https://www.businessofapps.com/podcasts/leveraging-mobile-games-ad-tech-for-non-gaming-apps-with-andrey-kazakov-vice-president-of-demand-at-applovin/ Mon, 03 Oct 2022 06:00:39 +0000 https://www.businessofapps.com/?post_type=podcast&p=81292   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

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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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There is gonna have to be some equal value change between the brands and the user and the users they want more control, they want more transparency and they open to data collection if the brands are able to bring them relevancy.

• Martje Abeldt on LinkedIn
• RevX
• App Tracking Transparency (ATT)
• SKAdNetwork – Apple Developer Documentation

Quotes from Martje Abeldt:

“As an aggregate, it’s technology, it’s people, and it’s also reach.”

“We need to be where our clients are. We need to understand what they need. So, the closer we are to them, the easier it is for us.”

“Are privacy regulations enough, basically, to serve the consumer and the individual, or do we have to improve them?”

“People are spending more and more and more time online. So, how can people become more private if they spend more time on the internet where everything is about data. It’s impossible.”

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]]> https://www.businessofapps.com/podcasts/effective-app-design-4-pillars-with-ritam-gandhi-founder-at-studio-graphene/ Mon, 15 Nov 2021 07:00:55 +0000 https://www.businessofapps.com/?post_type=podcast&p=70955   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

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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 tough question – what are the essential ingredients of a modern mobile app design.

Today’s Topics Include:

Ritam’s path – from a management consulting practice as well system integration and technology practice, working with investment and commercial banks to founding an app design and development company with 90+ team and expertise in all areas of a modern app development.

Studio graphene is UK headquartered app development company with studios in Delhi, Lisbon and Geneva

Goal Setting, Impact Mapping, Prototyping and Specification Writing – as the 4 pillars of a modern app development

New trends in app development Ritam welcomes and the ones he is not a fan of

On which side of the Android & iOS duopoly Ritam is? iOS

What apps would Ritam miss the most if he leaves the smartphone home. Google Maps

What hardware / software features Ritam is waiting for? Both mobile hardware and software healthcare related innovations.

Links and Resources:

• Ritam Ghandi Linkedin profile.
• Studio Graphene website.

Quotes from Ritam Gandhi:

“I think it’s very interesting topic because what is design? Is design a visual element, is design how you think about it, the user experience. 

A lot of the times you don’t really understand what it is that you are building until sometimes you see it

Specification and the detail behind every feature is key to make sure things won’t get lost in translation.”

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]]> https://www.businessofapps.com/podcasts/post-ios-14-5-app-marketing-budgets-with-guido-crego-vp-of-product-at-jampp/ Mon, 01 Nov 2021 07:00:41 +0000 https://www.businessofapps.com/?post_type=podcast&p=70575    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,

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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 a programmatic advertising platform used by the most ambitious companies to accelerate their mobile businesses.

The update on what’s going with app retargeting, after Apple’s introduction of its ATT (App Tracking Transparency) framework early on this year.

Reality check on the current status of IDFA – are people really rejecting app tracking in messes as many people afraid they will a few months ago?

With all recent updates what’s coming up next for the mobile app industry?

On which side of the Android & iOS duopoly Guido is? iOS on his iPhone 12 Pro

What apps would Guido miss the most if he leaves the smartphone home. Google Maps

What hardware / software features Guido is waiting for? Augmented Reality tech

Links and Resources:

• Guido Crego Linkedin profile.
• Jampp website.
• Jampp iOS 14 resources section.

Quotes from Guido Crego:

“Argentina is actually a pretty interesting place for tech, although the internal market is small, a lot of successful companies in Latin Americas are started from Argentina.

The reality is when it comes to the split per operating system, it changes a lot depending on the region mostly because, as you may know, different markets and different countries in the world will have different penetration of operating systems. In places like Latin America they are really big on Android and iOS is not that big.

The reality is we are all learning, advertisers are learning how to do it, DSPs are learning how to do it and MMPs are learning how to do it (work with SKADnetwork efficiently)“

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]]> https://www.businessofapps.com/podcasts/app-lifecycle-marketing-with-fouad-saeidi-ceo-at-app-growth-network/ Mon, 25 Oct 2021 06:00:35 +0000 https://www.businessofapps.com/?post_type=podcast&p=70409   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

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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 Growth Network to walk you through the app marketing funnel that is at the base of the App Lifecycle marketing.

Today’s Topics Include:

Fouad has been in digital marketing in over a decade. Started at a mobile games startup in 2013, in 2018 he founded App Growth Network – currently one of the leading app marketing agencies on the market.

App Growth Network is an app marketing agency with over 250 mobile apps under its marketing belt.

What is App Lifecycle marketing

Marketing funnel and its stages

App user acquisition, activation, retention and monetization

On which side of the Android & iOS duopoly Fouad is? iOS on his beloved iPhone 12 Pro

What apps would Fouad miss the most if he leaves the smartphone home. Slack

What hardware / software features Fouad is waiting for? Small thinks like unread feature for Messages app.

Links and Resources:

• Fouad Saeidi Linkedin Profile 
• Fouad Saeidi email – fouad@appgrowthnetwork.com
• App Growth Network website.

Quotes from Fouad Saeidi:

“A Lifecycle marketing is about creating an effective strategy that meet customers’ needs at the right stage.

The first step is obviously to focus on the value proposition – how is my product is different?

You are just launching a product, do you really want that million (of users) right now? Or do you want to have thousand to ten thousand downloads to validate every stage of the product? “

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]]> https://www.businessofapps.com/podcasts/stories-in-your-app-with-aykut-bal-head-of-business-at-storyly/ Mon, 18 Oct 2021 06:00:11 +0000 https://www.businessofapps.com/?post_type=podcast&p=70228   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

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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 story format.

Today’s Topics Include:

Storyly is a platform to bring social media content into the app, as well as to create and publish content from scratch

The story format can be that edge, new angle, that distinctive feature that app marketers are looking for to set their apps apart from competition

It works for both indie developers and big brands, it’s a matter of what content they publish via their social media channels

Don’t overwhelm your app users via content you’re publishing from your social media channel packed in the story format.

On which side of the Android & iOS duopoly Aykut is? iOS on his beloved iPhone 12 Mini

What apps would Aykut miss the most if he leaves the smartphone home. Pokemon GO

What new app technologies is Aykut most excited about? Machine Learning to process all personal information on the device to keep it secure, out of reach of hackers.

Links and Resources:

• Aykut Bal Linkedin profile.
• Storyly website.

Quotes from Aykut Bal:

“How to engage users was at the center of it all. When you fail to engage your app users, you’re loosing them.

The cheapest way to grow is not acquiring the users in the cheapest way but keeping them inside the app.“

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]]> https://www.businessofapps.com/podcasts/catapulting-app-growth-with-apple-search-ads-with-yusuf-barutcu-director-of-business-development-of-seachads-com/ Mon, 11 Oct 2021 05:00:12 +0000 https://www.businessofapps.com/?post_type=podcast&p=70119   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

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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 about how to use this platform efficiently and scale up your app user acquisition campaign.

Today’s Topics Include:

Yusuf began his career in e-commerce and for the last 12 years he’s been an app search marketer, spending the last 2+ years in the SearchAds.com team

SearchAds.com helps app marketers to plug Apple’s Search Ads to their overall app user acquisition campaigns and have a holistic view on their UA efforts. It provides tools you need to find the best keywords, scale your marketing campaigns, and to be at the top of App Store search.

60% of all iOS app downloads are driven by search – hence Search Ads is the must platform to use

The core of a successful Search Ads campaign is to define as much keywords relevant to your app as possible

Always consider a broader context than your app’s purpose to discover additional keywords to drive app installs

Make sure you bid on keywords that present your brand to avoid loosing traffic to your competitors

To market your app on 60 markets for dozens of keywords you need to use automation tools, unless you are a super human

iOS15 Custom Pages bring new capabilities for the visual creatives on the iOS App Store.

Search is a source of a high quality traffic, people open up the App Store app to search with an intent to find a specific app

On which side of the Android & iOS duopoly Yusuf is? iOS (and never looked back)

What apps would Nick miss the most if he leaves the smartphone home. Slack

Links and Resources:

• Yusuf Barutcu LinkedIn profile
• Search Ads website – https://searchads.com

Quoеtes from Yusuf Barutcu:

“The main quality traffic generator is search. Because there have an intent to get what they after, so if what they after is what you have then you should be there.

Once you follow the right strategy, well – bingo, it’s not a rocket science and you can easily grow your business.

To speak loudly about that, at Mobile Action platform we have around 6 million keyword crawled every day.”

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]]> https://www.businessofapps.com/podcasts/ios-15-implications-for-the-app-store-with-david-bell-ceo-of-gummicube/ Mon, 04 Oct 2021 07:00:45 +0000 https://www.businessofapps.com/?post_type=podcast&p=69996   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

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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 App Store Optimization, Mobile Marketing and Market Analysis, here to tell all about it.

Today’s Topics Include:

Dave’s been in the mobile marketing space since 1999, actually was among developers who created and published apps for featured phones, before the rise of Apple’s iOS App Store for the iPhone.

Gummicube is the oldest North America-based App Store Optimization company, more than 11 years on the market, built the tech to help app marketers to understand how the app stores work from an app marketing perspective.

Apple’s focus with iOS, as well as in general, is app users’ data privacy and creating a more robust experience for app marketers.

iOS 15 beta feature Private Relay, which is essentially Apple’s VPN – another Apple’s step in the direction of replacing iOS apps developed by a third party, when the stakes are high, like in the case of iOS app users privacy and data safety.

Updates for the iOS’s Spotlight

A/B testing solution for iOS

Custom Product Pages

Searchable In-App Events

SKAdNetwork enhancements

App Clips updates

Dave’s iOS 15 favorite features

Links and Resources:

• Dave Bell’s Linkedin profile
• Gummicube website.

Quotes from Dave Bell:

“Apple is moving in the direction when they are going to make it more convinient for their user to stay with Apple ecosystem.

Frankly, if you’re looking at the amount of time people spend in mobile apps versus websites, I think the statistics is 88% of the time is being spent in the mobile app versus web.

But I think that actually the reality of In-App Events is going to be much more broad because of this in even in apps, you know, categories you wouldn’t think of, like Productivity, Utilities simply because in-app events are re-engagement ASO.“

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]]> https://www.businessofapps.com/podcasts/81-building-apps-for-businesses-to-survive-covid-19-with-nick-swenson-managing-partner-at-swenson-he/ Wed, 29 Sep 2021 06:00:42 +0000 https://www.businessofapps.com/?post_type=podcast&p=69911   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

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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 Chao He, with whom he shared the same passion about new digital experiences. Nick has been fascinated with building the bridge between digital and the real world and understanding how to make this bridge useful for people based on their perception of it.

Swenson HE is a software development company that works on both mobile and desktop software projects. Their portfolio ranges from Fortune 500 companies to small clients with unique needs.

Luckily Nick’s company team was already in the business of changing their operations to understand how they can work remotely prior to COVID-19 and hence the pandemic didn’t hit hard his team.

Watching how other businesses were impacted by the pandemic, Nick’s team decided to figure out how they can help the most and make the biggest impact. That effort lead to launching several projects, one example was working with the Reach Project to build a platform for their latest initiative: feeding the “Invisible Aggies,” essential employees on the Texas A&M campus, who have been laid off due to Covid19.

The most challenging part of any app development project – engagement, making sure people interact with the app and it brings them real value.

Today innovation in app design is about figuring out how to develop apps that meet today’s standards of Gen Ze.

It’s hard to pinpoint what today’s cutting-edge tech will eventually stay or will be left in the dust over time.

On which side of the Android & iOS duopoly Sacha is? iOS

What apps would Nick miss the most if he leaves the smartphone home. Email.

Links and Resources:

• Nick Swenson Linkedin profile
• Swenson He website.

Quotes from Nick Swenson:

“Digital experiences are about this transitioning between the digial world and a real world and understanding how users interact with an interface and how they think, desicions they make. It’s very much is in some cases is a psychology problem. 

If you aren’t innnovating you already behind.“

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]]> https://www.businessofapps.com/podcasts/80-2021-influencer-compensation-report-with-joe-sinkwitz-co-founder-and-ceo-at-intellifluence/ Mon, 20 Sep 2021 10:46:05 +0000 https://www.businessofapps.com/?post_type=podcast&p=69631   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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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 a quarter of a century in this area and Intellinfluence his latest creation.

Intellifluence is the largest warm contact Influencer marketing network

How the idea to issue the 2021 Influencer Compensation Report came about and what did it take

How much does it take to launch a marketing campaign via Influencers on Instagram

How much do Influencers charge for a marketing campaign on Twitter and who are the biggest Influencers on Twitter

What would be a marketing budget to fun an Influencer marketing campaign via Influencers on YouTube

What is a ballpark for a marketing campaign via Influencers on TikTok.

What are the biggest takeaways from the report for brands

Influencer versus Creator – what’s the difference and what brands should know about each.

On which side of the Android & iOS duopoly Sacha is? iOS

What apps would Joe miss the most if he leaves the smartphone home. You would be surprised – good old making calls

What is missing from mobile app technology? The mix of AR with auto-translation makes traveling easier.

Links and Resources:

• Joe Sinkwitz Linkedin profile
• Intellinfluence website
• 2021 Influencer Compensation Report

Quotes from Joe Sinkwitz:

“The hard part was getting people to fill up the survey

So the data absolutely will be skewed towards micro-influencers internet network but it’s really interesting just to see how they felt about everyone.

The coolest thing that came out 41% felt that brand is not pitching them the right amounts.”

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]]> https://www.businessofapps.com/podcasts/yubo-building-a-social-network-differently-with-sacha-lazimi-ceo-at-yubo/ Mon, 13 Sep 2021 06:00:11 +0000 https://www.businessofapps.com/?post_type=podcast&p=69465   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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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 platform for Gen Z to interact with each other in small groups

It doesn’t compete with big social media platforms like Twitch, TikTok, Instagram, Snapchat. 

Yubo is the social media app that doesn’t push its users to be hooked on such concepts as Likes, Comments and Followers.

The app applies 8 age-verification procedures to make sure it has on board legit age users only

The platform is ads free, it’s freemium based with paid options & subscriptions to get more engagement

Yubo is used by Gen Z on their leisure time – after school, on weekends or holidays

Once COVID-19 hit both usage and engagement shot up

Yubo is available on both iOS and Android but the bulk of users on iOS

On which side of the Android & iOS duopoly Sacha is? iOS

What apps would Nico miss the most if he leaves the smartphone home. Good old placing calls function

What is missing from mobile app technology? 

Links and Resources:

• Sacha Linkedin profile
• Yubo website

Quotes from Sacha Lazimi:

“…with the same mission “To improve how people meet each other and connect online“

Yubo is just an iteration of what I’ve done with my co-founder and we always have the same mission.

Yubo is a social platform to socialize online all over the world and designed for Generation Z. It’s a public space where you have a small group that interacting publicly through video, audio and chat.“

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]]> https://www.businessofapps.com/podcasts/the-opportunity-for-consumer-subscription-apps-with-nico-wittenborn-investor-at-adjacent/ Mon, 06 Sep 2021 06:00:32 +0000 https://www.businessofapps.com/?post_type=podcast&p=69314   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

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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 from the world of SAAS apps to the App Subscriptions.

Today’s Topics Include:

Nico’s career’s trajectory: from re-selling refurbished iPhones to investing into big SAAS apps

What is an App Subscription

App Subscription model advantages and limitations

Enterprise SAAS vs. Consumer App Subscription model

SAAS and App Subscription apps growth indicators

What’s coming up in the mobile space

Android or iOS? both iOS and Android

What apps would Nico miss the most if he leaves the smartphone home. Not much, he does leave it on purpose to limit the time he interacts with the phone

What is missing from mobile app technology? Having better tools for the smartphone screen time moderation

Links and Resources:

• Nico’s Linkedin profile

Quotes from Nico Wittenborn:

“Yeah, it did. It sounds like a bit of exaggeration but in retrospect the iPhone definitely changed my trajectory.

It’s not really new that we pay for something on a recurrent basis that we use for a long time, it’s just for software it seems to be the evolution – first we paid for a license once for a product on a CD and now we pay on a monthly basis

The interesting thing is that after one or two years, if the company is still stick around, they’re flatting out in terms of their reach and retention and so there might be a big drop in the first year for a company with an app subscription but the second year they almost don’t drop anymore”

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]]> https://www.businessofapps.com/podcasts/how-to-make-more-of-your-search-ads-targeting-campaigns-with-simon-thillay-head-of-aso-at-apptweak/ Mon, 16 Aug 2021 06:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=68914   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

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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 agencies.

Apptweak – ASO and marketing intelligence tool, covering both major app stores and expanding beyond to cover the Facebook Ads platform and more.

Apple’s iOS 14.5 ATT framework and how it changes app marketers UA campaigns.

Keywords cannibalism – what is it, how and why app brands need to pay attention to it closely. 

The role of ad creatives in the App Store Optimization, how app screenshots may help to communicate the app’s message to specific audiences.

Apple’s A/B testing tool and custom landing pages – what should we expect

Android or iOS? iOS 

What app features would Simon miss the most? Texting via WhatsApp and music streaming via Deezer 

What is missing from mobile app technology? Offline mode for mobile games

Links and Resources:

• Simon Thillay’s LinkedIn
• Apptweak website.

Quotes from Simon Thillay:

If you look at the direct impact of the ATT on Apple Search Ads it’s almost zero because Apple Seach Ads was the one marketing channel that was going to be exempted from it.

If I’m seeing a small pirating app that is based on pirated shows on YouTube, I don’t think it’s possible anymore, but just for the sake of the argument, I won’t feel the same level of threat. This is where you need to think “ok, not every threat is equal”

Don’t expect too much out of it, we still see a lot of people only now finding out what is ASO and thinking that they can get 300+ downloads just out of the thin air”

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]]> https://www.businessofapps.com/podcasts/can-aso-work-hand-in-hand-with-performance-marketing-with-anton-tatarynovich-senior-aso-consultant-at-phiture/ Mon, 02 Aug 2021 06:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=68706   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 post #76 : Can ASO work hand in hand with performance marketing with Anton Tatarynovich, Senior ASO Consultant at Phiture appeared first on Business of Apps.

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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 top app marketing agency

Phiture – a hundred employee Berlin-based mobile agency with a broad spectrum app marketing expertise, famous for its Mobile Growth Stack concept

So what is App Store Optimization?

What ASO tools do we have and should use

How ASO and performance marketing can actually work together and feed each other with useful data

What results app marketers should reasonably expect from ASO plus performance marketing combo?

How ASO and Apple Search Ads can be useful to each other

What updates for app marketers has Apple’s WWDC 2021 brought?

Android or iOS? Actually both, no real preference here

What app features would Seth miss most? Messaging via Telegram and listening music on Spotify

What is missing from mobile app technology? Better Apple’s App Store experience, tech & financial media for GenZ

Links and Resources:

• Anton’s LinkedIn profile
• Phiture website.

Quotes from Anton Tatarynovich:

I think a lot of companies still approach ASO as new, even though it’s been around for a quite a few years.

Essential ASO tools – two main ones, obviously the App Store Connect and Google Play Store Console. That’s pretty much are high level analytics what we check day to day to understand how the app is doing.

It’s really the key to align performance marketing and ASO for apps, especially when the sheer of  downloads coming from paid sources is substantial.

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]]> https://www.businessofapps.com/podcasts/how-rapchat-got-to-7-million-with-seth-miller-founder-and-ceo-at-rapchat/ Mon, 26 Jul 2021 06:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=68581   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

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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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]]> https://www.businessofapps.com/podcasts/74-driving-growth-with-engagement-and-retention-strategies-with-nicole-chin-growth-at-mindvalley/ Mon, 19 Jul 2021 06:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=68460     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

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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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]]> https://www.businessofapps.com/podcasts/user-acquisition-via-influencer-marketing-with-lucia-aguilar-founder-at-tatam-digital/ Mon, 12 Jul 2021 09:16:48 +0000 https://www.businessofapps.com/?post_type=podcast&p=68367   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

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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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]]> https://www.businessofapps.com/podcasts/wwdc-2021-implications-for-ios-developers-with-justin-welter-vp-of-brand-performance-and-bd-at-adcolony/ Mon, 21 Jun 2021 09:57:11 +0000 https://www.businessofapps.com/?post_type=podcast&p=67771   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

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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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]]> https://www.businessofapps.com/podcasts/what-does-make-an-app-a-hit-with-sean-casto-ceo-of-preapps/ Mon, 14 Jun 2021 06:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=67635   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 easy, but marketing to consumers was more difficult ✔️ Why start PreApps? Support and

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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 easy, 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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]]> https://www.businessofapps.com/podcasts/app-growth-rocket-model-with-luca-mastrorocco-co-founder-of-replug/ Mon, 07 Jun 2021 10:06:20 +0000 https://www.businessofapps.com/?post_type=podcast&p=67541   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:

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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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]]> https://www.businessofapps.com/podcasts/app-stores-trends-in-2021-with-ariel-michaeli-ceo-at-appfigures/ Mon, 31 May 2021 05:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=67433   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? ✔️

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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 Email
  Appfigures
• 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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]]> https://www.businessofapps.com/podcasts/app-growth-story-in-2021-fishbrain-with-lisa-kennelly-cmo-at-fishbrain/ Mon, 17 May 2021 09:22:42 +0000 https://www.businessofapps.com/?post_type=podcast&p=67006   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

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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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]]> https://www.businessofapps.com/podcasts/managing-the-uk-largest-under-5s-app-portfolio-with-ian-irving-senior-seo-aso-specialist-in-bbc/ Mon, 10 May 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=66707   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

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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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]]> https://www.businessofapps.com/podcasts/growing-an-app-with-a-mission-with-aleksandra-reinert-growth-marketing-at-olio/ Mon, 03 May 2021 06:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=66648   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

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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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]]> https://www.businessofapps.com/podcasts/how-we-5x-our-growth-in-10-months-with-jimmy-davis-head-of-acquisition-crm-at-fiit/ Mon, 26 Apr 2021 07:55:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=66559   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

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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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]]> https://www.businessofapps.com/podcasts/what-makes-tiktok-tick-with-oliver-yonchev-marketing-director-at-social-chain/ Mon, 19 Apr 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=66470   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

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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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]]> https://www.businessofapps.com/podcasts/tiktok-marketing-for-brands-best-practices-with-evan-horowitz-ceo-at-moversshakers/ Mon, 12 Apr 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=66277   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,

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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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]]> https://www.businessofapps.com/podcasts/how-to-grow-your-app-during-pandemic-with-grzegorz-garczynski-director-of-global-performance-marketing-at-booksy/ Mon, 05 Apr 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=66139   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

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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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]]> https://www.businessofapps.com/podcasts/how-to-balance-a-growth-strategy-for-the-short-and-long-term-with-jess-overton-director-of-demand-at-ironsource/ Mon, 29 Mar 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=65826   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:

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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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]]> https://www.businessofapps.com/podcasts/the-state-of-mobile-2021-with-amir-ghodrati-director-market-insights-at-app-annie/ Mon, 22 Mar 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=65674   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:

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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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]]> https://www.businessofapps.com/podcasts/app-localization-best-practices-with-victoria-chang-international-growth-lead-at-flowkey/ Mon, 15 Mar 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=65518   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

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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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]]> https://www.businessofapps.com/podcasts/unconventional-aso-custom-campaigns-with-binh-dang-senior-organic-app-growth-manager-at-idealo/ Mon, 08 Mar 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=65265   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:

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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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]]> https://www.businessofapps.com/podcasts/higher-purpose-campaigns-to-grow-your-app-with-luca-stefanutti-head-of-product-marketing-at-runtastic/ Mon, 01 Mar 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=65064   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

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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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]]> https://www.businessofapps.com/podcasts/product-led-app-growth-with-tanya-sharma-product-marketing-strategy-at-babbel/ Mon, 22 Feb 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=64875   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

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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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]]> https://www.businessofapps.com/podcasts/app-users-retention-with-out-of-the-box-thinking-with-product-marketing-strategy-at-delivery-hero/ Mon, 15 Feb 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=64722   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?

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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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]]> https://www.businessofapps.com/podcasts/app-store-vs-google-play-marketing-with-christinne-cuyugan-growth-marketing-at-drops/ Mon, 08 Feb 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=64480   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

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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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]]> https://www.businessofapps.com/podcasts/aso-paid-ua-duo-best-practices-with-arthur-kolayan-vp-sales-partnerships-at-jellyfish/ Mon, 01 Feb 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=64269   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?

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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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]]> https://www.businessofapps.com/podcasts/finance-for-app-ua-managers-with-martin-macmillan-ceo-and-founder-at-pollen-vc/ Mon, 25 Jan 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=64056   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

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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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]]> https://www.businessofapps.com/podcasts/how-to-win-gen-z-on-mobile-with-lexi-sydow-senior-market-insights-manager-at-app-annie/ Mon, 18 Jan 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=63870   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

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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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]]> https://www.businessofapps.com/podcasts/how-to-effectively-retarget-for-e-commerce-with-thomas-yannopoulos-director-of-sales-at-remerge/ Mon, 11 Jan 2021 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=63648   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

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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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]]> https://www.businessofapps.com/podcasts/what-app-publishers-need-to-know-about-data-today-with-lior-barak/ Mon, 14 Dec 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=63076   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

The post #49: What app publishers need to know about data today with Lior Barak, Co-Founder at Tale About Data appeared first on Business of Apps.

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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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]]> https://www.businessofapps.com/podcasts/combatting-mobile-ad-fraud-in-covid-19-era-with-luke-taylor-coo-and-founder-at-trafficguard/ Mon, 07 Dec 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=62968   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

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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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]]> https://www.businessofapps.com/podcasts/app-growth-in-2020-stitcher-with-julie-booth-growth-marketing-manager-at-stitcher/ Mon, 30 Nov 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=62837   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

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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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]]> https://www.businessofapps.com/podcasts/transparency-and-mobile-performance-with-jordi-de-los-pinos-co-founder-and-ceo-at-smadex/ Mon, 23 Nov 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=62679   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

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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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]]> https://www.businessofapps.com/podcasts/paid-social-campaigns-with-hannah-parvaz-head-of-growth-at-curio/ Mon, 16 Nov 2020 07:18:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=62508   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

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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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]]> https://www.businessofapps.com/podcasts/dating-apps-growth-in-2020-with-geoff-cook-ceo-of-the-meet-group/ Mon, 09 Nov 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=62332   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

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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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]]> https://www.businessofapps.com/podcasts/app-subscriptions-with-david-barnard-developer-advocate-at-revenuecat/ Mon, 02 Nov 2020 07:00:50 +0000 https://www.businessofapps.com/?post_type=podcast&p=62184   App Subscriptions – right now they feel so familiar and omnipresent. 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 the 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

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App Subscriptions – right now they feel so familiar and omnipresent.

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 the 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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]]> https://www.businessofapps.com/podcasts/app-user-acquisition-with-influencers-with-federico-llano-co-founder-tatam-digital/ Mon, 26 Oct 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=62025   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

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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.

Follow the Business Of Apps podcast

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The post #42: App User Acquisition with Influencers with Federico Llano, Co-Founder TATAM Digital appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/app-promotion-with-reddit-with-ashleigh-rankin-senior-manager-growth-partnerships-at-reddit/ Mon, 19 Oct 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=61824   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

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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.”

Follow the Business Of Apps podcast

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The post #41: App promotion with Reddit with Ashleigh Rankin, Senior Manager, Growth Partnerships at Reddit appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/app-success-in-2020-with-darius-mora-cmo-at-reflectly/ Mon, 12 Oct 2020 07:00:12 +0000 https://www.businessofapps.com/?post_type=podcast&p=61663   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

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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.”

Follow the Business Of Apps podcast

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The post #40: App Success in 2020 with Darius Mora CMO at Reflectly appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/app-retention-best-practices-with-anja-obermuller-head-of-product-marketing-runtastic/ Mon, 05 Oct 2020 08:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=61409   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:

The post #39: App retention: best practices with Anja Obermüller, Head of Product Marketing, Runtastic appeared first on Business of Apps.

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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.”

Follow the Business Of Apps podcast

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]]> https://www.businessofapps.com/podcasts/user-acquisition-with-christian-eckhardt-ceo-and-co-founder-at-customlytics/ Mon, 28 Sep 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=61176   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

The post #38: User Acquisition with Christian Eckhardt, CEO and Co-Founder at Customlytics appeared first on Business of Apps.

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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?”

Follow the Business Of Apps podcast

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The post #38: User Acquisition with Christian Eckhardt, CEO and Co-Founder at Customlytics appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/game-taxonomy-and-analytics-with-amir-ghodrati-director-market-insights-at-app-annie/ Mon, 21 Sep 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=61028   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.  ✔️

The post #37: Game Taxonomy and Analytics with Amir Ghodrati, Director, Market Insights at App Annie appeared first on Business of Apps.

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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.”

Follow the Business Of Apps podcast

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The post #37: Game Taxonomy and Analytics with Amir Ghodrati, Director, Market Insights at App Annie appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/how-to-increase-app-retention-with-darren-last-digital-transformation-consultant-at-shell/ Mon, 14 Sep 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=60897   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

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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.”

Follow the Business Of Apps podcast

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The post #36: How to increase app retention with Darren Last, Digital Transformation Consultant at Shell appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/tiktok-audiences-with-andre-kempe-founder-at-admiral-media/ Mon, 07 Sep 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=60684   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:

The post #35: TikTok audiences with Andre Kempe, Founder at Admiral Media appeared first on Business of Apps.

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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.”

Follow the Business Of Apps podcast

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]]> https://www.businessofapps.com/podcasts/privacy-data-in-mobile-with-alex-ritchie-product-manager-privacy-and-data-at-adcolony/ Mon, 31 Aug 2020 06:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=60371   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:

The post #34: Privacy & data in mobile with Alex Ritchie, Product Manager, Privacy and Data at AdColony appeared first on Business of Apps.

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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.”

Follow the Business Of Apps podcast

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]]> https://www.businessofapps.com/podcasts/advertising-on-tiktok-with-tiffany-ou-gm-americas-at-nativex/ Mon, 24 Aug 2020 06:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=60687   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 ✔️

The post #33: Advertising on TikTok with Tiffany Ou, GM Americas at Nativex appeared first on Business of Apps.

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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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]]> https://www.businessofapps.com/podcasts/in-app-bidding-with-daniel-tchernahovsky-managing-director-emea-at-applovin/ Mon, 17 Aug 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=60195   Millions of developers have put their time, money, and sweat into creating apps to make a profit via paid ads, a subscription model, and in-app bidding. In-app bidding is an in-app advertising technology that slowly but surely replaces waterfall tech that has been the standard for mobile publishers for a number of years. It allows publishers to increase efficiency of their monetization efforts, decrease ad display latency and consequently increase earnings. Today’s guest is Daniel Tchernahovsky, Managing Director – EMEA at AppLovin. Daniel describes how in-app bidding is a central component to generate revenue. Today’s Topics Include: ✔️ AppLovin: Goal is to entertain the world with games ✔️ App Advertising: Buying and selling formats are banner, interstitial, and rewarded ✔️ Partners: Work with everyone

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Millions of developers have put their time, money, and sweat into creating apps to make a profit via paid ads, a subscription model, and in-app bidding.

In-app bidding is an in-app advertising technology that slowly but surely replaces waterfall tech that has been the standard for mobile publishers for a number of years. It allows publishers to increase efficiency of their monetization efforts, decrease ad display latency and consequently increase earnings.

Today’s guest is Daniel Tchernahovsky, Managing Director – EMEA at AppLovin. Daniel describes how in-app bidding is a central component to generate revenue.

Today’s Topics Include:

AppLovin: Goal is to entertain the world with games

App Advertising: Buying and selling formats are banner, interstitial, and rewarded

Partners: Work with everyone to monetize apps

New vs. Old: Pros and cons of programmatic advertising models, such as waterfall

Inefficiency and Inventory Issues: Time gaps and missed or random price points

In-app Bidding: Real-time auction runs parallel, not consecutively for highest price point

COVID-19 Pandemic: Stable progression of people spending time on mobile devices

Links and Resources:

• AppLovin
• Applovin MAX
• Business Of Apps – connecting the app industry

Tweets/Quotes by Daniel Tchernahovsky:

“Our goal is to entertain the world with games.”

“The way that the industry works is that you’ll work with a variety of partners. You’ll want to work with everyone if you want to monetize.”

“The idea of in-app bidding: Five people are competing for my impression, what is the highest price point that each and every one of you are willing to pay?”

“People have been spending their time being glued more to their devices, playing more, being entertained more.”

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]]> https://www.businessofapps.com/podcasts/ab-testing-for-an-app/ Mon, 10 Aug 2020 08:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=60035   When developing an app, the work of many is put together. It’s a combination of art, math, and marketing expertise that equates with users to uncover uncertainty through A/B testing.  A/B testing for mobile apps is one of the key techniques to make sure the app meets its users expectations and keep them engaged. Today’s guest is Karan Tibdewal of Phiture, a mobile growth consulting company that assists clients with ASO, Apple search ads, mining user retention, growth consulting and A/B testing. Today’s Topics Include:  ✔️  A/B Testing: Important and essential to start with fundamentals ✔️  Reason for Testing: Optimizing metrics that you care about by experimenting ✔️  Common Problems: Control, don’t mix variables to measure  ✔️  Problems Solved: A/B testing solves user lifecycle

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When developing an app, the work of many is put together. It’s a combination of art, math, and marketing expertise that equates with users to uncover uncertainty through A/B testing. 

A/B testing for mobile apps is one of the key techniques to make sure the app meets its users expectations and keep them engaged.

Today’s guest is Karan Tibdewal of Phiture, a mobile growth consulting company that assists clients with ASO, Apple search ads, mining user retention, growth consulting and A/B testing.

Today’s Topics Include: 

 A/B Testing: Important and essential to start with fundamentals

 Reason for Testing: Optimizing metrics that you care about by experimenting

 Common Problems: Control, don’t mix variables to measure 

 Problems Solved: A/B testing solves user lifecycle issues from acquisition to reactivation

 Customers: What resonates and what they actually need through A/B testing  

 A/B Testing Strategy: Experimentation mindset and understanding basics 

 A/B Testing Framework: Ideation, prioritize, test, analyze, revise, and consolidate/share 

 Brainstorm Ideas: Everybody has opinions, but unable to prioritize them

 Quantitative vs. Qualitative: Validate ideas about users through data science support 

 How/where to learn A/B testing? Theory and statistics courses to app industry blogs 

Links and Resources:

• Karan Tibdewal on LinkedIn
• Phiture
• How to level up your A/B testing game: Maximize impact and learnings (video)
• Business Of Apps – connecting the app industry

Tweets/Quotes by Karan Tibdewal:

“It’s essential to start with fundamentals. A/B testing is not something completely new.”

“You care about a certain metric, and you want to optimize for its performance.”

“When you think you know your customers really well…A/B testing can prove you wrong.”

“Experimenting is usually the solution.”

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]]> https://www.businessofapps.com/podcasts/when-covid-19-causes-a-spike-in-app-demand/ Mon, 03 Aug 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=59871   Classic sci-fi books and movies often portray a pandemic as out of this world. Now, it’s reality. Many businesses were hit and crushed, while others experienced an increase in demand. Why? Today’s guest is Tina Zhang, digital acquisition manager at Memrise. She describes how the language learning company, well-known for utilizing flash cards as a study aid in their legendary mobile app, navigates this new uncharted territory and meets an increasing demand.  Today’s Topics Include: ✔️ Custom Language Courses: Learn how to speak useful, relevant, and everyday phrases ✔️ COVID-19 Impact: Lockdown spiked demand for online education and language learning ✔️ Popular Languages: Spend time productively during pandemic learning Spanish/English with a mobile app ✔️ Messaging: Memrise app helps people learn fast and have

The post #30: When COVID-19 causes a spike in demand with Tina Zhang, Paid Acquisition Manager, Memrise app appeared first on Business of Apps.

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Classic sci-fi books and movies often portray a pandemic as out of this world. Now, it’s reality. Many businesses were hit and crushed, while others experienced an increase in demand. Why?

Today’s guest is Tina Zhang, digital acquisition manager at Memrise. She describes how the language learning company, well-known for utilizing flash cards as a study aid in their legendary mobile app, navigates this new uncharted territory and meets an increasing demand. 

Today’s Topics Include:

Custom Language Courses: Learn how to speak useful, relevant, and everyday phrases

COVID-19 Impact: Lockdown spiked demand for online education and language learning

Popular Languages: Spend time productively during pandemic learning Spanish/English with a mobile app

Messaging: Memrise app helps people learn fast and have fun

Key Differentiators: Memrise is about learning a language in the real world, not school

Positive Feedback: Memrise’s engaging videos increased time in the app by 30 percent

Links and Resources:

• Tina Zhang on LinkedIn
• Memrise
• Business Of Apps – connecting the app industry

Tweets/Quotes by Tina Zhang:

“There was a surge in demand for online education and language learning.”

“How do we meet the demands and how do we capitalize on the extra volume that we’re getting?”

Messaging: Memrise helps you learn fast and have fun.

“The type of language learning that we are offering is less about the same stuff that we would learn from school. It’s more about being able to learn a language and connect with the world.”

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The post #30: When COVID-19 causes a spike in demand with Tina Zhang, Paid Acquisition Manager, Memrise app appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/third-party-ad-networks/ Tue, 28 Jul 2020 09:21:10 +0000 https://www.businessofapps.com/?post_type=podcast&p=59726   Every app needs a user. Fortunately, dozens of channels exist for app marketers to find users, including social, search, and third-party ad networks. Today’s guest is Solange Baki, Growth Marketing Manager at Badoo. Currently she leads Badoo and Bumble user acquisition expansion through video and display performance campaigns, programmatically and with ad networks. Today’s Topics Include:  ✔️ App Acquisition Tools: Paid social, paid search, and third-party networks  ✔️ Pros and Cons: Limitations exist with third-party networks and operating systems  ✔️ App World: Games vs. non-games involve developers, players, programmatic promotion  ✔️ Diversification Strategy: Don’t put all media/paid acquisition spend into 1 or 2 channels  ✔️ Next Steps: Explore and select new sources for app downloads, results, ROI, budgets  ✔️ Common Challenges: Fraud, vendor loyalty, constant monitoring, conversion rates Links and

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Every app needs a user. Fortunately, dozens of channels exist for app marketers to find users, including social, search, and third-party ad networks.

Today’s guest is Solange Baki, Growth Marketing Manager at Badoo. Currently she leads Badoo and Bumble user acquisition expansion through video and display performance campaigns, programmatically and with ad networks.

Today’s Topics Include:

  App Acquisition Tools: Paid social, paid search, and third-party networks

  Pros and Cons: Limitations exist with third-party networks and operating systems

  App World: Games vs. non-games involve developers, players, programmatic promotion

  Diversification Strategy: Don’t put all media/paid acquisition spend into 1 or 2 channels

  Next Steps: Explore and select new sources for app downloads, results, ROI, budgets

  Common Challenges: Fraud, vendor loyalty, constant monitoring, conversion rates

Links and Resources:

• Solange Baki on LinkedIn
• Bumble
• Business Of Apps – connecting the app industry

Tweets/Quotes by Solange Baki:

“We are a global team of brilliant product managers, designers, engineers, data scientists, and many more with the mission to create life-changing moments by building relationships.”

“You can’t allocate all your media or paid acquisition spend into one or two channels. It doesn’t give you all the flexibility that you need to reallocate budgets, in case something goes wrong.”

“Adding third-party networks onto your paid acquisition portfolio gives you a lot of flexibility.”

“Fraud is one of the main challenges that we experience. It’s important to have an anti-fraud solution.”

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The post #29: Third Party ad networks with Solange Baki, Growth Marketing Manager at Badoo appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/app-user-experience-best-practices/ Mon, 20 Jul 2020 10:58:49 +0000 https://www.businessofapps.com/?post_type=podcast&p=59605   Who are app growth hackers? Well, have you ever experienced worse-than-expected app engagement results? What’s the problem? Something’s spoiling user experience because your app isn’t being used as expected. There are app marketing experts whom’s job is to come up with app growth hacks. Today’s guest is Daniel Ushida, Growth Hacker and Growth Hacking Trainer at Growth Tribe Academy. Daniel helps entrepreneurs and companies grow and upscale their app businesses.  Today’s Topics Include: ✔️ Evolution of app user experience ✔️ App onboarding ✔️ Actions not assumptions ✔️ Common mistakes with an app user interface Links and Resources: Daniel Ushida on LinkedIn Growth Tribe Academy Business Of Apps – connecting the app industry Quotes by Daniel Ushida: “At the beginning, when apps were launched, they

The post #28: App user experience: best practices with Daniel Ushida, App Growth Hacker at Growth Tribe Academy appeared first on Business of Apps.

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Who are app growth hackers?

Well, have you ever experienced worse-than-expected app engagement results? What’s the problem? Something’s spoiling user experience because your app isn’t being used as expected. There are app marketing experts whom’s job is to come up with app growth hacks.

Today’s guest is Daniel Ushida, Growth Hacker and Growth Hacking Trainer at Growth Tribe Academy. Daniel helps entrepreneurs and companies grow and upscale their app businesses. 

Today’s Topics Include:

Evolution of app user experience

App onboarding

Actions not assumptions

Common mistakes with an app user interface

Links and Resources:

• Daniel Ushida on LinkedIn
• Growth Tribe Academy
• Business Of Apps – connecting the app industry

Quotes by Daniel Ushida:

“At the beginning, when apps were launched, they had this thing that they wanted to replicate or mimic…Websites on desktop.”

“If you think about tactics that were used for a user interface, there was a lot of Skeuomorphism.”

“Onboarding your user, in order to show the value and make clear what is behind the app, became a very important feature.

Key to Success: Simple and intuitive user interface.”

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]]> https://www.businessofapps.com/podcasts/ab-testing-on-google-play/ Mon, 13 Jul 2020 10:33:03 +0000 https://www.businessofapps.com/?post_type=podcast&p=59438   What A/B testing on Google Play store has to do with your daily routine? Well, every morning, most of us hit the snooze button on our alarm app. Then, we make other small decisions throughout the day without even knowing it. How can we make the right decisions?  Do you run tests? Well, in a way you do, every day you take notice on outcomes of your decisions and correct your future decisions accordingly. Now,  to make the right decisions about an Android app marketing and development is to conduct an A/B testing. Today’s guest is Susan Azari, Mobile App Commercial Lead at The Very Group. She shares best practices and practical advice for A/B testing, specifically for Google Plays store. Today’s Topics Include: ✔️A/B

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What A/B testing on Google Play store has to do with your daily routine?

Well, every morning, most of us hit the snooze button on our alarm app. Then, we make other small decisions throughout the day without even knowing it. How can we make the right decisions?  Do you run tests? Well, in a way you do, every day you take notice on outcomes of your decisions and correct your future decisions accordingly.

Now,  to make the right decisions about an Android app marketing and development is to conduct an A/B testing.

Today’s guest is Susan Azari, Mobile App Commercial Lead at The Very Group. She shares best practices and practical advice for A/B testing, specifically for Google Plays store.

Today’s Topics Include:

A/B Testing: Different hypotheses and scenarios impact user behavior

A/B Testing Process: Create and document ideas, plans, KPIs, timeline, and sample size

Failed Tests: Learn from past mistakes to develop integrations, outcomes, and elements

Avoid Common Mistakes: Proofread, conduct check, control variables, skewed results

Google Play vs. Apple App Store: A/B testing easier and more efficient in Google Play

Useful A/B Testing Tools: Optimizely, Splitly, and Phiture

Links and Resources:

• Susan Azari on LinkedIn
• The Very Group
• Optimizely
• Splitly
• Phiture
• App Store A/B Testing Strategy
• Business Of Apps – connecting the app industry

Tweets/Quotes by Susan Azari:

“It’s very easy for people to have subjective opinions about what they think might work best.”

“Realistically, data tells the true story. That’s the main reason why I’m a big fan of A/B testing.”

“The reason why A/B testing is important can fall under a few different streams of activity.”

“There’s no such thing as a failed test. You can always learn from it.”

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]]> https://www.businessofapps.com/podcasts/how-has-covid-19-affected-travel-apps-with-alexandra-lamachenka-global-marketing-manager-at-skyscanner/ Mon, 06 Jul 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=59273   COVID-19 has changed the world and impacted the global economy, especially for companies offering airline and other travel services. Today’s guest is Alexandra “Sasha” Lamachenka, Global Marketing Manager at Skyscanner. The leading travel company finds the best options for flights, hotels, and car rentals. Sasha came on our show to talk about how this pandemic impacted the Airline industry and its effect on Skyscanner’s marketing communication. Today’s Topics Include: ✈️ Skyscanner’s Core Philosophy: Traveler first (listen to them and offer support) ✔️ Skyscanner’s Mission: Lead the global transformation to modern and sustainable travel 🦠 COVID-19’s impact on airline industry in different countries and signs of recovery ✔️ Skyscanner App Marketing: Not actively promoting and selling travel, yet ✔️ Travel Company Considerations: Flexibility, safety, and trust. Links

The post #26: How has Covid-19 affected travel apps? With Alexandra Lamachenka, Global Marketing Manager at Skyscanner appeared first on Business of Apps.

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COVID-19 has changed the world and impacted the global economy, especially for companies offering airline and other travel services.

Today’s guest is Alexandra “Sasha” Lamachenka, Global Marketing Manager at Skyscanner. The leading travel company finds the best options for flights, hotels, and car rentals. Sasha came on our show to talk about how this pandemic impacted the Airline industry and its effect on Skyscanner’s marketing communication.

Today’s Topics Include:

Skyscanner’s Core Philosophy: Traveler first (listen to them and offer support)

Skyscanner’s Mission: Lead the global transformation to modern and sustainable travel

COVID-19’s impact on airline industry in different countries and signs of recovery

Skyscanner App Marketing: Not actively promoting and selling travel, yet

Travel Company Considerations: Flexibility, safety, and trust.

Links and Resources:

• Sasha Lamachenka on LinkedIn
• Skyscanner
• Business Of Apps – connecting the app industry

Tweets/Quotes by Alexandra Lamachenka:

“I truly believe that one of the reasons for this success is our core philosophy: Traveler first.”

“Overall search and bookings remain super low, starting from April. However, right now, we are seeing some very early signs of recovery in domestic travel.”

“Global travel anxiety has dropped from its highest point of 72% to the current and lowest figure of 58%, which is good.”

“There are so many unknowns, and restoring traveler confidence in travel will be the key.”

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]]> https://www.businessofapps.com/podcasts/community-based-app-management-best-practices/ Mon, 29 Jun 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=59107   In the ocean of mobile apps there are some that are built for a community.  If you take any mundane app on your smartphone, it may have thousands of users but it is not a vital part of their life, they don’t open it to share their experience. On the other hand, community apps are exactly the place where people get together to share something exciting in their life. Today’s guest is Ayat Baroudi from Fishbrain, where she’s responsible for CRM marketing, specifically – app retention, growth, conversion, and monetization and we’re talking about app community management. If you love to fish, don’t let this app get away! Today’s Topics Include:  🎣 Fishbrain: Comprehensive fishing intelligence tool and vertical social network  ✔️ Fishbrain Community:

The post #25: Community-based app management: best practices with Ayat Baroudi, Head of CRM Marketing at Fishbrain appeared first on Business of Apps.

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In the ocean of mobile apps there are some that are built for a community.  If you take any mundane app on your smartphone, it may have thousands of users but it is not a vital part of their life, they don’t open it to share their experience. On the other hand, community apps are exactly the place where people get together to share something exciting in their life.

Today’s guest is Ayat Baroudi from Fishbrain, where she’s responsible for CRM marketing, specifically – app retention, growth, conversion, and monetization and we’re talking about app community management. If you love to fish, don’t let this app get away!

Today’s Topics Include:

  Fishbrain: Comprehensive fishing intelligence tool and vertical social network

  Fishbrain Community: All types of anglers, ages, and skill/interest levels

App Onboarding: Educate, manage, and engage diverse users using different features 

Personalization: Identify needs and expectations to provide relevant content 

CRM Role: Focus on customer lifecycle via product and value, not only growth and profit  

Links and Resources:

• Fishbrain
• Ayat Baroudi on LinkedIn
• Ayat Baroudi’s Email
• Business Of Apps – connecting the app industry

Tweets/Quotes by Ayat Baroudi:

“It’s for all types of anglers—professional ones or beginners or people who just want to learn about fishing.”

“Everyone likes to talk about themselves. So, we try to make users’ needs at the center of the attention.”

“Personalization is key. The more information you can get from the user, in a nice way, that’s the most important thing to be able to actually target different types of users.”

“Based on the information we get, we’re able to create very personalized and relevant content and CRM flows for these different users.”

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The post #25: Community-based app management: best practices with Ayat Baroudi, Head of CRM Marketing at Fishbrain appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/24-covid-19-impact-on-snapchat-with-samuel-bevan-head-of-emerging-international-advertising-solutions-at-snap/ Mon, 22 Jun 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=59002   Today, because of the recent lockdowns all over the world to stop the spread of COVID-19 pandemic, almost all communication between people occurs online. So, how has this pandemic impacted the dynamics of communication related to apps, such as Snapchat? This episode’s guest is Samuel Bevan, Head of Emerging International, Advertising Solutions at Snap Inc. Snapchat is the fastest way to communicate with friends to stay connected, entertained, and informed. Today’s Topics Include: 👻 What is Snap? Camera communication platform 📊 Snapchat App Audience: General growth and core use increases 20% annually 🌏 Demographics and Geographies: Adapt, evolve, and engage to grow in uncertain times ✔️ Behavior Trends: Shift in how people buy media and businesses get more out of them ✔️ Snapchat Philosophy: How

The post #24: COVID-19 impact on Snapchat with Samuel Bevan, Head of Emerging International, Advertising Solutions at Snap appeared first on Business of Apps.

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Today, because of the recent lockdowns all over the world to stop the spread of COVID-19 pandemic, almost all communication between people occurs online. So, how
has this pandemic impacted the dynamics of communication related to apps, such as Snapchat?

This episode’s guest is Samuel Bevan, Head of Emerging International, Advertising Solutions at Snap Inc. Snapchat is the fastest way to communicate with friends to stay connected, entertained, and informed.

Today’s Topics Include:

What is Snap? Camera communication platform

Snapchat App Audience: General growth and core use increases 20% annually

Demographics and Geographies: Adapt, evolve, and engage to grow in uncertain times

Behavior Trends: Shift in how people buy media and businesses get more out of them

 Snapchat Philosophy: How can we make conversations happen through the camera?

Responsible Publisher vs. Fake Content: Follow social media or platform approach?

Verticals and Sectors: COVID creates opportunities for some businesses to pivot

New Norm: Unreasonable to reverse or replace behavior patterns

Links and Resources:

• Samuel Bevan’s Email
• Samuel Bevan on LinkedIn
• Snap Inc.
• Snap Statistics
• Business Of Apps – connecting the app industry

Tweets/Quotes by Samuel Bevan:

“Why send a text when a snap can say a thousand words?”

“Certain industries have taken hits due to what’s going on in the world.”

“Across the globe, let’s face it, Snapchatters’ behaviors have adapted and evolved.”

“If you can adapt, adapt. If you can evolve, evolve. But most importantly, listen to your customers while doing this.”

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]]> https://www.businessofapps.com/podcasts/23-app-store-optimization-for-google-play-with-marie-laure-cruyt-chief-product-officer-at-apptweak/ Mon, 15 Jun 2020 11:01:49 +0000 https://www.businessofapps.com/?post_type=podcast&p=58855   App store optimization (ASO) is the oldest app marketing technique used to acquire more app users. Since the early days of the first app store, launched by Apple in the summer 2008, app marketers have been experimenting with numerous techniques to get their apps more visible on the store and get it downloaded. Mistakes were made and lessons have been learned. Today’s guest is Marie-Laure Cruyt, Chief Product Officer at AppTweak. She explains how to do App Store Optimization for the Google Play app store. Today’s Topics Include: 🔢 Data Points: 65-70 percent of all app installs are driven by search Developers/brands get 3 out of 4 app users via built-in search and app stores 📊 AppTweak: ASO tool provides data to monitor and increase

The post #23: App Store Optimization for Google Play with Marie-Laure Cruyt, Chief Product Officer at AppTweak appeared first on Business of Apps.

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App store optimization (ASO) is the oldest app marketing technique used to acquire more app users. Since the early days of the first app store, launched by Apple in the summer 2008, app marketers have been experimenting with numerous techniques to get their apps more visible on the store and get it downloaded. Mistakes were made and lessons have been learned.

Today’s guest is Marie-Laure Cruyt, Chief Product Officer at AppTweak. She explains how to do App Store Optimization for the Google Play app store.

Today’s Topics Include:

Data Points:

• 65-70 percent of all app installs are driven by search
• Developers/brands get 3 out of 4 app users via built-in search and app stores

AppTweak: ASO tool provides data to monitor and increase app visibility, performance

KPIs and Keywords: How ASO for Google Play differs from Apple App Store

Google’s Complex Algorithm: Key element is retention

Keyword Density vs. Stuffing: Repeat relevant words, but not too much

Conversion Tips: Keyword relevance, ratings, and visuals

Pros/Cons: App changes are continual, annoying, time consuming, and competitive

Links and Resources:

• Marie-Laure Cruyt on LinkedIn
• AppTweak
• Business Of Apps – connecting the app industry

Quotes by Marie-Laure Cruyt:

“Google, obviously, is the one who invented SEO, so their approach to ASO really follows that path.”

“The more you repeat them, the more weight you give to that word. The more likely you will rank on that word.”

“Don’t just repeat just for repeating.”

“Everything that you put into the description should be useful from a user perspective.” 

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]]> https://www.businessofapps.com/podcasts/22-app-product-development-and-crm-behind-itv-hub-with-stuart-jones-head-of-product-at-itv-hub/ Mon, 08 Jun 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=58699   Behind every successful app is a team of people working together efficiently, especially for those who enjoy on-demand and/or live TV shows. Today’s guest is Stuart Jones from ITV Hub, an online TV platform that lets customers view anything from scientific documentaries to trivia and talent shows across its smartphone, tablet, AppleTV apps. We invited Stuart to give us his perspective on how CRM and app product teams should work together, how you choice between advertising and subscription models and more. Today’s Topics Include: 📺 What is ITV and ITV Hub? Large, ad-free television service or online platform 📼 Live or Later: ITV Hub offers content parallel to linear television 💪 Customer Relationship Management (CRM): Strong, misaligned, or non-existent 🦠 COVID-19 Crisis: Quickly learn

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Behind every successful app is a team of people working together efficiently, especially for those who enjoy on-demand and/or live TV shows.

Today’s guest is Stuart Jones from ITV Hub, an online TV platform that lets customers view anything from scientific documentaries to trivia and talent shows across its smartphone, tablet, AppleTV apps. We invited Stuart to give us his perspective on how CRM and app product teams should work together, how you choice between advertising and subscription models and more.

Today’s Topics Include:

What is ITV and ITV Hub? Large, ad-free television service or online platform

Live or Later: ITV Hub offers content parallel to linear television

Customer Relationship Management (CRM): Strong, misaligned, or non-existent

COVID-19 Crisis: Quickly learn to work remotely and provide content via collaboration

  Business Models: Pros and cons of subscriptions versus advertisements

Customer’s Choice: Give people more choices to get more attention

Box of Wonder: What are you going to get? Guaranteed satisfaction with subscription

Price Point: At least $20 a month or not profitable for acceptable amount and service

Machine Learning (ML): Ready to use for careful and constructive product development

Links and Resources:

• Stuart Jones on LinkedIn
• ITV Hub
• Business Of Apps – connecting the app industry

Tweets/Quotes by Stuart Jones:

“We try and insure that our content is parallel to the linear television.”

“We can empower each other to be successful at our jobs.”

“Our collaboration is being tested, but also our ability to react quickly is also being tested.”

“Every business that serves advertising should look at the question, ‘Would a subscription model without advertising be as sustainable for me?’”

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]]> https://www.businessofapps.com/podcasts/21-covid19-app-marketing-update-trends-tools-with-david-llewellyn-director-of-marketing-emea-at-appsflyer/ Mon, 01 Jun 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=58594   What helps us deal with uncertain situations? Hard data and analysis. We need to know what happened in the past to know what to do now and in the future. Today’s guest is David Llewellyn, Director of Marketing EMEA from AppsFlyer, the leading mobile app tracking and attribution analytics company with 9+ years on the market under its belt. He recaps what happened with app marketing in 2019 and what’s going now, when COVID-19 is impacting the whole global economy, to help adjust your strategy moving forward. Today’s Topics Include: 📊  App Categories: Which are growing, going away, or adapting? 📈 Trends and Timelines: Similar worldwide lockdown and stabilization 👩‍💼👨‍💼 User Acquisition: Balance installs via paid channels and native traffic 🤔💰 Aggressive or Conservative? Short-term

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What helps us deal with uncertain situations? Hard data and analysis. We need to know what happened in the past to know what to do now and in the future.

Today’s guest is David Llewellyn, Director of Marketing EMEA from AppsFlyer, the leading mobile app tracking and attribution analytics company with 9+ years on the market under its belt. He recaps what happened with app marketing in 2019 and what’s going now, when COVID-19 is impacting the whole global economy, to help adjust your strategy moving forward.

Today’s Topics Include:

 App Categories: Which are growing, going away, or adapting?

Trends and Timelines: Similar worldwide lockdown and stabilization

User Acquisition: Balance installs via paid channels and native traffic

Aggressive or Conservative? Short-term strategies to cut budgets or double-down

  Retarget, Reactivate, and Re-engage: Opportunities to acquire and retain users

  Good News: Robust, solid, enterprise software tools available for marketing automation

  Bad News: Challenge is to know which tools to use and when to integrate them

 Business Models: Conscience decision for expensive base or content with less profit?

Links and Resources:

• David Llewellyn on LinkedIn
• AppsFlyer
• Business Of Apps – connecting the app industry

Quotes by David Llewellyn:

“The distraction and the fun that games provide during difficult times is a really great thing for many people.”

“Everything’s changed. There’s no one rule anymore.”

“The good news is there’s tools out there for almost everything that you could want to do with your app. The vast majority of those tools are really robust, solid, enterprise great software.”

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]]> https://www.businessofapps.com/podcasts/app-growth-during-covid-19-loren-gould-marketing-director-cuvva/ Mon, 25 May 2020 08:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=58472 Businesses around the globe are going through the process of adaptation to the new economy. How are they coping with the COVID-19 pandemic? By sharing their business experiences. Today’s guest is Loren Gould, marketing director at Cuvva—where insurance is a good necessity. He describes how Cuvva is managing the Coronavirus crisis. Today’s Topics Include: 🦠  Has COVID-19 impacted Cuvva? Yes, but less than expected by taking action early 👉  What works? Messaging campaigns and more channels for marketing techniques 💪  Big Wins: Boring versus glamorous channels that both proof effective 🧪  Feedback: Don’t assume, but continually learn, research, and test what users want Links and Resources: Loren Gould on LinkedIn Cuvva Business Of Apps – connecting the app industry Quotes by Loren Gould: “Marketing Experience

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Businesses around the globe are going through the process of adaptation to the new economy. How are they coping with the COVID-19 pandemic? By sharing their business experiences.

Today’s guest is Loren Gould, marketing director at Cuvva—where insurance is a good necessity. He describes how Cuvva is managing the Coronavirus crisis.

Today’s Topics Include:

 Has COVID-19 impacted Cuvva? Yes, but less than expected by taking action early

 What works? Messaging campaigns and more channels for marketing techniques

 Big Wins: Boring versus glamorous channels that both proof effective

 Feedback: Don’t assume, but continually learn, research, and test what users want

Links and Resources:

• Loren Gould on LinkedIn
• Cuvva
• Business Of Apps – connecting the app industry

Quotes by Loren Gould:

“Marketing Experience and Background: Be yourself, more fun, less awkward, and safer.

“Never thought in a million years, I would be working in insurance—let alone really enjoying it and passionate about it.”

“Our app is based on movement, so we’ve obviously taken a hit—although, not as much as we anticipated.”

“Traditional channels that you wouldn’t think would be worth doing, sometimes are and can be very effective.”

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]]> https://www.businessofapps.com/podcasts/app-store-optimization-in-action-babylon-health-case-study/ Mon, 18 May 2020 08:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=58362 What is app store optimization (ASO) capable of doing? It’s crucial to know ASO techniques, and learning them from first-hand experience is just as important. Today’s guest is Paul McCallum from Babylon Health. He shares how applying ASO techniques helped Babylon Health shift the user acquisition equation from paid to native search ads. Today’s Topics Include: ☝️ Why is ASO important? ASO provides awareness and organic visibility 💰 Paid vs. Native Search Ads: Babylon Health’s shift and switch from 75 to 25 percent 🤔 In-house or Outsource? Applying ASO to improve search and social channels 🔑 ASO Factors: Optimize keywords and refine look and feel to improve app store ranking 📈 ASO Results: 270% growth in keywords ranked in Top 3 and 180% in Top

The post #19: App Store Optimization in action with Paul McCallum, Director of Customer Acquisition at Babylon Health [case study] appeared first on Business of Apps.

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What is app store optimization (ASO) capable of doing? It’s crucial to know ASO techniques, and learning them from first-hand experience is just as important.

Today’s guest is Paul McCallum from Babylon Health. He shares how applying ASO techniques helped Babylon Health shift the user acquisition equation from paid to native search ads.

Today’s Topics Include:

Why is ASO important? ASO provides awareness and organic visibility

Paid vs. Native Search Ads: Babylon Health’s shift and switch from 75 to 25 percent

In-house or Outsource? Applying ASO to improve search and social channels

ASO Factors: Optimize keywords and refine look and feel to improve app store ranking

ASO Results: 270% growth in keywords ranked in Top 3 and 180% in Top 10

Test, Experiment, and Tweak: Always room for improvement and opportunities

ROI: Save money, increase conversion rates for user acquisition

Applying ASO techniques to the Babylon Health app, the team managed to achieve Top 3 ranking for 56 new keywords on the iOS App Store and 24 on Google Play store.

Results Babylon Health team managed to achieve for the app



Source: Babylon Health

Links and Resources:

• Paul McCallum on LinkedIn
• Babylon Health
• Business Of Apps – connecting the app industry

Quotes by Paul McCallum:

“App store optimization is vital to any app.”

“Your app store page is like your shop window to the world. Like all good shops, you want to make this as appealing as possible, so that people decide to come into your store.”

“By improving your organic visibility, you can get more people to look in that window for free.”

“We had a host of important keywords that we had never optimized app store listings for.”

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]]> https://www.businessofapps.com/podcasts/full-funnel-marketing-george-sharpe-founder-favoured/ Mon, 11 May 2020 08:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=58224 Mobile app marketing is a journey, that starts the moment a person sees an ad for a mobile app and finishes when she or he takes an action – buy an app copy, subscribe to it, register for a service or make an in-app purchase. And to be really accurate, it doesn’t stop there – app developers and brands need their app users to stay loyal and continue to use the app and generate revenue over time. In this episode we decided to take a holistic view on what is app marketing and its components and dissect the Full Funnel Marketing concept. To do that we invited George Sharpe, ex-Apple’s Senior Marketing Manager for Apple Music & App Store, founder of Favoured, a marketing, content

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Mobile app marketing is a journey, that starts the moment a person sees an ad for a mobile app and finishes when she or he takes an action – buy an app copy, subscribe to it, register for a service or make an in-app purchase. And to be really accurate, it doesn’t stop there – app developers and brands need their app users to stay loyal and continue to use the app and generate revenue over time.

In this episode we decided to take a holistic view on what is app marketing and its components and dissect the Full Funnel Marketing concept. To do that we invited George Sharpe, ex-Apple’s Senior Marketing Manager for Apple Music & App Store, founder of Favoured, a marketing, content and branding agency based in London, UK.

The Marketing Funnel



Source: TrackMaven

Today’s Topics Include:

What is full-funnel marketing?

Education and Awareness: what are people doing in your app?

Investors and Active Users: infrastructure for retention, churn, growth, and acquisition

Performance Marketing: test channels to optimize creative, content, and calls to action

Tools and channels to generate revenue: what’s working today

Common mistakes in app marketing

Effective Ways: Growth-hacking mindset and more testing

Links and Resources:

• George Sharpe on LinkedIn
• Favoured
• Business Of Apps – connecting the app industry

Quotes by George Sharpe:

“Full-funnel marketing, to me, means marketing beyond the app install.”

“An app install is the equivalent of a Website visit. That’s all it is.”

“It’s a massive challenge to then try and retune the mindset of app founders or head of marketing.”

“Companies should test more. Make sure you understand that there are different types of people that are willing to part with their cash in different types of ways.”

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]]> https://www.businessofapps.com/podcasts/app-marketing-on-tiktok-with-tim-armoo-fanbytes/ Mon, 04 May 2020 08:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=58095   It is the app that both tech pundits and regular people like you and me talk about. Admittadly not all us use the app but we have heard about it many times for sure. TikTok. According to SensorTower, this February TikTok had the biggest number of downloads on both iTunes App Store and Google Play, beating WhatsApp, Facebook and YouTube. Source: Sensor Tower. As with all apps those popularity rise exponentially, it is a magnet for brands to reach audiences, to grow their customer base. It’s important to understand how the app is different from other popular apps like Instagram, YouTube and others and see what exactly companies need to do to succeed with connecting their brands with people. In this episode we have

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It is the app that both tech pundits and regular people like you and me talk about. Admittadly not all us use the app but we have heard about it many times for sure.

TikTok.

According to SensorTower, this February TikTok had the biggest number of downloads on both iTunes App Store and Google Play, beating WhatsApp, Facebook and YouTube.



Source: Sensor Tower.

As with all apps those popularity rise exponentially, it is a magnet for brands to reach audiences, to grow their customer base. It’s important to understand how the app is different from other popular apps like Instagram, YouTube and others and see what exactly companies need to do to succeed with connecting their brands with people.

In this episode we have Tim Armoo, CEO of FanBytes, the leading content, social and influencer marketing agency, to tell us about what brands need to know about TikTok and how market their products and services on it successfully.

Today’s Topics Include:

  What is TikTok and why it is so popular

Why TikTok is effective for brands and what kinds of brands

Common mistakes brands do on TikTok

What an effective TikTok app marketing strategy looks like

Links and Resources:

• Tim Armoo Linkedin
• FanBytes
• TikTok Revenue and Usage Statistics (2020)
• Business Of Apps – connecting the app industry

Quotes by Tim Armoo:

“The most interesting thing about TikTok is perhaps the platform where it lends itself so much to content creation that it’s unbelievable.”

“TikTok lends itself for people to be so creative but in their own unique ways.”

“Even though the audiences can be different…the thing that stays the same is if you’re able to do it in a creative way, you’ll always win.”

“TikTok doesn’t reward good profiles. It rewards good videos.”

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]]> https://www.businessofapps.com/podcasts/actions-marketers-need-mobile-lexi-sydow-data-analyst-app-annie/ Mon, 27 Apr 2020 08:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=57879   The COVID-19 pandemic has impacted all of us, in one way or another. Many marketers and businesses are finding it difficult to know which specific steps to take to handle this crisis.  Today’s guest is Lexi Sydow, a data analyst at App Annie. We invited Lexi to come on the show to talk about specific steps marketers can make today to restore their business growth. Today’s Topics Include: ⏰ How much time do most people use mobile apps each day? 🦠 How has COVID-19 impacted mobile app use?  💰 How much money people spend in apps? 💸 What are other options to generate mobile app revenue? 📺  What is the best marketing channel to leverage now? 👉 How to conduct a Keyword Search research?

The post #16: 10 Actions marketers need to win mobile with Lexi Sydow, Data Analyst at App Annie appeared first on Business of Apps.

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The COVID-19 pandemic has impacted all of us, in one way or another. Many marketers and businesses are finding it difficult to know which specific steps to take to handle this crisis. 

Today’s guest is Lexi Sydow, a data analyst at App Annie. We invited Lexi to come on the show to talk about specific steps marketers can make today to restore their business growth.

Today’s Topics Include:

How much time do most people use mobile apps each day?

How has COVID-19 impacted mobile app use? 

How much money people spend in apps?

What are other options to generate mobile app revenue?

 What is the best marketing channel to leverage now?

How to conduct a Keyword Search research?

Native vs. Paid Search: Bidding for generic or branded keywords 

User Acquisition Campaigns: an art based on hard data and experimentation

App Installs: Monitor downloads to meet demand and make money 

Social Media/Comm Apps: Strategic tool to drive awareness, downloads, promotions 

Links and Resources:

App Annie

“10 Actions marketers need to take to win mobile today” report by App Annie

Quotes by Lexi Sydow:

“People are turning to mobile, even more right now to stay connected, informed, entertained, and healthy.”

“Time spent is particularly useful when (identifying) total reach for establishing mobile’s worth to advertisers and marketers.”

“Consumer spend is also extremely important. It’s an indication of both a large and engaged audience.”

“In-app ads are a great way to shift the burden of cost from the consumer to the advertiser.”

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]]> https://www.businessofapps.com/podcasts/storytelling-for-app-marketing-covid-19-pandemic/ Mon, 20 Apr 2020 09:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=57781   Storytelling has been around since the beginning of time, and it continues today. In fact, it’s really crucial for how our society and economy work nowadays. Think of TED Talks and Apple Inc. keynotes and you’ll get an idea for what is a high standard for storytelling today.   But how does it apply in app marketing, especially during the COVID-19 pandemic?  Empathy and resonance are the key because the world has changed.  Today’s guest is Faye Liddle-Moore, Commercial Director-Northern Europe of Outbrain, which helps people discover content, products, and services that interest them.  Today’s Topics Include: ☝️ Outbrain: Selling a moment of discovery, rather than an audience ✍️ Storytelling: Exchange between creator and audience to convey message that resonates  👩‍🏫 Talent vs. Taught:

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Storytelling has been around since the beginning of time, and it continues today. In fact, it’s really crucial for how our society and economy work nowadays. Think of TED Talks and Apple Inc. keynotes and you’ll get an idea for what is a high standard for storytelling today.  

But how does it apply in app marketing, especially during the COVID-19 pandemic?  Empathy and resonance are the key because the world has changed. 

Today’s guest is Faye Liddle-Moore, Commercial Director-Northern Europe of Outbrain, which helps people discover content, products, and services that interest them. 

Today’s Topics Include:

Outbrain: Selling a moment of discovery, rather than an audience

Storytelling: Exchange between creator and audience to convey message that resonates

  Talent vs. Taught: Storytelling is natural talent, but structure can be taught via insights

App Marketing Storytelling Strategy: Value proposition on why your app is better

Search and Social: Tell great stories in the right places

COVID-19 Impact on Brand Marketing: Don’t push but pull your own agenda 

Links and Resources:

• Faye Liddle-Moore on LinkedIn
• Outbrain
• BrainPower
• Outbrain on Instagram

Quotes by Faye Liddle-Moore:

“Rather than selling a specific audience, it was about connecting many audiences with content and stories that interest them.”

“Being able to inspire people is probably something that it’s not necessarily something that can be taught.”

“Empathizing with your audience is still the core of what you should be doing with your storytelling.”

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]]> https://www.businessofapps.com/podcasts/14-marketing-automation-on-mobile-with-paul-h-muller-cto-co-founder-of-adjust/ Mon, 13 Apr 2020 08:48:50 +0000 https://www.businessofapps.com/?post_type=podcast&p=57628   What do you do all day? What does it take to be efficient and organized? Our lives are busy and hectic. We struggle to get everything done because there just isn’t enough time.  A life of a mobile marketer isn’t any different and, most likely, even more complicated than the most of us. Today it’s impossible to do marketing without automating repetitive tasks. Today’s guest is Paul Müller, co-founder and CTO of Adjust, attribution and analytics software for mobile applications. Paul talks about how marketing automation on mobile actually works and how it makes life of a mobile marketer easier. Today’s Topics Include: 🤝 Marketing automation should be about making humans work more efficient, not clicks  📊 Ad campaign challenges: Set bid/volume rules, track

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What do you do all day? What does it take to be efficient and organized? Our lives are busy and hectic. We struggle to get everything done because there just isn’t enough time.  A life of a mobile marketer isn’t any different and, most likely, even more complicated than the most of us. Today it’s impossible to do marketing without automating repetitive tasks.

Today’s guest is Paul Müller, co-founder and CTO of Adjust, attribution and analytics software for mobile applications. Paul talks about how marketing automation on mobile actually works and how it makes life of a mobile marketer easier.

Today’s Topics Include:

Marketing automation should be about making humans work more efficient, not clicks 

Ad campaign challenges: Set bid/volume rules, track networks, and manage creatives

Marketing automation future? Retargeting should take the next step to change the game, bring real relevance to win users that churn away.

What makes your users churn? 

Computers or Humans: Which are better at communicating? 

COVID-19 time working from home tip for mobile marketers.

Links and Resources:

• Adjust
• Business Of Apps – connecting the app industry

Quotes by Paul H. Müller:

“We don’t want to replace the human element. I believe marketing should be about human connection, but right now, it’s about who can click the most?”

“I fundamentally believe that humans are better at talking to humans. Humans want to talk to humans.”

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]]> https://www.businessofapps.com/podcasts/13-user-acquisition-challenges-from-gaming-to-food-delivery-anh-nguyen-director-of-performance-marketing-at-wolt/ Mon, 06 Apr 2020 07:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=57514   When several years ago Apple split the App Store on Games and Apps, it did so by a very good reason. By that time it was obvious that the whole app ecosystem was clearly divided between these two – mobile games and all other kinds of apps. This split has profound implications for app marketing.  Today’s guest is Anh Nguyen, Director of Performance Marketing at Wolt, a food delivery app. Previously, he worked at Rovio, best known for the game, Angry BirdsHaving experience of doing app marketing for both games and non-game apps, Anh is a perfect guest to tell you the difference between the two. Today’s Topics Include: 🤔 Workflow at Rovio vs. Wolt: What’s the difference? 🐤 Angry Birds: Gaming is driven

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When several years ago Apple split the App Store on Games and Apps, it did so by a very good reason. By that time it was obvious that the whole app ecosystem was clearly divided between these two – mobile games and all other kinds of apps. This split has profound implications for app marketing. 

Today’s guest is Anh Nguyen, Director of Performance Marketing at Wolt, a food delivery app. Previously, he worked at Rovio, best known for the game, Angry BirdsHaving experience of doing app marketing for both games and non-game apps, Anh is a perfect guest to tell you the difference between the two.

Today’s Topics Include:

Workflow at Rovio vs. Wolt: What’s the difference?

Angry Birds: Gaming is driven by data, lifetime value, retention, and investment

Online or Offline? Online is easier, better, and simpler.

How to create the most efficient team? Triangle of media buying, analytics, and creative

Delivery Differences: Targeting country-by-country vs. hyperlocal advertisements

Marketing Channels: Facebook and Google for games, plus Snapchat for food delivery

Links and Resources:

• Wolt
• Ahn Nguyen on LinkedIn
• Business Of Apps – connecting the app industry

Quotes by Anh Nguyen:

“Gaming is very much data-driven.”

“Wolt is the food delivery company, where our product is not purely digital.”

“A lot of things can be tracked, and for informatics, that’s the best you can wish for.”

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]]> https://www.businessofapps.com/podcasts/12-app-growth-strategy-with-mick-rigby-ceo-at-yodel-mobile/ Mon, 30 Mar 2020 08:45:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=57330   What comes to mind when you think of Silicon Valley startups? Growth strategy? Sustainable app business? In fact, an app growth strategy is the topic on a white board of so many app startups around the world. It’s hard to overstate how important it is to come up with the right one. Mistakes cost app brands and developers stress, time, money and, in many cases, cause their dreams about having sustainable app business to collapse. Today’s guest is Mick Rigby, founder and CEO of Yodel Mobile. He offers guidance on successful strategies to acquire and retain users to grow a sustainable app business.    Today’s Topics Include: 💡 Best App Growth Strategy: Research idea for feedback  🤔 Functionality vs. Marketability: Products users want, like, and work to

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What comes to mind when you think of Silicon Valley startups? Growth strategy? Sustainable app business? In fact, an app growth strategy is the topic on a white board of so many app startups around the world.

It’s hard to overstate how important it is to come up with the right one. Mistakes cost app brands and developers stress, time, money and, in many cases, cause their dreams about having sustainable app business to collapse.

Today’s guest is Mick Rigby, founder and CEO of Yodel Mobile. He offers guidance on successful strategies to acquire and retain users to grow a sustainable app business.   

Today’s Topics Include:

Best App Growth Strategy: Research idea for feedback 

Functionality vs. Marketability: Products users want, like, and work to retain/recommend 

App Marketing Components: Data stack, CRM, analytics, attribution, and reviews

Key Performance Indicators (KPIs): Define North Star metric for overall objective 

User Acquisition Strategy: Measure cost of paid advertising, downloads, and registration 

User Retention Strategy: If you can’t retain users, you don’t have an app business

Links and Resources:

• Yodel Mobile
• Yodel Mobile’s Email 
• Yodel Mobile on Twitter
• Business Of Apps – connecting the app industry

Quotes by Mick Rigby:

“I actually launched the business about two to three months before the iPhone launch. So, some may say that’s foresight. To be perfectly honest, I think it was a lot more luck than foresight.”

“Product is just one aspect of your app growth strategy. The other key element is obviously how you market that. You need to balance the two.”

“There is no such thing as an average user.”

“If you can’t retain your users, you don’t actually have an app business.”

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Linkedin | Twitter | Facebook | YouTube

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]]> https://www.businessofapps.com/podcasts/11-app-ua-and-retention-via-geo-localized-ads-with-marco-scabioli-mobile-marketing-manager-at-flixbus-munich/ Mon, 23 Mar 2020 09:00:00 +0000 https://www.businessofapps.com/?post_type=podcast&p=57178   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 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 process

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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 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 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.”

Follow the Business Of Apps podcast

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]]> https://www.businessofapps.com/podcasts/10-marketing-mobile-saas-apps-with-philipp-stelzer-staff-product-manager-for-gotomeeting/ Mon, 16 Mar 2020 09:00:15 +0000 https://www.businessofapps.com/?post_type=podcast&p=57072   Open any online marketing publication, e-book, webinar or YouTube video of a presentation about  app marketing, chances are it will be about doing marketing for B2C (stands for Business Two Customers) apps. In fact, the bulk of available materials cover techniques, hints, tricks, use case of how to market a mobile app to an end user. That’s cool but there is the other part of the equation – B2B apps marketing and businesses need information about it as much as for B2C. On this episode we want to fill in the gap for marketers and business owners who need to find users for their B2B apps. Our guest is Philipp Stelzer, who is in an excellent position to talk about both B2C and B2B

The post #10: B2B marketing for mobile SaaS apps with Philipp Stelzer, Staff Product Manager for GoToMeeting appeared first on Business of Apps.

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Open any online marketing publication, e-book, webinar or YouTube video of a presentation about  app marketing, chances are it will be about doing marketing for B2C (stands for Business Two Customers) apps. In fact, the bulk of available materials cover techniques, hints, tricks, use case of how to market a mobile app to an end user. That’s cool but there is the other part of the equation – B2B apps marketing and businesses need information about it as much as for B2C.

On this episode we want to fill in the gap for marketers and business owners who need to find users for their B2B apps. Our guest is Philipp Stelzer, who is in an excellent position to talk about both B2C and B2B app marketing and what sets them apart. He spent several years being part of Wooga mobile game studio and was heavily involved with mobile games marketing to end users. Now Philipp is with LogMeIn software company, known to you by such well known brands as GoToMeeting, GoToWebinar and others, and he’s immersed into marketing for B2B apps, in particular SAAs apps.

Today’s Topics Include:

What is SaaS? Software licensing and delivery model in purest form

What’s the difference between B2C and B2B marketing? User-driven vs. mass market

Challenges and Pain Points: Start conversations with customers and prospects

Freemium to Premium: Reach decision makers and retain them online and offline

Links and Resources:

• Philipp Stelzer on Twitter
• Philipp Stelzer on Medium
• Philipp Stelzer on LinkedIn
• GoToMeeting
• Business Of Apps – connecting the app industry

Quotes by Philipp Stelzer:

“There need to be systems in place that make life of these people who need to manage these SaaS offerings really easy.”

“Mobile is an extension of your SaaS offering, but it’s not a standalone service that you are selling.”

“It’s never really about the installs and downloads in this case. It’s always about creating awareness for your product, being smart about who you are targeting…”

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]]> https://www.businessofapps.com/podcasts/9-mobile-app-user-acquisition-with-omri-argaman-cmo-of-zoomd/ Mon, 09 Mar 2020 09:00:12 +0000 https://www.businessofapps.com/?post_type=podcast&p=56867   It doesn’t matter how good a product or service is, if you can’t connect it with people who would benefit from it. Who are your customers? How often do they use your product or service? How can you improve your product or service? Today’s guest is Omri Argaman, co-founder and CMO of Zoomd. Omri details mobile app user acquisition through digital marketing tools. Today’s Topics Include: Challenges: Brand safety, fraud, suppliers, retention, and reach Key Performance Indicators (KPIs): Cost per install (CPI), return on advertising spend (ROAS), return on investment (ROI), first-time deposit (FTD), rankings, and training Ad Fraud Mitigation Techniques: Third-party fraud detection system, measurement platform, and anti-fraud solution; reports; KPI rules; and incremental channel checks Links and Resources: Omri Argaman’s Email Zoomd

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It doesn’t matter how good a product or service is, if you can’t connect it with people who would benefit from it. Who are your customers? How often do they use your product or service? How can you improve your product or service?

Today’s guest is Omri Argaman, co-founder and CMO of Zoomd. Omri details mobile app user acquisition through digital marketing tools.

Today’s Topics Include:

• Challenges: Brand safety, fraud, suppliers, retention, and reach
• Key Performance Indicators (KPIs): Cost per install (CPI), return on advertising spend (ROAS), return on investment (ROI), first-time deposit (FTD), rankings, and training
• Ad Fraud Mitigation Techniques: Third-party fraud detection system, measurement platform, and anti-fraud solution; reports; KPI rules; and incremental channel checks

Links and Resources:

• Omri Argaman’s Email
• Zoomd
• Business Of Apps – connecting the app industry

Quotes by Omri Argaman:

“Fraud is really hurting the industry, and for brands, even if they don’t pay for that fraud that is happening, it’s taking from them a lot of resources.”

“Retention Strategy: If you don’t have that, as a brand, it’s going to be a lot more expensive to generate money.”

“Social channels are adapting and social channels are changing.”

“Voice is going to really change the mobile industry.”

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]]> https://www.businessofapps.com/podcasts/8-how-to-get-your-app-noticed-in-2020-with-scott-tomkins-svp-at-digital-turbine/ Mon, 02 Mar 2020 09:00:22 +0000 https://www.businessofapps.com/?post_type=podcast&p=56863   More than two million apps are available in the Google Play store and 1.8 million in the Apple app store. With so many apps, how can indie and enterprise developers get their apps noticed and connect with users? If people can’t find your app, all your efforts are wasted. It’s all about app discovery. Today’s guest is Scott Tomkins, senior vice president of Digital Turbine. He describes how to get your app noticed—what to do and what tools to use. Today’s Topics Include: What’s working and what’s not? Putting app in an app store and hoping it’s noticed vs. putting creative campaigns and marketing budget behind it to get noticed Reasons for challenges? Naivety, lack of marketing skills; outspend and outsmart Prime Real Estate: Find traffic for

The post #8: How to get your app noticed in 2020 with Scott Tomkins, SVP at Digital Turbine appeared first on Business of Apps.

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More than two million apps are available in the Google Play store and 1.8 million in the Apple app store. With so many apps, how can indie and enterprise developers get their apps noticed and connect with users? If people can’t find your app, all your efforts are wasted. It’s all about app discovery.

Today’s guest is Scott Tomkins, senior vice president of Digital Turbine. He describes how to get your app noticed—what to do and what tools to use.

Today’s Topics Include:

• What’s working and what’s not? Putting app in an app store and hoping it’s noticed vs. putting creative campaigns and marketing budget behind it to get noticed
• Reasons for challenges? Naivety, lack of marketing skills; outspend and outsmart
• Prime Real Estate: Find traffic for target audience and get app on unpackaged devices
• Retainment: Update app to make it easy to use, add features, and keep users engaged
• Branding: Keep your name and app in front of people to let them know who you are
• Fundamental Steps: Understand cultures and consumers to market in different regions
• Get Noticed: Mobile measurement, app store optimization, and multi-touch approach

Links and Resources:

• Email Scott Tomkins
• Digital Turbine
• Scott Tomkins on LinkedIn
• Adjust
• Branch Metrics
• Kochava
• AppsFlyer
• Business Of Apps – connecting the app industry

Quotes by Scott Tomkins:

“The main goal they’re trying to solve is: How do I get my app onto someone’s phone?”

“You need to put some creative campaigns and most likely some marketing budget behind it to really get your app noticed.”

“The biggest concept that people miss is updating their apps to keep consumers engaged.”

“Branding is a giant factor in keeping people knowing who you are and what you do.”

Follow the Business Of Apps podcast

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The post #8: How to get your app noticed in 2020 with Scott Tomkins, SVP at Digital Turbine appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/ep-7-the-state-of-mobile-2020-with-paul-barnes-managing-director-emea-at-app-annie/ Mon, 24 Feb 2020 09:00:22 +0000 https://www.businessofapps.com/?post_type=podcast&p=56455   Welcome to the world of apps and app analytics. You would need to think hard to find a single area in our lives that isn’t influenced by mobile apps. Long passed the moment of novelty and today the major measure stick for mobile apps success is how much value do they bring to people’s lives. Now, if you are a brand or publisher you need somebody who can take a bird view on the whole app ecosystem and give  you a snapshot of what apps are popular globally or in specific countries, what app categories are one their peak and wise versa and so much more. Since 2010 such company has been App Annie, the mobile data and analytics company, which Apple itself quotes

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Welcome to the world of apps and app analytics.

You would need to think hard to find a single area in our lives that isn’t influenced by mobile apps. Long passed the moment of novelty and today the major measure stick for mobile apps success is how much value do they bring to people’s lives.

Now, if you are a brand or publisher you need somebody who can take a bird view on the whole app ecosystem and give  you a snapshot of what apps are popular globally or in specific countries, what app categories are one their peak and wise versa and so much more.

Since 2010 such company has been App Annie, the mobile data and analytics company, which Apple itself quotes from time to time when it talks about app ecosystem.

Today’s guest is Paul Barnes, Managing Director for Europe, Middle East at App Annie. The mobile data and analytics company issues quarterly and annual reports. In this episode, we discuss the State of Mobile 2020 Report.

Today’s Topics Include:

• Different World, Different Data: Report shifts focus from downloads to usage, revenue 
• How much time do most people spend in apps? Global average is 3 hours 40 minutes per user/per day depending on data, bandwidth, and download restrictions
• Gen Z vs. Baby Boomers: What age groups spend more or less time in apps? 
• Current market share of mobile games? Not everyone is a gamer, but expect billion-dollar industry to remain steady
• Mobile ad monetization is bigger and growing faster than what transacts through stores
• Trends: Mobile apps are more engaging and effective at reaching people via brand ads 
• Current outlook for apps and platforms? 50% increase in sessions; multiple or bundled subscriptions for streaming services

Links and Resources:

• The State of Mobile 2020 report by App Annie
• App Annie website
• Paul Barnes Linkedin profile
• Business Of Apps – connecting the app industry

Quotes by Paul Barnes:

“It was just incredible to see the disruption that was happening in market research and analysis as the world shifted to mobile.”

“Pretty much every country in the world, year on year, we see an increase in the amount of time that people are spending in apps.”

“As time goes on, how do you make sure you’re one of those apps that people are going to invest significant time in?”

“Digital equals mobile; digital equals apps.”

The post #7: The State of Mobile 2020 with Paul Barnes, Managing Director EMEA at App Annie appeared first on Business of Apps.

]]> https://www.businessofapps.com/podcasts/ep-6-influencer-marketing-with-jide-maduako-ceo-of-yoke-network/ Mon, 17 Feb 2020 08:00:11 +0000 https://www.businessofapps.com/?post_type=podcast&p=56393   Is Influencer Marketing efficient for an app promotion? What is Influencer Marketing you ask? In a nutshell, it’s how social media users with big number of loyal followers help brand to promote their products and services. Apps are just another product that Influencers can help brands with. Influencer marketing is the most powerful form of marketing because of accurate product-audience fit. Today’s guest is Jidé Maduako, co-founder and CEO of Yoke Network, a platform for performance influencer marketing and content creation for native ads. Today’s Topics Include: What is influencer marketing? Who are micro influencers? Why is influencer marketing effective for brands? Influencer marketing should focus on brand awareness and results to avoid: Misalignment of audience Inauthentic advertising Lack of skill Conflicts of interest

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Is Influencer Marketing efficient for an app promotion?

What is Influencer Marketing you ask?

In a nutshell, it’s how social media users with big number of loyal followers help brand to promote their products and services. Apps are just another product that Influencers can help brands with. Influencer marketing is the most powerful form of marketing because of accurate product-audience fit.

Today’s guest is Jidé Maduako, co-founder and CEO of Yoke Network, a platform for performance influencer marketing and content creation for native ads.

Today’s Topics Include:

• What is influencer marketing?
• Who are micro influencers?
• Why is influencer marketing effective for brands?
• Influencer marketing should focus on brand awareness and results to avoid:
• Misalignment of audience
• Inauthentic advertising
• Lack of skill
• Conflicts of interest
• TikTok vs. Other Platforms: TikTok is all about creativity, not a person’s status
• Statistics: TikTok ad campaigns easy to use but not as sophisticated as other platforms such as Facebook or Twitter
• Influencer Marketing Trends: Advertisers are focusing more on investing in and understanding TikTok, short-form video platforms, and in-house production

Links and Resources:

• Yoke Network
• Jidé Maduako profile on Linkedin
• Jide’s Life on Instagram
• Business Of Apps – connecting the app industry

Quotes by Jidé Maduako:

“This is helping brands and apps to establish their presence on TikTok as a platform, which I believe is the biggest opportunity for advertisers since Instagram.”

“There’s a lot more micro influencers than there are macro influencers or celebrities.”

“The influencers have the trust of their audience and anything they do recommend works at scale.”

“TikTok has unearthed a world of creativity because it’s so easy to chop and edit, and add effects to the videos that it allows anybody to look amazing.”

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]]> https://www.businessofapps.com/podcasts/ep-5-better-app-marketing-copy-with-sandra-wu-content-marketing-lead-at-blinkist/ Mon, 10 Feb 2020 09:00:31 +0000 https://www.businessofapps.com/?post_type=podcast&p=56310   Are you happy about your app marketing copy? Why is it so important to get it right? As you’re reading this paragraph, tens of thousand of people around the world are scrolling through search results in the App Store / Google Play app to find an app they need for some occasion or just because they’ve got bored. On one hand – the choice is spectacular, you can get an app for pretty much anything you can think of, on the other – the process of choosing the one to actually download and use is far from being easy. How you, as an app marketer, can make the most of your app’s marketing copy and its description specifically, is the topic of our conversation

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Are you happy about your app marketing copy? Why is it so important to get it right?

As you’re reading this paragraph, tens of thousand of people around the world are scrolling through search results in the App Store / Google Play app to find an app they need for some occasion or just because they’ve got bored.

On one hand – the choice is spectacular, you can get an app for pretty much anything you can think of, on the other – the process of choosing the one to actually download and use is far from being easy. How you, as an app marketer, can make the most of your app’s marketing copy and its description specifically, is the topic of our conversation with Sandra Wu, Paid Content Marketing Lead at Blinkist – the app that distills world’s best nonfiction books in just 15 minutes digests.

Today’s Topics Include:

• What mindset app brands and developers should have when they create a marketing copy for an app
• How to make your app’s description compelling and persuasive enough to convince people to choose your app among others
• The key to a good app marketing copy

Links and Resources:

• Blinkist
• Sandra Wu Linkedin profile
• Sandra Wu Copy Course
• Business Of Apps – connecting the app industry

Quotes by Sandra Wu:

“To produce a good copy I feel like everyone should know the answers to a few questions, before they pick up the pen or if they start typing. I believe if you going to write about your app you should know why does your app exist. Who is your target audience and why they should choose you over your competition.”

“If you do content marketing for user acquisition purposes, you get your money back through sign ups and purchases. But at the same time you get so much publicity through it and I think that’s the beauty of content marketing – people are actually share it and remember it. And before you know it, TechCrunch, New York Times and The Guardian are all talking about you.”

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]]> https://www.businessofapps.com/podcasts/ep-4-how-to-drive-app-installs-with-aso-with-kate-petrakova-marketing-lead-at-rocket-internet/ Tue, 04 Feb 2020 10:10:19 +0000 https://www.businessofapps.com/?post_type=podcast&p=56251   In the early 2000s, digital marketing for online commerce companies centered on relative keywords. The key component of search engine optimization (SEO) emerged to increase traffic to websites to generate leads, make more sales, and grow businesses. History repeats itself. App store optimization (ASO) followed to include similar techniques to apply to apps. To move forward and push decisions that need to be made, you must understand the impact of ASO. Now, you may think ASO should always mean doing marketing for mobile apps and  SEO – doing marketing for websites. You have a point – usually we don’t mix these two digital marketing techniques and you may think that there is no way how SEO can actually help you to driver more installs for

The post #4: How to drive app installs with SEO with Kate Petrakova, Marketing Lead at Rocket Internet appeared first on Business of Apps.

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In the early 2000s, digital marketing for online commerce companies centered on relative keywords. The key component of search engine optimization (SEO) emerged to increase traffic to websites to generate leads, make more sales, and grow businesses. History repeats itself. App store optimization (ASO) followed to include similar techniques to apply to apps. To move forward and push decisions that need to be made, you must understand the impact of ASO.

Now, you may think ASO should always mean doing marketing for mobile apps and  SEO – doing marketing for websites. You have a point – usually we don’t mix these two digital marketing techniques and you may think that there is no way how SEO can actually help you to driver more installs for your app.

But on this episode we have Kate Petrakova from Rocket Internet to make the case that in fact it is possible. Kate shares insights regarding SEO for apps and how to make Search Engine Results Pages (SERP) your apps acquisition channel.

Today’s Topics Include:

• SEO vs. ASO: What’s the difference? Benefits of bridging these two techniques
• Key SEO Elements for Apps: Links/backlinks, paid/organic referrals, engaging and relevant content, and code-related technical SEO to improve ranking
• App Previews and Review: Relevant and influential Websites, companies, and marketing
• SEO relevant acquisition channel:
  • Can product be used on desktop?
  • Is product complex and requires additional knowledge?
  • Do competitors have Web pages?
  • Does product include categories/integrities?
• SEO Tools: Google Search Console, Google Mobile-friendly Tests, Google Ads, and Google My Business
• Keyword Ranking Tools: SEMrush, SISTRIX, and Ahrefs
• Technical SEO Tools: Screaming Frog, Google Structured Data, and Google Lighthouse
• How to get started? Google brand name and product to determine good and bad SEO
• How, leveraging the trust they’ve built with their audience, Influencers do the job of app review sites when they had their moment several years ago
• How to evaluate your mobile app website current performance on Google

Links and Resources:

• Rocket Internet
• Ekaterina Petrakova LinkedIn
• Google Search Console
• Google Mobile-friendly test
• SEMRush
• Ahrefs
• Lighthouse
• Google Ads
• Google My Business
• SISTRIX
• Google Structured Data
• Google Analytics
• Black Hat SEO
• Business Of Apps – connecting the app industry

Quotes by Ekaterina Petrakova:

“If it’s a relevant website it’s always worth to have a link from there.”

“It’s because historically, it (SEO) drives much better type of customer, really the customer that deliver the most value, has higher retention rates, higher loyalty.”

“The customers that deliver the most value that have higher retention rates, higher loyalty, this is why SEO is a way to go, if it is relevant for you.”

“SEO is for free itself, but to work on SEO, it costs money.”

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]]> https://www.businessofapps.com/podcasts/aso-paid-search-ceo-app-radar-thomas-kriebernegg/ Mon, 13 Jan 2020 09:00:12 +0000 https://www.businessofapps.com/?post_type=podcast&p=55674   Every app project starts with an idea or concept that translates into development, testing, and marketing. Increasing an app’s visibility in app stores and attracting new customers used to consume too many resources and created a data intense process. Today’s guest is Thomas Kriebernegg, CEO and co-founder of App Radar to improve app store rankings and get more users. He describes how App Radar combines App Store Optimization (ASO) and paid user acquisition campaigns to accelerate and grow your app business. Today’s Topics Include: Native vs. Paid Search: Implement ASO or not, or do both to increase traffic and visibility What apps get most visibility? Apps downloaded most often with relevant keywords Case Study: Native ASO and Paid searches proved successful for World of

The post #3: ASO and paid search synergy with CEO of App Radar, Thomas Kriebernegg appeared first on Business of Apps.

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Every app project starts with an idea or concept that translates into development, testing, and marketing. Increasing an app’s visibility in app stores and attracting new customers used to consume too many resources and created a data intense process.

Today’s guest is Thomas Kriebernegg, CEO and co-founder of App Radar to improve app store rankings and get more users. He describes how App Radar combines App Store Optimization (ASO) and paid user acquisition campaigns to accelerate and grow your app business.

Today’s Topics Include:

• Native vs. Paid Search: Implement ASO or not, or do both to increase traffic and visibility
• What apps get most visibility? Apps downloaded most often with relevant keywords
• Case Study: Native ASO and Paid searches proved successful for World of Warships 

Links and Resources:

• App Radar
• Thomas Kriebernegg on LinkedIn
• World of Warships Blitz Drives Up App Impressions by more than 70%
• Business Of Apps – connecting the app industry

Quotes by Thomas Kriebernegg:

“When you do both (native and paid searches), actually, you can really find leverages for both ends.”

“In the end App Search Ads is the super relevant channel. Because people that already have already keywords in their mind, they already know what they’re looking for.”

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]]> https://www.businessofapps.com/podcasts/app-users-communication-ceo-apptentive-robi-ganguly/ Wed, 08 Jan 2020 13:32:52 +0000 https://www.businessofapps.com/?post_type=podcast&p=55578   We live in the world of millions mobile apps that have penetrated all areas – work, entertainment, healthcare, art and many more. Every app on your smartphone has many users and all these people have their slightly different use case, may have their questions about its interface, some tech issues that need to be resolved and on and on. Obviously each app developer wants to have her or his app users having nice usage experience. Question is – how app developers and brands should approach app user communication with that big audience, what’s important, what mistakes to avoid? Today’s guest is Robi Ganguly, CEO of Apptentive, which is a provider of Consumer Communication, Consumer Management Service for various brands all over the world. Robi

The post #2: App Users Communication Done Right with CEO of Apptentive, Robi Ganguly appeared first on Business of Apps.

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We live in the world of millions mobile apps that have penetrated all areas – work, entertainment, healthcare, art and many more. Every app on your smartphone has many users and all these people have their slightly different use case, may have their questions about its interface, some tech issues that need to be resolved and on and on. Obviously each app developer wants to have her or his app users having nice usage experience. Question is – how app developers and brands should approach app user communication with that big audience, what’s important, what mistakes to avoid?

Today’s guest is Robi Ganguly, CEO of Apptentive, which is a provider of Consumer Communication, Consumer Management Service for various brands all over the world. Robi describes 3 major things app developers and brands need to be focused on when it comes to app users communication, what most common mistakes they do.

This episode topics include:

• What Apptentive does for world largest brands user communication needs
• Why it’s important to have two-way communication with app users
• The significance of the right timing for app users communication
• How to listen to your customer right and why it’s so crucial
• Mistake from a case study #1: too much of asking your customers for a feedback to the point it produces the opposite outcome
• Mistake from a case study #2: brand ambassadors identification to improve app communication
• How to find the right moment for an in-app message

Links and Resources:

• Apptentive
• Robi Ganguly Linkedin profile
• Business Of Apps – connecting the app industry

Quotes by Robi Ganguly:

“Communication, real communication and relationship building is two way”

“The way to make your customer feel important is to listen them just as much as you talk to them”

“When you think about how to communicate and learn from a customer, you gotta be very focused on the right time and the right place, even the right information about the customer journey”

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]]> https://www.businessofapps.com/podcasts/ep-1-aso-essentials-with-david-bell-ceo-and-co-founder-of-gummicube/ Mon, 23 Dec 2019 15:14:19 +0000 https://www.businessofapps.com/?post_type=podcast&p=55293   65% of all mobile app installs come from search, this single data point compels all app marketers have the App Store Optimization technique, aka ASO, in their mobile app marketing toolbox. Since the inception of the iTunes App Store ASO has evolved and went through lots of trial and errors. Today’s guest is David Bell, co-founder and CEO of Gummicube, which is a provider of App Store Optimization (ASO) and App Store Intelligence (ASI) software and services to marketers and developers. David describes what and how to build, market, and optimize products and apps by avoiding common mistakes. This episode topics include: Beers or Bears? David describes story behind naming company, Gummicube  3 Focus Areas for Algorithms and Abstractions:  Paid vs. organic search options 

The post #1: ASO Essentials with David Bell, CEO and Co-founder of Gummicube appeared first on Business of Apps.

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65% of all mobile app installs come from search, this single data point compels all app marketers have the App Store Optimization technique, aka ASO, in their mobile app marketing toolbox. Since the inception of the iTunes App Store ASO has evolved and went through lots of trial and errors.

Today’s guest is David Bell, co-founder and CEO of Gummicube, which is a provider of App Store Optimization (ASO) and App Store Intelligence (ASI) software and services to marketers and developers. David describes what and how to build, market, and optimize products and apps by avoiding common mistakes.

This episode topics include:

• Beers or Bears? David describes story behind naming company, Gummicube 
• 3 Focus Areas for Algorithms and Abstractions: 
  • Paid vs. organic search options 
  • Conversion optimization 
  • Paid marketing
• Mistake #1: Assuming ASO is executed similarly to search engine optimization (SEO)
  • Self-fulfilling Prophecy: Optimize correctly to index keywords and generate traffic
  • Merchandising Game: Understand connection between related keyword terms and audiences 
• Mistake #2: Conversion optimization doesn’t only affect app store listing, but also occurs at keyword level 
• Mistake #3: Apple and Google are not the same; both app stores are evolving and changing, so success on one does not equal success on the other
• David’s favorite apps include LinkedIn and Reddit; most overrated app is Flappy Bird

Links and Resources:

• David Linkedin profile
• Gummicube
• Business Of Apps – connecting the app industry

Quotes by David Bell:

“Mobile is a fundamentally different platform than the Web.”

“Search is important, but it really only works if you are optimizing the correct way and you have the right data behind the decisions that you make.”

“This is a game of merchandising. Every keyword is an aisle. Every keyword has related terms. Every keyword has related audiences.”

“The average user gives an app five to six seconds as they’re scrolling through the search results before they decide to download it or not.”

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The post #1: ASO Essentials with David Bell, CEO and Co-founder of Gummicube appeared first on Business of Apps.

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