Business of Apps Podcast

#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.
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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

#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
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

#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
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

#9: Mobile app user acquisition with Omri Argaman, CMO of Zoomd

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.”
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

#8: How to get your app noticed in 2020 with Scott Tomkins, SVP at Digital Turbine

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.”
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

#7: The State of Mobile 2020 with Paul Barnes, Managing Director EMEA at App Annie

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.”
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

#6: Influencer Marketing with Jidé Maduako, CEO of Yoke Network

 
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.”
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

#5: Better app marketing copy with Sandra Wu, Content Marketing Lead at Blinkist

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 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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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
 

#4: How to drive app installs with SEO with Kate Petrakova, Marketing Lead at Rocket Internet

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.”
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
 

Ep.#3: ASO and paid search synergy with CEO of App Radar, Thomas Kriebernegg

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%
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.”
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