Business of Apps Podcast

#20: App Growth during COVID-19 with Loren Gould, Marketing Director at Cuvva

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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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#19: App Store Optimization in action with Paul McCallum, Director of Customer Acquisition at Babylon Health [case study]

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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A message from App Promotion Summit
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

#18: Full Funnel App Marketing with George Sharpe, founder of Favoured

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.”
Brought to you by Business Of Apps
App industry marketplace
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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

#17: App marketing on TikTok with Tim Armoo, CEO of FanBytes

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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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
 

#16: 10 Actions marketers need to win mobile with Lexi Sydow, Data Analyst at App Annie

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.”
Brought to you by Business Of Apps
App industry marketplace
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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
 

#15: The art of storytelling for app marketing during COVID-19 pandemic with Faye Liddle-Moore, Commercial Director, Northern Europe at Outbrain

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.”
Brought to you by Business Of Apps
App industry marketplace
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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

#14: Marketing automation on mobile with Paul H. Müller, CTO & Co-Founder of Adjust

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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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
 

#13: User Acquisition Challenges: from gaming to food delivery, Anh Nguyen Director Of Performance Marketing at Wolt

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.
Brought to you by Business Of Apps
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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

#12: App growth strategy with Mick Rigby, CEO at Yodel Mobile

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.”
Brought to you by Business Of Apps
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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

#10: B2B marketing for mobile SaaS apps with Philipp Stelzer, Staff Product Manager for GoToMeeting

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…”
Brought to you by Business Of Apps
App industry marketplace
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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