Business of Apps Podcast

#23: App Store Optimization for Google Play with Marie-Laure Cruyt, Chief Product Officer at AppTweak

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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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

#22: App product development and CRM behind ITV Hub with Stuart Jones, Head of Product at ITV HUB

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?’”
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

#21: COVID19 app marketing update - trends & tools with David Llewellyn, Director of Marketing EMEA at AppsFlyer

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.”
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

#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.”
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

#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.”
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

#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
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

#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.”
 
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
 

#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
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
 

#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
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

#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.”
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