Business of Apps Podcast

#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
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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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A message from App Promotion Summit
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

#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."
Brought to you by Business Of Apps
App industry marketplace
Insights
App Growth videos
App Data
App Events
A message from App Promotion Summit
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

#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.
Brought to you by Business Of Apps
App industry marketplace
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App Growth videos
App Data
App Events
A message from App Promotion Summit
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

#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."
Brought to you by Business Of Apps
App industry marketplace
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App Data
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A message from App Promotion Summit
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

#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
App industry marketplace
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App Data
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A message from App Promotion Summit
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

#140: Boosting app engagement with product-led growth principles with Esther Trapadoux, Growth Marketing at Amplitude

One of the pillars of mobile app growth is App Engagement. Month after month, year after year this is the never-ending challenge for every app marketer or mobile product manager out there. This is what keeps them up at night and put them on a plane to fly to the next app industry conference to learn more about it.
It doesn’t matter what country’s app economy we’re talking about or app category - a robust App Engagement strategy is what brands desperately need to beat their competition, to stay afloat, especially in such economically challenging times as right now.
In this episode, we will save you some money on a biz trip by having with us Esther to tell you about how to boost app engagement with product-led growth principles.
Today’s Topics Include:
The Growth Loops concept
Esther's approach to measuring KPIs
What is a vanity metric and what to do about it
The North Star metric concept
Types of app engagement
Key takeaways
What Esther would like to change about app analytics
Android or iOS?
Esther's first mobile phone
Leaving his smartphone at home, what features would Esther miss most?
What features Esther would like to see added to her smartphone?
Links and Resources:
Esther Trapadoux on LinkedIn
Amplitude
The North Star Playbook
Business Of Apps - connecting the app industry
Quotes from Esther Trapadoux:
“But a lot of times, like for mobile app companies, that one session isn't enough time to get to monetization, you need multiple ones."
“You don't really look at the quality of that traffic, how long you're able to retain that person, like what actually drove them there, what kind of promo you're running that actually paid off like 3 or 6 or 9 months down the line until you get into an important monetization moment."
“Just get started, don't search for perfect... the faster you do the faster you start thinking about what are the inputs that move the needle."
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#139: Customer-driven App Development with Josh Wetzel, CRO at OneSignal

Look around, wherever you’re listening to this episode, many products you can see have three people associated with them - consumer, marketer, and developer/builder/designer - you get the point. So hence the following questions are always involved. What does the consumer want? How to make sure the product is what the consumer is looking for? And how to build the damn thing to meet those needs? Trying AppTweak too. In today’s episode, we welcome back Josh to talk about consumer-driven app development.
Today’s Topics Include:
The impact of the economy on mobile apps
The role of marketing in the current situation with mobile apps
Enterprise app development challenges and how marketing can help with it
App industry 2023 predictions
Things Josh would like to change about the app industry
Links and Resources:
Josh Wetzel on LinkedIn
OneSignal
Business Of Apps - connecting the app industry
Quotes from Josh Wetzel:
"OneSignal is a customer engagement platform, it's currently installed in approximately 1 every 5 new mobile Android and iOS mobile apps. We support businesses across the globe. We deliver about 11.5 - 12 billion messages a day.” “I see it both as a consumer and in my role here [in OneSignal]. There is a decline in the efficacy of user acquisition due to some things happing with app targeting and the costs are rising in general." “I think there is a great example [Netflix] when adding the ad component, I think it was a big mistake."
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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

#138: State of Mobile 2023 with Lexi Sydow, Data Analytics at Data.ai

Throughout the year we host around 50 episodes to introduce you to an app marketing technique, explain how app subscriptions work, dive into app monetization strategy building, to share tips and tricks for app marketing on holidays, and much more.
But at the beginning of the year, we get together with people from Data.Ai (formerly known as App Annie) to give you a bird-view perspective on the app industry and provide a recap for the previous year.
Now, Data.Ai commissions the State of Mobile annual report, which is about 100 pages, in this episode, we will cover with Lexi only its macro mobile trends, you can find the link below to read the entire report yourself.
Today’s Topics Include:
The app industry in 2022 vs. 2021 - a brief look
Time spent on mobile in 2022
Top mobile markets Downloads, Consumer Spent, and Time-wise
Money spent on mobile ads in 2022
Top 3 app categories Downloads, Consumer Spent, and Time-wise
Money spent on mobile games and apps in 2022
Growing app categories in 2022
The last year Gen Z app preferences
What people searched on the app stores
Links and Resources:
Lexi Sydow on LinkedIn
Data.ai
State of Mobile 2023 report
Business Of Apps - connecting the app industry
Quotes from Lexi Sydow:
"We saw record app downloads, 255 billion new app downloads, so a lot of user acquisition happening, up 11% year-over-year.”
“On a per user basis, that's where it's really interesting. Globally, among the Top 10 mobile markets, we saw 5 hours per day spent on average person per device."
“Within the download space we saw a lot of more utilitarian, sort of  tools and anti-virus apps, productivity tools, VPN and downloaders."
Brought to you by Business Of Apps
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App Data
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A message from App Promotion Summit
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

#137: The Future of App Attribution with Mateusz Bochenczak, Apps & Mobile Gaming Measurement at Appsflyer

One of the biggest causes of our fears and worries is uncertainty.
Ask any app marketer “What’s on your mind more than anything else?” and chances are you will hear something like “how well do I know what are the channels that bring me most of my app users today?”
App attribution is important like never before, I know it may sound like a cliche but it’s true.
In this episode, we have Mateusz talk about the future of attribution - where we stand today and where we are going to.
Today’s Topics Include:
The state of mobile marketing today
The most popular app user journeys today
What's new for the cross promotion
What's new for the organic user acquisition
Connected TV mobile attribution
What Mateusz would like to change about the app industry
Android or iOS?
Mateusz's first mobile phone
Leaving his smartphone at home, what features would Mateusz miss most?
What features Mateusz would like to see added to his smartphone?
Links and Resources:
Mateusz Bochenczak on LinkedIn
AppsFlyer
Business Of Apps - connecting the app industry
Quotes from Mateusz Bochenczak:
“A lot has changed since 2007, the competition grew. It's not that featuring on any of the apps stores will guarantee you a success. Depending on the genre and category you're operating, you need to try to, first of all, to be open to testing of different ways of acquiring those users, but we definitely see the surge of  user journeys like, for example, web-to-app - trying to get the users into the mobile app."
“We see a big surge of things like Influnecer marketing, referrals, user intives..."
“Interesting enough, just for the second half of this year we saw an increase of more than 20% of clicks and installs when it comes the Connected TV to mobile app experiences. "
Brought to you by Business Of Apps
App industry marketplace
Insights
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App Data
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A message from App Promotion Summit
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