Business of Apps

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Your phone has become an extension of your brain. You store a ton of information on it, you use it to get through your day or to plan something in advance. You’re working on it, you are spending your leisure time with it.

Every once in a while, when your existing 80-100 iOS apps (this is how much apps we have on our phones these days) aren’t enough and you need a new one, you go to the App Store. When you launch a search query there, the first search result you can see is on a blue background - this is an Apple Search ad.

Whether you’ve been driving traffic to your iOS app with Apple Search Ads or you never used this paid advertising platform before, today Simon will tell you how to use it efficiently.

Today’s Topics Include:* Simon's background * About AppTweak * Apple Search Ads overview * Balancing between keyword discovery and existing high-performance keywords * Using Atlas AI to identify and cluster high-performing keywords for Apple Search Ads campaigns * Measuring and mitigating the impact of cannibalization on brand defense campaigns

Links and Resources:* Simon Thillay on LinkedIn * AppTweak * Atlas AI * Business Of Apps - connecting the app industry

Quotes from Simon Thillay:"So for those who not familiar, today there are actually four different types of inventories in Apple search ads. The one, I think most people are familiar with and the one you were mentioning in your intro, is search results campaigns, which is basically being able to put an ad at the very top of a search result page and based on what potential customer has just searched for.

But there's three more that Apple has released over the years. The second one is a search tab. So it's another ad that you can see, before people start typing in the search tab. And it's basically a game of trying to catch the attention and play on other signals to kind of convert there.

A third one would be the product page, so if people scroll down to the bottom of the page and look at the You Might Also Like section, there will also be an ad in there. But I think the final placement, the final inventory, is the one that gets the most hype these days. It's the Today tab."

"It may be called a discovery campaign, but the campaign part trumps the discovery part. And in other words, at first, the campaign is going to find keywords that fit the criteria you've set. But once it's found those keywords, unless you give it different instructions, it's going to stay focused on those. It's basically the principle of if it ain't broke, don't fix it. We found something that's working."

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Ok. A quick recap of the app marketing industry history. There was a time, circa 2008 - 2016, when all marketers were going out of their way to acquire as much installs for their apps as possible. Pretty much everyone was playing that game. Then came the moment when marketers realized that if they don’t retain their users as they acquire them, they can not build a sustainable app business. Right, it’s no brainer for you now but back than it took time for people to shift their mentality.

Ever since we’ve been hearing about mobile app users churn and how to deal with it, LTV (I’m sure you know it stands for Live Time Value) became a really important metric.

But if I ask you today “What is TTV?” No, I don’t mean Twitch TV. Ok, today Jeremiah will help us to expand your marketing vocabulary.

Today’s Topics Include:* Jeremiah's background * About Sandbox * Effective strategies to streamline onboarding and quick engagement * Measuring and optimization of the time it takes for a user to realize the value of an app * Tactics to transform first-time users to repeat customers * Android or iOS? * Leaving his smartphone at home, what features would Jeremiah miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Jeremiah Runser on LinkedIn * Sandbox * Business Of Apps - connecting the app industry

Quotes from Jeremiah Runser:"The reason why that's so important is we capture them right at that moment that's the most pivotal for them. They can sign up and they can send a notification free of charge to the service member, to their family members about the opportunity to use Sandbox to write letters while they are there. So because of that, can sort of insert ourselves into a process that already happens, which helps us optimize that. And the real value is that supporter gets to see those weekly updates."

"The way we primarily measure this is TTV (time to value). We really did a lot of testing early last year and how do we optimize for first purchase, which we would consider time to value. And how do we do that in the least amount of time? And really that's kind of by optimizing the onboarding process, getting all the information that we need for somebody before they ever even sign up for the app."

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This is one of our special episodes when we share either one of our webinars or in-person panels from the App Promotion Summit.

This time, we have a webinar with the fascinating topic on the table - running a successful privacy-first mobile campaign.

The agenda of this webinar includes:* Apple, privacy and the switch to AdAttributionKit; * Overcoming crowd anonymity and driving success with SKAN and AdAttributionKit; * The future of AdAttributionKit and iOS attribution; * Questions and answers.

To cover it all we had the following group:* Mark Menery from Dataseat (part of Verve) * Grant Simmons from Kochava * Zach Gryphon from Wavemaker * And Alexandra Klimashevich from Verve

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Today, all businesses, brands and marketers are focused on mobile. It is no brainer - people spend two - three hours a day on mobile devices, so much of the action is there.

And yet - we still use laptops and desktop computers. Ask yourself - why would Apple introduce the macOS Sequoia iPhone mirroring app if desktop computers weren’t still relevant? We do work on our favorite MacBooks and iMacs, watch movies, plan our next vacation and so forth. It is just, for a few years since the iPhone was introduced, mobile was sucking out all the oxygen in the ad space.

So, if you are an app marketer, for you the answer is clear - you need to work with both mobile and desktop ad spaces to grow your app’s user base and generate revenue. Web-to-App advertising is what we’ll be talking about with Anastasiia today.

Today’s Topics Include:* Anastasiia's background * About PlantIn * Customized User Journeys * Challenges in transitioning to a web-to-app funnel * Internal tools and third-party solutions for ad campaign automation * Android or iOS? * Leaving her smartphone at home, what features would Anastasiia miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Anastasiia Karlova on LinkedIn * PlantIn * Business Of Apps - connecting the app industry

Quotes from Anastasiia Karlova:"When we talk about customized user journey for apps, we are talking mainly about Web2App funnel. It could be based on a funnel with the questions completely based on the web or about the funnel that consists only one landing page and then push you to the store to download the app."

"I think the best thing is that you don't need to deal with opt -in rates. You're just skipping that part because this is considering web campaigns and web experience. The limitations about iOS 14 are not working here. And you just have all the information you can get based on clicks."

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I think for all of us this experience is familiar. We download a new app we’ve been looking for to fulfill specific needs and for some time the experience is great. Then your needs may evolve and now you need a new version of the app to cover it. If your updated requirements for the app are more or less in line with what other people need, and if the developer closely monitor these needs, soon you’ll get the updated version.

Of course, the opposite is as likely - you may never get an update for the app, you can’t wait anymore and you go and download a similar app from other company. So, the question - how do app developers’ team can keep their users happy? On the other hand, how do you make sure that over time your app stays intuitive for its users?

Well, today we have Paul to talk about how their team handles these hard questions for their app Documents.

Today’s Topics Include:* Paul's background * About Readdle * The Documents app by Readdle quick overview * Staying ahead of app users' evolving needs * Introducing new features while keeping user experience familiar * Android or iOS? * Leaving his smartphone at home, what features would Paul miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Paul Sakhatskyi on LinkedIn * Readdle * Business Of Apps - connecting the app industry

Quotes from Paul Sakhatskyi:"So this is a very interesting question because we can look at it from different perspectives. So, I think there are two components, major components in this area. The first one, you should definitely reflect current needs of your users all the time, addressing their requests, addressing their issues, addressing new technologies that emerge all the time. But at the same time, you need to look forward to create something that people and users might not think about right now."

"We are using multiple things here. So first of all, we don't do dramatic changes that touch every single piece of the product. So we break it down into kind of components, use cases. So for example, we might redesign or create a new hypothesis, for example, an audio editing that we have inside the app. And we launch it."

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The field of app marketing is full of jargon. Just from the top of my head a few acronyms for you - ASO, CPI, CPA, LTV, FBI (sorry the last one was obviously a joke). Here is another one - MMM, which stands for Marketing Mix Modeling. Do you know what it is?

Well, in this episode Gary will explain it for you, showing how it works and why it’s important for you to use it in your app business.

Today’s Topics Include:* Gary's background * About Kochava * What is Marketing Mix Modeling (aka MMM), why it's effective for unlocking app growth * Key steps to implement MMM in a company's marketing strategy * Common challenges in adopting Marketing Mix Modeling * Android or iOS? * Leaving his smartphone at home, what features would Gary miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Gary Danks on LinkedIn * Kochava * MMM 101 A 3-Part Webinar Series * Business Of Apps - connecting the app industry

Quotes from Gary Danks:"MMM is a methodology used to measure and analyze the impact of various marketing activities on your conversions. Now, where the sort of the confusion comes in is that it sounds quite familiar to the industry standard of last touch attribution. But to truly grasp marketing mixed modeling or MMM, it's important to distinguish it from last touch attribution."

"The biggest challenge is probably just old mindset. We've been in this industry for many years and last touch attribution is the standard form of measurement and it's been around for 12, 13 years or so. So quite often companies are testing MMM but they don't want to believe the data because they've maybe built lifetime value models of their last touch attribution."

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How many languages do you know? Would you like learn a new one? Science unequivocally says that it is good for your brain to learn new languages. You will thank us when you’ll be in your 70s or 80s :-) The thing is that on top of immediate benefits, it will help you to keep your brain healthy down the road.

Now, today AI is on the path to impact our lives on so many levels. Learning new languages is one of them and today Steve will tell us about how AI allowed his company to transform their Memrise app dramatically.

Today’s Topics Include:* Steve's background * About Memrise * Ai-driven features that enhanced user engagement on Memrise * The biggest challenges in integrating AI into Memrise * Using AI to personalize learning * Android or iOS? * Leaving his smartphone at home, what features would Steve miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Steve Toy on LinkedIn * Memrise * Business Of Apps - connecting the app industry

Quotes from Steve Toy:"Well, I will tell you that we are probably still working on overcoming the biggest challenge that has been brought to us by all of this amazing technology. And that is unbelievable freedom, right? We now, because of what we've deployed, have given people the freedom to learn the words that matter to them, not the words that we decide in any given course."

"The first axis I alluded to earlier, is heretofore in school or in any course that you might take or in any of the other apps, you learn words in a certain order. Right? You're just marching everybody through the first 100, 200, 500, 1 ,000 words in the same order because you're marching everybody in lockstep to be able to interact with certain content and certain tasks.

But we don't have to do that. We have fully atomized dictionaries because no matter what words you know, we can start to run you into other experiences. And so that's the first level of personalization is let you decide why you want to learn a language."

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Do you like the holiday season? Yes - it is a hypothetical question, we all do. Why do we love this time of the year? Because this is the time when we all buy something nice, right? We download shopping apps and go ahead and pick up something we desperately need.

Ok - it’s all great but if you are a retailer and you launch app user acquisition campaigns during the holiday season, there is very important insight for you in this episode - so listen carefully.

Today’s Topics Include:* Thomas's background * About Airship * About the Airship's "Peak App Install Research" report * How retailers can improve retention rate for customers acquired during peak shopping periods (think Black Friday) * Key metrics brands should monitor to effectively drive app engagement * Android or iOS? * Leaving his smartphone at home, what features would Thomas miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Thomas Butta on LinkedIn * Airship * Peak App Install Research report * The Mobile Consumer 2023 report * Airship blog * Business Of Apps - connecting the app industry

Quotes from Thomas Butta:"And we, we surveyed more than 60 million app installs. So of the number of apps that were installed during that period, we looked at 60 million new ones that were added to your device and we were very interested in understanding what happens after that peak shopping season."

" First of all, the way you onboard people is really, really important. I mean that idea of a welcome kit. So they download your app, right then and there you have their attention. What you do next is really important. So that onboarding experience, that welcome experience is really key. And what you're trying to do is two things. You're trying to get to know these people that are downloaded your app. And you're doing it in a way that's showing them with a little bit of information here and here, you can provide a more curated or personalized and relevant experience for them over there."

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I bet, as an app marketer, you are on a constant hunt for new marketing channels, right?

What do you know about affiliate marketing? If the answer is "zero", "not that much" or "I know what it is but what is your point" than you’ve come to the right place - we have Taras to tell us how affiliate marketing works for mobile apps.

Today’s Topics Include:* Taras's background * About ClickDealer * What is affiliate marketing, the main changes for the last decade * What affiliate marketing verticals were impacted by mobile the most * Effective strategies to grow app user base and revenue through affiliate marketing * KPIs to measure the success of affiliate marketing campaigns * Android or iOS? * Leaving his smartphone at home, what features would Taras miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Taras Kiseliuk on LinkedIn * ClickDealer * Business Of Apps - connecting the app industry

Quotes from Taras Kiseliuk:" The last one will be, as cliche as it sounds like, would be AIs. AI is now doing all the media buying for us in some sense. In a way, the affiliate marketing is working as it worked before - you have to optimize and find the right spots, but now it's kind of like - hey, just trust the pixel, trust Facebook, trust TikTok, AI and so on and so on."

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I’m sure you would argue that the world of mobile apps is extremely competitive. By now, it seems like all business verticals have gone mobile and in some app categories, like games, e-commerce, social, the competition is really tough.

How do you stand a chance to win in this battle? This is the question we’ll tackling today with Deniz.

Today’s Topics Include:* Deniz's background * About InnoGame * Mobile app's unique edge (Unique Selling Proposition) identification * Methods and tools to test an app's marketability * Key factors to maintain the app's edge over time * Android or iOS? * Leaving her smartphone at home, what features would Deniz miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Deniz Kekeç on LinkedIn * InnoGames * Business Of Apps - connecting the app industry

Quotes from Deniz Kekeç:"In a competitive app market, determining what sets your app apart from others involves focusing on its Unique Selling Proposition (USP). Assuming your app performs well and maintains a low crash rate, here are some strategies to identify its unique edge: game narrative, gameplay mechanics, special features & LiveOps, marketing approach."

"We are using Sensor Tower mainly for competitor analysis. Quadrics for understanding our audience( coupled with our user surveys). For creative testing Meta is the main tool, however depends on the ad concept we happened to use SDK networks too. KPI's are depending on the test phase. For initial testing, i recommend to check upper funnel kpis such as CPI, IPM. For later phase i recommend mid funnel KPI s such as Retention and session duration etc."

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On one of the recent episodes of this podcast, we talked about the app growth, claiming that growth is likely the notion that has been discussed by app marketers the most. It’s like - wake up any app marketer in the middle of the night and ask her “what is your name?”, she would tell you “Growth”.

And yet - sustainable growth is what exists app marketers and developers even more. I don’t think that there is anybody who still doesn’t know that an app project is a marathon and to run it you need a sustainable strategy, you need a sustainable growth strategy.

So in this anniversary episode #200, we will be talking with Mike about “The Sustainable Growth Handbook” recently developed by his company ConsultMyApp.

Today’s Topics Include:* Mike's background * What services ConsultMyApp provides and its position on the market * What is sustainable app growth * Sustainable app growth key principles * How to balance user acquisition and user retention * Insights and examples of how data-driven decisions lead sustainable app growth * Common pitfalls and mistakes that hinder app growth * Trends and innovations that will impact sustainable app growth * What Mike would like to change about digital marketing the most * Android or iOS? * Leaving his smartphone at home, what features would Mike miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Mike Rhodes on LinkedIn * The Sustainable Growth Handbook * ConsultMyApp * Business Of Apps - connecting the app industry

Quotes from Mike Rhodes:"The biggest challenge I think our clients always see is siloed behavior where acquisition teams don't talk to paid, but acquisition teams don't talk to CRM and retention teams and and then the data doesn't talk together even if the teams do, they're not connecting the dots because they don't have a CDP or a warehouse, and they haven't got a reporting stat that sits on top. And that is the biggest single thing."

"I think the biggest issue is not with developers, but actually with the product marketers. And that comes when the wrong metrics are really being focused on. So things like installs, category ranking, the keyword ranking, these things are vanity metrics. You know, they don't really matter. Like how many a month you have. It doesn't matter to a large intent. What does matter is the users I got, how are they converting? How are they converting into meaningful users? It might be watching ads. It might be whatever your core metric is. But ultimately it's got to be understand that is the metric."

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I’m sure you’ve heard this adage “Data is the new blood of the economy”. When you operate on a big market with lots of competitors you better make sure you make decisions about your business based on hard data.

App marketing is one of the brightest examples where this adage and it is so close to home. When the number of users of your product is in thousands, tens of thousands or millions informing your app marketing decisions with reliable data isn’t a question of should or shouldn’t but must.

In this episode, Summer will help us to learn about leveraging mobile ad data, competitive analysis tools, as well as share her advice for marketers who are just getting started in the app marketing space.

Today’s Topics Include:* Summer's background * What is SocialPeta * Leveraging app performance and ad creatives data effectively * Staying competitive in a crowded app marketplace * Upcoming features in the SocialPeta pipeline to benefit app marketers * What Summer would like to change about digital marketing the most * Android or iOS? * Leaving her smartphone at home, what features would Summer miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Summer Liu on LinkedIn * SocialPeta * Business Of Apps - connecting the app industry

Quotes from Sumer Liu:" If we talk about mobile ad intelligence tools, I think I can boast that there is no better platform that can be as friendly as SocialPeta.
We dived in the mobile advertising business for over 8 years. We grew together with those top global publishers. We evolve our product from time to time.
In the new era of AI technology, SocialPeta will firmly develop towards this direction on aspects like Ai recognition and analysis. We will draw the digital market picture in a much more intelligent way."

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Ok, a bit of trivia to begin with - what is the most common and most used word app marketers and app owners use in a conversation about their apps in pretty much any country you can think of? Well, if they have a conversation in English that would be growth.

It’s that notion that everybody is agree is extremely important for a mobile app project to succeed. There is a set of app growth marketing techniques we all have heard about, tried ourselves and hopefully benefit from using. But because mobile apps’ audiences are different, we know that these techniques aren’t expected to be equally efficient for everybody and so it is always wise to listen to other app marketers’ experiences to learn something new.

In this episode, Sherina will share her experience with the Deezer app’s growth strategy.

Today’s Topics Include:* Sherina's background * The Deezer app and what people use it * Acquisition strategies that worked for Deezer * Data and analytics to inform the app's growth * Tactics to retain the app's users * Partnerships and collaborations to foster the app's growth * Emerging trends and tech to impact app growth strategies in the future * What Sherina would like to change about digital marketing the most * Android or iOS? * Leaving her smartphone at home, what features would Sherina miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Sherina Khalidi on LinkedIn * Deezer app * Business Of Apps - connecting the app industry

Quotes from Sherina Khalidi:"On the measurement front, at Deezer we use the triptic Attribution / MMM / Incrementality, and I would love to use AI to get a synthetic view of these 3 components to help me predict the outcome of future invest."

" As the mobile industry is maturing, I feel the good old recipe of UA and ASO will work less & less, and it will be more about building a strong brand that is able to connect with their users, in trust and authenticity. I think there's really something here for us to reinvent."

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There is a decent number of ways to market your mobile app on app stores. I think by now we all know them so well - App Store Optimization to drive native traffic, paid user acquisition via Apple Search Ads or Google Ads, acquiring users via paid ad platforms from Meta, TikTok, Alphabet and some more.

But at some point - for savvy app marketers this point comes pretty early in their app marketing journey - you realize that it is not the end of the story. As much as it makes sense to connect your app via built-in search on app stores or use paid ad platforms, there are more ways to build your app’s user base when you think out of the box, specifically out of the app store :-)

In this episode, we’re going to cover with Jakub a few app marketing techniques to grow your app outside of the app stores.

Today’s Topics Include:

Jokub's background
What is HER app and its competition
Ways to market an app outside of app stores
Affiliate marketing or referrals as an app marketing channel
Using Generative AI for content marketing: pros and cons
How Viral marketing works for mobile apps
Most overhyped app marketing channel
Takeaways
What Jokub's would like to change about app marketing the most
Android or iOS?
Leaving his smartphone at home, what features would Jokub miss most?
What features he would like to see added to his smartphone?

Links and Resources:* Jokub Chour on LinkedIn * HER app website * Business Of Apps - connecting the app industry

Quotes from Jokub Chour:"Well, I'll stick with the rule that says that if everyone else is doing it, it's not worth doing it. I've seen a lot of outcomes from generative AI and I wasn't impressed in general for our niche. I mean like it's great to write an email, or, I don't know, a PR release, but it's it hasn't been great in the niches like ours."

"I wouldn't say channel, but definitely like Multimedia Modeling or Incrementality measurement are something that are like talked about a lot but I don't think that we are at a point to fully utilize that as I've seen some tools that are going this way. It's like telling a fairy tale. At this point you can have it generating numbers, but for me, it is hard to trust it fully."

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Let’s state the obvious - people love playing games, especially on their smartphones, and they do love brands.

Now, if you ask a mobile marketer what does it imply she would tell you that it’s a great opportunity on one side to let brands reach more potential customers and on the other - for mobile game developers to generate revenue.

So far so good, right? But what if I tell you that there is a report that actually reveals specifically what brand categories people prefer who play games in various types of games such as Puzzle, Card, Word, and Action? Sounds even better, right?

Well, today Ravi will be talking about Digital Turbine’s BRAG INDEX IV report that brings up precisely this information.

Today’s Topics Include:* Ravi's background * What is Digital Turbine today and its mission * The BRAG Index report and its methodology * The biggest highlights from the report * The mobile games landscape today * The report insights for Word / Word Search game category * The report insights for Puzzle game category * The report insights for Card game category * The report insights for Action game category * Android or iOS? * Leaving his smartphone at home, what features would Ravi miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Ravi Pimplaskar on LinkedIn * Digital Turbine company * BRAG Index IV report * Business Of Apps - connecting the app industry

Quotes from Ravi Pimplaskar:"What we did is we sort of indexed the people who play Word games against certain brands. And we really found that they had an affinity for fitness and travel. Some of their top brands included, you know, Red bull, Delta Airlines, Panera Bread. But one of the things, Word gamers, which isn't surprising, are avid readers."

"Puzzle gamers - what we really found about their interest is they gravitate towards beauty and adventure. Their favorite brand is beauty products like Aveeno. They're into Travelocity, Lululemon's brands. One of the things that we did find about puzzle gamers - they really into traveling. So, you know, that Sudoku player sitting next to you on flight he may be more typical than you think."

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One of the topics, that has been permeating this podcast over the years, is mobile app growth. And in general - year after year, conference after conference, countless webinars, white papers, and podcasts have been dedicated to this topic.

And it’s all for a good reason - if your app’s user base doesn’t grow you can not build a sustainable app business and because the app landscape has been changing you always needs to be in the know of what works now and what doesn’t.

And this is exactly what we’re going to cover on this episode with Gilad.

Today’s Topics Include:* Gilad's background * What is Moburst * App marketing recent evolution * App growth marketing essential strategies * Mobile app growth common challenges * Influence of tech on app marketing * Trends that will dominate mobile app marketing * Advice to young app marketers * What would Gilad like to change about app marketing * Android or iOS? * Leaving his smartphone at home, what features would Gilad miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Gilad Bechar on LinkedIn * Moburst * Business Of Apps - connecting the app industry

Quotes from Gilad Bechar:"I think that from the get-go apps optimization was always pretty big on app growth. And when you're thinking about app optimization, you think about how users might find the app. The app optimization, I think it became much more sophisticated in the past few years, where you have the ability to impact users with so many different gateways to the app.

So it's no longer five screenshots you're telling the story and that's it, like you used to have. Now you have 35 different gateways in the App Store on the, on iOS and 50 different gateways on custom product pages on Android."

" I think that AI is a massive improvement and advancement. And that's something that will impact the world for now and onwards. But I think that the ability to be data-driven and seeing what works and what doesn't work, which means at the end of the day, there are users. You're trying to bridge your message to the user and getting them to a very positive experience about whatever you're trying to sell.

I think that being data-driven and understanding which customers to approach with which type of messaging that will resonate with them and will get them to one step closer to the action that you want them to take. That's the key element that is with all of the tech technology advancements and with all of the new tools that are available and all of the better programs of TikTok and Meta and Google."

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Ok, a bit of a mental gymnastics - imaging you’re holding a smartphone in your hand and you’ve just purchased it. You’ve unpacked it, turned on and now browsing through its default apps and checking out its features. You’re consciously taking mental notes on features that tick off boxes for you - that is the rational part. Right, but don’t you notice that holding that phone in your hand makes you feel good?

We, human beings, are driven by emotions, even on occasions when you feel like you are strictly rational, your decisions are still influenced by your emotions.

Now, this episode stands out the rest, because with the exception of the episode with Joe Schaeppi, CEO of Solsten, where we talked about the psychology of app user acquisition, we haven’t touched emotions in app marketing.

But we’re going to change it now today by having Naksha and talking about driving app engagement with empathy.

Today’s Topics Include:* Naksha''s background * What is UserTesting * What is empathy and how it is different from sympathy * Connecting with brands - how it works and why it's important * How to assess how well or bad your app connects with its users * Customer Experience First approach * Takeaways * Android or iOS? * Leaving her smartphone at home, what features would Naksha miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Naksha Ruiz (Ghirardelli) on LinkedIn * UserTesting * Business Of Apps - connecting the app industry

Quotes from Naksha Ruiz:"Yeah, I think that's a very, very good point, especially now in the digital age that we were talking about how technology brings brands more closely. I guess that would be the best way to say it. I think, at this point, consumers have endless options and it's very important to create genuine connection, to build a difference, to be a differentiator from all of the brand offerings. So ultimately, when we think about brands, brands sell, experience or sell, sell, sell you those feelings that then you can empathize with."

"I think from a business perspective, sympathy is what you will have the whole time. You're trying to keep it in mind, and the empathy will be something that you will connect to every now and then."

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Today, of all business models the subscription model is the one that rules the world of mobile apps. Long gone the times when you hear the word subscription in a conversation about mobile apps you could only think of apps for content streaming or online media. Today subscription apps are everywhere.

On this episode, Léa will share with you best practices for subscription apps monetization. She will cover things like product-market fit, language-market fit, framing the prices, and more.

Today’s Topics Include:* Léa's background * Monetization benefits for subscription apps * Product-market fit: what it is an how to achieve it * Language-market fit * Framing the prices * Building trust * How to prevent users churn for subscription apps * Takeaways * Android or iOS? * Leaving her smartphone at home, what features would Léa miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Léa Samrani on LinkedIn * Business Of Apps - connecting the app industry

Quotes from Léa Samrani:"So, you know, it's not enough to have an amazing idea and an amazing product. You also need enough people that think this is a great idea and a great product. So you need enough of the market as well for it to work. So those are the three things that I think are very much like minimal at least that you really need to start getting some level of product market fit and start building traction. And then there's how you measure that, which is some decent activation and engagement metric, you know, around activation and maybe retention. And if your product have some sort of habituation into it, you can also look at things like stickiness."

"In a way before subscription app, one of the best way to get new customer was a referral. It was the word of mouth. You trust a lot more when a brand or a product, when it's endorsed by someone you trust. The exact same principle applied to subscription app."

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We passed the Equinox a couple of weeks ago - the spring is here and, in kind of celebrating spirit, I want us to take a look back at 2023, a bird-view on the app industry via the one and only State of Mobile report from Data.ai.

The app industry is on scale of millions of apps used by billions of people, apps permeate the entire world economy. By now, you just can’t find an industry that hasn’t been influenced by mobile.

Competition is high, new technologies emerge and from time to time we all need to take a step back and take a holistic view on the industry to check out on the trends and understand how well we fit into this picture.

Today’s Topics Include:* Lexi Sydow's background * Big data points from the State of Mobile 2024 report * How much time people spent in mobile apps in 2023 * How much money people spent in mobile apps in 2023 * Apps vs. games - where do people spend more time? * Mobile advertising growth year over year * AI & Mobile - the increasing popularity of ChatGPT4 * The influence of Generative AI on top apps growth * Top Apps & Games of 2023

Links and Resources:* Lexi Sydow on LinkedIn * The State of Mobile 2024 report * Data.ai * SensorTower * Business Of Apps - connecting the app industry

Quotes from Lexi Sydow:"We saw 257 billion app downloads in 2023 alone, which is a roughly flat year on year. And that's sort of what we'd expect to see given more maturity in the market. These are completely net new installs. And it equates to about almost half a million downloads every minute is what that equates to you globally"

"$171 billion being spent across iOS, Google Play and third party Android stores in China. So the top five markets are China at $52 billion being spent alone. That actually is down 10% year on year. Number two is the U S, up $45 billion, and that's up 6%. Japan at 18 billion is our number three kind of market on mobile, up a modest 1%. "

"And in 2023, we saw $64 billion annually being spent in the non game sector, and that has grown roughly 6.5 X from 2016, where it was only $10.3 billion. So just a huge growth in like the last seven or eight years there. "

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It’s 2024 and we are all suppose to talk about Generative AI 24/7 but remember what was at the center of attention for so many app marketers before the ChatGPT arrival? Right - TikTok and marketing your apps on TikTok. Well, the platform, despite a number of looming threats for it to be banned, most notably in the US, is there and thriving.

Today, I have Inna to share her best practices for doing app marketing on TikTok.

SponsorThis episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today!

Today’s Topics Include:* Inna's background * What is Hily and how it is different from other dating apps * Hily's framework to work with TikTok as an app marketing channel * Work with Creators on TikTok to run influencer marketing campaigns and TikTok Ads * Targeting on TikTok Ads * Hily's approach to ad creatives for app marketing on TikTok * Android or iOS? * Leaving her smartphone at home, what features would Inna miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Inna Sumovska on LinkedIn * Hily website * Business Of Apps - connecting the app industry

Quotes from Inna Sumovska:"So I would say, first of all, before I start to answer the question, you need to understand that there is still a difference between TikTok and other social media. Because Tiktok is not like a regular social media. You don't go to TikTok to check TikTok. You go to TikTok to have fun, to entertain, to educate yourself. So that's why TikTok, this is like the world leading entertainment platform for short videos. And this is all about the community. So that's why to be the part of this community is to collaborate with those guys, with the Creators."

"From my point of view, there is still a difference when it comes to influencers and creators, because influencers they like influence and creators they create. So and this is actually a difference because when we began working with creators on TikTok, we wanted to adjust our experience of working with influencers on Instagram, and we were focusing on, for example, on those guys who have like some number of followers or something like this. But then we understood that TikTok it's like it's not really matter how many followers you have, since your content is entertaining. So that's why we were thinking maybe, like, the number of followers is not really important. Maybe we need to focus on those guys who can create something that our audience will pay their attention to."

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This week we have another bonus episode for you, this time it’s the recording of our recent webinar with Colin Contreary, Head of Content at Embrace, app performance analytics platform.

Right now we use and rely on so many apps in our daily life, we don’t even register when you use all those apps - it’s just how you connect with your family, do your banking, getting around in a city, shop for a variety of things and so on. When all those apps do work we are happy, when they crash they drive us nuts.

In this episode:✅ Identifying pain points
✅ The battle against app crashes and ANRs (stands for Application Not Responding)
✅ Case studies

Links and Resources:* Colin Contreary on LinkedIn * Embrace website * The 2024 Mobile Developer Pain Points Report * Business Of Apps - connecting the app industry

Quotes from Colin Contreary:"And so once they were started using Embrace, when they got user complaints, they were able to immediately look up the full user experience and see what exactly the issue was."

"They're able to put out a hotfix for deep linking issues and hotfixes if they surface new crash patterns, which understandably happen when you have such a surge in interest during that big event. And so the end result of being able to immediately dive into those user experiences is that they were able to maintain 99.99% crash free rating, which is already incredible outside of a big event like Black Friday."

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Every change in the app ecosystem, especially when it comes to tools and solutions introduced by Apple or Google, goes through a cycle - first you get a mix reaction, some people are thrilled, some are shaking their heads and rolling up their eyes, then they learn to adapt to this change - you can complain as much as you want but you aren’t in a position to cancel it, you need to adjust your workflow to move forward.

So back in 2018, Apple released the SKAdNetwork and ever since it became a hot topic for endless discussions on conferences, chats on Reddit, as well as internal discussions in app marketing agencies, app development teams and so on.

Today, we have Pablo to update you with what you need to know about SKAN 4.0 this year.

Today’s Topics Include:* Pablo's background * What is Admiral Media * What's new in the SKAN 4.0 update * Common mistakes marketers made with SKAN 4.0 * Admiral Media's approach to SKAN implementation * The role of Generative AI at being more efficient with the SKAN 4.0 framework * Pablo's wish list for the SKAN framework * What Pablo would like to change about mobile tech the most * Android or iOS? * Leaving his smartphone at home, what features would Pablo miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Pablo Pérez González on LinkedIn * Admiral Media website * Business Of Apps - connecting the app industry

Quotes from Pablo Pérez González:"I have seen so many people reducing is investment in terms of user acquisition budgeting or just pausing completely the use acquisition on iOS devices because they didn't know how SKAN worked, right? So that's definitely something I don't recommend. Because if you proved that those users were working for you before, meaning that they were converting into revenue, then why not still acquiring iOS users, right?"

"I have been using Generative AI in a few ways. The easiest answer would be it's helpful for Conversion Volume Mapping, right? But my experience says it's not there or it's not at a level I would expect yet."

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We live the world of smart things - smart homes, smart cars (and I don’t mean the Smart car brand from Mercedes, in general - fleets of electric vehicles from Tesla, Rivian, Polstar and so on that are full of high tech that makes them smart). The list wouldn’t be complete if I wouldn’t mention, right - smartphones and apps.

Before late 2022 we thought we saw it all and than ChatGPT happened - boom! People who didn’t follow AI research and development (meaning the majority of population) were shocked by what it was capable of doing and quite frankly they haven’t seen what it can do for science and medicine yet, mostly the focus has been on generation of text for marketing, online publication and so on.

In this episode, we have Günay to talk about AI potential for mobile advertising and app marketing.

Today’s Topics Include:* Günay Aliyeva's background * What is Gamelight * Günay's thoughts about the state of AI and Generative AI in particular * The role of AI in mobile advertising * How does AI fit into mobile app marketing * The cons and externalities of AI in mobile advertising and app marketing * What Günay would like to change about mobile tech the most * Android or iOS? * Leaving her smartphone at home, what features would Günay miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Günay Aliyeva on LinkedIn * Gamelight website * Business Of Apps - connecting the app industry

Quotes from Günay Aliyeva:"And it's going to get just easier for image and video makers to perform better and to get better results and put their focus on something more strategic and something where we actually do need human input. You don't need actually a human to sit and click so many times to create them. So it's it's just much easier for UA managers to do their job and perform better if they have all of those tools in hand."

"There's always a need for a human who will direct it in the right direction and know how to implement the outcomes or what kind of data needs to be input to get what kind of results."

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Science tells us that 80% of information we perceive every second we’re awake is visual. We make sense of this world around us by processing lots and lots of images and some of those images are mobile ads.

Now, there are ads you just want to go away and never come back, some make you smile and some actually give you an incentive to try a new app or grab a specific app you’ve been looking for.

In this episode, we’re going to talk to Jessica about how to pull this pretty tough feat - ramp up ad creatives production to boost your app growth.

Today’s Topics Include:* Jessica Gotti's background * What is Paired * The significance of mobile ad creatives * Paired's first step on a quest to wrap up ad creatives production * Putting together a team to run ad creatives production in-house * Framework to run ad creatives production on scale * KPIs * The impact of that ad creatives wrap up on the bottom line * What Jessica would like to change about mobile tech the most * Android or iOS? * Leaving her smartphone at home, what features would Jessica miss most? * What features she would like to see added to her smartphone?

Links and Resources:* Jessica Gotti on LinkedIn * Paired website * Business Of Apps - connecting the app industry

Quotes from Jessica Gotti:"Being able to leverage the creatives correctly and at scale has become mandatory for successful marketing strategies. Especially in today's marketing landscape, where we have to face so many limitations and challenges, creatives can help mitigating them. Let's think about the limitation in targeting brought by new Data Privacy Regulations, ATT’s policy. It's not us anymore actively targeting the audience we are after, but it's the creative that is finding the right audience for us, the one that resonates the best with our message."

"Yeah, it's indeed fundamental having a clear creative exploration and testing framework to make everything work smoothly and facilitate collaboration among many stakeholders. So we came up with a seven step flow, which run on a weekly basis."

"Success didn’t come right away. Getting to the first winning concept took much exploration and testing, almost 3 months […]. The new team had to learn about Paired and understand our audience, we had to set up and refine our framework multiple times"

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User experience. This term has become so widespread and significant for business because we all use so many products and services and if you think about it - your interaction with those products and services can make your day or ruin it.

Our smartphones and mobile apps have become our life companions and chances are your first thought in a morning can be about your experience with a mobile game the previous evening or watching something cool on Netflix or chatting with ChatGPT-4 on the OpenAI app and going philosophical about something. And if those apps worked flawlessly you had a great user experience, if they were buggy - you know what it feels like.

In this episode, Eric will tell about common technical issues apps have, the evolution of users’ expectations for app experiences over the years, unique challenges for mobile product and engineering teams, and more.

Today’s Topics Include:* Eric Futoran's background * What is Embrace * The most common app tech issues developers encounter * The evolution of app users' expectations for app experiences over the years * Unique challenges mobile product and engineering teams face * App categories that have the biggest problems with app quality * The impact of unresolved app performance issues on app marketing metrics * What Eric would like to change about mobile tech the most * Android or iOS? * Leaving his smartphone at home, what features would Eric miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Eric Futoran on LinkedIn * Embrace website * Business Of Apps - connecting the app industry

Quotes from Eric Futoran:"One of our customers actually got threatened recently. A voice-to-chat app, which has millions of users got threatened recently that their app would be pulled by Google because they were below or above the threshold that you would see in the Google Play console. We help with all those things, and then we help you prioritize."

"And then they're throwing an alert which is really reactive. It's too late on mobile, your users are gone. And then because the release cycles, you're waiting a week, two weeks to a month.

And then you're trying to get an approval cycle from Apple or Google, which is getting faster. That's not perfect. But you're still waiting. And like, even a week is too long for a lot of these issues, even the smaller ones that you seemingly don't think that are a big issue, but they can pile and so the pain is getting all these pieces to work together, but also getting your teams to talk a common language."

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As so many app developers and publishers would agree, growing an audience for an app is a challenge. Nothing is static - you find a new marketing channel that works and for a while and you feel like you can finally breath again freely but then it becomes crowded with your competitors or the app industry wide change happens like Apple’s introduction of ATT framework and… - back to the drawing board.

But today Luisa will tell you a story of what it takes to scale a subscription app for kids and if you feel like it should be even more challenging, you are right - it is.

Today’s Topics Include:

Luisa Zuleta's background
What Sago Mini and Toca Boca games are about
Limitations in app marketing Luisa faced even before SKAD introduction
Building relationships with partners to go through tough times
Rethinking app audiences
Reworking the marketing channel
Defining LTV for an app
What Luisa managed to achieve as the result
Takeways
What Luisa would like to change about mobile ad tech the most
Android or iOS?
Leaving her smartphone at home, what features would Luisa miss most?
What features she would like to see added to his smartphone?

Links and Resources:* Luisa Zuleta on LinkedIn * Sago Mini website * Business Of Apps - connecting the app industry

Quotes from Luisa Zuleta:"So when you're advertising and producing kids apps, you are you have to face two sets of regulations COPA for the US and GDPR for Europe. Those regulations affect not only marketing, but also the app development, publishing, what kind of data you can collect inside the apps, and also monetization strategies. "

"So it's not like any traditional gaming app where you look at your user base and you know that the user that's most engaged is the one who did level one to three in the first 20 minutes, or bought this pack or that. It's not applicable. Sometimes you could have a parent of a four year old having a strict screen time of two times a week."

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There is this joke in Silicon Valley “US tech companies are great in software, Chinese ones are cool in hardware and EU make laws and regulations” Of course, there is always a kernel of truth in every joke and I would say that this one has a pretty big one.

Big Tech has been in a free fly mode since the inception of Google. There have been very few regulations for which you don’t event need fingers on your both hands to count. But things change and right now regulations are coming.

Today Michael will tell us about the EU’s Digital Markets Act - what it is and what are its implications for app developers and publishers.

Today’s Topics Include:* Michael Bilotta's background * What is Worldline * Digital Markets Act: definition and implications for app developers and publishers * Third-party payment systems providers response * The advantages of implementing third-party billing for mobile app developers and publishers * Trialing alternative payment systems with customers in South Korea, implications for the US * What Mike would like to change about the mobile teach the most * Android or iOS? * Leaving his smartphone at home, what features would Mike miss most? * What features she would like to see added to his smartphone?

Links and Resources:* Michael Bilotta on LinkedIn * Worldline website * Business Of Apps - connecting the app industry

Quotes from Michael Bilotta:"So the Digital Markets Act is multifaceted, and essentially what it's looking to do is regulate the way that big tech can operate in the EU really from the perspective of ensuring that there are not these monopolies that are created because of the fact that these big tech companies are so expensive. "

"So when a payment goes through the traditional app store, it goes into kind of a black box that nobody is super familiar with, nor do we really understand exactly how that payment is being processed. But through a third party payment provider, we can do things like smart routing, where if a transaction fails initially, we can try and route it to another financial institution and see if we can get an acceptance. "

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Another week another bonus episode for you, this time it is the Boosting User Engagement and App Retention panel discussion from our App Promotion Summit Berlin that we hosted back on November 30 last year.

Every app marketer would agree that App Retention is absolutely crucial for a mobile app project to become sustainable.

To address a number of questions about app user engagement and retention we had:

Ioana Iordache, Head of Retention at Blacklane
Tobias Lüder, Head of CRM at Delivery Hero
Isabelle Matuschka, Senior CRM Manager at Blinkist
Niklas Henckell, Head of Community Development at Jodel
Jon Genovard, CRM & Retention Manager at ShareTheMeal, United Nations World Food Programme.

The focus of this panel was on:✅ real life case studies for retaining app users

✅ measuring app user retention

✅ how of app users habits fit in their usage of apps regularly

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What are you watching these days? The Morning Show or Foundation on Apple TV+? Jack Ryan on Amazon Prime? Are you listening music on Apple Music or Spotify? In other words - we live in a streaming world.

Initially it was cool to have Netflix for all your online movie watching time and now there are Netflix, Amazon Prime, Apple TV, Hulu, Peacock, Paramount Plus, Max (which you may still call HBO Max), Disney +. All these platforms charge you around $10 a month, but when you decide to go with a few of them at the same time, it adds up pretty quickly.

People clearly need to decide what platforms to choose because they both don’t have enough money and don’t have time to watch all of it and so they have to choose. And this is just movies, there are streaming apps for gaming, fitness, podcasts, and more.

In this episode we have Chris to help us out with your app growth strategy to survive these streaming wars.

Today’s Topics Include:* Chris Puga's background * What is Creative Clicks * Why content curation is important for streaming apps * How to make a first impression good while app onboarding * How to make your app users stick to the app * Examples of successful app growth strategies * Takeways * Android or iOS? * Leaving his smartphone at home, what features would Chris miss most? * What features she would like to see added to his smartphone?

Links and Resources:* Chris Puga on LinkedIn * Creative Clicks website * Business Of Apps - connecting the app industry

Quotes from Chris Puga:"From the brand's perspective, it's simple, like content creation is important because a seamless user experience is no longer a luxury or a nice to have, it's a necessity."

"I think deep linking is a great way to make a good first impression. I think not inundating new users with a lengthy user flow. I think that's huge. That is an amazing way to make a good first impression."

Brought to you by Business Of Apps* App industry marketplace * Insights * App Growth videos * App Data * App Events

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This week we have another bonus episode for you, this time it’s the App Growth Strategies for 2024 panel discussion from our App Promotion Summit Berlin that we hosted back on November 30, 2023.

On the panel we had:* Wendy Tai, Head of Performance Marketing at Wolt * Ara Salbashian, Head Of Digital Marketing at FREENOW * Alexander Beresford, Chief Growth Officer at Taxfix * Rodolphe Helderwerdt, Head of Marketing at Tandem.

App Growth is one of evergreen themes in app marketing, it was relevant and important five years ago, it was crucial last year and it continues to be on minds of app marketers this year.

The focus of this panel was on:✅ effective team management.

✅ what trends can be seen in the market

✅ suggestions for app growth 💯

Ladies and gentlemen, without any further ado - the App Growth Strategies for 2024 panel.

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Happy 2024 everybody! It’s time of the year when we think about resolutions like keeping yourself fit and so fitness can be one of the things on your mind right now. How about keeping your fitness app fit? I bet just like with keeping yourself in shape you wouldn’t mind to learn from other folks’ experience, wouldn’t you?

In this episode, I have Mansi to tell you about the lessons she’s learned growing and keeping the MyFitnessPal app in shape.

Today’s Topics Include:* Mansi Sharma's background * What is MyFitnessPal app * How to conduct a proper research * The role of ad creative and targeting in running an app ad campaign * A scaling of a mobile user acquisition campaign * Assessing user acquisition budget spending * Testing app marketing campaign hypotheses * How do you compete effectively? * Takeaways * Android or iOS? * Leaving his smartphone at home, what features would Mansi miss most? * What features she would like to see added to his smartphone?

Links and Resources:* Mansi Sharma on LinkedIn * MyFitnessPal app * Business Of Apps - connecting the app industry

Quotes from Mansi Sharma:" So, for example, if the category is not big enough, we need to come up with category expansion campaigns, which would be much more broad reaching and sort of educational in nature. However, if the category is okay and our budgets are still small and we need results in the short term, I'd focus on growing my market share by reaching out to people who are already in the category right and win them over to my side. "

"So creative wins over targeting because what I found is that a good creative can break the targeting barriers. So for example, if you have designed a creative for a 25 year old male, if it is designed well, it can also work for a 45 year old male."

Brought to you by Business Of Apps* App industry marketplace * Insights * App Growth videos * App Data * App Events

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Like with many things in business, when it comes to app marketing people either rely on data to make decisions or listen to their gut feeling. We are strongly suggesting to do the former, we encourage you to do your best to keep it rational and follow the data, be a scientist in your field.

In this episode, Steve will make the case for you showing what A/B testing reveals about app engagement, paywalls, and more. This episode is special to celebrate the beginning of 2024 - you can either listen it here or actually watch it on our YouTube channel.

Today’s Topics Include:* Steve P. Young background * What is App Masters * What does A/B testing reveal about app engagement? * Is introducing a paywall on onboarding a great idea? * Do discounts for app subscriptions work? * The significance of customization * Hard and soft paywalls * The right number of plans for app subscriptions * What A/B testing tells us about an efficient Call-To-Action * What Steve would like to change about app industry * Takeaways

Links and Resources:* Steve P. Young on LinkedIn * App Masters website * Video version of the episode on YouTube * Business Of Apps - connecting the app industry

Quotes from Steve P. Young:"Now I had Yeva from Headway, the product manager. And she said when you have a longer onboarding, we've actually seen our clients from their data that longer onboardings actually lead to higher conversions. Yes, there will be more drop offs, but the people actually make it all the way through will actually subscribe. And the people who drop out, they were never probably going to subscribe it anyways. "

"I mean, frankly, in life, just think like a scientist, like everything is an experiment. We have a hypothesis, which may come from our gut, but we're going to test it out, and then we're going to let data decide."

Brought to you by Business Of Apps* App industry marketplace * Insights * App Growth videos * App Data * App Events

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Generative Pre-trained Transformer or better known to you as ChatGPT. This Generative AI, based on a large language model, was launched by OpenAI on November 30th last year.

You might have heard about OpenAI’s very recent turmoil with its CEO, Sam Altman’s firing and re-hiring 5 days later. Of course such a twist with a company worth 80$ billion grabbed your attention.

Speaking of money - how Generative AI can help you to boost your app’s monetization strategy?

It’s a good question and we have Jenny to help us to figure it out.

Today’s Topics Include:* Jenny Kay Pollock background * Jenny's take on the current state of Generative AI * How app developers and brand can figure out if Generative AI is a good fit for their app * How Generative AI can help with app monetization * How to create effective prompts for Generative AI * What Jenny would like to change about app marketing * Takeaways

Links and Resources:* Jenny Kay Pollock on LinkedIn * A free AI Prompt Engineering worksheet to help you save time and boost app revenue with AI support. * Women and AI (WAAI) on LinkedIn * www.womenandai.com - join a community focused on advancing the field of artificial intelligence by empowering and amplifying the voices of women in technology. * Business Of Apps - connecting the app industry

Quotes from Jenny Kay Pollock:"AI’s power to drive business growth is exciting! Organizations and individuals can partner with generative AI to create something better or faster!"

"AI is not going to take your job. You’re just going to have to partner with it. Collaborate with the AI to supercharge your efforts."

"The [AI] technology is moving fast and things like corporate governance and legislation can be slow to catch up. Your board should be talking about AI strategy and AI policies."

"AI is a new frontier and with that comes a new opportunity for more diversity."

Brought to you by Business Of Apps* App industry marketplace * Insights * App Growth videos * App Data * App Events

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App user acquisition is so important across mobile platforms, countries and languages - we all understand the challenge and significance of connecting your app with users.

We also are pretty familiar, way more than we would like to, with the notion of a mobile app churn.

This infamous situation when people, users of your app you spent so much energy to find, abandon the app.

In this episode, we will be talking about how to prevent app subscriber churn in particular. When people leave your paid app it’s a problem but not as big as when they pay you a subscription fee and they stop using your app.

Today’s Topics Include:* Vahe Baghdasaryan background * What is CoinStats today * What is App Subscriber churn * Unintentional users churn and how to mitigate it * Intentional users churn and how to mitigate it * App Analytics tools Vahe suggests * Switching the tables: the case when Vahe was an app user who was persuaded to stick to the app * Android or iOS? * Leaving his smartphone at home, what features would Vahe miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Vahe Baghdasaryan on LinkedIn * CoinStats company * Vahe's coaching page * Vahe's course * Business Of Apps - connecting the app industry

Quotes from Vahe Baghdasaryan:"Subscriber churn is inevitable, but implementing the right interventions can make it healthy."

"Giving this your customers a grace period is always a good idea. Another very important thing here is incorporating life cycle marketing in terms of transactional communication with the users that you fail to charge. For example, if you fail to charge, send them an email notification that says your payment didn't go through. "

"So the biggest takeaway from here is like if you're gonna ask them to update their billing information, there's something that is that has a lot of friction in it. And your strategy should be also how am I gonna like minimize the friction? "

Brought to you by Business Of Apps* App industry marketplace * Insights * App Growth videos * App Data * App Events

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Ok, if you work in a brick-and-mortar mall you can see your customers in person daily and you even have a chance to know some of them better than others.

If you own a mobile app, you stare at your laptop’s screen and you better have a good consumer intelligence platform in hand to have a clue about what people use your app, so you can serve them well.

In this episode we have Paul to talk about his company’s “AppLife Report 2023 Vol. 2” report that talks about app users’ behavior.

Today’s Topics Include:* Paul Neto's background * What is Measure Protocol today * Bird-view on the AppLife Report 2023 Vol. 2 * Generational differences in app preferences * TikTok users' behavior * Customers' journeys * Priority engagement for mobile apps * Top 5 trends * What Paul would like to change about the ad tech today * Android or iOS? * Leaving his smartphone at home, what features would Paul miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Paul Neto on LinkedIn * Measure Protocol company * AppLife Report 2023 Vol. 2 * Business Of Apps - connecting the app industry

Quotes from Paul Neto:" And I think we're just in the early stages and maybe underappreciate some of the changes that are being driven by TikTok. So, for example, the volume is immense. If you look at younger audiences, they're browsing about 5,400 videos a month. Older audience, it's around, 1,600 videos. That's a massive amount of content. Secondly, actual engagement with the app is, through the ceiling."

"And so we look at what are some of the top apps that people use when they first pick up the phone. And we see often it's for communication for across for all the generations. So things like messaging, Snapchat or even Discord tend to be ranked relatively high, of the reason why you pick up this device. So it often ends up being communication or some kind of entertainment. And entertainment will be things like Instagram, TikTok and YouTube. All those tend to bubble to the top."

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Unless you’re listening to me from Mars or some other planet, you know that today cybersecurity as important as the physical one, they both are intertwined and security breaches are being reported almost daily.

It’s about personal data security on your phone and computer and security of big corporations and non-profit. In this episode, we invited Greg to talk about security in the app development process.

Today’s Topics Include:* Greg Ellis background * What is Digital.ai today * What is DevSecOps, benefits and challenges * Practices and tools for DevSecOps * How to improve app development teams' security performance * How to handle security incidents * What Greg would like to change about the Big Tech today * Android or iOS? * Leaving his smartphone at home, what features would Greg miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Greg Ellis on LinkedIn * Digital.ai company * Business Of Apps - connecting the app industry

Quotes from Greg Ellis:"We've actually heard of some customers that inadvertently release a non protected application out in the wild. And so you really want to make sure that you've got those tools in place to catch that. But then once the applications themselves are deployed, it's just as important to ensure that those apps are monitored for active attacks and collecting thread analytics and then responding in real time via runtime application self protected and feeding those insights into the next. Devsecop cycle."

"So that human aspect still needs to be in there. And Ai isn't going to necessarily be the end all and be all, but it's there really to augment the work that we're doing and try to reduce our workload. And that combination of Ai technologies and human intelligence really creates a more robust defense against security incidents and vulnerabilities in these mobile app environments."

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How was your shopping this year? How long is your Amazon 2023 Orders list by now?

Of course it wasn’t only you and it wasn’t only about Amazon (even though you may justifiably have an impression that it’s always about Amazon :-) ) - well, the whole planet went shopping every second on multiple retail apps.

To comprehend that scale we’ve invited Lexi to talk about one of the latest Data.ai reports “Strategies to master retail on mobile”

Today’s Topics Include:* Lexi Sydow background * What is Data.ai today * Strategies to master retail on mobile report overview * Performance Score benchmark * How much time people spent in retail apps in Q3, 2023 * Number of downloads for shopping apps in Q3, 2023 * Newcomers and surprises on the Top 10 Shopping Apps list * Takeaways

Links and Resources:* Lexi Sydow on LinkedIn * Data.ai company * Strategies to master retail in mobile * Business Of Apps - connecting the app industry

Quotes from Lexi Sydow:" It (the Performance Score benchmark) basically gives you this sort of compass to see how you're performing in what sectors you might need to improve.

So it's acquisition, engagement, sentiment and monetization of your app. And so you can dive deeper into each of these buckets and see where you might need to focus more on your strategy. And the beauty of this metric is that it is also driven by applied AI and it is a great sort of almost like a credit score for an app."

"So seeing that many new downloads is really impressive because we do see a lot of e commerce players that are coming in now across the spectrum. "

"Shein did something really interesting. Shein is obviously a fast fashion and its targeting tends to be more Millennial women. And they think their app very Instagramable in its presence. It kind of looks like a social app more than a shopping app at time. Even the images of clothes look like an influencer is curating it, not a corporation that's taking it in a room with models, you know, informal."

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Now, of course - the reason number one why we all in business is to make money, so we can put food on our table, right? But every once in a while we’re pleasantly surprised when our efforts, our midnight oil burning moments, brainstorms and nail-biting get rewarded. When we either in-person or virtually awarded with a prize for what we’re trying to be the best in.

So, today Josh will tell us about OneSignal’s The 2023 Customer Engagement Awards.

Today’s Topics Include:* Josh Hollander background * What is OneSignal today * What is The Custom Engagement Awards * The evaluation process for the awards * The winners * Reasons nominees didn't win * What Josh would like to change about the mobile industry

Links and Resources:* Josh Hollander on LinkedIn * OneSignal company * 2023 Customer Engagement Award Winners * Business Of Apps - connecting the app industry

Quotes from Josh Hollander:"For me, it was really about how do we identify people that are moving the needle"

"Ninety plus percent of people who download your app are going to disappear in the first thirty days. How do we move that from ninety percent to eighty five percent?"

"So there's three cardinal sins in customer engagement and with our platform specifically that I always try to coach people away from."

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This week we have another special episode for you, featuring our recent live event with Brach, InMobi and MobileGroove.

There are only two months left in 2023 and the most dramatic mobile attribution shift is about to happen - when Apple’s Privacy Manifests and Google’s Android Privacy Sandbox will be coming to life in 2024. For many mobile advertisers it is still uncharted territory and so we've summoned up experts from the leading mobile marketing and attribution platforms to share a strategy to tackle this looming challenge.

It was hosted by Peggy Anne Salze of MobileGroove and the guests were: Adam Landis, of Branch, Sergio Serra of InMobi DSP.

Links and Resources:* Adam Landis on LinkedIn * Branch company * Sergio Serra on Linkedin * InMobi DSP company * Peggy Anne Salz on Linkedin * MobileGroove company * Business Of Apps - connecting the app industry

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October of 2023 is almost over, Halloween is just a week away, Thanksgiving and Black Friday are coming - in other words we are closing this year. So we decided to take a look at what mobile user acquisition and monetization techniques worked this year.

Head of Biz Dev at PropellerAds, Renz is here to give us a tour.

Listeners can use the promo code BOAPROP to get a $35 bonus with $150 (or more) deposit for PropellerAds new clients.not available for wire transfers

Today’s Topics Include:* Renz Gonzales''s background * What is PropellerAds today * 2023 Best-performing ad formats and channels * UA campaign efficiency improvement * Improving app monetization * The role of Generative AI in UA and app monetization * Takeaways * Android or iOS? * Leaving his smartphone at home, what features would Renz miss most? * What features he would like to see added to his smartphone?

Links and Resources:* Renz Gonzales on LinkedIn * Renz Gonzales email * PropellerAds company * Business Of Apps - connecting the app industry

Quotes from Renz Gonzales:"Many advertisers utilized the power of social media and that definitely paved the way into different types of marketing, influencer marketing is really-really trending. I would say for 2023 in thus far - it's been TikTok, Instagram, Facebook - all of the social media have been used fully for their advantage."

"With app monetization it really has to do with the balance of user experience. We don't really want to have a lot of ads bombarding the users with different types of ads units."

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This week we have a bonus episode for you. During this September’s App Promotion Summit San Francisco we had a great panel we want to share with you.

It was hosted by Carolyn Bao of AppsFlyer and the guests were: Annie Wang, Senior User Acquisition Manager at Picsart, Nick Candler, Consultant and Advisor and Zamir Wassermiller, User Acquisition at TextNow.

Links and Resources:* Carolyn Bao on LinkedIn * AppsFlyer company * Nick Candler on Linkedin * Annie Wang on Linkedin * Picsart company * Zamir Wassermiller on Linkedin * Textnow company * Business Of Apps - connecting the app industry

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“May I have your attention please?” - how many times did you hear this ask?

When you look at the screen of your smartphone, tablet or computer, nobody is asking for your attention, companies just fight for that precious 10-15 seconds of your attention when it comes to ads in Instagram Reels or like 43 minutes when it’s about an TV show episode on Netflix.

I know you can’t answer me now but I’m going to ask this question anyway - do people pay attention to ads they see on the screen? So we invited Mark to answer this question and talk about winning attention of mobile audiences.

Today’s Topics Include:* Mark Slade's background * What is Digital Turbine today * The industry KPI measuring transition: viewability to attention * Digital ads concessions * The cooperative model on TV * Mobile gaming as a mobile example of the cooperative model * The takeaways

Links and Resources:* Mark Slide on LinkedIn * Digital Turbine company * Google may have misled dozens of advertisers and violated its own guidelines - report * Business Of Apps - connecting the app industry

Quotes from Mark Slade:“I think they do pay attention to advertising. I think they pay attention to advertising that's creative, emotive, uses sounds, uses storylines, tells stories. The best advertising has been proven by people like Orlando Wood and System One. It's the one that has all of those components built into the advertising network, and that's what gets people to remember the ads and you get all of that brand uplift.”

“Viewability by the definition of IAB is fifty percent in view. So fifty percent on screen for two seconds. So this is kind of where the foundation of the problem starts.”

“So it makes it even worse. And then the advertiser really makes the ultimate concession in digital video because they're having very little audio, very little completion and very little remote screen real estate. ”

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Today people find use for Generative AI tech for so many things - entertainment, science, art and, of course, work. For the first time this tech can actually find applications for people's daily lives, it's easy to use, for the most part, it's free. Yet. Just like any new tech, of course there is a flip side - Generative AI tools like ChatGPT used by hundreds of millions do threat many jobs to go extinct.

But today we want to talk about how Generative AI and AI in general can help to make life of a mobile marketer easier and we have Found Said, CEO of App Gardens to cover for us a few major components of mobile marketers' workflow that can be streamlined by AI.

Today’s Topics Include:* Fouad Saeidi's background * What is App Guardians today * Fouad's take on ChatGPT * How AI can help with mobile ad campaign personalization * The use of AI to analyze app installs and post-install events * The role of AI in combating mobile ad fraud * How AI can help to improve mobile ad campaign performance * Can AI be instrumental in dealing with ad campaign reporting?

Links and Resources:* Fouad Saeidi on LinkedIn * App Guardians company * Business Of Apps - connecting the app industry

Quotes from Fouad Saeidi:"Leverage AI for your future refined adjacent creation"

"There will always be demand for insights and expertise; the right AI usage can just enhance our productivity"

"UA Campaigns are all about validating the who/what/when with proven hypotheses, The right Ai usage can accelerate us."

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Morning. You wake up, go to the gym (hopefully), take a shower and sit at your desk to continue to push the envelope of your app business.

You maybe at the very beginning of your app project journey or not - regardless, the notion of monetization is on your mind. Am I using the right tools? Am I missing something? Do I see the accurate picture of what’s going on?

In this episode, Alex is here to share monetization tool stack best practices.

Today’s Topics Include:

Alex Kudelka's background
Glassfy brief intro
Monetization tool stack definition
How to build monetization tool stack
What tools to include into the stack
What mistakes are made when it comes to building the stack
What Alex would like to change about tech sector the most
Android or iOS?
Alex’s first mobile phone
Leaving his smartphone at home, what features would Alex miss most?
What features he would like to see added to his smartphone?

Links and Resources:* Alex Kudelka on LinkedIn * Glassfy company * Business Of Apps - connecting the app industry

Quotes from Alex Kudelka:“If you are in that first stage of looking to monetize, the very first decision you need to make is - I need a tool that that will to build app revenue. "

“If you are a solo developer or if you are a new app within a larger company, essential question you should be asking yourself is this a core competence in our team? Is somebody in our team an app revenue expert?"

"If it's not your core competence, chances are you aren't gonna build something as good as a tool that is specifically meant for that problem."

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We carry this small rectangular computer in our pocket or a purse. One moment we complain about how we would like to use it less and wonder how the world span before the smartphone, the next - we’re relieved that it is in hand, pun intended, to help us figure out so many things.

We have a bunch of apps on it and sure thing - we see a bunch of ads in those apps or mobile websites. And you know what? Some of those ads don’t quite look like ads, these peculiar species are playable ads and today Greg will help us to understand them better.

Today’s Topics Include:

Greg Castro's background
What is Mobvista today
The landscape of digital ad formats
What is playable ad format
The role of Generative AI in creating playable ads
Playable ads usage best practices, common mistakes
What Greg would like to change about the programmatic tech sector the most
Android or iOS?
Greg’s first mobile phone
Leaving his smartphone at home, what features would Greg miss most?
What features he would like to see added to his smartphone?

Links and Resources:* Greg Castro on LinkedIn * Mobvista company * Business Of Apps - connecting the app industry

Quotes from Greg Castro:“In the ever-evolving world of mobile in-app advertising understanding the role and effectiveness of various ad formats is really key. With banner ads, while they are one of the oldest formats their obtrusive nature still makes them suitable for certain campaigns."

“Videos ads have become an ideal medium for storytelling and building engagement across various types of apps, both gaming and non-gaming."

"Playable ads are perhaps the epitome of interactive advertising. They are especially prominent in the gaming industry. This try-before-you-buy model really offers potential users a taste of the actual product. "

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App User Acquisition. Gosh, this topic has been covered so heavily precisely because only via acquiring new users for the app does it becomes possible to build a sustainable app business.

Fine.

So we’re talking about acquiring new users, and new people to use the app, right? But what happens when app marketers dive deep into their app marketing strategy, their investors’ expectations, and a ton of possible issues that may show up on the way to success? Right - they begin to think about people who will be using their app as numbers.

To be honest, it’s hard to blame them for doing that, it’s how our brain works - when it comes to planning it should be a rational cold mind to analyze the data. It is not prone to think about users who will be using the app as people, they become numbers.

But this is not to say that we shouldn’t resist this swap of notions and Joe will tell us today what exactly you should do.

Today’s Topics Include:

Joe Schaeppi's background
What is Solsten
The role of psychology in app user acquisition
How to build an app user profile using psychology
The Impact of psychology on ad creative creation
How psychology can help with a mobile app user churn
Takeaways
What Joe would like to change about the programmatic tech sector the most
Android or iOS?
Joe’s first mobile phone
Leaving his smartphone at home, what features would Joe miss most?
What features he would like to see added to his smartphone?

Links and Resources:* Joe Schaeppi on LinkedIn * Solsten company * Business Of Apps - connecting the app industry

Quotes from Joe Schaeppi:“One of the things we noticed that changed in the app industry after IDFA deprecation is we saw a big shift in our customer base. We saw pure UA folks getting replaced with agency people, people that came more from creative backgrounds."

“I looked at the audience, I looked at the highest LTV group there and then I looked at their highest-scoring trades. A lot of times when we design the psychology we want to think of the things that really stand out of our audience. So in this case, the specific group was off-the-charts in altruism."

"One day in the distant future marketing will be a gentle tap on the shoulder from a very good friend"

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Okay, let’s start with the obvious - nothing is perfect. By the time you get to your 40s, hopefully, sooner, you realize that as much as you try to do your best there is always a margin for error. But that is not to say that you shouldn’t try.

Speaking of something you should try harder - mobile ads. To me, it feels like nobody is even trying to make them good. How so? What are we doing about it? This is exactly what we’re going to tackle with Jimmy on this episode.

Today’s Topics Include:

Jimmy Marrow's background
What is Moloco
Why do we see SO MANY bad ads?
Digital ads' recent history
The story of ad click attribution
What's up with Click Arms Race?
What does Moloco have to offer to solve it?
What app marketers can do about bad ads
Android or iOS?
Jimmy’s first mobile phone
Leaving his smartphone at home, what features would Jimmy miss most?
What features he would like to see added to his smartphone?

Links and Resources:* Jimmy Morrow on LinkedIn * Moloco company * Business Of Apps - connecting the app industry

Quotes from Jimmy Morrow:“If you think about it, arguably it [digital advertising] is one of the most successful businesses for the past 30 years."

“Back in the day, it was pretty simple - advertisers had a good sense of their ROI in marketing and it made digital advertising an extremely lucrative business."

" From 2017, the pre-ATT era, to 2020 I would call it a kind of fat-thumb era, where is essentially like networks and other platforms started to introduce the idea - how can I get more credit in the ecosystem.

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We all like it when things go smoothly and prefer it to stay that way but the Universe is messy so people’s experience with mobile apps and mobile games can be too.

As much as app developers do their best to deliver the best experience to the users, they are just human beings, even if the code is perfect - which is extremely rarely the case if ever, there are maybe issues with how people interact with the app.

The solution? A support system that will help you to resolve all those issues for your mobile game users. Today, Eric will tell us about the challenges of mobile game player support.

Today’s Topics Include:

Eric Vermillion's background
What is Helpshift
The challenges and requirements of mobile game support
What it takes to provide support for non-mobile game platforms
The role of Generative AI in a video game player support
Can Generative AI impact programmatic ad campaigns' costs
Generative AI impact on jobs in the programmatic ad sector
AR and VR games player support
What Eric would like to change about the programmatic tech sector the most
Android or iOS?
Eric’s first mobile phone
Leaving his smartphone at home, what features would Eric miss most?
What features he would like to see added to his smartphone?

Links and Resources:* Eric Vermillion on LinkedIn * Helpshift company * Business Of Apps - connecting the app industry

Quotes from Eric Vermillion:“I find mobile games incredibly interesting because having a nice chunk of my career working in a broader cross-vertical support environment where I've done banks, insurance companies, some legacy brands and sort of have this preconceived notion of how the support is delivered - you put a bunch of people in the building and you call them, you send out physical mail and that sort of stuff. Gaming moves faster than that!"

“For consoles, you aren't in the game, you aren't in the environment and so you have to depart and go engage and support in a different way."

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ChatGPT from OpenAI, Bard from Google, Llama from Meta, and a decent number of smaller players are firing on all cylinders to power the Generative AI revolution that took off late last year.

Of course, for folks who had been watching the AI space, it was not a surprise but for the rest of us - it was. Generative AI based on Large Language Models is changing the business landscape. Today, we want to talk about its impact on mobile ad campaigns.

Today’s Topics Include:

Levi Matkins's background
Levi's take on ChatGPT
The impact of ChatGPT on mobile ad creatives production
Generative AI impact on programmatic bidding
The impact of Generative AI on mobile ad campaigns analytics
Can Generative AI impact programmatic ad campaigns' costs
Generative AI impact on jobs in the programmatic ad sector
What Levi would like to change about the programmatic tech sector the most

Links and Resources: * Levi Matkins on LinkedIn * LifeStreet company * Business Of Apps - connecting the app industry

Quotes from Levi Matkins: “As things stand today, I think it's in most cases it (Generative AI) is a very helpful tool for a design team to use both for ideation and production."

“We've been using deep neural nets for quite a few years at this point."

"This is an area (AI programmatic ad analytics) where we have done some investigations and thus far the insights we're able to see are not reliable enough today."

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One of the things that set mobile apps apart from desktop software is the scale. Since 2008, when the mobile app stores were launched, and on, scale has been a crucial ingredient for any iOS or Android app project success.

For both Apple’s and Google’s app ecosystems to grow mobile apps had to be affordable for lots of people. But for app developers and brands to make app enterprises profitable, they had to acquire a large number of users.

And there is more - in some cases when we talk about a free app from one of the most influential companies on the planet - Gmail app, we’re talking about roughly 1.8 billion users. This scale implies some unique challenges we’re going to be discussing with Rajesh today.

Today’s Topics Include: * Rajesh Janakiraman's background * Definition of app onboarding * Challenges of building an app for billions of users - development and management-wise * Rajesh's Thoughts on Generative AI in Gmail * Toughest projects in Rajesh's career * What Rajesh would like to change about tech the most * Android or iOS? * Rajesh's first mobile phone * Leaving his smartphone at home, what features would Rajesh miss most? * What features v would like to see added to his smartphone?

Links and Resources: * Rajesh Janakiraman on LinkedIn * Business Of Apps - connecting the app industry

Quotes from Rajesh Janakiraman: “Having a product [Gmail] maintained that reputation for so long is a very difficult thing to do"

“It's such a massive set of users that you see this whole spectrum of how they use the product."

"Just from your device perspective, you see the latest $1,500 Samsung device running the latest version of Android with hundreds of Gb of storage, so it's not gonna matter how much space you take up of their phone, with multiple processors so it's gonna matter how efficient your app is, all the way to the $10 no-name smartphone."

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Frictions. “The resistance that one surface or object encounters when moving over another” - this is the dictionary definition of what friction means in science. When you ask a mobile app developer “What do frictions mean to you?”, the answer is “any obstacle that prevents my app users from doing with the app what I expect them to”.

This notion sounds great but as with everything in our life, moderation is the key and today, Chris will give you an example of that.

Today’s Topics Include:

Chris Riva's background
Audiomack brief bio
Definition of app onboarding
Onboarding for the Audiomack app
Bad friction versus good friction
Takeaways
What Chris would like to change about tech the most
Android or iOS?
Chris's first mobile phone
Leaving his smartphone at home, what features would Chris miss most?
What features Chris would like to see added to his smartphone?

Links and Resources: * Chris Dalla Riva on LinkedIn * Audiomack app's website * Business Of Apps - connecting the app industry

Quotes from Chris Dalla Riva: “One thing we noticed is that this notion of what follower means on social media or on various music apps - it doesn't always mean you can reach your followers."

“Our process is evolved pretty dramatically over the last four years. When I started the Audiomack the onboarding process was a novel onboarding process, the idea was to let the person in the app, start listening to the music, they're gonna stick, they gonna eventually create an account, start saving music."

"We just look at each step of the onboarding to see where the people stumbling, are there ways that we can improve those pages."

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A long-long time ago, 16 years ago to be precise, there was the world before Mobile - the time when if you wanted to read the news, watch movies, pay your bills, plan your next trip and so on you had to sit down at your desktop computer or grab a laptop to open a browser window to go to a website.

Then Steve Jobs stood on the stage at Macworld Expo in San Francisco to introduce the iPhone. The rest is history. These days, as a mobile marketer, you expect the bulk of traction for your business to take place on mobile. But that’s not entirely true - today Andrew will tell you how important are customers' journeys between web and mobile for user acquisition.

Today’s Topics Include: * Andrew Tsui's background * Marketing channels Andrew used to run ad campaigns * Applying web-to-app marketing to the K Health app * Lessons learned * What Andrew would like to change about the industry the most * Android or iOS? * Andrew's first mobile phone * Leaving his smartphone at home, what features would Andrew miss most? * What features Andrew would like to see added to his smartphone?

Links and Resources: * Andrew Tsui on LinkedIn * Business Of Apps - connecting the app industry

Quotes from Andrew Tsui: “I'd say that it (web-to-app marketing) has worked quite well in raising the awareness of K Health and driving strong new user growth."

“It's a powerful technique that requires a few basic things - natural user entry points, delivering value on the web as well as in the app, prioritizing account creation and attribution tech, and obsessing over the analytics."

"Hindsight is always 20/20, and I suppose the easy answer is I just wish we had done the aspects of what we've talked about way earlier."

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I don’t think anybody in the app industry would argue with the fact that growth is what occupies app marketers’ and developers’ minds all the time. From Monday to Friday and, unfortunately quite often, from Friday to Monday as well, people do mental gymnastics for how to make their app’s growth more efficient.

But if you don’t measure it properly you can not improve it. What analytics reports are important to check regularly to measure your app’s growth? How do we do incrementality growth analysis? I invited Jeff to riddle these puzzling questions for you.

Today’s Topics Include: * Jeff Wang's background * Cohort and funnel definition * App analytics reports to focus on * The most important report to work with * App analytics reports to check less often * Incrementality growth analysis * The takeaways * Android or iOS? * Jeff's first mobile phone * Leaving his smartphone at home, what features would Jeff miss most? * What features Jeff would like to see added to his smartphone?

Links and Resources: * Jeff Wang on LinkedIn * Hiatus website * Business Of Apps - connecting the app industry

Quotes from Jeff Wang: “I can spend all day looking at the reports, especially when you have a lean team. It's really important to get a sense of your business impact to guide workflows as well as the strategical direction."

“One good tip I would give is to have a regular cadence for certain reports."

"I think since we're a subscription product, looking at churn is really useful, seeing what a month-to-month looks like."

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In this episode, we’ll be discussing how ChatGPT can help you create more effective digital marketing campaigns.

We’ll be exploring the latest advancements in language models and machine learning and how they can be used to generate persuasive marketing content tailored to your target audience.

Our guest speakers will share their insights on how ChatGPT can help you improve your digital marketing efforts by creating more engaging content, improving your SEO, and increasing your ROI. So sit back, relax, and join us as we explore the exciting world of Digital Marketing with ChatGPT!

Ok, if you ever heard my previous intros you would feel there is something off about this one. And you would be right - this intro was written by ChatGPT itself. I have no idea why it decided that I’ll be having not one but multiple guests on this episode and of course the topics run the whole gamut of what can be said about using ChatPGT in digital marketing but we only have like half an hour, not a week to discuss them all :-)

Today’s Topics Include: * Bryan Karas's background * ChatGPT area of application in an app marketing * Tools that have embedded ChatGPT * Mistakes people do with ChatGPT in marketing * Expectations from ChatGPT 5,6 and on * What Bryan would like to change about digital marketing the most * Android or iOS? * Bryan's first mobile phone * Leaving his smartphone at home, what features would Bryan miss most? * What features Bryan would like to see added to his smartphone?

Links and Resources: * Bryan Karas on LinkedIn * Playbook Media * Business Of Apps - connecting the app industry

Quotes from Bryan Karas: “ChatGPT, when I think about it, I think it can be used for idea generation, output copyrighting."

“If you are thinking about translation service, as you are moving from one country to another, you could use ChatGPT"

"One of the things that drive me the most crazy about marketers, is they look at everything from last-click attribution standpoint."

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Think about it - whatever product or service you offer on a market your success always hinges on how well you know the people you sell your product to. There is just no other way around it - either you understand their needs and their problems so you can address them and succeed or - not a chance, forget about it.

How do we conduct research for mobile app users? It’s a great question and today we have Rosie to help us to answer it.

Today’s Topics Include: * Rosie Hoggmascall's background * Mobile user research objectives * Finding participants to conduct a research * Common challenges and mistakes * What Rosie would like to change about digital marketing the most * Android or iOS? * Rosie's first mobile phone * Leaving her smartphone at home, what features would Rosie miss most? * What features Rosie would like to see added to his smartphone?

Links and Resources: * Rosie Hoggmascall on LinkedIn * Business Of Apps - connecting the app industry

Quotes from Rosie Hoggmascall: “It really depends on what you're trying to find out. With user research, there is a number of different methods you can use and they fit with a problem that you're solving"

“It's really hard [to find participants for research], things are on the spectrum here. One end is cheap and free, and the other end is expensive. "

"Not doing enough [of mobile user research], sometimes people just listen to like app reviews and support tickets. And if that is your user research, it's not enough"

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PR - what does this acronym mean to you? If you moving from one country to the other, it’s definitely about Permanent Residency, if you’re launching a product, in our today’s conversation, a mobile product, it is about Public Relations and making a splash to grab mobile users' attention.

How big of a splash you can do with it? The size of a splash from the meteorite that killed off the dinosaurs in the Mexican Gulf 66 million years ago? Or barely noticeable? Today we have Jessica to share her experience of doing a PR campaign for her app So Syncd.

Today’s Topics Include: * Jessica Alderson's background * What is So Syncd app * PR marketing technique applicability to app categories * How to identify the audience for an app * Short and long-term strategies for pitching the press * Pitch email template * How to identify a PR campaign's success * The general strategy to approach journalists * Final tips * What Jessica would like to change about digital marketing the most * Android or iOS? * Jessica's first mobile phone * Leaving her smartphone at home, what features would Jessica miss most? * What features Jessica would like to see added to his smartphone?

Links and Resources: * Jessica Alderson on LinkedIn * Business Of Apps - connecting the app industry

Quotes from Jessica Alderson: “I don't think that PR is applicable to all kinds of apps and I don't think it's applicable to even necessarily startups in the same vertical in different states."

“I think a good lens to think of it [is your app newsworthy for PR or not] through is how does this impact other people?"

"As you develop relationships then the journalists will start reaching out to you and you have a back-and-forth dialog"

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Here is a question you may not expect - do you remember yourself when you were 15? And the tough one for all parents - do you remember your kids when they’re 15? Today we’ll be talking about the very special 15-year-old “kid” - the App Store from Apple.

Time runs really fast, we all have passed wondering about the App Store as a unique mobile software ecosystem, we have other things to wonder about these days, like ChatGPT or the unstoppable growth of TikTok.

Today to talk about the App Store through the years and its evolution we have Simon.

Today’s Topics Include: * Simon's background * What is Adjust today? * Recollections from the day the App Store was launched * The point when the App Store felt big * The iOS ecosystem evolution * The App Store saturation point * Indie app developers' chances for success today * The Spatial Computing potential * What Simon would like to change about digital marketing the most * Android or iOS? * Simon's first mobile phone * Leaving his smartphone at home, what features would Simon miss most? * What features Simon would like to see added to his smartphone?

Links and Resources: * Simon Dussart on LinkedIn * Business Of Apps - connecting the app industry

Quotes from Simon Dussart: “What's interesting is that apps for a computer had been around, you could install them via a CD-ROM, you could physically exchange them and I think the real thing that the App Store changed was that it centralized all of it into one spot."

“On the mobile, you had to have the network to be developed to sustain developing apps. If you look at the streaming apps now, they all stream live data between your terminal, the mobile phone, and a server."

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Remember your first day in the office at your first job? Now switch mentally to today, think about what your work on a project looks like now. What’s the difference? Why do you feel way more confident now? It’s your experience, the body of knowledge in your brain allows you to be sure about your next move and avoid anxiety.

In today’s episode, I have Lisa to tell you about her 5-point approach to working on the project, she has distilled from her more than a decade of experience in digital marketing, to achieve more while spending less.

Today’s Topics Include: * Lisa's background in digital marketing * Five-point approach to achieve more with less * Point #1: Get familiar with failure * Point #2: Just ask * Point #3: Grow smart * Point #4: Sweat the small stuff * Point #5: Swot up * What Lisa would like to change about digital marketing the most * Android or iOS? * Lisa's first mobile phone * Leaving her smartphone at home, what features would Lisa miss most? * What features Lisa would like to see added to her smartphone?

Links and Resources: * Lisa Pickett on LinkedIn * Business Of Apps - connecting the app industry

Quotes from Lisa Pickett: “You not gonna have all the answers, no one I know has a working crystal ball, we can't predict the future. The sooner can realize we not aren't going to get the answers, the sooner we can kind of get out of our own way."

“Working in digital products and apps is actually really great because the feedback loop times are pretty quick if you compare it kind of traditional media. You can pretty say within a few days if what you've done is worked."

"I' would just encourage you if you're starting out your career just to really invest in growing a really great network."

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There are roughly 5 million mobile apps between iOS and Android (roughly speaking - the population of Norway) and of course every single of those apps has its own purpose and they collectively help all of us work, study, improve our health, entertain ourselves, and more.

But as you know only a handful, compared with the total number, are really popular and welcomed. In marketing there is such a notion as product-market fit, which indicates how well a certain product satisfies a market demand.

What does it take to achieve a product-market fit for a mobile app? Today, I have Nathan to help us answer this question.

Today’s Topics Include: * Nathan's background in marketing * What is Perceptycs * Market-product fit definition * SPOKE app growth KPIs * Having a chance to redo the SPOKE app growth campaign, what Nathan would do differently * Takeaways * What Nathan would like to change about mobile marketing the most * Android or iOS? * Nathan's first mobile phone * Leaving his smartphone at home, what features would Nathan miss most? * What features Nathan would like to see added to his smartphone?

Links and Resources: * Nathan Hudson on LinkedIn * Perceptycs * SPOKE app * Business Of Apps - connecting the app industry

Quotes from Nathan Hudson: “On one hand, I begin to thinking increasingly you can't have product-market fit if you are a company or an app that does't generate revenue. "

“On the flip side, if you think about apps like Instagram, Facebook, WhatsApp, TikTok, social media platforms, I doubt anyone would argue they don't have a product-market fit, they certainly do."

"So essentially a lot of people want growth but if you haven't got really strong foundation to build from then it's hard to grow anything."

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Six months ago, ChatGPT sounded like yet another high-tech gibberish for people who were in the know, today well more than 100 million people around the world use this cutting-edge Generative AI tool for everything under the sun.

Well, social media is obviously a part of that “under the sun” and on this episode I have Jason to talk about its implications for social media, how people use it, influencers, and what brands need to do about it.

Today’s Topics Include: * How ChatGPT changes the Landscape of social media platforms * What's ChatPGT's impact on brands' social media strategy * How ChatGPT impacts influencers and creators' businesses * What Jason would like to change in the digital marketing space the most * Android or iOS? * Jason's first mobile phone * Leaving his smartphone at home, what features would Jason miss most? * What features Jason would like to see added to his smartphone?

Links and Resources: * Jason Mitchell on LinkedIn * Movement Strategy * Business Of Apps - connecting the app industry

Quotes from Jason Mitchell: “One of the things that is core to what we believe in is the idea of helping companies to really establish an online persona. Who are you on social that is interesting, that it's gonna give people a reason to want to follow you."

“We are starting to see and we will continue to see an explosion of content because the content is so easy to produce. It's not any content, it's pretty good content, one of the reasons ChatGPT blew up in the way it did is because it's pretty good and the same thing is with image generators, they're just getting better and better. We're gonna see this explosion of pretty good content coming to all social media platforms and that is going to be boring."

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Are you on TikTok? Who isn’t on TikTok? Although it’s popular with younger audiences, it is possible to attract multiple generations with TikTok’s advertising platform.

The story of early adoption by teenagers of YouTube, Instagram and Snapchat repeats itself with TikTok. Ask anybody on the street “Who is using TikTok?” and they would reply “Of course teens!”. The thing is – it is not necessary truth, in fact the platform has not being solely used by Gen Z.

Today’s guest is Andre Kempe, founder of Admiral Media, which now offers app brands the ability to launch TikTok ad campaigns to drive app installs. Andre covers multiple topics, giving a holistic view on video advertising for mobile apps today.

Today’s Topics Include: ✔️ App Advertising: Make TikTok video ads; image ads are not recommended/relevant

✔️ Career Changes: Dynamic advertising, creatives, quality, and mobile developed quickly

✔️ Attention Span: Short videos and willingness to consume creatives dominate advertising

✔️ Ages/Audiences: Which channel has massive reach, more likes, and less competition?

✔️ Real-life Testimonials: Creators and viewers gain/give attention and generate followers

✔️ Brand Advertising: Super-effective reach and frequency ads are possible

Links and Resources: * Admiral Media * Andre Kempe on LinkedIn * Andre Kempe on Twitter

Tweets/Quotes by Andre Kempe: “I grew up in a world with no mobile phones. I come from eastern Germany. We didn’t even have bananas.”

“TikTok is dominating, at the moment, because the creators found a channel that was just massive in reach, and there was just literally not a lot of competition at the very beginning.”

“You reach an audience that is not over-advertised yet, and you have quite exclusive access to this audience on a different day at a much cheaper price level. It’s absolutely worth the effort.”

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Do you take your smartphone for granted? Even though you’ve had it for years and use it every day? What personal and private data is collected about you and the apps you use?

For the last couple years the importance of an internet user privacy, as well as collecting and using mobile users personal data has grown significantly. The mobile industry has come a long way from the time when these matters were perceived as purely the roam of academic discussions to growing adoption and legislations in Europe and US.

Today’s guest is Alex Ritchie, Product Manager of Privacy and Data at AdColony. Alex describes how, what, and why companies collect and use privacy and personal data in mobile.

Today’s Topics Include: ✔️ AdColony: Intermediary that facilitates buying and delivery of in-app ad inventory

✔️ Solution Architecture: Design and manage mechanisms for privacy compliance

✔️ Industry vs. Legalese: Not a lawyer, but translator and planner of privacy needs

✔️ GDPR, CCPA, and COPPA: Privacy-related rules and regulations to enforce compliance

✔️ AdColony collects some personal data, such as pseudonymous IDs, to share with SDK

✔️ AdColony’s End-User Privacy Policies: Above and beyond what’s legally required

✔️ Digital Privacy: #1 most important issue in mobile advertising industry now, next 5 years

✔️ Progressive Privacy: What will Apple and Google do to respond to regulation changes?

✔️ App Publishers: Proper data collection is knowing what’s being collected and processed

✔️ Privacy Rules/Sentiments: Be privacy proactive, minimalist, and conservatism

Links and Resources: * Alex Ritchie on LinkedIn * AdColony * General Data Protection Regulation (GDPR) * California Consumer Privacy Act (CCPA) * Children’s Online Privacy Protection Act (COPPA) * Business Of Apps – connecting the app industry

Tweets/Quotes by Alex Ritchie: “I really got to…discover my passion for privacy in helping measurement marketing providers design and kind of manage the mechanisms for privacy compliance.”

“There’s no better time than right now to be working in privacy.”

“Digital privacy is the number one most important issue in the mobile advertising industry today.”

“The mobile industry is being presented an amazing opportunity to be better at being transparent.”

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To make an app business sustainable, app marketers need to have a robust strategy to secure their apps growth. When app growth slows down, should marketers try advertising on a new channel? If yes, what channel? TikTok, of course.

Today TikTok app marketing is one of the hot topics that you can see in agenda of so many mobile marketing online summits, webinars, and workshops. App marketing professionals consider TikTok marketing to be one of the most effective types of app marketing.

Today’s guest is Tiffany Ou, General Manager (Americas) at Nativex, which allows marketers to generate strong and sustainable growth through universal access to digital channels.

Today’s Topics Include: ✔️ U.S. vs. China: Similarities and differences in social media landscape, mobile ad market

✔️ 5 Major U.S. Players: Facebook, Google, Instagram, Snap, and TikTok

✔️ China Market: Immediate and dynamic platform with new players and apps every day

✔️ What to Watch: Popular/relevant content; no need to search TikTok for what you want

✔️ Age Groups: Not only under 18 are using TikTok; much more older audience adapting

✔️ TikTok: Monetization goal to create effective app ad campaign/platform is less advanced

✔️ Influencers/creators become brand advocates, if they believe in your products/services

✔️ App Advice: China is hot market with user base/money, but unique mobile ecosystem

✔️ ISBN Requirements: Don’t be a copycat or use obscene language for game approval

Links and Resources: Tiffany Ou on LinkedIn Nativex Nativex Expands Media Buying Solution with TikTok Partnership

Tweets/Quotes by Tiffany Ou: “Social network user in China is about 800 million, it’s much larger than the U.S. Also, 98% of Chinese people are using their phone to access the Internet.”

“In China, there’s so many new players coming out almost every day. The Chinese social landscape is so much more dynamic that there are so many rising stars.”

TikTok: No PC required; 100% mobile.

“TikTok is a social app or a platform that can help any brand to build their awareness globally very, very quickly. The engagement is very high.”

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Today the very next goal on every app marketer’s agenda, after acquiring app users, – to retain them. According to multiple sources, the app industry 90 days retention rate varies from 32% to 4% percent, meaning, within three month period, at least every third app user stops using the app.

In this episode, we talk with Marco about how to retain app users using geo-localized ads.

Today’s Topics Include: 💡 What are hyper-localized ad campaigns?

🇬🇧 A smart strategy to localize paid and non-paid ads

💪 Retention Rate: Rely on data and customized communication through the customer journey

💰Ad Spend: Budget for beta testing to create efficient, elastic, and incremental campaigns

💡Ad Creatives: Effective campaigns rely on workarounds, channels, and feedback

🤝 Media Buying: Streamline the process by screening partners/networks and creating backlog

Links and Resources: * Marco Scabioli on LinkedIn * FlixBus * Business Of Apps – connecting the app industry

Quotes by Marco Scabioli: “Our aim is, actually, change the way most people travel.”

“I know how important it is for a solid marketing department to be interconnected to share knowledge and best practices that can be useful across different channels.”

“Hyper-localized ads are a solution that we came up with to match the right products with the right people.”

“Learn how different campaigns react to different spending budgets.”

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When you are looking for a new car to buy, chances are you may check how long it takes for your future ride to accelerate from 0 to 60 miles per hour (for non-American listeners I mean 100 km/hour). Obviously you, as an app marketer, don’t accelerate apps in space, you accelerate their growth in time.

Today, I have Yoann to tell you a story of what it took for him and his team to acquire 300k users for their fintech app Nude during the first year on the market.

Today’s Topics Include: * Digital marketing starting point - places to discover the app * How word of mouth took off for the app * Nude paid advertising strategy * How does the newsletter marketing channel work for the app? * What Yoann would like to change in mobile marketing the most * Android or iOS? * Laricea's first mobile phone * Leaving his smartphone at home, what features would Yoann miss most? * What features Yoann would like to see added to his smartphone?

Links and Resources: * Yoann Pavy on LinkedIn * Nude * Business Of Apps - connecting the app industry

Quotes from Yoann Pavy: “We wanted to be really transparent with our customers - no jargon, very easy-going voice, we are not hiding the fig leaves."

“We came on the market differentiated with a single goal which made our job in marketing with my team a lot easier."

"We got focused really early on how could we accelerate its virality and word of mouth through our product."

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This episode is different, recently we hosted a webinar featuring Perform[cb] team talking about how to scale user acquisition in 2023 and we’re releasing a recording of this conversation with Matthew and Lee.It was a lively discussion that covered a lot of ground, including:* Competitive optimizations for efficient ad spend * Maximizing reach through top traffic channels * Campaign strategies to test ahead of Q4 * Three user acquisition success stories with top marketers, including FanDuel

Links and Resources:* Matthew Lord on LinkedIn * Lee Aho on LinkedIn * Perform[cb] * Business Of Apps - connecting the app industry

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Today, I have Yoann to tell you a story of what it took for him and his team to acquire 300k users for their fintech app Nude during the first year on the market.

Today’s Topics Include:* Digital marketing starting point - places to discover the app * How word of mouth took off for the app * Nude paid advertising strategy * How does the newsletter marketing channel work for the app? * What Yoann would like to change in mobile marketing the most * Android or iOS? * Laricea's first mobile phone * Leaving his smartphone at home, what features would Yoann miss most? * What features Yoann would like to see added to his smartphone?

Links and Resources:* Yoann Pavy on LinkedIn * Nude * Business Of Apps - connecting the app industry

Quotes from Yoann Pavy:“We wanted to be really transparent with our customers - no jargon, very easy-going voice, we are not hiding the fig leaves."

“We came on the market differentiated with a single goal which made our job in marketing with my team a lot easier."

"We got focused really early on how could we accelerate its virality and word of mouth through our product."

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The retail market, and fashion in particular, has been going through some dramatic changes. The impact of COVID-19 on fashion brands was huge - people were forced to start using mobile apps to buy their new outfits sitting at home and it triggered a lot of changes in how fashion retailers do their business. On the other hand, we see the rising fashion brands like Chinese SHEIN, which has an impact on the fashion industry kind of like TikTok has on the mobile ad landscape.Long story short - the competition is fierce and managing to grow your fashion brand on mobile is not an easy feat and today Laricea will share with us her story of what it takes.Today’s Topics Include:* The current mobile retail landscape * Native versus paid user acquisition - how it works for Dorothy Perkins mobile app * What app marketing channels work the best for the DP brand * What new channels to try * What Laricea would like to change in mobile marketing the most * Android or iOS? * Laricea's first mobile phone * Leaving her smartphone at home, what features would Laricea miss most? * What features Laricea would like to see added to her smartphone?

Links and Resources:* Laricea Roman-Halliday on LinkedIn * Laricea's book on Blurb (Paperback) - 100% of sales go towards planting trees with Forest Without Frontiers. * Laricea's book on Amazon UK (electronic) * Dorothy Perkins * Business Of Apps - connecting the app industry

Quotes from Laricea Roman-Halliday:“It's been very challenging, because of the competition and also how people consume fast fashion and how they view the industry as well."“Consumers have become more and more conscious of where things are made, how are they made, fair practices, environmental issues""I'm a big believer in continuing spending on brand despite all these trouble times"Follow the Business Of Apps podcastLinkedin | Twitter | Facebook | YouTube

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First-party data. Spoiler alert - we aren’t gonna be talking about what data you can collect from your first party in college or your political affiliation.

No - today the topic on the table is how the mobile advertising industry is switching to using data about mobile app users collected internally. How the industry is moving away from relying on mobile user data providers and to tell us about it we have Ben from Moloco.

Today’s Topics Include:* What is first-party data * First-party vs. Third-party data efficiency * Ben's take on ChatGPT's impact on the mobile ad industry * What Ben would like to change about the mobile app industry * Android or iOS? * Eran's first mobile phone * Leaving his smartphone at home, what features would Ben miss most? * What features Ben would like to see added to his smartphone?

Links and Resources:* Ben Jeger on LinkedIn * Moloco * Business Of Apps - connecting the app industry

Quotes from Ben Jeger:“The reason why it's being discussed [the first-party data] is we've entered a period of focus on user privacy. This period has seen such regulations as GDPR but also platform rules and regulations and enforcements, particularly by Apple."

“I think that in the app marketing space, the reliance on third-party data isn't really the key factor. I think when it comes to the use of third-party data from an advertising perspective, I do believe that the efficiency of ad creative is derived from the ability to apply Machine Learning to that data."

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ChatGPT. By now this AI tool’s name is so familiar to you, it took only a few months for the OpenAI breakthrough Artificial Intelligence tool to touch so many business and non-business related areas. Articles, TV interviews, podcasts, never ending Twitter exchange of thoughts, hopes and fears for this brand new tech.But how can we apply ChatGPT to the App Store Optimization? To answer this question, I’ve reached Thomas from App Radar App Store Optimization company.Today’s Topics Include:* What Thomas think about ChatGPT * How to apply ChatGPT to ASO * What are ChatGPT's limitations ASO-wise * ChatGPT's downside * What Thomas would like to change about mobile app marketing

Links and Resources:* Thomas Kriebernegg on LinkedIn * App Radar * Business Of Apps - connecting the app industry

Quotes from Thomas Kriebernegg:“I have to say that over the course of the last years I think I have been experiencing some of the trends that were happening within the roam of online marketing, new tech. For example, I was there when Google Ads was first launched in Austria."“I think it's just the adoption rate, it's on the different level [as opposed to the launch of the Internet back in mid 90s], how many people are getting into this topic [ChatGPT], how fast they can get into the topic."Follow the Business Of Apps podcastLinkedin | Twitter | Facebook | YouTube

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It was late March 2018, a pretty unassuming day. Except this is when Apple launched its SKAdNetwork. I bet back then many people weren’t sure what letters in this acronym should and shouldn’t be capitalized, let alone what impact this ad network API from Apple will have on the app industry.

Five years forward - it is one of the most discussed topics among mobile app marketers, app publishers, ad networks, and Mobile Measurement Partners or just MMPs. In this episode, Eran will tell about what SKAdNetwork 4.0 has brought to the table, how big of a deal it is, and more.

Today’s Topics Include:* What is SKAdNetwork * SKAdNetwork 4.0 updates: Crowd Anonymity and Source Identifier * Multiple Postbacks * Postbacks Delays and Locking Conversion * Web-to-app support * Conversion Value Decrease * How well this recent update addressed advertisers' dreams and hopes * What Eran would like to change about the mobile app industry * Android or iOS? * Eran's first mobile phone * Leaving his smartphone at home, what features would Eran miss most? * What features Eran would like to see added to his smartphone?

Links and Resources:* Eran Friedman on LinkedIn * Singular * Business Of Apps - connecting the app industry

Quotes from Eran Friedman:“The challenge was though [with the Crowd Anonymity predecessor], and it leads us to the Crowd Anonymity, it was a very simplified threshold. It was practically impossible to optimize for SKAdNetwork"

“There is always room for improvement, generally speaking, SKAdNetwork. 4.0 is still new for us. It's very different from what marketers used to know from IDFA."

“I think of changes [for the app industry] that encourage more innovation, interesting opportunities. Like a potential new app ecosystem [from Microsoft] that may be launched soon."

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If you are an app marketer, one of the ways you can slice the app marketing pie is to cut it into paid and free parts. Of course, when you think about the free part, App Store Optimization comes to mind. To be fair, it’s not entirely free but the idea is that you don’t pay for all app installs you get with ASO techniques.

When you mind wonders about the paid part, chances are paid ads with Apple’s Search Ads will pop up in your mind.

Now, the question is - can both ASO and ASA work together? Perhaps you, like me, saw this question being raised online before but I do want to hear what Emre has to say about it.

Today’s Topics Include:* What is Apple Search Ads platform * What is App Store Optimization * The App Store keyword ranking algorithm * How Apple Search Ads help ASO * How to increase a mobile app rankings using ASA * How ASO can be beneficial for Apple Search Ads campaigns * Custom Product Pages * Android or iOS? * Emre's first mobile phone * Leaving her smartphone at home, what features would Emre miss most? * What features Emre would like to see added to his smartphone?

Links and Resources:* Emre Bilgic on LinkedIn * MobileAction * Business Of Apps - connecting the app industry

Quotes from Emre Bilgic:“There are three major factors that effecting keyword rankings very strongly - the ranking that a particular keyword may have, the Conversion Rate, daily downloads number the app has for that keyword. "

“I'm really expecting a lot of things that come out from Apple in the upcoming years that probably are going to have the industry, hopefully in a more positive way."

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For more than a century scientists have been trying to pin down what sets us humans apart from the rest of the animal kingdom. The most prominent feature that seems to be doing the job is collecting, sharing, and storing information.

You, as an app marketer, are always on the quest for new information, namely - to learn from your peers how to handle various parts of the app marketing equation.

So today I have Natalie from Fabulous app to share with you the user acquisition strategies that help her at work.

Today’s Topics Include:* The marketing funnel definition * What Natalie considers essential for the app user acquisition journey * The strategy to deal with KPIs efficiently * What to do when something stops working in your app marketing campaign * How to scale up app user acquisition * Natalie's take on ad creatives * The rule of thumb for UA channels * Key takeaways * What Natalie would like to change about mobile app marketing * Android or iOS? * Natalie's first mobile phone * Leaving her smartphone at home, what features would Natalie miss most? * What features Natalie would like to see added to her smartphone?

Links and Resources:* Natalie Drozd on LinkedIn * Fabulous * Business Of Apps - connecting the app industry

Quotes from Natalie Drozd:“The marketing funnel - there are many ways how to describe it but I prefer to refer to the funnel as the process of the person understanding of the certain need and up to using your product and becoming a loyal customer."

“The important thing (about KPIs) is it should be realistic."

“(the important thing about ad creatives to highlight) Know your users, know your customers - this is how you can understand their needs.

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Generative AI ChatGPT and leveraging the power of AI for app analytics. Following this new trend, app marketers don’t want to be left behind and actively explore what this new flavor of artificial intelligence and automation has to offer.But this is not to say that Influencer marketing has stopped working, that influencers have lost their power of persuasion. Absolutely not. We are still human beings who trust other humans and those opinions we value.What’s on the horizon for Influencer marketing this year? I’m glad you’ve asked - today we have Lucia to talk about 2023 Influencer Marketing Trends.Today’s Topics Include:* Creators economy trends * Influencer marketing campaigns' efficiency * Influencer Marketing CPM in 2023 * App user's privacy impact on influencer marketing * App attribution for influencer marketing * Influencer marketing partnerships * Customer Acquisition Cost * What's coming for TikTok this year * Video vs. display and search formats * Things Lucia would like to change about the mobile marketing space

Links and Resources:* Lucia Aguilar's LinkedIn * TATAM.digital website * Business Of Apps - connecting the app industry

Quotes from Lucia Aguilar:"There are a lot of companies right now, with this harsh economy, going towards CPA type of payment to the influencers. So they are paying based on actions that they want influencers to perform.”“I think we're seeing that along with inflation that we see worldwide, we're going to see the inflation also reflected on the fees that influencers charge."“People will continue not to click on the ad :-), but we estimate that almost 50% of the people that actually click on the ad redeem the code, even if the code comes with the discount."Follow the Business Of Apps podcastLinkedin | Twitter | Facebook | YouTube

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Stores. We all visit several times a week a grocery store, once a week we may check out what’s cool in a nearby mall but what store do we check sometimes a couple of times a day? Right - it’s either Apple’s App Store or Google Play. Social Media, Instant Messaging, e-Commerce, streaming apps, and on and on, we download apps on our smartphones or a tablet on so many occasions.I don’t think you are that curious about how your local mall works but I bet you would like to take a look under the hood of those major mobile app stores. In this episode, Simon will give you that chance.Today’s Topics Include: A quick explainer for reverse engineering, metadata, and semantic meaning* * The fundamental dynamics of an app store * What is Atlas and how it was built * The Atlas testing * What does Atlas allow app marketers to do? * Is Atlas useful for App Search Ads too? * What's next for the Atlas? * Things Simon would like to change about the app industry

Links and Resources:* Simon Thillay’s LinkedIn * Apptweak website * AppTweak Unveils Atlas, the First App Store Semantic Engine * Business Of Apps - connecting the app industry

Quotes from Simon Thillay:"Reverse engineering is fairly common in tech - it's basically trying to recreate how something works by starting with the end result.”“The point we want to make is that the words' meaning can actually change depending on the contexts where it's been used."“What we're doing at AppTweak is not just building the Atlas but it's also building tools that are powered by Atlas that can make the life of marketers easier."Follow the Business Of Apps podcastLinkedin | Twitter | Facebook | YouTube

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One of the pillars of mobile app growth is App Engagement. Month after month, year after year this is the never-ending challenge for every app marketer or mobile product manager out there. This is what keeps them up at night and put them on a plane to fly to the next app industry conference to learn more about it.

It doesn’t matter what country’s app economy we’re talking about or app category - a robust App Engagement strategy is what brands desperately need to beat their competition, to stay afloat, especially in such economically challenging times as right now.

In this episode, we will save you some money on a biz trip by having with us Esther to tell you about how to boost app engagement with product-led growth principles.

Today’s Topics Include:* The Growth Loops concept * Esther's approach to measuring KPIs * What is a vanity metric and what to do about it * The North Star metric concept * Types of app engagement * Key takeaways * What Esther would like to change about app analytics * Android or iOS? * Esther's first mobile phone * Leaving his smartphone at home, what features would Esther miss most? * What features Esther would like to see added to her smartphone?

Links and Resources:* Esther Trapadoux on LinkedIn * Amplitude * The North Star Playbook * Business Of Apps - connecting the app industry

Quotes from Esther Trapadoux:“But a lot of times, like for mobile app companies, that one session isn't enough time to get to monetization, you need multiple ones."

“You don't really look at the quality of that traffic, how long you're able to retain that person, like what actually drove them there, what kind of promo you're running that actually paid off like 3 or 6 or 9 months down the line until you get into an important monetization moment."

“Just get started, don't search for perfect... the faster you do the faster you start thinking about what are the inputs that move the needle."

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Look around, wherever you’re listening to this episode, many products you can see have three people associated with them - consumer, marketer, and developer/builder/designer - you get the point.

So hence the following questions are always involved. What does the consumer want? How to make sure the product is what the consumer is looking for? And how to build the damn thing to meet those needs?

In today’s episode, we welcome back Josh to talk about consumer-driven app development.

Today’s Topics Include:* The impact of the economy on mobile apps * The role of marketing in the current situation with mobile apps * Enterprise app development challenges and how marketing can help with it * App industry 2023 predictions * Things Josh would like to change about the app industry

Links and Resources:* Josh Wetzel on LinkedIn * OneSignal * Business Of Apps - connecting the app industry

Quotes from Josh Wetzel:"OneSignal is a customer engagement platform, it's currently installed in approximately 1 every 5 new mobile Android and iOS mobile apps. We support businesses across the globe. We deliver about 11.5 - 12 billion messages a day.”

“I see it both as a consumer and in my role here [in OneSignal]. There is a decline in the efficacy of user acquisition due to some things happing with app targeting and the costs are rising in general."

“I think there is a great example [Netflix] when adding the ad component, I think it was a big mistake."

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Throughout the year we host around 50 episodes to introduce you to an app marketing technique, explain how app subscriptions work, dive into app monetization strategy building, to share tips and tricks for app marketing on holidays, and much more.

But at the beginning of the year, we get together with people from Data.Ai (formerly known as App Annie) to give you a bird-view perspective on the app industry and provide a recap for the previous year.

Now, Data.Ai commissions the State of Mobile annual report, which is about 100 pages, in this episode, we will cover with Lexi only its macro mobile trends, you can find the link below to read the entire report yourself.

Today’s Topics Include:* The app industry in 2022 vs. 2021 at a glance * Time spent on mobile in 2022 * Top mobile markets Downloads, Consumer Spent, and Time-wise * Money spent on mobile ads in 2022 * Top 3 app categories Downloads, Consumer Spent, and Time-wise * Money spent on mobile games and apps in 2022 * Growing app categories in 2022 * The last year Gen Z app preferences * What people searched on the app stores

Links and Resources: Lexi Sydow on LinkedIn * Data.ai * State of Mobile 2023 report* * Business Of Apps - connecting the app industry

Quotes from Lexi Sydow:"We saw record app downloads, 255 billion new app downloads, so a lot of user acquisition happening, up 11% year-over-year.”

“On a per user basis, that's where it's really interesting. Globally, among the Top 10 mobile markets, we saw 5 hours per day spent on average person per device."

“Within the download space we saw a lot of more utilitarian, sort of tools and anti-virus apps, productivity tools, VPN and downloaders."

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One of the biggest causes of our fears and worries is uncertainty.

Ask any app marketer “What’s on your mind more than anything else?” and chances are you will hear something like “how well do I know what are the channels that bring me most of my app users today?”

App attribution is important like never before, I know it may sound like a cliche but it’s true.

In this episode, we have Mateusz talk about the future of attribution - where we stand today and where we are going to.

Today’s Topics Include:* The state of mobile marketing today * The most popular app user journeys today * What's new for the cross promotion * What's new for the organic user acquisition * Connected TV mobile attribution * What Mateusz would like to change about the app industry * Android or iOS? * Mateusz's first mobile phone * Leaving his smartphone at home, what features would Mateusz miss most? * What features Mateusz would like to see added to his smartphone?

Links and Resources:* Mateusz Bochenczak on LinkedIn * AppsFlyer * Business Of Apps - connecting the app industry

Quotes from Mateusz Bochenczak:“A lot has changed since 2007, the competition grew. It's not that featuring on any of the apps stores will guarantee you a success. Depending on the genre and category you're operating, you need to try to, first of all, to be open to testing of different ways of acquiring those users, but we definitely see the surge of user journeys like, for example, web-to-app - trying to get the users into the mobile app."

“We see a big surge of things like Influnecer marketing, referrals, user intives..."

“Interesting enough, just for the second half of this year we saw an increase of more than 20% of clicks and installs when it comes the Connected TV to mobile app experiences. "

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When you think about the Internet, what words come to your mind? Essential, cross-cultural, crucial for governance, and the word free would pop up as well. Yes - we pay for many online services, these days primarily for subscriptions, and mobile apps are a huge part of that.

But on the other hand - there is a free part of the Internet. But what do we mean it’s free? How do you monetize a free mobile app? There is a number of business models to do that but how do you decide on what model to apply to your free app? In this episode, Andriy will tell about how to create the best monetization strategy for your free apps.

Today’s Topics Include:* The landscape of app business models * Building an effective app monetization strategy mindset * Popular free apps monetization strategy examples * Free app monetization strategy - iOS vs. Android * Mobile games and non-games - which ones it's easier to monetize * What Andriy would like to change about the app industry * Android or iOS? * Andriy's first mobile phone * Leaving her smartphone at home, what features would Andriy miss most? * What features Andriy would like to see added to her smartphone?

Links and Resources:* Andriy Sambir on LinkedIn * LinkUp Studio * Business Of Apps - connecting the app industry

Quotes from Andriy Sambir:“However, in a case when we look at the application development from an owner standpoint of view and somebody who wants to make money on that, you actually have 9 different ways of getting money out of your app."

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Today I’d like to continue the Influencer marketing theme, covering with Marion running an Influencer marketing campaign.

Now previously on this podcast, we covered this topic conceptually multiple times, and I bet you read about its pros and cons on blogs, watched presentations, etc but this time I want to focus specifically on launching your own campaign, I want to give you an example of how it should be done so you can avoid costly mistakes.

Today’s Topics Include:* What social media platforms does Marion suggest to run ad campaigns for mobile apps? * Strategies for social media platforms that are efficient for app marketing today * Social media marketing campaign testing strategies * Strategies to mitigate issues that may arise with social media campaigns * What Influencers are capable to deliver for a mobile app ad campaign * Takeaways * A single thing Marion would really like to change about Influencer marketing * Android or iOS? * Marion's first mobile phone * Leaving her smartphone at home, what features would Marion miss most? * What features Marion would like to see added to her smartphone?

Links and Resources:* Marion Balinoff on LinkedIn * Marion Balinoff Consulting * Business Of Apps - connecting the app industry

Quotes from Marion Balinoff:“It starts with understanding the audience that we want to target like with any other acquisition channel. We need to understand where the audience is."

“In TikTok you can place the link that it's going to be only in the bio of the influencer, hence you aren't going to get a lot of trackable traffic. On YouTube, on the contrary, you have the link that is directly in the video description, it's right below the content and it's going to be much more accessible "

“...that means you need to increase the Conversion Rate. To do so you can have, for example, gift code links that will grant your audience some free goodies.”

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We’ve just passed the holiday season, perhaps some people are still under the impression from the gifts that they got this Christmas.

Hence my question - how do you decide what to buy?

Of course, your mental journey of making a decision probably starts with “what does she or her like?”, “what does she or he need?” - totally fair. But how do you decide what brand to buy from? Can’t say definitely about you but for many people, the decisive factor is an influencer she or he trusts.

Yes, you’ve guessed it - today we have Jennifer on the show to talk about Influencer marketing.

Today’s Topics Include:* What is Influencer marketing * What influencer marketing techniques were effective in 2022 and what weren't * Examples of recent influencer marketing campaigns for mobile apps * What to expect this year * A single thing Jennifer would really like to change about Influencer marketing * Android or iOS? * Jen's first mobile phone * Leaving her smartphone at home, what features would Jen miss most? * What features Jen would like to see added to her smartphone?

Links and Resources:* Jennifer Sudo on LinkedIn * M&C Saatchi Performance * Business Of Apps - connecting the app industry

Quotes from Jennifer Sudo:“Don't just partner with influencers who you think is your target audience, try to deviate outside of that pool"

“The genius of the platform [Tiktok] is that there is two different feeds. One of them is for people you actually follow, and the other is For You page."

“Will probably gonna see more advertisers using them [influencers] as the force for creative production. Not just using influencers but content creators at large to create assets.”

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This is the first episode we record in 2023, so Happy New Year everybody!

It was another turbulent one, to put it mildly, and so let’s talk about something light - like games.

Specifically mobile games.

To be very specific - gaming apps marketing.

People turn to games during holidays as one of the best ways to give their minds a bit of a break and in fact, this is what they tend to do when they commute, sit in an airport and wait for their flight, and on and on.

But given the time constraints and the typical mindset people have in those situations, it’s usually about casual gaming. In a contract, today we want to talk with Kate about marketing for hardcore and mid-core gaming apps, which time-wise have different flavors.

Today’s Topics Include:* Kate spent the last decade between a global media agency, online audio & video media, mobile advertising, and top app re-engagement platform * Hardcore and mid-core mobile games definition * Audience segmentation * Monetization strategy * Hardcore and mid-core KPIs to focus on * Takeaways * Android or iOS? iOS * Kate's first mobile phone * Leaving her smartphone at home, what features would Kate miss most? * What features Kate would like to see added to her smartphone?

Links and Resources:* Kate Lovejoy on LinkedIn * Adikteev * Business Of Apps - connecting the app industry

Quotes from Kate Lovejoy:“Retargeting can help throughout the funnel but really what you want to focus on, primarily and first off, is on targeting your payers.”

“Absolutely and what's who we recommend to go after. The first strategy I was describing is about creating whales - getting more users to exhibit whale behavior."

“I think what's really most important, when you start out with re-targeting is your foundation. So, who you are targeting, and how you're going to measure the results.”

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Apple launched subscriptions on the app store back in February 2011. Today, when you think about what apps are powered by this business model, it’s obvious that it’s way more than paying to stream media content on a monthly basis. It’s about gaming, fitness & health, photography, education, and much more.

The reason why Apple introduced this model was to give app developers a new way to generate revenue. Its introduction took place right after Apple launched The Daily app for News Corp and they saw an opportunity for all app developers on the platform to make money in this new way. Btw, the idea with The Daily app didn’t go very well but App Subscriptions stayed and thrive today.

It made absolute sense to give developers an alternative to solely being focused on acquiring more and more users for the apps to power their business. So now they could financially support their app business on a monthly basis with existing customers and be more financially secure to grow their apps’ user base.

Today, we’re talking with Jeff about how to sustain your app subscription business, by improving your app subscription funnels.

Today’s Topics Include:* Jeff's path is from being one of the first 500 beta testers for iOS 2 back in the day to running Purchasely - a no-code paywall builder for in-app subscription maximization * App Subscription Funnel definition * Introduction of the app's users to a paywall * Trials in mobile apps * App users' retention * One thing Jeff would like to change about app marketing * Android or iOS? iOS * Jeff's first mobile phone was Alcatel * What features would Jeff miss most? The Weather app rain notifications * What’s missing from mobile app technology? Even better, a more flexible iOS Focus mode feature

Links and Resources:* Jeff Grang on LinkedIn * Purchasely * Business Of Apps - connecting the app industry

Quotes from Jeff Grang: “I really like to say that subscription starts even before the paywall, it's when you're on the app's page on the app store.”

“It's very important that from the first paywall that you will be showing to your customers to raise their awareness on your business model and to explain your value."

“You can also choose to toggle on and off that trial period or offer trial only in some cases so that you create that fear of missing out.”

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In every technology, and mobile is not exception, there are transitional moments when a new tech comes in that drastically change the game.

For mobile Augmented Reality is that technology and by now it is way more than Pokemon GO - admit when you’ve heard the term, it was what popped up in your mind. Today AR is about education, shopping, navigation and more.

To me the best application for Augmented Reality so far is what Google Translate AR does - when you can just point your phone somewhere on a subway station in China and quickly figure out where you should go or why the train is not on schedule.

But today Doddz will tell us about the AR potential for digital advertising and app marketing in particular.

Today’s Topics Include:* Dodds's path - an artist becomes a top Augmented Reality visual designer * What is actually Augmented Reality * How does the cutting edge of AR in digital advertising look like * How does Augmented Reality work for a mobile app marketing * AR vs VR and Meta * What Doddz would like to change in AR today? * Android or iOS? iOS all the way * Doddz’s first mobile phone was a Samsung D500 * What features would Dodds's miss most? Notes-taking apps – can’t live without it. * What’s missing from mobile app technology? Better battery life and creating AR experience with iPhone's camera on-the-go

Links and Resources:* Doddz on LinkedIn * Dodds's website * Business Of Apps - connecting the app industry

Quotes from Doddz:“AR is the ability to add a digital layer on what is a physical environment in real time”

“One of the stats digital marketing agencies love is the dwell time. For social media an average time on digital content these days isless than a second. The average time on Meta effect of Facebook and Instagram is 75 seconds. "

“I think there are need to be a point where the experiences [AR experiences], the use cases for wearing headsets are better than whatever we're doing at the moment."

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Something tells me that among people who listen to this show there are some who do remember how a dial-up modem should sound like when you’re connecting to the Internet. These people witnessed the fight for dominance between the Internet Explorer browser from Microsoft and the one from the Mozilla Foundation.

Now, I’m not sure people are that familiar with terminology like Web 1.0, Web 2.0, Web 3.0, let alone with Web3 Ads. But today we have Andre to introduce us to web3 advertising.

Today’s Topics Include: * the current state of the in-app advertising * what is web 3.0 * what is web3 advertising * what's coming for web3 ads * What bugs Andre about the app industry

Links and Resources: * Andre Kempe on LinkedIn * Admiral Media * Business Of Apps - connecting the app industry

Quotes from Andre Kempe:

“On the mobile phone our behavior very often changes, we do the same things (as on a desktop), emails - what not but we start using games, we start using social media, we surf on Twitter to check what Elon does lately.”

“Web 1.o was when big media companies were showing us something, web 2. 0 enabled us basically starting to create content, become part of the Internet, start blogging, becoming an influencer, Web 3 is an enhancement of that - it enables creators to start monetizing and control licensing. "

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Back in the day, when app developers made money selling copies of their apps, a growth strategy was important, then in-purchases came along and the necessity to retain app users, by having a solid strategy, became even more important. Today, when app subscriptions are the name of the game, it is absolutely crucial to have a robust app growth strategy to build a profitable app business.

Chances are you listening to this episode as you’re on your Uber ride and so who else not a former member of Uber’s marketing team should be on this episode to talk about a profitable growth strategy for subscription apps, so we’ve got Alex. Today’s Topics Include: * The landscape of challenges app marketers face today * 7-step strategy to build a profitable growth subscription strategy for apps * #1 - External Validation * #2 - Internal Validation * #3 - Conceptual Packaging * #4 - Monetization Goals * #5 - Pricing Structure & Simulation * #6 - Experimentation & Roll out * #7 - Feedback Loops * What bugs Alex about the app industry * Android or iOS? iOS * Alex's first mobile phone was an iPhone * What features would Alex miss most? Communication apps

Links and Resources: * Alex Guerra on LinkedIn * baz Superapp * Business Of Apps - connecting the app industry

Quotes from Alex Guerra: “The first step is about external validation, external assessment. These basically imply making sure that your customers are perceiving your value proposition in a way that makes you identify these key success factors and which are relevant for them.” “The second step is Internal Analysis and this normally works the best for companies that already have a subscription plan or any sort of pricing model that they want to revisit." “I think there is a need to be more focused on monetization.” Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

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I remember a few years ago there was an app industry-wide research conducted with tens of thousands of app developers to reveal what it was like for them to be a part of the mobile app ecosystem.

One of the findings was that there was only a very small number of them for whom developing apps was a hobby. The bulk of people went into mobile app development to make a living.

How to grow my app user base? How to increase my app revenue? How to increase it sustainably? What to do about that huge app users churn that I have? All these nagging questions cross-app developers’ mind day in, and day out.

In this episode, Jenny will tell you about how to conduct user research to help you to build the right app monetization strategy.

Today’s Topics Include: * App developers' mindset to generate more app installs * Getting feedback from people to build your app's feature set * Processing collected data * How to get creative to make the most of the collected data * How to build a roadmap for the app's development * Android or iOS? iOS on her beloved iPhone 13 mini white * Jenny's first mobile phone was Droid X 2 * What features would Jenny miss most? Google Maps * What’s missing from mobile app technology? Further development of smartphone usage control features

Links and Resources: * Jenny Kay Pollock on LinkedIn * Together Labs * Business Of Apps - connecting the app industry

Quotes from Jenny Kay Pollock:

“You've built something out there, you've worked value proposition number one and you think "hey, this is what the users want. As you're talking to the users, as you're getting users' feedback, you see app reviews that, it really makes sense to iterate on what you're offering.”

“If you're trying to figure out if people are aware of the feature you offer, don't start by asking questions about that. You're going want to be very mindful of the order of the survey."

“What you need to do is to work with your internal teams to get their support. So I recommend to starting with maybe three people who will be excited about the feature you're suggesting.”

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Every industry has these moments - everybody is chugging along, no drastic changes are on the horizon, and then all of a sudden boom - rules of the game are changed significantly.

For the app industry that change was the introduction of the SKAdNetwork by Apple a couple of years ago. For some that was the moment of shock and terror, for some folks who kind of saw it was coming, it was just the moment when it became reality.

Today Alex will tell us about SKAdNetwork 4.0 from Apple, Privacy Sandbox from Google, and what subscription app owners should do about it.

Today’s Topics Include: * The state of the app industry app user privacy wise * SKAdNetwork. 1.0 - 4.0 history recap * SKAdNetwork 4.0 special features * Google's Privacy Sandbox for Android * Privacy Sandbox highlights * What's coming for both SKAdNetwork and Privacy Sandbox * One thing that gets Alex the most * Android or iOS? Both * Alex's first mobile phone was a small flip-phone * What features would Alex miss most? Notes-taking apps - can't live without it. * What’s missing from mobile app technology? More features to make a smartphone a utility device

Links and Resources: * Alex Bauer on LinkedIn * Branch * Business Of Apps - connecting the app industry

Quotes from Alex Bauer:

“We need strong user privacy protection laws - this is not in a debate by anyone.”

“It's really difficult to balance those two extreme objectives [privacy and targeted ads] and the act of trying to find the balance I think is good to drive a lot of innovation.”

“I think it solves a few of the key ones that were so significant that they were really blocking even basic implementation of an ad monetization.”

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On this podcast, we had app marketers, developers, advertisers, and experts in various areas of the app industry. All these people shared their expertise, gave their take on challenging questions, and shared their dreams and hopes for the industry.

Today, we really want to give you a perspective from somebody who is, in my opinion, in the best position to give us a bird-view of the app industry and talk about where are and where we’re going.

Eric will cover multiple bases, giving us the highlights from the Consumer Subscription Software report, issued by GP Bullhound investment bank recently. Today’s Topics Include: * The current state of the app market * The most dynamic and promising app categories of today * Obstacles and roadblocks for the app industry today * How Eric assesses the app's potential, what KPIs are considered * One-time customers vs loyal ones, tourists vs locals * App Subscription Renewal rates * New app user acquisition channels * What app owners need to prepare to sell their apps or fundraise * Android or iOS? iOS * Eric's first mobile phone was a Cingular Wireless Touchphone * What features would Jennie miss most? WhatsApp and iMessage * What’s missing from mobile app technology? Software, hardware, or magic that allow people to isolate themselves from their phones for several hours a day.

Links and Resources: * Eric Crowley on LinkedIn * BP Bullhound * Consumer Subscription Software 2022 - The Evolution of CSS * Business Of Apps - connecting the app industry

Quotes from Eric Crowley: “There are great prices being paid for great companies at any time, even if there is a recession. If it's a great business someone will pay the price.” “The biggest thing is App Tracking Transparency (ATT) rolled out. There is no way to put it differently - it was a huge hit to the space.” “TikTok - it's easy to get a lot of views, it's really hard to get retention and engagement.” Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

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Imagine you have your bakery shop. I’m sorry if you’re listening to this episode before your lunch but it will help me to make the point :-) Anyway, you see people coming through the door every day and some of their faces are familiar to you - they’ve become your recurrent customers.

Now, as much as you like to see familiar faces and possibly become pals with these people, it’s not the end of the story. Your recurrent customers make your business financially stable and predictable. Now, switching to mobile apps, each day you’re selling your “donuts” in hundreds and, given how much you’re investing in attracting new users, you really need to have recurrent customers.

Acquiring a new app user can be five times as expensive as retaining an existing one.

And in this episode, we have Jennie to tell us about app retention.

Today’s Topics Include: * 30-day app user retention definition * the average Retention rate for iOS and Android * how brands can increase the Retention rate * Android or iOS? iOS on iPhone 13 Pro * Jennie's first mobile phone was a car phone with an external antenna attached to the car * What features would Jennie miss most? Express pay on transit * What’s missing from mobile app technology? Better Bluetooth connectivity between the iPhone and headphones

Links and Resources: * Jennie Lewis on LinkedIn * Airship * Business Of Apps - connecting the app industry

Quotes from Jennie Lewis:

“Only 8% are coming back to the app after a 30-day of download, which is a huge cliff.”

“The year average for a customer in North America [Cost Per User] is $5.28”

“The data shows that the worst cliff is within the first two days.”

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On one hand, you know how deep mobile has penetrated our lives, how ubiquitous it is, so you realize the potential of your app project. On the other, the same reasoning drives so many competitors and you know how hard it is to win people’s attention and grow your app business.

So, today Dr. Gonzalo and Peter will tell you about services and tools that can help app marketers to grow their app businesses more efficiently.

Today’s Topics Include: * How having more touchpoints help developers to monetize, grow, and drive business results * What services should app developers take advantage of to improve their offering and reach even wider audiences. * What tools and solutions are available to help them on this quest? * What exciting and promising are coming up on a mobile tech frontier?

Links and Resources: * Dr. Jaime Gonzalo on LinkedIn * Peter Gauden on LinkedIn * HUAWEI * Business Of Apps - connecting the app industry

Quotes from Dr. Jaime Gonzalo: “The DNA of HUAWEI has three dimensions - the customer's centricity, the collaboration and technological innovation.”

“The smartphone industry has topped out, it topped out 6 years ago, which means there is no growth in the mobile app user base. But in a meantime, there are 6 thousand apps released every day, this means that even if a normal user would have maybe 100 apps on their phone, there are 3 million apps out there. It creates a bottleneck.”

“Innovations are clearly at the core of the HUAWEI's system.”

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You know, quite often in marketing a strategy that was proven to be really effective in one area, finds its second application with the other.

Usually, it happens when you take a holistic approach and all of sudden you can see that your calculation of why certain ad creatives or targeting work with one audience, should absolutely work with others.

From the inception of both Apple’s App Store and Google Play market, the app market is being divided between games and non-games. Analytics have been busy comparing revenues both sectors generate, number of downloads each gets, retention, and more.

In this episode, we want to show you how ad tech that has been powering mobile games’ growth in fact capable to do the same for non-games.

Today’s Topics Include: * For the last decade Andrey's career span across multiple companies, including Acquired.IO, which he launched in 2017, Adjust, where he served as COO, President and Chairman and now Applovin, where he is VP of Demand * Mobile game categories that have been enjoying the growth the most * What ad tech that are proven to be really effective for mobile games can be applied to non-gaming apps advertisting * Non-gaming app market trends * What the future holds for non-games app promotion

Links and Resources: * Andrey Kazakov on LinkedIn * Applovin * Business Of Apps - connecting the app industry

Quotes from Andrey Kazakov:

“Gaming definitely paved the way”

“The full stack matters how you think about the data, analytics, creative, and the flow to creative ideation that is efficient and to produce it at scale and data science that powers your LTV thinking.”

“Folks who approach their UA with a proper strategy and planning, and do it with the right partner, succeed.”

“While the environment is challenging, there are certain players that are actually approaching their user acquisition in a more aggressive fashion and growing.”

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When you are a mobile app marketer, holidays mean a bit more than just the days to spend more time with friends and family and have a chance to escape thoughts about work.

In fact, I’m sorry to say, but for the thoughts, it’s the opposite - every app marketer, and marketer in general for that matter, knows that the holidays are the time when you can get more traction for your app, more traffic, and more sales.

In this episode, we have Jason give us hints and tricks for Black Friday and Cyber Monday we’re all moving in time and will get there on November 25th and 28th respectively.

Today’s Topics Include: * Jason's path in tech is from a data software engineer to VP of Sales in MoEngage - the leading insights-led engagement platform * What are seasonal promotions * What app marketers and brands need to know about app marketing on Black Friday * How Cyber Monday can fit into your app marketing strategy * Good examples of successful ad campaigns on Black Friday and Cyber Monday * Mistakes made by brands on these two holidays * Takeaways

Links and Resources: * Jason Smith on LinkedIn * MoEngage * Business Of Apps - connecting the app industry

Quotes from Jason Smith:

“You need to be sensitive to many cultures, many religions, and also different types of customers. It's not one size fits all.”

“Building a plan can never be too soon. So it's also building a channel strategy, as well as a communication strategy.”

“Don't push to somebody who just bought it a month before for price.”

“I think what many people like to do is rewarding most loyal customers.”

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You’ve seen these great videos from Apple they tend to start with the WWDC event every summer, right?

Both indie app developers and big app powerhouses get a chance to share a bit of their experience of building an app business.

Do you know what’s in common for such a broad spectrum of app developers? In one word - growth. The scale can be very different but the necessity to grow their user base is always there.

It’s 2022 - pandemic, recession, wars, iOS 14.5, a huge competition, how do you grow your mobile app in this environment? Ad creatives are one of the answers, it may sound trivial to you but that’s only when your ads do work when they do generate sales and revenue. When they don’t - I bet you don’t think it’s trivial that a good ad can bring you sales.

In this episode, we’ve got Dan to tell us about the role of quality ad creatives in mobile app growth.

Today’s Topics Include: * Born in Tel-Aviv, graduated as a graphic designer, and joined ironSource pretty much from day one to grow to its Chief Graphic Designer * What is in today's app marketer's toolbox * What makes an ad creative, pun intended, to click with people * What makes a mobile app's UI cool for Dan * Android or iOS? iOS on iPhone X * What features would Dan miss most? Easy - WhatsApp :-) * What’s missing from mobile app technology? More advances for AR and VR

Links and Resources: * Dan Greenberg on LinkedIn * ironSource * Business Of Apps - connecting the app industry

Quotes from Dan Greenberg:

“4 years ago when apps and games were doing user acquisition, most of the creatives would imply investing a lot of money to create a kickass like the trailer but that would be just one creative. ”

“In the end, creative, and you can say for some extent marketing, is something that we are always trying to quantify and turn into something that is machine-lead. ”

“There are a lot of ads that take it to 11, meaning everything is exaggerated. If it's a game, for example, it would be something that looks epic and could be way more than the actual game.”

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Think about it, from the time you wake up in the morning to the moment you fall asleep at night you use tools. Please, don’t picture necessarily a hammer or a screwdriver as a tool, I mean tools in a broader sense - means that help you to do tasks, small and big - create a reminder, set a timer, calculate something, get up in time, and so on. And, of course, a big part of the toolbox you take your tools from are mobile apps.

Now, your experience of using those apps is a function of how much energy and brainstorming was put into the apps by their developers. In this episode, Corey will be talking about Airship’s brand new survey that talks about how much effort goes - or should go - into a mobile app experience development.

Today’s Topics Include: * Corey's career spans 25 years in public relations with being Senior Director of Corporate Communications at Airship now * General findings of the 2022 Mobile App Experiences Gap Survey * Gap #1 - ASO * Gap #2 - Release Cadence * Gap #3 - Onboarding * Gap #4 - Preference Centers * Gap #5 - Customer Surveys * Gap #6 - Experience Optimization * Gap #7 - Team Communications * Android or iOS? iOS on iPhone X * What features would Corey miss most? A bunch of apps, hard to pinpoint any specific one * What’s missing from mobile app technology?

Links and Resources: * Corey Gault on LinkedIn * AirShip * 2022 Mobile App Experiences Gap Survey * Business Of Apps

Quotes from Corey Gault: “We've seen a lot of industry research, lots of companies earning reports, showing the exponential value that apps deliver for their business.”

“If you really think about ASO, it's the first step in any app's success. People need to be able to find the app.”

“In fact, the survey found that 97% of marketers that feature walkthroughs, permission prompts, these types of onboarding experiences have a significant impact on user behavior.”

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At the heart of any sustainable business is knowing how much money you actually make with each client. When you launch a mobile app project, your hope is to sustain this business for years to come, not just months or weeks, right? How do you achieve that? For starters, you absolutely need to know what revenue each of your app users generates for you. Here comes the notion we’re going to spend on the next half an hour or so – Live Time Value, aka LTV. Today’s guest is Levi Matkins, CEO of LifeStreet—a programmatic marketing platform for app developers. He talks about lifetime value (LTV) in mobile, which is a measurement of how much money a user will generate. Today’s Topics Include: Levi’s career spans 20

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At this very moment, somewhere on the planet app development teams are working on new mobile apps. Some of them are thinking through features of those apps, others are ready to launch them on an app store, yet other teams are already marketing their apps to acquire users. It’s non-stop and you bet all those teams believe their apps are only capable of bringing good to this world. Now, did you watch the “Black Mirror” TV series on Netflix? Can you guess the connection between this movie and the app development process? Well, patience – on this episode – among many things – you’ll get the answer 🙂 Today’s Topics Include: Emily started her career managing software solutions for airlines before taking her experience to

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It’s been a while since we talked on this podcast about App Subscriptions – the latest business model for mobile apps that powers revenue generation for so many apps today. It all started with video and audio streaming services such as Netflix and Spotify but then….it turned out that the model actually works for so many other apps. But popularity doesn’t necessarily mean that app brands actually know how to make the most of it. In this episode, we have Tobias Boerner, Co-Founder at Admiral Studio talking about the best practices for App Subscriptions. Today’s Topics Include: What is Admiral Media/Studio all about? Connecting Web3 world with NFT space NFT: Non-fungible token concept is out of this world and over the heads of most App

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Expectations versus reality. This theme is as old as this world. In so many walks of life, we set our expectations high, we’re driven by optimism, which on itself is a great quality but sometimes it may lead you to a very frustrating experience. Mobile app development and marketing can be one of the brightest examples, especially when venture capital is involved and the expectations that app projects will deliver quick returns are high. Today we have Amrick to tell us the story of expectations versus the reality of developing and launching the app called Which?. Today’s Topics Include: Amrick’s career spans Financial Times, Sainsbury, KFC, Guardian, and now Which? – the UK’s consumer champion, the non-profit organization that protects consumers. Which? app development key

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If you app marketer, one of the things at your job that rises your pulse and eyebrows is the mobile churn. This is the KPI that measures the percentage of users who have abandoned your app, the logic goes – the smaller the number the better but unfortunately in real life, this number is always bigger than you would want it to be. So people leave apps, in some cases to some glitches but in some cases because their interests change. From a technical perspective, the app may be fine but it just doesn’t deliver the experience they need. In this episode, Fabien will tell us the story of chasing app users’ rapidly changing interests. Today’s Topics Include: Fabien’s career spans the famous PC console

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Let me ask you something, do you watch TV? Depending on your age, when you hear a question like this, you may get a mental picture of a TV set or your Roku box, your Apple TV, or even your iPhone, if watching movies and TV series on a smartphone is your thing. Now, remember all those never-ending commercial breaks on your TV set? Well, you may also remember how people began watching video content more and more on their computers and then, especially on their beloved mobile devices. So, naturally, businesses followed people and so desktop and mobile advertising began to squeeze ad dollars from the traditional TV ads. Well, by now you would think TV ads are about to go extinct completely? Not

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Ok, a quick experiment – try to recall apps on your smartphone, that you’ve been using since the inception of the App Store? And now, I am not talking about the native iOS apps, no-no, apps developed not by Apple. Can you think of any? If you do have some, at least one, it means the app hasn’t lost your trust and the trust of so many other people. It just works for you all and that’s why to this day it is still on the market. Today, we’ll be talking about one of the apps from the early days of Apple’s App Store, that is still out there and has more than 2 million people using it regularly. Today’s Topics Include: Erin’s background is

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By this time you’ve heard about TikTok countless times, on some occasions, you heard about it from your children, and on others when tech pundits were arguing that TikTok is the first solid rival for Instagram & YouTube & Snapchat video market empires. But you may get this impression “well, this is not for me, it won’t work for my business, because I have no clue what to do with it”. Well, in this episode we will do our best to change your mind. Today’s Topics Include: Mike’s career spans sports, trading, and now being CEO of the leading home design app with 2 million users TikTok’s competitive advantage How TikTok is different from other platforms conceptually TikTok content creation best practices How to approach

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How do you get your app users’ attention and communicate something to them? Well, if you could just be next to them if you could just live in their neighborhood that would be easy to do. But you can’t live next to tens of thousands, even millions of people who use your app at the same time, right? So what do you do? You use digital communication channels like email, in-app messages, and yes-push notifications. The latter is the topic of my today’s conversation with Nicole. Today’s Topics Include: Nicole’s 10-year journey spans telecom, real estate, and today it’s media & publishing How push notifications stack up against other digital marketing channels How many push notifications do people get on a daily basis and their attitude

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Every app marketer would love for their app marketing campaign to go viral. Spending less by getting your potential users’ attention to spread the message about your app is pure gold. Today’s guest is Jonathan Maxim, CEO at HeyPal and former marketing strategist. He talks about how to make your social media campaign go viral. Today’s Topics Include: What is HeyPal? Social language learning platform (no affiliation to PayPal) Countries: HeyPal’s biggest blessing and downfall is supporting them all What is growth hacking? Where organic and paid campaign meet to play nice together KPIs: Measure click-through rate, downloads, cost per install, and retention Going Viral: Cost per acquisition drops exponentially; growth is used to gauge success Common Mistakes: Are you going for reach, downloads, sales,

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Every person on this planet who needs to get up on a Monday morning to tune in his brain to work and, basically, it never stops till Friday evening, would agree that it is tough. Now, if you are an app marketer, there are several questions that are floating in your mind all the time – who are my app users? Do I know all kinds of app users that may need my app? How should I approach all these people? Where? What marketing channels should I use? All these questions push app marketer over and over to brainstorm new ideas with a mind mapping app or just drawing diagrams on a paper, peering into data points on her or his laptop. Day in. Day

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So it’s Monday morning, you’re sitting at your desk, taking a sip from your coffee mug and go like “Ok, I know my app’s user base isn’t growing as I planned. That’s obvious. I need to try another channel. Hm….” Let me interrupt your thinking at this point, that thing you’re looking for right now is Influencer marketing. This is how you can reach out more people that need your app and get them excited about it. To unpack Influencer Marketing for you, I’ve got a today Nadia to talk about types of apps it fits the best, how to reach out the right Influencers, what to expect and more. Today’s Topics Include: What types of apps do fit for an Influencer marketing campaign Examples

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Let’s make a quick mental experiment. When I say brand, what pops up in your mind? Apple? Nike? Tesla? That’s right – all those are brands, in fact if you think about it you can easily count like a dozen of brands around you. And there is more – you can think of some of the mobile apps on your phone as brands as well. Today, Charlie will help you to get a better grasp on how to apply a brand concept to your app. Today’s Topics Include: Charlie has been working with a variety of the startups across of multiple sectors like sport, property, language learning and now food. What is brand What role brand plays for a newbie app startup How different generations,

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Since the inception of the iPhone and its innovative App Store, we heard many success stories of apps that grabbed so many people’s attention because of their novelty, practical application or just pure fun. Some of those apps were brainstormed, developed and marketed by Ukrainians. But that was before the war in Ukraine. Now, imagine if you own one of the most popular mobile apps of today and your home country was invaded. How do you reconcile the challenge of growing your app and the wa-a-a-ay bigger one caused by the invasion? Today Anton will tell us the story of those challenges. Today’s Topics Include: Anton’s path in business – from hopes to joint financial corporate world to one of the most popular mobile apps

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Anxiety. If this word doesn’t tell you anything, lucky you. So many people on this planet are familiar with anxiety. Essentially, it is a fear of what is about to come, it’s a dread over something you anticipate. Sometimes your feel of anxiety is justified, on many occasions it is not and what is worse it triggers a panic attack. But there is a way to calm yourself down to be able to dealt with it. Today Ania will tell you a story of connecting her panic attack & anxiety relief mobile app Rootd with a million people who needed help to deal with these issues. Today’s Topics Include: Polish Canadian, living abroad in multiple countries, graduated in Vancouver, Canada, Ania had a personal

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According to Statista, in 2021, daily, emails alone were sent a whopping 320 billion times. Emails – the first kind of digital messaging that was adopted at mid-90s and by now they exist almost solely for business and occasionally Millennials or older generations may share something via email when really don’t need or don’t want a quick turnaround. Now add on top of it 100 billion WhatsApp messages, countless number of FB Messenger, Apple’s iMessage, Telegram, Viber, WeChat messages and some more send via dozens less popular Instant Messaging apps. It’s an ocean of messages that circulate every day, every hour, every millisecond. In this episode we have Josh from OneSignal to share with you an insight from 100 billion messages sent by OneSignal. Today’s

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Alright, so you’re looking at the number of daily and monthly active users for your app and wonder “is there a new app marketing channel I am missing?” You’ve heard about TikTok, you know that there is an advertising platform from TikTok – TikTok Ads. But you’re not quite sure that how to use it and if it’s actually capable to help you to grow your app’s user base. In this episode we want to help you out. We’ve got Ryan to walk you through driving app installs with TikTok Ads. Today’s Topics Include: What is Reflectly Creating TikTok Ads campaign How to create an effective video content for TikTok Ads How similar or different TikTok Ads from Facebook Ads KPIs to focus on Hype

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No matter what it’s about, if you are serious about building something, like building a house / car / space ship or your mobile app product, you need a plan or what we call in IT – a stack. I’m sure you see where I’m going with it, I have Andy Carvell on the episode and I’ve just mentioned a stack… Right – on this episode we’re to talk about The Mobile Growth Stack to be precise, 2022 edition. I bet for many of you this situation may look familiar – either you are at the beginning of your app project or its well underway, you wonder what are my ALL options to build and launch a successful app business? As it happens quite often

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Ok, what are your options today when it comes to marketing your app? I can tell you from a point of view of a guy who was in app marketing back in 2010-2015 time frame, the portfolio of app marketing tools has grown significantly. Today when you’re tasked to grow an app’s user base, you have App Store Optimization, paid UA, ads in podcasts, on TV, on radio, PR, social media marketing, influencer marketing, content marketing. And there is one more app marketing tool, which isn’t always applicable but once you’ve got a number of apps in your portfolio, you can turn your attention to cross-promotion and this is what we’re gonna talk about today with Cameron and Matej. Today’s Topics Include: Cameron and Matej’s

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This week is a special one – the Business Of Apps podcast has reached the episode #100. For this special occasion we’ve invited Gessica Bicego, one of the most well known mobile app marketers, with years and years of experience in the app growth and talk about what we call “The 60 shades of App Growth”. During the conversation we cover what it takes to increase a mobile app user base and, of course, revenue it generates. Every app marketer, every brand that launches a mobile app is focused, or should be, on its growth. A brand new app brings a bunch of challenges to an app marketing team, a well established app has its own challenges that are somewhat overlap with the former but for

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In every industry there are periods of slow gradual changes and very rapid ones, when companies have to adopt quickly and deal with the consequences of those changes to keep their business afloat. Last April, Apple finally released its ATT framework, ATT stands for App Tracking Transparency that implies for app marketers to be able to track app users action across multiple apps they need to ask for permission first. This February, Google introduced its Privacy Sandbox for Android with a similar function. All in all, today we’ve got two major mobile platforms that have drastically changed the app tracking and this is the topic for my conversation today with Brett. Today’s Topics Include: Brett’s background How privacy changes hurting app marketers today How we

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Earlier on this year, data.ai, perhaps you still better know them as App Annie, published the State of Mobile 2022 report which is the ultimate bird-view on the app industry. Take any field, any market – being able to have a holistic view is what allows you to see a complete picture and compete with other players on the market. The app industry is one of the brightest examples for this approach. In this episode, to talk about what app categories are the most popular today, how much money people spend on mobile apps, what are app trends in different countries and more we have Lexi, she’s been on the show couple times before and is always welcome back. Today’s Topics Include: The story behind

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On one hand, ask your teenage daughter how her girlfriends spend time, quite often including school time, and she will tell you “well, they are fooling around with TikTok”. On the other hand, ask any brand marketer about TikTok and she or he will tell you whether they already use its advertising platform, try to go with it natively, or consider using it. So for the latter case wouldn’t be great if there was an analytical tool to tell you what’s trending on TikTok? Well, lo and behold there is one and it’s ViralMoment and we have Sheyda to tell us all about it. Today’s Topics Include: Being a software engineer by training and liking to tackle hard problems, in early 2021 Sheyda was introduced

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There is a good, very well-established principle in marketing – know your customers. Whatever app you need to market, your first priority needs to be to get to know people you’ll be marketing your app to. It is how you will be able to find places online where to approach them, what ad creatives to use, and what tone of your ad should be to speak their language. You need to answer the following question for yourself – what do your customers want? Well, this is the question that is at the basis of the MoEngage, the leading customer engagement platform, recent research, built on the survey data gathered from 1,000 consumers in the United States, Canada, UK, and Germany. Today’s Topics Include: Being a

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Alright, if you ever traveled somewhere by plane you’ve got a chance to hear this announcement “Boarding complete”. If you were lucky to buy a ticket on a cruise ship, that long process of staying in the queue and getting yourself and your stuff on the ship is called onboarding. Where else do you have a chance to encounter this notion? Well – mobile apps! To explain what exactly do we mean by that we’ve got Marissa from the mobile growth consultancy Phiture. Mobile app onboarding is one of the must-have components of every app marketing strategy. Today, with a rare exception, brands need to think through the entire interaction experience their users have with the app, otherwise, mobile app churn will ruin that app

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Ok, here is the thing – even if you aren’t into tech, you can see Apple Incorporated being mentioned in the news pretty much on a daily basis. These days, a big chunk of this coverage is dedicated to the situation around Apple’s monopoly with its App Store. And one of the central figures in that story is in-app purchases. A quick recap of how app developers have been making money with apps over the years. Well, it all started back in 2008 when app developers were being paid for each copy of their apps or they could provide it for free but display the app users’ ads and make money that way. Later on in-app purchases came along as the way for app developers

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Alright, every once in a while I like to begin an episode with a question to the audience – what do you do every morning? You brush your teeth, at least I hope so, have your breakfast, take a shower. Am I missing something? Yes – you check your Instagram or TikTok feed. Why do you do it? This is the question for another time and another episode. Right now, my point is that sometimes in those feeds one of the ads grabs your attention. Why? If you are an app marketer and your job is to acquire new users for your app, to generate more revenue, I bet you would love to know the answer on this question. You would love to have those

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Today, there are about 27 million app developers worldwide, it’s a big, diverse and dynamic community of mobile software developers who build apps for iOS and Android. If you ever watched the Apple’s keynote presentations at WWDC, you saw some of them talking about apps they pour their heart into. It’s remarkable to see the commitment of these people to develop an app that will make a difference in somebody’s life. Now, at the same time they develop apps to make a living. What is the state of app monetization today? To answer this question we’ve invited Linda. Today’s Topics Include: The Linda’s background spans from being a part of the Yahoo team, moving to MoPub team and ultimately becoming a part of the Twitter

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Have you ever had this feeling when you’re working on something, you’re focused on relevant information only, you know exactly what you’re supposed to be doing the next moment? This feeling may last minutes and hopefully more. This can be the moment you’re building a marketing plan for your mobile app, or writing a creative for an ad to promote your app or dig deep in numbers for your current app user acquisition campaign. It doesn’t matter, what matter is that these moments are rare and precious. This is when a breakthrough moment may happen for your app project and you can finally nail a problem down. You may think that to achieve any goal, you need to be able to put your thoughts together,

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Remember when Apple introduced ATT framework this spring, one of the remarks you could hear in the app marketers circles was “all right – the app retargeting is doomed”. I think you shouldn’t be surprised by such reactions and remarks. We live pretty stressful lives right now, people tend to be emotionally triggered at anytime but these days especially. But there are emotions and there are data. Today we have Patrick, General Manager at Remerge, app retargeting company, to tell us about what is actually happening with app retargeting since the ATT introduction and back it up with data. Today’s Topics Include: Patrick’s trajectory is from a traditional publishing company back in 2004 that was going digital to app retargeting company in 2019. What is

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To say that we live in the time of change would be a big understatement. Pick up any area of your life and you can find a substantial change there. Many changes were caused or accelerated by COVID-19 last year. In the mobile app industry specifically, a titanic shift was caused by the notion of privacy, the safety and ownership of people’s digital information. Questions such as “How people can protect their online data?”, “Should they let companies use their data, – even anonymized – for generating profit for those companies?” – today all these questions are being heavily debated all the time. In this episode, we want to help brands to better understand this new environment and to do so we’ve invited Patrick Mareuil,

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When you buy any digital product or service, you have two options. You pay for it or get it for “free.” Both have pros and cons, but the free option is intertwined with what we call in a society – Privacy. You should give your consent and be aware of the consequence of your action to collect personal data. Today’s guest is Martje Abeldt, Chief RevX Officer at RevX, the company that helps app marketers to acquire users programmatically and re-engage them, who talks about app user privacy. App tracking transparency (ATT) gives iOS app users the choice to accept or reject such data from being collected by developers. Today’s Topics Include: RevX: Platform made for growth, built for app marketers Remote World: Working across

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What does it take to create a mobile app to succeed on a highly competitive e-commerce market? Do you remember a few years ago we used to hear this catchy phrase “Yep, there is an app for that!”. It was about the novelty of mobile apps. Well, today with several million mobile apps in the world, you don’t hear it anymore. The days of that mantra are over. These days, a mobile app is a vehicle for an e-commerce business to reach out its customers on mobile and improve their user experience. There is just no other way around it – every app project requires a long-term marketing strategy to succeed on a highly competitive landscape. So we invited Ritam to help us to tackle this

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iOS 14.5. If you aren’t in the app marketing industry, this version number of the Apple’s mobile operating system won’t tell about the whole drama associated with it. It is just what the Settings app on your iPhone suggested you to update your smartphone with. That’s it. But if your job is to promote mobile apps, I bet you’ve been following the fallout of its release by Apple this spring real close. In this episode Guido sheds light on what’s going on with App Retargeting, iOS versus Android ad campaigns shift, IDFA and more. Today’s Topics Include: ✔️Guido started his career as a Search Engine Optimization specialist in a small but vibrant and dynamic Argentinian tech community ✔️ Jampp, part of the Affle company, is

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As you’re reading these lines, around the world dozens and dozens of app marketing teams work on brainstorming new ideas to give their app a leg up on competition. They crunch data from app analytics tools, trying to figure out why people churn away from their app, decide on plugging in a new app user acquisition channel and so on. The list is endless. If you put together all those activities together you get the App Lifecycle marketing notion – a holistic view on an app marketing, when all activities are viewed as a part of the general picture. It’s about long term strategy and being able to think a few steps ahead and plan ahead. In this episode we have Fouad Saeidi, CEO of App

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One of the pillars of the app marketing are formats – how information about apps is packed and presented to people on various advertising platforms. It’s one thing when it’s about connecting via ads a mobile app with people who need that app, it’s another when retaining app users is at stake. Mobile app users churn is a continuous challenge app marketers face around the globe, from small indie developers start-ups to big app development powerhouses and brands. There is a number of ad formats at app marketers disposal – Banners, Interstitial, Video, pop-up, pop-under and more and you may think that you know them all and there is no room for innovation. Wrong. There is. And Aykut is here to tell us about the

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Every app marketer is on a quest to acquire more users for her or his app. Today’s app marketing toolbox consists of such well time-proven tools as App Store Optimization, Paid User Acquisition via ad networks, paid ads platforms from Facebook, Google, Twitter, Pinterest and such, as well as content marketing, PR, ads in podcasts, on TV, radio and even good old outdoor ads. But when it comes to iOS apps specifically, the Apple’s Search Ads stands out as one of the most powerful weapons in the app marketer’s arsenal. The platform has gone through a few years of evolution to become an effective tool to drive iOS app installs on multiple markets. In this episode we have Yusuf Barutcu of SearchAds.com to tell us

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Year in, year out Apple has been improving its mobile operating system that every iPhone runs on – the iOS. This year its 15th version has just hit the market. In some years, Apple’s focus is on introducing new features, others on polishing some features, sometimes they don’t get a particular feature right from the first shot and they need to revisit it again next year – Apple’s engineers are human beings, like you and me. In particular, amongst all these updates there are some that are of interest to mobile app marketers. Today we’ll cover such updates introduced with iOS 15 and we have Dave Bell, CEO of Gummicube, a leader in providing Big Data Analytics for the App Stores, which is used for

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We are more than a year and a half into this pandemic and, aside from the multiple challenges it’s brought into our lives, there is this one – are you ready to volunteer to help others, providing your business’s services for free? Are you entirely focused on your own survival or you are willing to help people to relieve some of the challenges they’re going through? In this episode, Nick, Managing Partner at Swenson He – award-winning digital development company, will tell us the story of how his company’s commitment to help people in need hit by COVID-19 and more. Today’s Topics Include: ✔️Nick’s story starts at MIT, where he was studying to become a bio-engineer and met his future co-founder and COO of Swenson HE

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One of the biggest differences in a life of a marketer, from let’s say, 10 years ago is that today a big chunk, of not entire, marketing campaign that she or he runs for a brand’s product or service takes place on social media. But the reason why marketing on social media really works is people. Influencers. Or Creators. Now question is – how much do they charge? Well, the answer is classic – it depends. It depends on a particular social media platform and other factors. Today we’ve got Joe Sinkwitz, CEO at Intellinfluence marketing platform that helps brands partner with key influencers to achieve better results, to riddle this question for you. Today’s Topics Include: ✔️Joe is a veteran of digital marketing, spending

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Even if you aren’t a tech pundit, who has been following all stories about social media companies, inevitably you stumble upon a breaking story about Facebook, Instagram, YouTube, TikTok that talks about their negative impact on our society, on teenagers’ mental health and even on the democracy itself. You may get an impression that there is no way how you can design a social network differently, so you won’t get such a flip side. But that’s not the case and Sacha, CEO of Yubo, will tell us how it’s actually possible to achieve. Today’s Topics Include: ✔️Sacha is on a mission to improve how people interact online, hence his involvement into developing multiple social media apps prior to Yubo ✔️Yubo is a social media

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On the enormous landscape of mobile apps, there are two special categories that have been grabbing a lot of businesses attention – SAAS (stands for Software As a Service) and App Subscriptions. Both generate tens of millions of dollars for such companies as Slack, HULU, Netflix, Spotify and others. While there are obvious differences between these two, like it’s a lot easier to get loads of users for a SAAS app (because all these people are employees of a particular company) as opposed to doing your best to reach out people who will benefit from an App Subscription app, but there are similarities too. In this episode we’ve got Nico Wittenborn from Adjacent to tell us about these similarities and lessons that can be applied

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At this point, It wouldn’t surprise any app marketer that to acquire users for their apps they need to do both – App Store Optimization to get native traffic and run paid search, among many performance marketing, ad campaigns. It’s given. But the question they may have – what about bidding on their brand keywords? Should they do that? They’ve heard other folks do it and now they’re trying to answer this question for themselves. In this episode, we have Simon Thillay, Head of ASO at Apptweak, the leading ASO tool driven by data science, to riddle this question for you. Today’s Topics Include: ✔️Simon’s trajectory in business: from a small mobile game studio, to Deezer and finally one of the leading App Store Optimization

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ASO (aka App Store Optimization) has been an app marketing service for a quite a while. Soon after the Apple’s App Store was launched back in 2008, people began to wonder how to get more downloads for their apps on the store and Google Play market joined the party shortly after. It’s 2021 and it’s time to take a fresh look at ASO and see how it can actually work with other areas of the digital marketing , such as performance marketing, together. In this episode, Anton Tatarynovich, Senior ASO Consultant of Phiture, a multi award-winning mobile growth consultancy, tells us all about it. Today’s Topics Include: ✔️ Anton’s path: from a Sales Manager in a A/B testing company to the Senior Consultant at the

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Everybody loves music, right? Maybe not the same music, but all the songs you want to hear are at your fingertips. What if you want to do more than just listen, like create and write music?

Our today’s guest, to tell you the story of an app growth, is Seth Miller, CEO at Rapchat, which lets you create music and beats without using a computer to be heard, record, share, and get noticed.

Today’s Topics Include:

✔️ Rhyme Time: It’s like Snapchat for rap, so just call it Rapchat

✔️ Game Changer: Viral loop of ability to create and share songs with more than friends

✔️ Retention: Build a great product/product-market fit to minimize app users’ churn

✔️ Recording Studio: Too many core features can clutter the music experience

✔️ Product Market Fit: Qualitative survey data positively impacts engagement and retention

✔️ Business Models and Monetization: Rapchat went from ads to subscription products

✔️ Seth’s Key Takeaways: Don’t get lost in the sauce as you start to scale your app

✔️ Back to Basics: Who’s coming and why? Clarify and analyze user research and data

✔️ Android or iOS? iOS

✔️ What app features would Seth miss most? Sleep tracker and Twitter

✔️ What is missing from mobile app technology? Ability to turn off all notifications and distractions

Links and Resources:

Seth Miller on Twitter
Rapchat

Quotes from Seth Miller:

“It’s like Snapchat for rap.”

“Rapchat - the easiest way to make music on your phone. We really put a recording studio in your pocket for the everyday artist.”

“Build your own philosophy, your own system, and figure out what works for your product, your users.”

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The app growth is the most popular and challenging topic among mobile app marketers. Pull away couple app marketers, get them some coffee and chances are they will drag you into a conversation about mobile app growth.

A mobile app lifecycle is a marathon that, like any other growth of a 🌱, crystal, 👶, it requires knowledge, planning and dedication.

In this episode Nicole Chin, growth marketer at Mindvalley will tell you how to approach an app growth as a system and even somewhat automate it.

Today’s Topics Include: ✔️ Nicole’s path: from a management consulting to a growth marketer at Mindvalley

✔️ Mindvalley - a subscription-based app tech platform to sells online courses with a mindset of a startup, even after being for years on the market

✔️ AARRR - acquisition, activation, retention, referral, revenue, what the marketing funnel is all about.

✔️ App growth as a system, a holistic look at growing your mobile app

✔️ Is it possible to automate app growth?

✔️ How long should you wait to let your app audience to check out your app to see if it works for them?

✔️ How to get people who aren’t your app loyal core users to get back to your app? What puts they away?

✔️ Strategies to achieve mobile app users retention. Achieve the real engagement with the app, not clicking on the app for the sake of inflating the MAU to report your share holders on a quarter financial call.

✔️ The hardest part of the mobile app growth business

✔️ iOS vs. Android: iOS

✔️ First mobile phone: Nokia

✔️ Smartphone feature Nicole would miss the most leaving the phone at home: taking picture to stay safe from harassment on the street.

✔️ New software / hardware features Nicole would love to get on her iPhone: totally happy with what it does for her now.

Links and Resources:

Nicole LinkedIn profile: Nicole Chin
Mindvalley website - https://www.mindvalley.com/

Quotes from Nicole Chin:

There is a foundation that an app and a business has to reach first and it’s a product / market fit. A lot of times if you don’t reach a product / market fit, no matter what you do it’s gonna be difficult to growth.

It’s not a one size fits all, even within your product you can really drill down further for 20% who are coming back and what about the other 80%?

What you really want to know whether or not there is any traction for the app. So it’s really defined by users, installs and downloads.

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It’s mostly certain that many of you may being following so-called influencers on social media. You may follow Kim Kardasian or The Rock on Instagram or one of the came-out-of-nowhere girl or guy on TikTok who turned out to be so cool. And every once in a while you may even buy something that they introduced you to in videos. In other words - you know what is Influencer marketing first hand.

By now - it’s a huge industry.

On this episode we have Lucia of TATAM.digital influencer marketing agency to tell you about why and how this brand new kind of online marketing can help you acquire users for your beloved app.

Today’s Topics Include: ✔️ Lucia’s path from Unilever to own influencer marketing agency to promote mobile apps

✔️ TATAM.digital - influencer marketing with focus on performance to advertise subscription-based mobile apps

✔️ Influencer marketing KPIs tracking is real. Full stop.

✔️ Influencer marketing powers incrementality for a mobile app user acquisition. It provides less intermediary steps between a person’s intent and an instance of a mobile app download.

✔️ Influencer marketing works for any kind of a mobile app.

✔️ Influencers can give future app users the best video intro that will make it crisp and clear what the app is about and how to use it.

✔️ In the world of iOS 14.5 Influencer marketing has a leg up against social media ad platforms and networks - it does not imply collecting and using mobile app users personal data.

✔️ As time goes by, more and more companies jump on using Influencer marketing to acquire users but still - marketers may don’t use analytical tools to track Influencer marketing campaign performance

✔️ Scammers continue to muddy the water of Influencer marketing and this is what Lucia would really love to see going away.

✔️ iOS vs. Android: iOS

✔️ First mobile Lucia owned was Alcatel T-331

✔️ The mobile tech Lucia can’t live without is Apple Pay. No cash. Mobile payments only.

Links and Resources:

Lucia LinkedIn profile: Lucia Aguilar
Lucia Instagram profile: @luliinvierte
TATAM.digital website - TATAM.digital

Quotes from Lucia Aguilar:

I think they (people who believe it’s impossible to track KPIs for Influencer marketing) like 60 years behind.

Great influencers are great content creators and communicators.

I haven’t found one (an app category for which Influencer marketing doesn’t work)

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Every June, software developers around the world eagerly wait for Apple to release what it has in store for them. Usually, it’s technical iOS and marketing application updates.

Today’s guest is Justin Welter, VP of Brand Performance and Business Development at AdColony, which is a mobile in-app video network that helps publishers monetize their content through video ads.

Today’s Topics Include:

✔️ WWDC 2021: Apple announced APIs that’ll be easy for developers to use and save time

✔️ A/B Testing: Apple adds this feature that’s especially important for growth marketers

✔️ App developers still waiting for more info and insights from Apple about changes

✔️ Favorite Part of WWDC21: At the very end when earnings were announced

✔️ Apple’s armageddon? ATT impact was better than expected opt-in rates, best practices

✔️ Marketing 101: How well do you know your customers? What’s the benefit?

✔️ Android or iOS? iOS

✔️ What app features would Justin miss most? Google Maps

✔️ What is missing from mobile app technology? Reduce addiction to phone use

Links and Resources:

Justin Welter on LinkedIn
AdColony
Apple Worldwide Developers Conference (WWDC21)
App Tracking Transparency (ATT) Privacy Protection Framework

Quotes from Justin Welter:

“Everybody knows apps, everybody has them.”

“From a developer’s stand point is, I think first and foremost, the APIs that they announced are going to be very useful for developers.”

“It feels like Apple had a big, kind of emphasis on the communication aspect of things.”

“I certainly think that there are enough reasons for people to want to develop on iOS.”

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In the 1980s, the world was all about personal computers. In the 1990s, computer games became a thing. Starting in 2009, the last decade has been about mobile apps. Why do apps either have a short lifetime and fail to find space in people’s lives, or are spectacularly successful because of implemented systems, processes, and frameworks?

Today’s guest is Sean Casto, CEO at PreApps. Sean talks about the past, present, and future of the app marketing business. PreApps’s mission is to continue to be the #1 app marketing agency that provides world-class services designed to help launch and grow app businesses.

Today’s Topics Include:

✔️ Launch Status: Development was fairly easily, but marketing to consumers was more difficult

✔️ Why start PreApps? Support and implement the same systems, processes, and frameworks

✔️ PreApps Mission: Continue as #1 app marketing agency providing world-class services

✔️ Positive Impact: PreApps does what it does to transform the world for the better

✔️ People’s Needs: Same fundamentals, always wanting app marketing roadmap and path

✔️ Common Traits: Successful app businesses have two basic principles around customers

✔️ How does app destruction work? Pure innovation and ability to adapt to changes

✔️ App Business Owners: Fall in love with users, not products to solve their problems

✔️ App Growth Marketing: Hacks are not sustainable, make app unique and irresistible

✔️ Pre-interested, pre-motivated, pre-qualified, and predisposed? Download app instantly

✔️ Virility and Retention: Apps don’t really go viral by accident, there’s a science to it

✔️ Win-Win Referral System: Incentives cause conversations, which lead to referrals

✔️ How apps make money? Value Ladder - combine every business model to make profit

✔️ App Features in the Future: Innovative technologies (i.e., cryptocurrency, AI, privacy)

✔️ Android or iOS? iOS

✔️ What app features would Sean miss most? Calendar

✔️ What is missing from mobile app technology?

✔️ Hardware: Make it thinner and lighter

✔️ Technology: Remove notifications and other distractions

Links and Resources:

Sean Casto on LinkedIn
PreApps
Apple Worldwide Developers Conference

Quotes from Sean Casto:

“Everyone was so passionate and excited about the products they were creating, but unfortunately, 98% of them failed to be discovered.”

“It still continues to be the wild, wild west as Apple and Google algorithms continue to figure things out and adapt with modern times.”

“Any successful app business really comes down to two basic principles: 1) Attract high-quality, high-value customers at an affordable cost, and 2) Retain, nurture, and grow the value of your customers.”

“Growth marketing is really the process of driving your users to your app to download your app and purchase what you’re offering while increasing the appreciation of your app in the process.”

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Are you interested in rockets? Do you watch SpaceX launches? Then, you know what a rocket is and the launch metaphor came to mobile apps from the space industry.

Today’s guest is Luca Mastrorocco, co-founder of REPLUG, a mobile app marketing consulting agency based in Berlin. Luca talks about a holistic approach to app growth scaling.

Today’s Topics Include:

✔️ REPLUG: Services include ASO, paid acquisition, retention/CRM, and tracking/ analytics

✔️ Rocket Analogy: Upgrowth business approach that’s simple to understand, communicate

✔️ Digital Infrastructure: Engine is the basis of the app that makes everything work properly

✔️ User Acquisition (UA): Plays role in upgrowth strategy from organic, paid perspectives

✔️ Acquisition Process: Meaningful conversion funnel goes from download to monetization

✔️ UX and UI: Make sure marketing works hand-in-hand with look and feel of product

✔️ Engagement: No business wants to just acquire users for the sake of it

✔️ External Factors: App growth depends on market conditions, competition, and COVID

✔️ Android or iOS? iOS

✔️ What app features would Luca miss most? Calendar

✔️ What is missing from mobile app technology? Virtual reality (VR) and surround sound

Links and Resources:

REPLUG
Luca Mastrorocco on LinkedIn
Luca Mastrorocco on Twitter
Luca Mastrorocco’s Email

Quotes from Luca Mastrorocco:

“Without the right infrastructure, obviously, the app cannot really work properly. We like to give the digital infrastructure or the infrastructure of the app a very prominent role in our work.”

“Conversion fund is being how we make sure that we don’t just stop where our user downloads. We make sure to convert them into paying users.”

“We really care about the look and feel of the app.”

“No business wants to just acquire users for the sake of it.”

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Most of us wake up in the morning, check the weather, then the traffic on the way to work, unless your office isn’t your desk, sitting next to your bed, and of course, catch up on social media. Throughout your day, you spend time launching apps on your smartphone, smartwatch, or tablet.

Today’s guest is Ariel Michaeli from Appfigures, which takes a holistic view on the app industry as a whole and provides insights on app trends. Appfigures offers ASO tools, analytics, and intelligence to optimize for more organic downloads.

Today’s Topics Include:

✔️ Appfigures: All about building platforms and helping as many people as possible

✔️ Gamers and Brothers: Can we make a game for the iPhone and still pay our bills?

✔️ Word of Mouth: Eventually gave access to Appfigures and no longer making games

✔️ Most popular app categories:

Before COVID (BC): Entertainment, games, and business
After COVID (AC): Health and fitness, games, entertainment, and business
Both BC and AC: Travel and business

✔️ Shift: Do you use an app to watch TV on a big screen or video stream to a small device?

✔️ Top Grossing App: YouTube, but Tik Tok is climbing the charts and taking over

✔️ Evergreen Hits: Apps that depend on want vs. need, such as hottest games and widgets

✔️ App Market Mindset: How big is the market and how much are users willing to pay?

✔️ Subscriptions are key to success or failure; always look at competitors and similar apps

✔️ ASO: Whether or not to allow apps to track and target users for search or organic ads

✔️ Android or iOS? iOS

✔️ What app features would Ariel miss most? Email

✔️ What is missing from mobile app technology? Augmented reality (AR)

Links and Resources:

Ariel Michaeli on Twitter
Ariel Michaeli on LinkedIn
Ariel Michaeli’s EmailAppfigures
Mobile Download Index

Quotes from Ariel Michaeli:

“It’s always been for me about how can I build a platform that takes either something I’m really good at or something that I care about a lot or, something that I see me, myself using and turn it into a solution for as many people as possible.”

“That’s how the idea of Appfigures was born. We needed some sort of platform to track our own data.”

“It’s easier to have a service that has an app, even if the service is mostly reliant on an app.”

“(App Market) For you to know that means the difference between success and failure.”

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What are most app marketers doing this year compared to last year? Probably not what they planned on, which was incremental app growth techniques and trying new user acquisition channels. Instead, they are trying to adapt their businesses to the world because of COVID-19.

Today’s guest is Lisa Kennelly, Chief Marketing Officer at Fishbrain. Lisa shares how Fishbrain has been dealing with the new app industry landscape and the app's growth story.

Are you hooked on fishing?

Today’s Topics Include:

✔️ Mentality of Marketing: Sense of what should work for locals and worldwide

✔️ Fishbrain: App for fishing—the world’s most popular hobby

✔️ Fishbrain Data: Who, what, where, when, why, and how to catch fish

✔️ eCommerce: If you’re going fishing, you need to spend money on fishing gear

✔️ Spirit of Community: Based on emotions and relationships between people

✔️ Fishbrain Growth: Fishing’s an activity you could do during COVID

✔️ Retention and Competition: Challenge to retain customers who go shopping elsewhere

✔️ Partnership Criteria: Providers of maps, boats, brands, and data research

✔️ Marketing Channels: Google, Facebook, Instagram, affiliates, influencers, native ads

✔️ Target Audience, not TikTok: Plenty of young users, but not the revenue drivers

✔️ Subscription Model: Fishbrain Pro offer adds data to add more value

✔️ Key Takeaways: People management takes more time and energy than expected

✔️ Android or iOS? iOS

✔️ What app features would Lisa miss most? Camera

✔️ What is missing from mobile app technology? Too much reliance on smartphones

Links and Resources: * Lisa Kennelly on LinkedIn * Fishbrain

Quotes from Lisa Kennelly:

“Fishbrain is an app for fishing, and fishing is actually the world’s most popular hobby.”

“Even if you personally are not into fishing, I bet you know somebody very close to you who is obsessed with fishing.”

“We were able to take the social, turn that into utility, and in the last couple of years, we added in the eCommerce, as well. If you’re going fishing, of course you need to have a lot of fishing gear.”

“How do you keep people motivated? How do you see when they need a break? How do you balance that and find ways to keep them engaged? That takes a lot of effort.”

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If you live in the United Kingdom and have kids under 5 years old, then there’s a big chance that they play with apps on their tablet developed by the British Broadcasting Corporation (BBC).

Today’s guest is Ian Irving, Senior Search Engine Optimization (SEO) and App Store Optimization (ASO) Specialist in the BBC Children’s and Education Department. Ian talks about what it takes to manage app marketing for the largest portfolio of mobile apps for children.

Today’s Topics Include:

✔️ Young at Heart: Ian’s journey from wanting to be a teacher to building apps for kids

✔️ BBC: Not only a reliable source for news, but educational and safe apps for children

✔️ Four Main CBeebies Apps: Playtime Island, Go Explore, Get Creative, and Storytime

✔️ App Marketing: You are not marketing to the children, you are marketing to their parents

✔️ Batman/Spiderman Line: Parents become uncool and don’t control their kid’s device

✔️ Three Primary Marketing Channels: TV advertising, socials, and organic SEO

✔️ App Stores: Top user acquisition, engagement, and downloads - Apple/iOS and Amazon

✔️ KPIs: Amazon app metrics are extremely limited; rely on external analytics providers

✔️ Seasonality: When audience undergoes specific emotional shift, increase acquisitions

✔️ AB Testing: Micro is variation of small elements; macro makes larger conversion impact

✔️ Learn Language: How marketers speak isn’t necessarily how people talk in real world

✔️ Android or iOS? Android

✔️ What apps and features would Ian miss most? Google Maps

✔️ What is missing from mobile app technology? Advancement of biomonitoring health

Links and Resources: * Ian Irving on LinkedIn * BBC * CBeebies Apps * David Attenborough * Amazon Kindle Fire 7 * Amazon App Store

Quotes from Ian Irving:

“Every week, about 20 percent of 0-6 years old in the U.K. use one of those four apps.”

“You are not marketing to the children, you are marketing to their parents.”

“There’s a very, very clear line, which we call the Batman line or the Spiderman line and that is at 6 years old because once they hit that age, that’s when anything that their parents are trying to expose them to becomes uncool.”

“The idea of seasonality is when there are things happening offline, where your audience is undergoing a specific emotional shift, and the idea is that if you can catch them, if you can trigger that or align with that emotional shift that they are going through, you’re going to see an increase in acquisitions.”

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Silicon Valley entrepreneurs are known for chasing small ideas with big money, but what about chasing big ideas with big money?

Today’s guest is Aleksandra Reinert, Growth Marketing at OLIO, a London-based company with a big mission. Aleksandra talks about the scale and significance of problems that OLIO was built to solve and the story of the app's growth.

Today’s Topics Include:

✔️ Food Waste: How bad is it? Pretty bad - people are big part of problem and solution

✔️ Hunger: A million people worldwide could be fed on less than a quarter of food wasted

✔️ OLIO: Free sharing app for people to give away food and other household items for free

✔️ Food Stamps to Facebook Ads: OLIO’s tried every marketing channel/strategy to grow

✔️ What can you do to grow OLIO? You need a community to start sharing on OLIO

✔️ Common Good: Prevent good food from going to waste and build relationships

✔️ Tech for Good: Companies can make a profit and help society at the same time

✔️ Android or iOS? iOS

✔️ What apps and features would Aleksandra miss most? Google Maps

✔️ What is missing from mobile app technology? Make it less addictive

Links and Resources: * Aleksandra Reinert’s Email * Aleksandra Reinert on LinkedIn * OLIO * OLIO Supporter * Kara Swisher (Tech Journalist)

Quotes from Aleksandra Reinert:

“A third of all food projects globally goes to waste and over 50 percent of that food waste is actually happening in the home in the developed countries.”

“Yes, we are part of the problem - a big part of the problem - but we are also part of the solution.”

“What can I do to grow OLIO in my neighborhood? You need a community to start sharing on OLIO.”

“People know it’s an amazing feeling. We get so many users, as far as people just being so happy with the act of sharing something with your neighbor. It’s intrinsically good.”

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Do you exercise? At home or at the gym? Most of us have changed our behaviors and switched to digital fitness to stay in shape - especially because of the COVID lockdown.

Today’s guest is Jimmy Davis, Head of Acquisition and CRM at Fiit, an app that is trying to build a community of fitness lovers to ensure that digital and physical fitness complement one another - just like a marriage.

Today’s Topics Include:

✔️ Behind the Brand: Fiit focuses on high-intensity and interval training for fitness lovers

✔️ Growth Forecast: Digital fitness is still in its infancy, but is growing at a rapid rate

✔️ Community Features: Encourage competition, participation, group support, challenges

✔️ Open Ecosystem: Calibrates w/wearable devices to offer feedback to everyday athletes

✔️ Fiit International Positioning: New country, market, culture, competition, and partnerships

✔️ Performance Marketing: Key pillar of Fiit’s growth strategy by understanding users

✔️ Android or iOS? iOS

✔️ What apps and features would Jimmy miss most? Maps, Slack, and WhatsApp

✔️ What is missing from mobile app technology? Connected devices/equipment, virtual reality, and camera and motion technology

Links and Resources:

Jimmy Davis on LinkedIn
Fiit
Apple Fitness+ vs Peloton vs Fiit: which home workout app is best?

Quotes from Jimmy Davis:

“Our logo, the two ii’s actually represent two people, which kind of showcases that we’re trying to build a community of fitness lovers.”

“Before the pandemic, the digitalization of fitness was well on its way. Like the digitalization of many industries, it’s inevitable. That’s not to say we believe that digital fitness is going to replace physical fitness.”

“We believe that we’re going to live in a world where they both complement one another, and we want to work with physical spaces to really ensure that users and gym members have a holistic way of training.”

“We are now a brand that is actually on people’s radar. Other brands come to us.”

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On this week episode we continue our coversation about TikTok and this time we're taking a close look at factors that have been fueling its exponential growth within just a couple years.

Today’s guest is Oliver Yonchev, Managing Director at Social Chain, which uses media, marketing, and technology to build brands. Oliver talks about what makes TikTok tick.

How does the most successful Instagram and YouTube rival make its magic?

Today’s Topics Include:

✔️ Social Chain: Social-first marketing services business (i.e., insights, strategy, creative)

✔️ Social Chain’s Philosophy: Help brands stay at the forefront of what’s possible

✔️ Vanity Ticks of Marketers: Trend on Twitter, go viral, and reach lots of people

✔️ Business Goals: Social Chain specializes in delivering results

✔️ Social Media Progression/Evolution: People still like the magic that is virality

✔️ Acknowledgement: Going viral and trending is not a predictable strategy

✔️ TikTok Numbers: Downloaded over 2-billion times and over 1-billion active monthly users

✔️ TikTok Users: Average user (not the crazy user) spends 52 minutes a day on the app

✔️ Demographic Data: Brands can benefit from but are slow to adopt platform and channel

✔️ Secret Sauce: Investment, user experience, unique algorithm, the current state of COVID

✔️ Myths/Memes: It’s all kids, dancing, cute pets, and short-form content with no value

✔️ Top Tips: Try it, create with no ego, be native, put people over product, be intentional

✔️ Android or iOS? iOS

✔️ What apps and features would Oliver miss most? Diary and email

✔️ What is missing from mobile app technology? Augmented reality

Links and Resources:

Social Chain
Oliver Yonchev’s Email
Oliver Yonchev on LinkedIn
TikTok

Quotes from Oliver Yonchev:

“Keeping brands at the forefront of what’s possible is really about helping unpick social media, find opportunities, and develop impactful strategies that really anchor to business goals.”

“People still like the magic that is virality. This idea that you can create something, not pay a lot of money and reach tens of millions of people, is always going to be attractive.”

“Going viral, trending is not strategy. That is a consequence of fortune, doing the right things, and having good values and great work. You can’t predict it.”

“If you have a product or a service that appeals to someone under 40 years old and they use it, and you’re not using TikTok, you’re missing out.”

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With more than 500,000 brands worldwide in more than 2,000 product categories, they are all competing for your attention. To meet the demand of reaching out to more people, new marketing channels take off. Once in a while, a truly remarkable channel emerges.

Today’s guest is Evan Horowitz, CEO of Movers + Shakers. Evan talks about best practices for brands to connect with audiences to win new customers using TikTok.

Today’s Topics Include:

✔️ Mission: Spread joy, positivity, and love for brands via disruptive digital marketing

✔️ Cultural Relevance: Connecting brands to culture on the frontiers of social

✔️ TikTok Marketing: Create a brand channel to leverage highly engaging social platform

✔️ Storytelling: Every video on TikTok tells a story that has a beginning, middle, and end

✔️ Video Style: TikTok is all about authentic, low-production value to fit in

✔️ Do’s, Don’ts: Successful brands on TikTok have a unique strategy, don’t copy and paste

✔️ Is there still a generational gap for the TikTok app? Being too old is no longer an excuse

✔️ TikTok Influencers: Successful people are different, new, and come to be discovered

✔️ TikTok Ads: Not as mature as Google or Facebook, but follows same creative guidelines

✔️ Viral Challenges: New campaign format found only on the TikTok platform

✔️ Best Business Verticals: Consumer products and companies that bring creativity, value

✔️ TikTok’s Future: Building out direct eCommerce opportunities for brands

✔️ Android or iOS? Android

✔️ What apps and features would Evan miss most? News from RSS feeds

✔️ What is missing from mobile technology? Timer to keep Evan from spending too much time on TikTok

Links and Resources:

Evan Horowitz on LinkedIn
Movers + Shakers
TikTok

Quotes from Evan Horowitz:

“We’re a creative agency that’s all about putting positivity out into the world, connecting positive emotions back to the brands that we work with, and driving more brand love.”

“We’re really focused on connecting brands to culture on the frontiers of social.”

“The brand sets up a presence, doesn’t cost you anything, and then it’s up to you to post. I think the difference really is about the style of the video creation and the type of stories that are told.”

“The brands that are more successful on TikTok enter TikTok with a strategy that ‘s unique to TikTok. What doesn’t work is copy, pasting your Instagram strategy or even your content.”

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It's been a second year as the whole world has been dealing with the COVID-19 pandemic. Obviously, mobile app businesses are being impacted by this pandemic as well, for many app onwers it has changed their app development plans and how they market their apps.

On this episode we have Grzegorz Garczyński, Director of Global Performance Marketing at Booksy to talk about how COVID changed how people use the app, how the app changed itself and more.

Today’s Topics Include:

✔️ Booksy: a duo of B2B and B2C apps - one for people to book their haircuts, tatooes, massage sessions and more, the other to let businesses manage their bookings with clients more efficiently.

✔️ Booksy customers and how COVID influenced their app use case: anybody who needs to book barbershops, tatoo saloons visits, hasn't changed much but helps them organize their visits during pandemic better.

✔️ Countries booksy is big at: US, UK, Poland, Brasil, South Africa and Spain, Mexico.

✔️ How COVID influenced the app itself: fast growth was replaced by survive mode as the pandemic hit, the app got online services.

✔️ COVID's impact on the app's marketing: persuading people to use the app was replaced by running search ads to reach people who want an app like Booksy.

✔️Do they use TikTok for marketing: not at the moment but it's on their radar for sure.

✔️Takeaways: good quality content is the key to survive tough times like now.

✔️ Android or iOS? iOS

✔️ What app would Jess miss most? Apple Pay and the Apple's Health app

Links and Resources:

Grzegorz Garczyński Linkedin profile
Booksy app

Quotes from Grzegorz Garczyński:

“From the perspective of the customer application, it could be anyone. Whoever wants to book an appointment.”

“In each country, the restrictions are or were quite strong. Thanks to the application, the salon owners can control the flow of customers and at the same time, attract new ones.”

“Both apps grew in popularity after the lockdown.”

“People are trying to find their way to organize their businesses.”

“If we want to build an effective business, we need to be aligned with organic behaviors.”

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When marketers run mobile advertising ad campaigns, just like with any business, or any situation in our life for that matter, they need to make short and long-term decisions.

Psychologically we’re wired towards making short-term decisions. And so it’s quite natural that some app marketers are still focused on short-term marketing channels that bring them revenue fast.

Today’s guest is Jess Overton, Director of Demand at ironSource. He talks about an optimal strategy to make your app marketing sustainable for growth, while finding balance between short- and long-term goals.

Today’s Topics Include: ✔️ ironSource: Where app developers tailor user acquisition for on-device channels

✔️ What’s the difference? Short-term is anything up to day 7, long-term is day 7 and beyond

✔️ App Growth Strategies: How many permutations of your LTV curve can you calculate?

✔️ Room for Improvement: Test new channels and build out a thousand curves

✔️ Predictive and Multiplier Models: Higher cost to lose a lot of unengaged users quickly

✔️ Out-of-the-Box Experience: Aura platform developed to discover new apps

✔️ App Growth Marketers: Know your user and know the use case for conversions

✔️ Android or iOS? iOS

✔️ Accidentally left his smartphone at home, what app would Jess miss most? The Podcast App

Links and Resources:

Jess Overton on LinkedIn
ironSource
ironSource Aura

Quotes from Jess Overton:

“It’s really been a trip for me to see all the new tools that we’ve got and compare it to what we were doing 10 years ago. It’s just a different world.”

“How many permutations of your LTV curve can you calculate?”

“If you’re only looking at those first seven days, you’re going to think the channel is worthless because you’re just not seeing those users convert yet.”

“We need to be creative to find our way out of a one-size-fits-all strategy and really find those areas where we can adapt our regular curve to those different types of channels.”

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We're in the second year of the COVID-19 pandemic, it influenced every single area of our live, including mobile, of course. To get a bird-eye view on the mobile app ecosystem, we invited the industry standard mobile data and analyics company to talk about 2020 and 2021 in mobile.

So today we have a returning guest - Amir Ghodrati, Director - Market Insights at App Annie. Amir talks about the State of Mobile 2021 report and shares insights for five main data points that strengthen mobile’s role for engaging customers and growing your top line.

Today’s Topics Include:

✔️ New App Downloads: 218 billion downloads; 7% increase

✔️ App Stores Spend: $143 billion in consumer spend; 20% increase

✔️ Daily Time Spent Per User: 4.2 hours per person per day; 20% increase

✔️ Mobile App Spend: $240 billion in mobile ad spending; 26% increase

✔️ Venture Capital to Mobile Tech: $73 billion invested; 27% increase

✔️ App Discovery: Searching for something specific, such as branded terms

✔️ Keywords: Where your app ranks and which words are popular to move up

✔️ Mobile: Businesses should focus on this area to grow or stay relevant

✔️ Channels, Strategies, Markets: Where and how people are spending their time

✔️ Monetization: How much money app developers and app stores make

✔️ Generational Gap: More people over 45 years old experimenting with apps

✔️ OS 13 vs. 14: Upgrade and update to quickly gain access to new tech

Links and Resources: * Amir Ghodrati on LinkedIn * State of Mobile 2021 * App Annie * #37: Game Taxonomy and Analytics with Amir Ghodrati, Director, Market Insights at App Annie

Quotes from Amir Ghodrati:

“Not only are more people using mobile in general, but the time per person is also going up, which is how you get such big growth.”

“This is kind of the perfect time for user acquisition. People are on the hunt for new apps.”

“From the publisher’s side, even having your app on a device is a very big win because you can start doing push notifications and other types of re-engagement campaigns.”

“For the vast majority of businesses, mobile should be your main area of focus, if you’re looking for ways to grow or stay relevant.”

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Growing the app's user base is what on an app marketer's mind from Monday till Friday and possibly on weekends as well. Going international is one of the ways to expand an app's user base.

Today’s guest is Victoria Chen, International Growth Lead at Flowkey, a piano learning app for beginners, returners, and advanced players. Victoria is sharing her experience of the app's localization and helping you to avoid possible mistakes you may make, having zero experience with it.

Today’s Topics Include: ✔️ Global Landscape and Growth Marketing: Internationalization tackles local issues

✔️ Flowkey: Professional pianists create and produce in-house arrangements for all abilities

✔️ Popular Songs: Learn to play the songs you know and love (i.e., Piano Man, Swan Lake)

✔️ Benefits: App brands should go to other markets to get more users and revenue

✔️ Is it worth it? Depends on total effort, research, cost, and if the app is translatable

✔️ Market Criteria: Potential profit, market size, and purchasing power

✔️ Mental Health Market: Keep yourself mentally healthy, even if you have to pay for it

✔️ Localize App: Make product usable/available, launch it, develop authentic improvements

✔️ Regional Manager: Translate apps using someone familiar with culture, native language

✔️ Key Takeaways: As you build a localization strategy, start with a plan and local insights

✔️ Android or iOS? iOS

✔️ Favorite mobile app(s)? Wolt

✔️ What technology would Victoria find useful in daily life? Augmented reality

Links and Resources:

Flowkey
Flowkey on LinkedIn

Quotes from Victoria Chen:

“Going to another market directly means getting more users and having more revenue.”

“In terms of purchasing power, I will usually suggest people to go a bit deeper—not only how much people are spending, but what they are spending it on?”

“If you are a business, you have to also look at what type of category people are willing to pay for it or invest in it.”

“People know that they should pay for education for learning languages, learning instruments, but it’s still quite a new concept that people should invest in their own mental health.”

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How do people discover mobile apps these days? Via a built-in search on the App Store and Google Play, about 65% of app downloads are powered by search. The other route - online ads in your Instagram feed, on YouTube, on TikTok, Snapchat, Twitter, Readit and on and on.

How do app marketers take advantage of search as an app marketing channel? Right - they do the App Store Optimization (aka ASO). But do you wonder if you're doing everything what is possible to do with ASO?

Today’s guest is Binh Dang, Senior Organic App Growth Manager at Idealo will answer that question for you. Binh talks about his ASO custom campaigns concept. Find out what you’re missing!

Today’s Topics Include: ✔️ App Growth Marketing: Binh’s two favorite things—games and marketing

✔️ Idealo: Leading price comparison online shopping platform in Germany

✔️ Idealo’s Mission: Save money and buy stuff without causing damage to the environment

✔️ Standard ASO Steps: One-way road or repetitive loop processes for app store assets

✔️ Pros/Cons: Efficient system, a scientific testing method for improvements; diminishes ROI

✔️ Specific Purpose: ASO custom campaigns are short-term, story-driven sprint of activities

✔️ ASO Campaigns: Product marketing, seasonal promotion, brand communications, and extracurricular activities

✔️ Mistakes: Bad timing, confusing communication, and radical application of new method

✔️ Key Takeaways:

Talk to your peers across channels and departments
Use different processes in different contexts
Create campaign timeline and plan in advance Android or iOS? Partial to iOS, but prefers to be Android

✔️ Favorite mobile app(s)? Google Calendar

✔️ What technology would Binh find useful for everyday life? More wearable devices

Links and Resources: * Binh Dang on LinkedIn * Binh Dang’s Email * Idealo

Quotes from Binh Dang:

“We help millions of users, mainly inside of Europe, make smarter shopping decisions. We will continue to reach out to more to advocate a more affordable and also sustainable lifestyle.”

“A customized ASO campaign can be seen as a short-term, story-driven sprint of ASO activities.”

“I have to be flexible enough with my ASO activities to serve multiple different purposes. So, when a new opportunity arises, I can capture it.”

“I have at least four major types of campaigns. They basically serve four different purposes, and they answer four different types of strategic questions that users may ask.”

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Fact - people are tired of ads, especially on mobile. Because of such a variety of options they're bombarded in their Instagram / Facebook feeds, inside apps, on websites and of course on YouTube and Google, it is hard to expect a level of engagement app brands need from them to increase their sales.

There is a way to solve this problem and achieve a high level of engagement - launch a higher purpose campaign to let people do something for their environment, local community, something that will make them feel good and, at the same time, help an app brand to achieve its marketing objectives.

Today’s guest is Luca Stefanutti, Head of Product Marketing at Runtastic. He leads the Running Growth squad with the goal of growing the Adidas Running app. Luca’s job is to connect product and marketing to give users the best value proposition in the health and fitness category.

Today’s Topics Include: ✔️ Runtastic: Opportunity to feel and see results with support every step of the way

✔️ Two Apps, One World: adidas Running and adidas Training

✔️ Higher Purpose Ad Campaign: App marketing tool to change the world by taking action

✔️ Success Story Strategy: Build a bridge between inspirational goal and any app

✔️ User- vs. Customer-Centric: Understand your audience and what they care about

✔️ App KPIs: Connect with users, leverage mechanics, and measure success metrics

✔️ Android or iOS? Android

✔️ Favorite mobile app(s)? Vivino

✔️ What technology would Luca find useful? eCommerce and privacy campaigns

Links and Resources:

Luca Stefanutti on LinkedIn
Luca Stefanutti on Twitter
Runtastic
adidas Runtastic: Campaigns and Tracking Partners

Quotes from Luca Stefanutti:

“We are not so little, it’s simply because we have more than 370-million of downloads across the world, and we have more than 168-million registered users. We are quite famous.”

“It will really give you the possibility to create something more, something beyond the simple usage of a product.”

“It’s not about buying a product or service, it’s really about changing the world by doing an action.”

“The first thing that you always consider is your user.”

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Mobile app growth and how to achieve it are in the center of any well-thought app marketing strategy. You may power your app growth with paid marketing or the product itself may lead its growth.

Every app has a diverse audience, some people find the app extremely useful and use it enthusiastically. Others are less engaging, and then there are those who download apps but hardly if ever, use them. Do you have an emotional relationship with specific apps? It’s okay. Most users do to feel connected.

Today’s guest is Tanya Sharma from Babbel, a digital language learning product. Tanya talks about product marketing and user acquisition to grow a database of app core users.

Today’s Topics Include: ✔️ Connecting the Dots: Tanya’s path as a consultant to app marketing to acquire users

✔️ Product Managing Marketing: Balance different channels to acquire different users

✔️ Growth Marketing Principles: Follow the lean startup method—build, measure, learn

✔️ App User Acquisition: Native or paid ads? Build sustainable scheme to power UI

✔️ Channel vs. User Acquisition Strategy: Awareness, conversion/direct response, retention

✔️ Product Life Growth Guard: Quality of users acquired, not cost to acquire users

✔️ Marketer’s Best Friends: Pay attention to loyal users to increase conversion rates

✔️ Referral Concept: Understand logic and motivation for users to recommend products

✔️ Key Takeaways: Leverage core user base by tracking and rewarding repetitive behaviors

✔️ Android or iOS? iOS

✔️ Favorite mobile app(s) today? KptnCook

✔️ What iPhone/iPad technology would Tanya find useful? Gesture controls, multitasking

Links and Resources:

Tanya Sharma on LinkedIn
Babbel

Quotes from Tanya Sharma:

“What got me really excited to move into product marketing and especially user acquisition was the idea of being in the intersection of being creative, having insights, analytics, and the business knowledge needed to actually bring the kind of users that use your product.”

“Measure is important because no growth marketer can exist without knowing success metrics.”

“What makes these loyal users so special is that they’re advocates of your product. They go out there, talk about your product, and bring you free new users.”

“Leveraging your core audience to expand your user base is the fastest and the cheapest way to grow and scale your product.”

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On this episode we're talking about app users retention - one of the hardest nut to crack for any app marketer. The method to crack this nut we're suggesting is out-of-the-box thinking.

Sink or think? When you’re trying to solve a problem, no matter how hard you try, it can all be in vain. That’s when it’s time to think out of the box by being a lifelong learner.

Today’s guest is Catherine Bostian, Senior CRM Tech Manager at Delivery Hero. Catherine talks about how to apply out-of-the-box thinking to app user retention.

Today’s Topics Include: ✔️ Growth Marketing Career: Strategic and technical backgrounds to understand customers

✔️ Growth Marketing Levers: Power of code and communication for data-driven mindset

✔️ What Delivery Hero does? Online food ordering and delivery markets in a lot of places

✔️ Business Values: Delivering solutions, aiming higher, and caring about customers

✔️ Out-of-the-Box Thinking: Figurative box with walls made of categorical assumptions

✔️ In-the-Box Troublemakers: Common wisdom, soapbox speakers, and false assumptions

✔️ False Consensus: How humans overestimate how someone else will react to something

✔️ App User Retention Strategy:

Approach customer problems as opportunities to identify assumptions
Identify insights and elements, such as content
Test new and better ways of what you are doing to customers

✔️ Key Takeaways:

World views, marketing approach are subconsciously colored by assumptions
Be empowered to question and test assumptions to improve users’ experience
Not a one-and-done process, but a continual evolution of learning

✔️ Android or iOS? iOS

✔️ Favorite mobile app(s) today? Down Dog

✔️ What app technology would Catherine find useful personally? Augmented reality

Links and Resources:

Catherine Bostian on LinkedIn
Delivery Hero

Quotes by Catherine Bostian:

“I kind of picture it being stuck inside a figurative box where the walls are made up of assumptions and a world view that we spent a lifetime developing.”

“Out-of-the-box thinking has to be this explosive process where we come to understand what those assumptions and worldviews are, and then we can begin to break free of them by asking questions and testing as part of an iterative process.”

False Consensus Effect: Describes how we as humans overestimate how likely someone else is to react based on how we ourselves would react to something.

“Our worldview and therefore our strategy or approach to marketing is often subcounsciously colored by our assumptions. That doesn’t make us powerless, but rather that empowers us to question and test those assumptions to improve users’ experience of our product and also, hopefully in the end, their lives. Lastly, it’s not a one-and-done process, but rather a continual evolution of learning. Go forth and think outside the box.”

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Today mobile app marketers are in a constant battle to connect apps with as many users as possible and their battle field are the Apple's App Store and Google Play store.

After years of fierce competition, both Apple and Google have won the app war. Apple got the premium part of the market by delivering high-quality apps, but Google successfully scaled to reach a much broader market segment.

Today’s guest is Christinne Cuyugan, Growth Marketing Lead at Drops, a learning language app. If you want to learn a language, it only takes five minutes a day. At Drops, Christinne focuses on strategizing growth opportunities for the app and app store marketing. She talks about how app marketing is different in the Apple App Store compared to Google Play.

Today’s Topics Include: ✔️ Christinne’s Career Growth: Customer support specialist to user acquisition position

✔️ App Marketing Psychology: How colors, tactics impact user behavior to perceive brands

✔️ Drops: Focuses on building language essentials, such as vocabulary, into a habit

✔️ What are the similarities and differences between Apple and Google app stores?

✔️ Four Elements: Great screenshots, preview video, keyword strategy, and 4-star rating

✔️ Partnership: Focus on product/app to deliver Apple’s high standards for user experience

✔️ Evergreen Techniques: Screenshots capture app and testing gains trust

✔️ Mistakes: Apps fail, so prioritize acquisition and monetization for sustainable growth

✔️ Christinne’s Wishful Thinking:

Wants Apple to allow casting and downloads per keyword
Wants Google to be transparent with reporting and rankings

✔️ Other App Stores: Amazon and Chinese must haves

✔️ Android or iOS? iOS

✔️ Favorite mobile app(s) today? Drops and Too Good To Go

✔️ What app technology would Christinne find useful in daily life? Augmented Reality (AR)

Links and Resources:

Christinne Cuyugan on LinkedIn
Christinne Cuyugan on Twitter
Drops

Quotes by Christinne Cuyugan:

“Drops is a language learning app, whose main mission is to make language learning awesome and fun and beautiful.”

“You definitely need four things to make your app shine in both stores.”

“The first one or two screenshots definitely need to capture your app in the best way possible. It needs to be attractive enough for users to give your app the chance.”

“Even if your brand isn’t known, but the app is trusted and also you see what you would get out of it, I think that a lot of users would give it a chance.”

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Ask a professional app marketer "what is in your marketing toolbox?" and he'll tell you - App Store Optimization, Paid User Acquisition, Influencer Marketing, PR, podcasts, TV and radio.

Now, you can split all that app marketing techniques into two buckets: Organic and Paid. Organic relies on distribution channels that you don’t spend your money on. With paid, you do. It’s that simple. As an app marketer, should you go with organic, paid, or both?

Today’s guest is Arthur Kolajan, VP of Sales and Partnerships at Jellyfish. Arthur talks about how to make the difficult choice between organic or paid app marketing.

Today’s Topics Include:

✔️ How Arthur got involved in app marketing: Recruiter, new role, and recommendations

✔️ Why is it called Jellyfish? True story—founders wanted something without ‘digital’

✔️ Organic App Marketing: Strategy and optimization needed to be successful

✔️ Paid App Marketing: Facebook, Instagram, and other channels for brand awareness

✔️ App Lifecycle: Conceptualizing, funding, developing, and marketing

✔️ Overnight success? Launching app without strategy requires marketing and money

✔️ When to launch: Anytime is the right time for marketing an app

✔️ App Visibility: Simple to find, download, generate profit; complex with number of apps

✔️ App Stores: Reasons why they exist to make informed decisions

✔️ Apple Search vs. Google Ads: Two biggest paid app platforms and marketing potential

✔️ App Ad Campaigns:

- Optimize relevant metadata for high conversion and high visibility
- Make keywords effective and creative by testing banners, copy, and users
- Track data points (Conversion, cost, consistent organic/paid communication)

✔️ Android or iOS? iOS

✔️ What is Arthur’s favorite mobile app(s) today? Multiplayer gaming apps

✔️ What’s Arthur’s wanting with app technologies? Social audio

Links and Resources: * Arthur Kolayan’s Email * Arthur Kolayan on LinkedIn * Jellyfish

Quotes by Arthur Kolajan:

“The reality is that for organic to actually work, you need to have a strategy in place.”

“It’s some additional PR, but it’s more about app store optimization. It’s more about search engine optimization for your Website. It’s about creating this viral to loop some referral campaigns.”

“The right timing is actually any timing because when you launch, you want to support your launch with the proper strategy. When you grow, you don’t want to lose to small competitors.”

“If they stop marketing, they will die. ”

“You need to go where there’s less competition, and then you will be found. The reality is that less competition means less data. So, you actually are more likely to be found if you go into a competitive category because there will be more data about what people search for.”

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A mobile app user acquisition funding is a crucial process every app business owner should know well to succeed. Too often it's being neglected and it leads to an app project failure. In this episode we want to fill the gap for app developers and brands and talk about an app projects funding.

Today’s guest is Martin Macmillan, CEO and co-founder of Pollen VC—a financing model for mobile apps and game publishers to unlock unpaid revenues and eliminate payout delays up to 60+ days. How? By connecting to their app store and ad network platforms.

Today’s Topics Include:

✔️ App Business Funding: Solving app developer problems, payments

✔️ Use old financial services knowledge and new knowledge as app developer

✔️ Company Portrait: Digitally verify sold or displayed but unpaid receivables every day

✔️ Borrowing Base: Pull IP or ad network revenues and borrow up to 95%

✔️ Misunderstandings: User acquisition and financial staff need to speak same language

✔️ Key Metrics: Calculate user acquisition machine as an investment equation

✔️ Capital Stack: Start with cheapest, next most expensive, stop when it doesn’t make sense

✔️ Economic Laws: Demand-and-supply curve for UI for a mobile app

✔️ Public or Private: As companies get bigger, budget process gets harder

✔️ Android or iOS? iOS

✔️ What is Martin’s favorite mobile app today? Vivino

✔️ What’s Martin wanting with technologies? Longer battery life and a bigger keyboard

Links and Resources:

Martin Macmillan’s Email
Pollen VC
Pollen’s LTV Calculator and App Cashflow Forecaster

Quotes by Martin Macmillan:

“Most developers and publishers that we’re working with, they just want to know what is available, how much can I draw, and when can I get it?”

“The user acquisition is nothing more than an investment equation. How much money do you invest? When do you break even on the money? When do you get your return on your money?”

“A lot of people didn’t really realize whether their UA was likely to be ROI-positive or not.”

“Be very focused on profitability, as opposed to a source of capital or anything else. You want to be able to do everything that’s going to keep you driving towards maximizing your return.”

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How old were you when you got your first smartphone? These days, 98% of the Generation Z demographic have a smartphone and owned their first one by the age of 10. Why? Apps.

Today’s guest is Lexi Sydow, Senior Market Insights Manager at App Annie. Lexi talks about how to build a winning Gen Z mobile marketing strategy. If you were born in the mid-to-late 1990s to early 2010s, then you’re part of Gen Z.

Today’s Topics Include:

✔️ Why should app marketers consider different generations? Priorities and psychology

✔️ Gen Z Stats: Average user base doubled faster and engages 20% more frequently

✔️ Mobile Device Delight: App marketers offer personal, timely, and relevant communication

✔️ Why attract Gen Z? Formative years establish brand preferences and earn loyalty

✔️ Daily Active Users: KPI metric measured anytime app is opened during defined period

✔️ What app categories are most popular with Gen Z? Comics, social, and games

✔️ Time vs. Money: Gen Z spent time playing games, but interest grew in finance, shopping

✔️ TikTok and Snapchat: Gen Z marketing strategy should focus first on videos and images

Links and Resources: * Lexi Sydow on LinkedIn * App Annie * App Annie Report: How to Build a Winning Gen Z Strategy on Mobile * #16: 10 Actions marketers need to win mobile with Lexi Sydow, Data Analyst at App Annie

Quotes by Lexi Sydow:

“Gen Z is the only generation to grow up with a smartphone in their hands.”

“Every engagement of every session is an opportunity to delight a consumer.”

“Mobile offers a really great way to garner brand awareness and trust.”

“It’s all about tapping into this market in an authentic way that resonates with them, especially as they’re forming these habits and continuing to grow in their influence.”

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How do app marketers engage consumers and keep them using their apps? This is not a trivial question. For the last several years, one of the top problems marketers had with their apps was a User Churn. The numbers are staggering - around 30% of users used an app within the first day since they had downloaded it and only about 10% or less within the next 30 days.

But don’t lose sleep over app retention and engagement questions. Today’s guest is Tommy Yannopoulos, Director of Sales at Remerge. Tommy talks about the economics of mobile app retargeting to re-engage consumers.

Today’s Topics Include: ✔️ Mobile Marketing Industry: Valuable learning experience getting acquired by competitors

✔️ Retarget: Engage consumers when they are not on your property to complete an action

✔️ Performance Marketing: Math equation that everyone is trying to crack and scale

✔️ User Acquisition: Communicate consistently with consumers

✔️ App Ecosystem: Losing consumers is part of the game; reduce churn to relate to brand

✔️ Audience Segments: First-time and previous purchases present different behaviors

✔️ eCommerce App Mistakes:

Lack of personalization
Lack of focus on seamless consumer experience
Use of poorly developed creatives not compelling to consumers
Challenge of measuring efficacy and incrementality of campaigns

✔️ Privacy Updates/Delays: Consumers have rights, companies obligated to follow them

✔️ Android or iOS? iOS

✔️ Favorite App(s): AllModern from Wayfair

✔️ What’s Tommy looking forward to with app technology in the future? 5G, Apple’s innovation

Links and Resources:

Remerge
Tommy Yannopoulos’s Email
Tommy Yannopoulos on LinkedIn
The Social Dilemma on Netflix

Quotes by Tommy Yannopoulos:

“User acquisition, that’s my biggest argument for why you should retarget. If it’s economically in the green for you, there’s really no reason why you shouldn’t do it.”

“You should retarget because you want to talk to your consumers on a consistent basis.”

“It’s important for businesses to stay engaged with their consumers because as we know, especially in the app ecosystem, losing consumers is part of the game.”

“The Holy Grail of retargeting, in general, is personalization.”

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App data - how much does this notion actually tell you? It's been one of the most popular catch phrases but it seems its popularity doesn't really match its comprehension.

For the past 12 years, Apple has been establishing a huge mobile ecosystem with millions of developers building apps for iOS. What allows all those developers to build successful app businesses? Data for their app’s performance on the market.

Today’s guest is Lior Barak, author of Data is Like a Plate of Hummus and podcast host of WHAT The Data?! Lior talks about what app publishers need to know about data, today. Data runs the world and drives decisions.

Today’s Topics Include:

✔️ Lior’s Book: Data is Like a Plate of Hummus (a tasty dish that you can enjoy)

✔️ Data strategies should consist of five ingredients to collecting and storing data

✔️ WHAT The Data?! Lior’s podcast covers various topics—from fake AI to privacy

✔️ Fate of iOS 14?

✔️ Happy that Apple’s taking initiative, not being forced to do so

✔️ Disappointed by industry’s reaction to Apple’s privacy update

✔️ Data for App Publishers: Serve the user; user does not serve them

✔️ ROI: Focus on features, not revenues

✔️ KPIs: One size does not fit all or always scale; depend on needs, business, and growth

✔️ Analyze and Optimize: Fix mistakes made collecting data by understanding users

✔️ Android or iOS? Android

✔️ Favorite App(s): Vivino wine app

✔️ What’s Lior looking forward to with app technology in the future? Holograms

Links and Resources:

Lior Barak on LinkedIn
WHAT The Data?!
Data is Like a Plate of Hummus

Tweets/Quotes by Lior Barak:

“Be a little more relaxed when using data. This is our biggest problem as we go forward in this industry.”

“Data is Like a Plate of Hummus—a tasty dish that you can eat and that you can enjoy.”

“We have so much data out there that is collected and stored, but the reality is, we can’t make sense of all of it.”

“With using data, with understanding your user, you will be able to actually give them a much better product, much better features, instead of focusing on your revenues.”

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Data is Like a Plate of Hummus (The Hummus Club)

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Mobile ad fraud has been a dark shadow on the entire mobile advertising industry for a number of year by now. It's been growing fast - fraudsters keep inventing more sophisticated ways to steal, fraud detection and prevention companies do their best to keep up and being able to detect new kids of fraud and help brands to minimize its impact on their bottom line.

It is the ongoing battle.

One would hope that COVID pandemic would slow mobile fraudsters down and that would be really naive take on that. It is quite contrary.

Today’s guest is Luke Taylor, COO and founder of TrafficGuard. Luke talks about the current state of affairs for mobile advertising fraud during COVID-19.

Today’s Topics Include: ✔️ TrafficGuard: Full funnel ad verification and fraud prevention solution

✔️ Mobile Fraud Before COVID (BC): Reality ever since advertising started

✔️ Wasting Money? Measure what you want and what you should pay

✔️ Traffic and Trivial Changes: Audiences, behaviors, data, and privacy concerns

✔️ Buyer Beware: When looking for a bargain, fraudsters never sleep or stop

✔️ Transparency: What does fraud look like? Look after yourself, data, and ad spend

✔️ Android or iOS? iOS

✔️ Favorite App(s): 1Password

✔️ What’s Luke looking forward to with app technology in the future? On-device ML

Links and Resources: * Luke Taylor of LinkedIn * TrafficGuard

Quotes by Luke Taylor:

“Fraud has been happening in mobile space, ever since advertising was running.”

“Fraud is everywhere. It’s even hard for the premium sources to keep it at bay.”

“People have been forced to tighten budgets. Unfortunately, that means that many advertisers are chasing cheaper traffic.”

“Anywhere that there’s money, there’s going to be some aspect of fraudulent activity.”

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Do you listen podcasts? Since they emerged as a new medium on iTunes in early 2000, they’ve grown to a huge source of information for people about pretty much anything you can think of.

Last year alone, 90 million people in the United States listened to podcasts at least once a month. They spend hours listening to hosts that they trust talk about all kinds of topics.

Today’s guest is Julie Booth, Senior Growth Marketing Manager at Stitcher. Julie shares how Stitcher has become one of the leading podcast platforms and apps.

Today’s Topics Include: ✔️ Favorite Podcasts: Everchanging list includes You’re Wrong About and reality TV recaps

✔️ How do people choose podcast apps? Depends on content, curiosity, and features

✔️ Product Design Challenges: People don’t always know what they want or will use

✔️ Stitcher Difference: Advanced features for customization and control specific to podcasts

✔️ Free to use Forever: Stitcher provides podcast listeners with a great listening experience

✔️ Geographical Anomalies: Average Stitcher user is older, affluent, and educated

✔️ COVID: App usage adapted from listening during commute, not at all, to remote routine

✔️ User Acquisition: Podcasting is still a niche entertainment medium and faces competition

✔️ User Acquisition Channels/Universal App Campaigns: Google, influencers, partnerships

✔️ Android or iOS? iOS

✔️ Favorite App(s): Facebook Messenger

✔️ What’s Julie looking forward to with app technology in the future? iOS 14 widgets, personal vs. professional privacy

Links and Resources:

Stitcher
Julie Booth on LinkedIn
Julie Booth on Instagram
Julie Booth on Twitter
Julie Booth’s Email

Quotes by Julie Booth:

“For the podcast app, we find a lot of people say they want a feature, but then never use that feature.”

“A podcasting app is really the frame, it’s not the picture.”

“We provide a lot of control to users that other apps don’t.”

“Getting people into podcasting is what I focus on the most...it’s really hard to get someone to switch apps once they’ve started.”

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It’s undeniable - when it comes to mobile advertising, performance - is what you’re looking from your online advertising partner first and foremost. Nobody would argue with that.

But then comes the second extremely important component - transparency. For an advertiser of any size - big brands especially - it’s crucial to know what channels are being used to drive traffic to their product of service. Is their brand safe with those channels?

Today’s guest is Jordi de Los Pinos, co-founder and CEO at Smadex. Jordi provides complete transparency on Demand Side Platform (DSP) performance.

Today’s Topics Include:

✔️ Jordi’s Journey: Switch from engineering hardware to mobile app advertising

✔️ Programmatic Advertising: Real-time bidding via signal processing and machine learning

✔️ Smadex: Mobile programmatic advertising platform that places ads for user acquisition

✔️ Performance and Transparency: What Smadex strives to give its marketing clients

✔️ DSP: Difference between Digital Signal Processor and Demand Side Platform

✔️ DSP Benefits: Smart technology makes money, quick decisions in real-time auctions

✔️ Privacy and Advertising: Upcoming options and concerns for targeting individuals

✔️ COVID Impact: Mobile advertising scalability and acceleration of digital transformation

✔️ Biggest Problem: Attribution—give merit to partner/company by analyzing metrics

✔️ Android or iOS?: Android

✔️ Favorite App(s): Play Chess

✔️ What’s Jordi looking forward to with app technology in the future? 5G

Links and Resources:

Jordi de los Pinos on LinkedIn
Smadex

Quotes by Jordi de los Pinos:

“As humans, we always want what we don’t have.”

“We help app marketers to get people to download their app into their phone.”

“They make the advertiser money.”

“What we strive to achieve for our clients, in general, is to give them two things that I believe are key on what any marketer would want—performance and transparency.”

“Choose an ad for the right person at the right time.”

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Paid social campaigns are what our today's guest app marketer Hannah Parvaz is well known and praised for. Over the years, she was multiple time in charge of an app growth from a pre-launch to millions of users.

App marketers need to connect app with users to grow and sustain a successful app business. First comes search, followed by paid acquisition and social campaigns to drive installs for apps.

Today Hannah Parvaz is Head of Growth at Curio, an audio platform featuring a curated library of expertly narrated journalism.

Today’s Topics Include:

✔️ Audio vs. Text: Audio is better medium for learning, understanding, and connecting

✔️ Authentic Speech Narration: Stories are narrated by people, rather than robots

✔️ Curio’s Competition? Apple News+ is simply another option with a different focus

✔️ Product, Users, Experiments: How to prepare, launch, and run social media campaigns

✔️ Social Campaign Copy: Optimize app store listing and obtain high comprehension score

✔️ Mistakes: Too much text in images, not trying/testing platforms, and narrowing audience

✔️ Creatives: Everything requires teamwork in a startup, one can’t run everything well

✔️ Android or iOS? iOS

✔️ Favorite App(s): Freetrade and Letterboxd

✔️ What’s Hannah looking forward to with app technology in the future? iOS 14 widgets

Links and Resources: * Hannah Parvaz on LinkedIn * Curio

Quotes by Hannah Parvaz:

“Because we’re curating everything, we know that everything is packed with insight. We only pick pieces we think will be evergreen, so they can have a long shelf life.”

“Audio is a better medium for learning. Our main goal is really to just help everyone understand the world better so that people can really connect with each other.”

“We’re more focused on journalism and storytelling. We’re not really about the fast news cycle.”

“Everything requires teamwork in a startup, unless you’re somehow like a very talented magician. You can’t really run everything by yourself well.”

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An app growth is always on the radar of every app developer or a brand. Eavesdrop any app marketing team brainstorming session and you'll hear them avidly discussing how to gain more loyal app users and what user acquisition channels to focus on.

Now, dating apps have a special place in the app industry and in our lives. No matter where you live, your age, or your gender, you probably use mobile apps to connect with others and dating apps is surely one way of doing that.

Today’s guest is Geoffrey Cook, CEO of The Meet Group. Meeting other people to socialize or date is simply part of human nature. The Meet Group is the largest provider of live streaming dating apps.

Today’s Topics Include:

✔️ Five Dating Apps: MeetMe, SKOUT, Tagged, LOVOO, and GROWLr

✔️ Dating Community: 15 million monthly users mostly in United States and Europe

✔️ Live Streaming Solution: Monetizes via users giving each other virtual gifts

✔️ COVID Impact: Created significant increase in dating game usage in past five months

✔️ Management Tools: Shift to remote work using Zoom, Slack, and more for productivity

✔️ Marketing Channels: Singling out pricing power to acquire new users for growth strategy

✔️ Types of Content: Create user-generated content in form of chats and messages

✔️ Live Streaming: Consumption and production offers connection during social distancing

✔️ Videos: More efficient, more information available, and less risk swiping left or right

✔️ Android or iOS? iOS

✔️ Favorite App(s): Medium

✔️ What’s Geoffrey looking forward to with app technology in the future? Authenticity and AI

Links and Resources:

Geoffrey Cook on Medium
The Meet Group
Veronica and the Volcano

Quotes by Geoffrey Cook:

“The way we think of ourselves is really as the mobile version of the bar, the coffeehouse, this social gathering place.”

“What we’ve been doing that’s fairly unique is adding live streaming video to dating since 2016. And lately, we’ve been aiming to make everyone the star of their own dating show.”

“We, essentially, use all the same tools we used before the pandemic. We just use them more given that there is no in-person contact.”

“Marketing is always a challenge. Year over year, we’re seeing rates (cost per registrations) go up as it costs more to acquire users.”

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App Subscriptions - right now they feel so familiar and ubiquitous.

Need some examples?

Do you watch movies on Netflix? Listen to music on Spotify? Get things delivered by Amazon Prime? Many app developers have gone to the subscription model to make money.

Today’s guest is David Barnard, Developer Advocate at RevenueCat. He talks about the pros and cons of app subscriptions. Spoiler alert - it’s not all roses and rainbows.

Today’s Topics Include:

✔️ Development Background: Building apps from beginning of Apple's iPhone SDK

✔️ Role at RevenueCat: Solve problems and make it a better product to monetize apps

✔️ App Subscription Pros: Customer and advocate uses RevenueCat to make money

✔️ App Subscription Cons: Bugs and code challenges create headaches and disasters

✔️ David’s App Business: RevenueCat, Launch Center Pro, and Weather Up

✔️ RevenueCat’s Mission: Help developers make more money

✔️ Why RevenueCat? Basic and broad platform without complexity for subscription apps

✔️ App Testing: RevenueCat’s new price testing feature sets best price to generate revenue

✔️ COVID: Accelerated RevenueCat’s business by working remotely before lockdowns

✔️ Money in the Bank: Series A funding provides additional revenue, growth, and flexibility

✔️ Free, Paid, or Freemium? App subscriptions experience slow progression on app stores

✔️ App Subscriptions: Keep consumers in mind to use app consistently and deliver value

✔️ Product Roadmap: Focus on retention, price optimization, and planning process

✔️ What’s David looking forward to with app technology in the future? Widgets on homescreen and iOS 14 release for privacy focused user acquisition

Links and Resources: * David Barnard on Twitter * David Barnard on LinkedIn * RevenueCat * RevenueCat Blog * Weather Up

Quotes by David Barnard:

“If you’re adding subscriptions to your app, you need all this infrastructure.”

“We charge our users because we provide a really great service that actually helps them make more money.”

“You’ve really got to match the value you are delivering to users.”

“Subscriptions are incredibly difficult to implement and get right.”

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Do you know who are Influencers? Do you know that app user acquisition with Influencers is one of the app marketing techniques that help brands to connect their apps with tens of thousands of users?

Ok. Let's start with Influencers.

Influencers are movie, music celebrities or regular down-to-earth folks like you and me, who acquired vast amounts of devoted followers on social media around common interests they are passionate about. Popular influencers with millions of followers are often involved with various product endorsements, including mobile apps.

To make these product endorsements efficient and help app brands to achieve their specific goals, influencer marketing agencies stepped up.

Today’s guest is Federico Llano, co-founder of TATAM Digital. He talks about how influencer marketing works for mobile apps.

Today’s Topics Include:

✔️ Entrepreneur or Influencer? Federico’s sales and marketing background as a gamer

✔️ What is influencer marketing? Consistently eyeing influencers into marketing mix

✔️ Who is an influencer? Someone with reach and influence on a certain audience

✔️ Do’s and Don’ts: What’s right and wrong with influencer marketing?

✔️ TATEM: Created to take a different approach to influencer marketing in the corporate world

✔️ Leverage Language: Connect with and talk on the same level when approaching brands

✔️ Influence Power: Equals ability to drive sales in the real world, not engagement rates

✔️ KPIs: Measure and optimize influencer performance to compare ROI

✔️ Mistakes Made: Not committing adequate time and patience to learn

✔️ Dealing with Influencers: Negotiate to price and meet deadlines

✔️ Best Fit Categories: Recurring revenue and subscription model for influencer marketing

✔️ Best Assets of Influencers: Curators of products, caring storytellers, believers in benefits

Links and Resources: * Federico Llano’s Email: * TATAM Digital

Quotes by Federico Llano:

“Influencer marketing is consistently eyeing influencers into your marketing mix.”

“We consider an influencer, someone that has both the reach and the influence on a certain audience. They are digital natives and they are actual content creators...not just a pretty face.”

Influence Power: Equals ability to drive sales in the real world, not engagement rates.

Elephant in the Room: Marketers invest $9 billion in influencer marketing, but 90% is not measured or understood.

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App marketing is not a sprint, but a marathon. You are on a constant quest to find new channels to reach your app users. Most of us know about Facebook, Google, and Apple ads, but what do you know about app promotion with Reddit?

Reddit is a social news aggregation, web content rating, and discussion website and mobile app. Launched in 2005, it has evolved into the biggest online "public square" to discussion a great number of topics, as of 2019 used by 430 million people on a monthly basis.

Today’s guest is Ashleigh Rankin, senior manager of growth partnerships at Reddit. Ashleigh shares best practices for marketing apps on Reddit.

Today’s Topics Include:

✔️ Reddit Company: Network of more than 130,000 communities based on interests

✔️ Reddit’s Mission: Bring community and belonging to the world

✔️ Reddit’s Rules/Policies: Moderation keeps the platform clean, and safe for brands, and people

✔️ Reddit’s Robust System: Human judgment, nearly no AI involvement

✔️ Reddit Ads: Now with postgres, app marketers can drive app sales and installs

✔️ Native Ads: Brand participation adds value and resonates with specific Reddit users

✔️ Reddit Insights: Two-way communication channel for honest and targeted feedback

✔️ App Categories: Gaming and tech recruiting produce better outcomes/more installs

Links and Resources:

Ashleigh Rankin’s Email
Ashleigh Rankin of Reddit on LinkedIn
Reddit
Reddit Ads

Quotes by Ashleigh Rankin:

“People come to engage with content that they are passionate about.”

Reddit’s Mission: Bring community and belonging to the world.

“One of the really beautiful things about Reddit is that if you run...an interest-targeted campaign, you can find audiences that you didn’t necessarily know you had.”

“It’s just really important to test and learn and then hone in on what does work and optimize towards that.”

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Question to you - as an app marketer - how do you deal with stress and anxiety in everyday life to set yourself up for success? Listen to music, read a book, open a favorite app or journal your thoughts and problems?

Today’s guest is Darius Mora, Chief Marketing Officer (CMO) at Reflectly, the world’s first and most popular intelligent journal app that utilizes AI. This year the app witnesses a significant growth in demand and we want to discuss how the mix of a great product and effective marketing channels allows the app grow happens that rapidly.

Today’s Topics Include:

✔️ Reflectly App: Concept and competition

✔️ Mental Fitness/Wellness: Growing demand to acquire users, talent, and fresh ideas

✔️ Relax with Reflectly: Be mindful or meditate to reduce stress

✔️ Reflectly: Effective marketing made easy due to amazing engineering of product

✔️ Innovation: Reflectly won Google’s Material Design Award in 2019

✔️ Copyable Channels: No unexpected or other options that perform less successfully

✔️ Social Media Apps: Creates different levels of stress to be authentic or ashamed

✔️ Benefits of Journaling: Gain perspective, be grateful, and achieve better state of mind

✔️ Android or iOS? iOS

✔️ Favorite app(s): Wim Hof Method

✔️ What’s Darius looking forward to with app technology in the future? A/R

Links and Resources:

Darius Mora
Darius Mora on YouTube
Reflectly
Wim Hof Method

Quotes by Darius Mora:

“A lot of people will use journaling, which is an active way to be mindful. Meditation is a more passive way.”

“I haven’t seen any case where the marketing channel was the competitive advantage.”

“Even if your life is interesting, if you go on Instagram, you’ll feel like crap about yourself.”

“The human brain was not developed to be able to deal with so many inputs and all the attention-grabbing things jumping at us every single day.”

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App retention has been one of the most heated app marketing topics.

Let's put it this way. What would you say if people buy your masterpiece but only to get through a few pages or the first chapter and never open it again? It not only happens with books, but mobile apps. Ask any app marketer with a decent experience and she or he would sigh and nod.

Today’s guest is Anja Obermüller, Head of Product Marketing at Runtastic, where adidas’s running and training apps help runners live a happy and healthy life. Anja shares best practices for app retention.

Today’s Topics Include: ✔️ Lifestyle Routine: Different apps serve different purposes

✔️ Sneak Peak: What level of retention should be expected from your app?

✔️ Sneaker Hack: Anja’s better with numbers than words

✔️ Name Change: Runtastic Running and Results to adidas Running and Training

✔️ Runtastic is Fantastic: More than 300 million downloads and 270 employees worldwide

✔️ Incline, Don’t Decline: Identify natural product usage interval (daily, weekly, etc.)

✔️ Dig into Data: Realize retention problem, not optimize what you want

✔️ Biggest Mistakes: Don’t put monetization over retention or rely on benchmarks

✔️ Push Notification vs. Proxy Metric: Create a behavior of wanting to return to app

✔️ Preventive Measures: Continue to grow and change through retention optimization

Links and Resources: Anja Obermüller on LinkedIn

adidas Running and Training Apps by Runtastic

Quotes by Anja Obermüller:

“I’m way better with numbers than with text. I’m a total fan of impact estimations, forecasts—everything that’s related to numbers.”

“Before even getting started with retention rate optimization is identifying your product usage interval.”

“It’s really important to figure out where your retention problem really is and not just optimizing for what you have.”

“One of the biggest mistakes is to put monetization over retention...engagement builds the foundation of monetization.”

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Conversations between app marketers often focus on user acquisition (UA) and if you happen to be listening to savvy app marketers, you may listen them discussing a conundrum - when it comes to a particular app marketing, turns out there’s either not enough or too many choices to acquire mobile app users.

To resolve this puzzle, app marketers need to know what app user acquisition channels do work right now. So you need the expertise of somebody who's been keeping his or her hand on the pulse of various app user acquisition channels that have been pop up over the years.

Today’s guest is Christian Eckhardt, CEO and co-founder of Customlytics. Christian shares practical advice on how to choose user acquisition channels, UA campaign optimization, how to add a new channel right and more.

Today’s Topics Include: ✔️ Mobile App Marketing: Track, measure, and optimize data efficiently to acquire users

✔️ CRM: Once users are acquired, retain them

✔️ Customlytics: Stays true to its core of making mobile marketing successful

✔️ Bottom Line: Pay attention to where users are spending their time

✔️ UA Channels: Social, search, and programmatic advertising space

✔️ App’s Lifecycle: Start with mainstream channels, then narrow down to niche ones

✔️ Essentials to Execute: UA campaign app store optimization (ASO), KPIs, and mistakes

✔️ Touch Points: How and when it is appropriate to add channels and creatives

✔️ TikTok Thoughts: Brands should use platform to launch app campaigns and ads

Links and Resources:

Christian Eckhardt on LinkedIn
Customlytics
App Clips

Quotes by Christian Eckhardt:

“I went through the good school of touching every aspect of mobile marketing.”

“You have to be where the attention of the user is.”

Once users are acquired, retain them.

“What is actually influencing all those different metrics or KPIs?”

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With so many games available in app stores, people can play them anytime and anywhere. Both Apple's iOS App Store and Google Play store from Google don't provide mobile games classification granule enough for developers to monetize their games efficiently. How can game developers better navigate the mobile game market to make more money?

Today’s guest is Amir Ghodrati, Director - Market Insights at App Annie, a mobile market data and analytics platform. Amir talks about game taxonomy analytics, problems game developers are facing with it today and what solution App Annie offers developers and brands.

Today’s Topics Include: ✔️ Data and People: Amir’s interest in analysis and communication of successful solutions

✔️ What is taxonomy? A branch of science that studies classifications.

✔️ Mobile Game Landscape: Game categories and popularity challenging to navigate

✔️ $100 Billion: Mobile gaming is largest platform based on spend; 3X bigger than PC/Mac

✔️ Game Lifecycle: Shift habits and conditioning of casino, casual, and core game structure

✔️ Monetization Forms: Advertising, in-app purchases, and subscription models for games

✔️ Apples to Apples? Problems/solutions of multiple app stores, inconsistent classification

✔️ Game IQ: Bring order, hierarchy, and insights to granularly segment gaming industry

✔️ Mobile Game Misconceptions: Changes over time and making money

✔️ COVID-19 Impact: Share experiences and connect with friends and family through games.

Links and Resources: Amir Ghodrati on LinkedIn

App Annie

Game IQ

App Annie on Twitter

Tweets/Quotes by Amir Ghodrati:

“The mobile gaming industry has never been more lucrative, but also it’s never been so competitive.”

“It’s really a platform that has democratized gaming because the mobile phone is the one device that people have with them.”

“People are increasingly spending their time on mobile.”

“Information is only going to be useful if it’s accessible enough that people are willing to make decisions based off of it.”

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Retain or not retain? That’s the question when it comes to app retention -the most important metric that app marketers and publishers focus on today.

Generally speaking, on average it costs up to 7x to find a new custom than to retain an existing one. So for app marketers it means if they succeed in retaining their app users, they are better off to spend their marketing budget more efficiently and increase their app business ROI.

Today’s guest is Darren Last, Digital Transformation, Marketing, and Delivery Consultant at Shell Global. Shell’s mobile apps drive loyalty rewards and utility convenience. Fill up on coffee or fuel, and get going!

Today’s Topics Include: ✔️ Banks to Websites: Darren wanted to be a day trader but shifted to digital transformation

✔️ Shell Global App: Available in 30+ countries, but not the same in every market

✔️ Useful Feature: Shell Global App is primarily a loyalty app for utility and fuel convenience

✔️ Biggest Challenge: Promotional campaigns for new features/toolkits in local markets

✔️ Strategy: Optimize features to fit with customers’ experience for value and retention

✔️ Back to Basics: Core proposition, data, features, and reasons to return to use app

✔️ Key App Elements: KPIs, ratings, reviews, retention rates, and active usage

✔️ Improve app retention via product, experience, marketing campaigns, testing, analytics

Links and Resources:

Darren Last on LinkedIn

Last Consulting

Shell App

Tweets/Quotes by Darren Last:

“All the features and functionalities are then localized by local marketing teams.”

“It’s quite a complex app, if you want, but it isn’t the same in every market. It has different features and different variations in these markets.”

Don’t go by your gut feel. Rely on hard data and listen to your customers to give them what they want. Not what you think they want.

Nothing’s ever perfect. Continue optimization lifecycle."

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Are you on TikTok? Who isn’t on TikTok? Although it’s popular with younger audiences, it is possible to attract multiple generations with TikTok’s advertising platform.

The story of early adoption by teenagers of YouTube, Instagram and Snapchat repeats itself with TikTok. Ask anybody on the street "Who is using TikTok?" and they would reply "Of course teens!". The thing is - it is not necessary truth, in fact the platform has not being solely used by Gen Z.

Today’s Topics Include: ✔️ App Advertising: Make TikTok video ads; image ads are not recommended/relevant

✔️ Career Changes: Dynamic advertising, creatives, quality, and mobile developed quickly

✔️ Attention Span: Short videos and willingness to consume creatives dominate advertising

✔️ Ages/Audiences: Which channel has massive reach, more likes, and less competition?

✔️ Real-life Testimonials: Creators and viewers gain/give attention and generate followers

✔️ Brand Advertising: Super-effective reach and frequency ads are possible

Links and Resources:

Admiral Media
Andre Kempe on LinkedIn
Andre Kempe on Twitter

Tweets/Quotes by Andre Kempe:

“I grew up in a world with no mobile phones. I come from eastern Germany. We didn’t even have bananas.”

“TikTok is dominating, at the moment, because the creators found a channel that was just massive in reach, and there was just literally not a lot of competition at the very beginning.”

“You reach an audience that is not over-advertised yet, and you have quite exclusive access to this audience on a different day at a much cheaper price level. It’s absolutely worth the effort.”