Rewards, as we answer this and more!
π³ Get an overview of BILT and the awesome value they deliver to their users
π± Learn how BILT discovered that their own name was potentially turning some users off (and how they pivoted).
π΅ββοΈ Hear how they create and decide which services to offer to help increase their usefulness and customer loyalty
π¬ Learn how Sean decides on messaging cadence and how he knows "which messages worked"
π¨βπ« ...and hear Sean's view on his role as a lifecycle marketer and how to be most effective in a Lifecycle Marketing role.
There's also some fun bonus content in here, like how to properly measure user LTV so you can make better user acquisition decisions and the biggest lesson Sean's learned through his entire working career! (Who can pass that up? π )
There's fun for everyone in this episode, so be sure to tune in! π§
1 in 4 children in America right now grows up without learning how to read β and we can't just fix it with "more school."
In fact, only 35% of public school students are rated at or above 'Proficient' in grade 4 reading, and a full 37% of children arrive at kindergarten without the skills necessary for lifetime learning.
Tim Dikun and the folks at Teaching.com don't think that's acceptable, so they're doing something about it.
Per the National Center for Education Statistics (NCES), regardless of household income or background, educational success starts at home β
Children who are read to at least 3x per week are almost 2x as likely to score in the top 25% in reading compared to children who are not, and students with involved parents are more likely to have better behavior, higher grades, better attendance, and better social skills while being less likely to develop behavioral issues and have low self-esteem, so Teaching.com created an app (Reading.com) to help encourage 1-to-1 reading in a family environment.
Reading.com isn't just an "Edutainment app" β something parents give their kids to keep them distracted. It's an app that parents and children do together...which is the very key to unlocking children's educational success.
As parents ourselves, Paul and I were so excited to interview Tim and understand Teaching.com's mission, strategy, and the lessons he's learned on the journey to launch Reading.com.
This episode is a great listen for parents, educators, and folks who are getting started on the app design process!
Nationally, only about half of children between birth and five years (47.8%) are read to every day by their parents or other family members, let's help turn that stat around with Reading.com.
Reading.com can currently be found on the Apple App Store:
π https://apps.apple.com/us/app/reading-com-learn-to-read/id1534938305
The Appthropology Podcast is powered by Aampe
www.aampe.com
How can you stand out in a crowded marketplace?
How do you effectively expand into new markets?
...and how can you make a big impact, as quickly as possible, when taking over in a growth role for an up-and-coming app?
Tune in this week as we discuss all of this and more with Siim Pukk, the Head of Marketing and Growth at Fudy, Estonia's premier food delivery app!
From auditing and documenting baseline opportunities and issues, to exploring how to create brand partnerships and successfully expand into new markets, we'll talk about how Siim took over the reins and strategized his critical first few months at Fudy.
...We'll even cover some traditional Estonian Christmas dishes that are...well...more than a little unsettling. π
This is a great episode for anyone looking to grow their app in a highly-competitive market! Be sure to listen in! π§
FUDY can be found on the Apple App Store and Google Play:
π https://apps.apple.com/us/app/fudy/id1612226150
βΆ https://play.google.com/store/apps/details?id=eu.fudy.client&hl=en_US&gl=US&pli=1
Here's Siim's excellent "First Month at Fudy" LinkedIn article:
https://www.linkedin.com/pulse/first-month-head-marketing-growth-fudy-siim-pukk/Β
The Appthropology Podcast is powered by Aampe
www.aampe.com
What's the role of data science and behavioral science in mobile apps?
How do you prioritize and conduct experiments?Β
...and how do you effectively interface with marketing? gasp!
Tune in this week as we discuss all of this with Ben Tengelsen, the VP of Data Science at IntelyCare, the flexible healthcare staffing app!
We'll dive into some common misconceptions and pitfalls that can occur from looking at data, when and how to apply different disciplines of data and behavioral analysis, and we'll even cover a few examples of real-life experiments Ben and the IntelyCare team have run to help boost their different business objectives.
We'll even discuss the top-secret way Ben decides which requests from marketing to pursue!
There's really something for everyone in this episode, so be sure to check it out!
This week on the Appthropology podcast, we're talking with Gijs Verheijke, the Founder of Ox Street, Southeast Asia's premier app for buying and selling authenticated shoes and apparel.
Tune in to learn Gijs's advice on how to successfully start up a 2-sided marketplace, some of the tools and strategies he uses to keep Ox Street going, and the lessons he's learned along the way.
You'll also get a glimpse into "Sneakerhead" culture, see what user metrics matter most, and learn about how Crocs are making a comeback! gasp
Tune in this week as we talk to Baptiste Malaguti, the CEO and Co-Founder of Kuri, the Climate-Friendly Meal Planning App.
We'll dive into why Baptiste started Kuri, Kuri's mission, and how Baptiste was able to quickly scale and get featured in the Apple App Store.
We'll also explore how Kuri chose their user-behavior metrics, the way Baptiste thinks about content, and the most interesting thing he's learned on his journey!