Business of Apps Podcast

#149: Mobile Growth Acceleration: from 0 to 300k users in a year with Yoann Pavy, CMO at Nude

When you are looking for a new car to buy, chances are you may check how long it takes for your future ride to accelerate from 0 to 60 miles per hour (for non-American listeners I mean 100 km/hour). Obviously you, as an app marketer, don’t accelerate apps in space, you accelerate their growth in time.
Today, I have Yoann to tell you a story of what it took for him and his team to acquire 300k users for their fintech app Nude during the first year on the market.
Today’s Topics Include:
Digital marketing starting point - places to discover the app
How word of mouth took off for the app
Nude paid advertising strategy
How does the newsletter marketing channel work for the app?
What Yoann would like to change in mobile marketing the most
Android or iOS?
Laricea's first mobile phone
Leaving his smartphone at home, what features would Yoann miss most?
What features Yoann would like to see added to his smartphone?
Links and Resources:
Yoann Pavy on LinkedIn
Nude
Business Of Apps - connecting the app industry
Quotes from Yoann Pavy:
“We wanted to be really transparent with our customers - no jargon, very easy-going voice, we are not hiding the fig leaves."
“We came on the market differentiated with a single goal which made our job in marketing with my team a lot easier."
"We got focused really early on how could we accelerate its virality and word of mouth through our product."
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#150: How to scale user acquisition in 2023 with Matthew Lord, CSO and Lee Aho, EVP of Marketers Perform[cb]

This episode is different, recently we hosted a webinar featuring Perform[cb] team talking about how to scale user acquisition in 2023 and we’re releasing a recording of this conversation with Matthew and Lee.
It was a lively discussion that covered a lot of ground, including:
Competitive optimizations for efficient ad spend
Maximizing reach through top traffic channels
Campaign strategies to test ahead of Q4
Three user acquisition success stories with top marketers, including FanDuel
Links and Resources:
Matthew Lord on LinkedIn
Lee Aho on LinkedIn
Perform[cb]
Business Of Apps - connecting the app industry
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#148: The story of Dorothy Perkins mobile’s growth with Laricea Roman-Halliday, Head of Marketing at Dorothy Perkins

The retail market, and fashion in particular, has been going through some dramatic changes. The impact of COVID-19 on fashion brands was huge - people were forced to start using mobile apps to buy their new outfits sitting at home and it triggered a lot of changes in how fashion retailers do their business. On the other hand, we see the rising fashion brands like Chinese SHEIN, which has an impact on the fashion industry kind of like TikTok has on the mobile ad landscape. Long story short - the competition is fierce and managing to grow your fashion brand on mobile is not an easy feat and today Laricea will share with us her story of what it takes.
Today’s Topics Include:
The current mobile retail landscape
Native versus paid user acquisition - how it works for Dorothy Perkins mobile app
What app marketing channels work the best for the DP brand
What new channels to try
What Laricea would like to change in mobile marketing the most
Android or iOS?
Laricea's first mobile phone
Leaving her smartphone at home, what features would Laricea miss most?
What features Laricea would like to see added to her smartphone?
Links and Resources:
Laricea Roman-Halliday on LinkedIn
Laricea's book on Blurb (Paperback) - 100% of sales go towards planting trees with Forest Without Frontiers.
Laricea's book on Amazon UK (electronic)
Dorothy Perkins
Business Of Apps - connecting the app industry
Quotes from Laricea Roman-Halliday:
“It's been very challenging, because of the competition and also how people consume fast fashion and how they view the industry as well." “Consumers have become more and more conscious of where things are made, how are they made, fair practices, environmental issues" "I'm a big believer in continuing spending on brand despite all these trouble times" 
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Discounted ticket prices are currently available on all of our 2024 summits
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#147: First-party data: the mobile paradigm shift with Ben Jeger, VP EMEA of Moloco

First-party data. Spoiler alert - we aren’t gonna be talking about what data you can collect from your first party in college or your political affiliation.
No - today the topic on the table is how the mobile advertising industry is switching to using data about mobile app users collected internally. How the industry is moving away from relying on mobile user data providers and to tell us about it we have Ben from Moloco.
Today’s Topics Include:
What is first-party data
First-party vs. Third-party data efficiency
Ben's take on ChatGPT's impact on the mobile ad industry
What Ben would like to change about the mobile app industry
Android or iOS?
Eran's first mobile phone
Leaving his smartphone at home, what features would Ben miss most?
What features Ben would like to see added to his smartphone?
Links and Resources:
Ben Jeger on LinkedIn
Moloco
Business Of Apps - connecting the app industry
Quotes from Ben Jeger:
“The reason why it's being discussed [the first-party data] is we've entered a period of focus on user privacy. This period has seen such regulations as GDPR but also platform rules and regulations and enforcements, particularly by Apple."
“I think that in the app marketing space, the reliance on third-party data isn't really the key factor. I think when it comes to the use of third-party data from an advertising perspective, I do believe that the efficiency of ad creative is derived from the ability to apply Machine Learning to that data."
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Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#146: ASO with ChatGPT with Thomas Kriebernegg, CEO & Co-founder of App Radar

ChatGPT. By now this AI tool’s name is so familiar to you, it took only a few months for the OpenAI breakthrough Artificial Intelligence tool to touch so many business and non-business related areas. Articles, TV interviews, podcasts, never ending Twitter exchange of thoughts, hopes and fears for this brand new tech. But how can we apply ChatGPT to the App Store Optimization? To answer this question, I’ve reached Thomas from App Radar App Store Optimization company.
Today’s Topics Include:
What Thomas think about ChatGPT
How to apply ChatGPT to ASO
What are ChatGPT's limitations ASO-wise
ChatGPT's downside
What Thomas would like to change about mobile app marketing
Links and Resources:
Thomas Kriebernegg on LinkedIn
App Radar
Business Of Apps - connecting the app industry
Quotes from Thomas Kriebernegg:
“I have to say that over the course of the last years I think I have been experiencing some of the trends that were happening within the roam of online marketing, new tech. For example, I was there when Google Ads was first launched in Austria." “I think it's just the adoption rate, it's on the different level [as opposed to the launch of the Internet back in mid 90s], how many people are getting into this topic [ChatGPT], how fast they can get into the topic."
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Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#145: SKAdNetwork 4.0: what’s in it for you with Eran Friedman, Co-Founder and CTO at Singular

It was late March 2018, a pretty unassuming day. Except this is when Apple launched its SKAdNetwork. I bet back then many people weren’t sure what letters in this acronym should and shouldn’t be capitalized, let alone what impact this ad network API from Apple will have on the app industry.
Five years forward - it is one of the most discussed topics among mobile app marketers, app publishers, ad networks, and Mobile Measurement Partners or just MMPs. In this episode, Eran will tell about what SKAdNetwork 4.0 has brought to the table, how big of a deal it is, and more.
Today’s Topics Include:
What is SKAdNetwork
SKAdNetwork 4.0 updates: Crowd Anonymity and Source Identifier
Multiple Postbacks
Postbacks Delays and Locking Conversion
Web-to-app support
Conversion Value Decrease
How well this recent update addressed advertisers' dreams and hopes
What Eran would like to change about the mobile app industry
Android or iOS?
Eran's first mobile phone
Leaving his smartphone at home, what features would Eran miss most?
What features Eran would like to see added to his smartphone?
Links and Resources:
Eran Friedman on LinkedIn
Singular
Business Of Apps - connecting the app industry
Quotes from Eran Friedman:
“The challenge was though [with the Crowd Anonymity predecessor], and it leads us to the Crowd Anonymity, it was a very simplified threshold. It was practically impossible to optimize for SKAdNetwork"
“There is always room for improvement, generally speaking, SKAdNetwork. 4.0 is still new for us. It's very different from what marketers used to know from IDFA."
“I think of changes [for the app industry] that encourage more innovation, interesting opportunities. Like a potential new app ecosystem [from Microsoft]  that may be launched soon."
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Discounted ticket prices are currently available on all of our 2024 summits
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#144: ASA + ASO = app growth app with Emre Bilgic, Senior Sales Engineer at MobileAction

If you are an app marketer, one of the ways you can slice the app marketing pie is to cut it into paid and free parts. Of course, when you think about the free part, App Store Optimization comes to mind. To be fair, it’s not entirely free but the idea is that you don’t pay for all app installs you get with ASO techniques.
When you mind wonders about the paid part, chances are paid ads with Apple’s Search Ads will pop up in your mind.
Now, the question is - can both ASO and ASA work together? Perhaps you, like me, saw this question being raised online before but I do want to hear what Emre has to say about it.
Today’s Topics Include:
What is Apple Search Ads platform
What is App Store Optimization
The App Store keyword ranking algorithm
How Apple Search Ads help ASO
How to increase a mobile app rankings using ASA
How ASO can be beneficial for Apple Search Ads campaigns
Custom Product Pages
Android or iOS?
Emre's first mobile phone
Leaving her smartphone at home, what features would Emre miss most?
What features Emre would like to see added to his smartphone?
Links and Resources:
Emre Bilgic on LinkedIn
MobileAction
Business Of Apps - connecting the app industry
Quotes from Emre Bilgic:
“There are three major factors that effecting keyword rankings very strongly - the ranking that a particular keyword may have, the Conversion Rate, daily downloads number the app has for that keyword. "
“I'm really expecting a lot of things that come out from Apple in the upcoming years that probably are going to have the industry, hopefully in a more positive way."
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Discounted ticket prices are currently available on all of our 2024 summits
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#143: User Acquisition Strategies from Fabulous app with Natalie Drozd, Marketing & UA Lead at Fabulous

For more than a century scientists have been trying to pin down what sets us humans apart from the rest of the animal kingdom. The most prominent feature that seems to be doing the job is collecting, sharing, and storing information.
You, as an app marketer, are always on the quest for new information, namely - to learn from your peers how to handle various parts of the app marketing equation.
So today I have Natalie from Fabulous app to share with you the user acquisition strategies that help her at work.
Today’s Topics Include:
The marketing funnel definition
What Natalie considers essential for the app user acquisition journey
The strategy to deal with KPIs efficiently
What to do when something stops working in your app marketing campaign
How to scale up app user acquisition
Natalie's take on ad creatives
The rule of thumb for UA channels
Key takeaways
What Natalie would like to change about mobile app marketing
Android or iOS?
Natalie's first mobile phone
Leaving her smartphone at home, what features would Natalie miss most?
What features Natalie would like to see added to her smartphone?
Links and Resources:
Natalie Drozd on LinkedIn
Fabulous
Business Of Apps - connecting the app industry
Quotes from Natalie Drozd:
“The marketing funnel - there are many ways how to describe it but I prefer to refer to the funnel as the process of the person understanding of the certain need and up to using your product and becoming a loyal customer."
“The important thing (about KPIs) is it should be realistic."
“(the important thing about ad creatives to highlight) Know your users, know your customers - this is how you can understand their needs.
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Discounted ticket prices are currently available on all of our 2024 summits
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#142: 2023 Influencer Marketing Trends with Lucia Aguilar, founder at TATAM.digital

Generative AI ChatGPT and leveraging the power of AI for app analytics. Following this new trend, app marketers don’t want to be left behind and actively explore what this new flavor of artificial intelligence and automation has to offer. But this is not to say that Influencer marketing has stopped working, that influencers have lost their power of persuasion. Absolutely not. We are still human beings who trust other humans and those opinions we value. What’s on the horizon for Influencer marketing this year? I’m glad you’ve asked - today we have Lucia to talk about 2023 Influencer Marketing Trends.
Today’s Topics Include:
Creators economy trends
Influencer marketing campaigns' efficiency
Influencer Marketing CPM in 2023
App user's privacy impact on influencer marketing
App attribution for influencer marketing
Influencer marketing partnerships
Customer Acquisition Cost
What's coming for TikTok this year
Video vs. display and search formats
Things Lucia would like to change about the mobile marketing space
Links and Resources:
Lucia Aguilar's LinkedIn
TATAM.digital website
Business Of Apps - connecting the app industry
Quotes from Lucia Aguilar:
"There are a lot of companies right now, with this harsh economy, going towards CPA type of payment to the influencers. So they are paying based on actions that they want influencers to perform.” “I think we're seeing that along with inflation that we see worldwide, we're going to see the inflation also reflected on the fees that influencers charge." “People will continue not to click on the ad :-), but we estimate that almost 50% of the people that actually click on the ad redeem the code, even if the code comes with the discount."
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Discounted ticket prices are currently available on all of our 2024 summits
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#141: The App Stores reverse engineering with Simon Thillay, Head of ASO at AppTweak

Stores. We all visit several times a week a grocery store, once a week we may check out what’s cool in a nearby mall but what store do we check sometimes a couple of times a day? Right - it’s either Apple’s App Store or Google Play. Social Media, Instant Messaging, e-Commerce, streaming apps, and on and on, we download apps on our smartphones or a tablet on so many occasions. I don’t think you are that curious about how your local mall works but I bet you would like to take a look under the hood of those major mobile app stores. In this episode, Simon will give you that chance.
Today’s Topics Include:
A quick explainer for reverse engineering, metadata, and semantic meaning
The fundamental dynamics of an app store
What is Atlas and how it was built
The Atlas testing
What does Atlas allow app marketers to do?
Is Atlas useful for App Search Ads too?
What's next for the Atlas?
Things Simon would like to change about the app industry
Links and Resources:
Simon Thillay’s LinkedIn
Apptweak website
AppTweak Unveils Atlas, the First App Store Semantic Engine
Business Of Apps - connecting the app industry
Quotes from Simon Thillay:
"Reverse engineering is fairly common in tech - it's basically trying to recreate how something works by starting with the end result.” “The point we want to make is that the words' meaning can actually change depending on the contexts where it's been used." “What we're doing at AppTweak is not just building the Atlas but it's also building tools that are powered by Atlas that can make the life of marketers easier."
Brought to you by Business Of Apps
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Discounted ticket prices are currently available on all of our 2024 summits
https://apppromotionsummit.com/
 
London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024