Business of Apps Podcast

#152: Achieving product-market fit whilst growing 20% M/M with Nathan Hudson, Founder & CEO at Perceptycs

There are roughly 5 million mobile apps between iOS and Android (roughly speaking - the population of Norway) and of course every single of those apps has its own purpose and they collectively help all of us work, study, improve our health, entertain ourselves, and more.
But as you know only a handful, compared with the total number, are really popular and welcomed. In marketing there is such a notion as product-market fit, which indicates how well a certain product satisfies a market demand.
What does it take to achieve a product-market fit for a mobile app? Today, I have Nathan to help us answer this question.
Today’s Topics Include:
Nathan's background in marketing
What is Perceptycs
Market-product fit definition
SPOKE app growth KPIs
Having a chance to redo the SPOKE app growth campaign, what Nathan would do differently
Takeaways
What Nathan would like to change about mobile marketing the most
Android or iOS?
Nathan's first mobile phone
Leaving his smartphone at home, what features would Nathan miss most?
What features Nathan would like to see added to his smartphone?
Links and Resources:
Nathan Hudson on LinkedIn
Perceptycs
SPOKE app
Business Of Apps - connecting the app industry
Quotes from Nathan Hudson:
“On one hand, I begin to thinking increasingly you can't have product-market fit if you are a company or an app that does't generate revenue. "
“On the flip side, if you think about apps like Instagram, Facebook, WhatsApp, TikTok, social media platforms, I doubt anyone would argue they don't have a product-market fit, they certainly do."
"So essentially a lot of people want growth but if you haven't got really strong foundation to build from then it's hard to grow anything."
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#151: ChatGPT’s impact on social media, influencers, and brands with Jason Mitchell, CEO at Movement Strategy

Six months ago, ChatGPT sounded like yet another high-tech gibberish for people who were in the know, today well more than 100 million people around the world use this cutting-edge Generative AI tool for everything under the sun.
Well, social media is obviously a part of that “under the sun” and on this episode I have Jason to talk about its implications for social media, how people use it, influencers, and what brands need to do about it.
Today’s Topics Include:
How ChatGPT changes the Landscape of social media platforms
What's ChatPGT's impact on brands' social media strategy
How ChatGPT impacts influencers and creators' businesses
What Jason would like to change in the digital marketing space the most
Android or iOS?
Jason's first mobile phone
Leaving his smartphone at home, what features would Jason miss most?
What features Jason would like to see added to his smartphone?
Links and Resources:
Jason Mitchell on LinkedIn
Movement Strategy
Business Of Apps - connecting the app industry
Quotes from Jason Mitchell:
“One of the things that is core to what we believe in is the idea of helping companies to really establish an online persona. Who are you on social that is interesting, that it's gonna give people a reason to want to follow you."
“We are starting to see and we will continue to see an explosion of content because the content is so easy to produce. It's not any content, it's pretty good content, one of the reasons ChatGPT blew up in the way it did is because it's pretty good and the same thing is with image generators, they're just getting better and better. We're gonna see this explosion of pretty good content coming to all social media platforms and that is going to be boring."
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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
 

#35: TikTok audiences with Andre Kempe, Founder at Admiral Media

Are you on TikTok? Who isn’t on TikTok? Although it’s popular with younger audiences, it is possible to attract multiple generations with TikTok’s advertising platform.
The story of early adoption by teenagers of YouTube, Instagram and Snapchat repeats itself with TikTok. Ask anybody on the street “Who is using TikTok?” and they would reply “Of course teens!”. The thing is – it is not necessary truth, in fact the platform has not being solely used by Gen Z.
Today’s guest is Andre Kempe, founder of Admiral Media, which now offers app brands the ability to launch TikTok ad campaigns to drive app installs. Andre covers multiple topics, giving a holistic view on video advertising  for mobile apps today.
Today’s Topics Include:
✔️ App Advertising: Make TikTok video ads; image ads are not recommended/relevant
✔️ Career Changes: Dynamic advertising, creatives, quality, and mobile developed quickly
✔️ Attention Span: Short videos and willingness to consume creatives dominate advertising
✔️ Ages/Audiences: Which channel has massive reach, more likes, and less competition?
✔️ Real-life Testimonials: Creators and viewers gain/give attention and generate followers
✔️ Brand Advertising: Super-effective reach and frequency ads are possible
Links and Resources:
Admiral Media
Andre Kempe on LinkedIn
Andre Kempe on Twitter
Tweets/Quotes by Andre Kempe:
“I grew up in a world with no mobile phones. I come from eastern Germany. We didn’t even have bananas.”
“TikTok is dominating, at the moment, because the creators found a channel that was just massive in reach, and there was just literally not a lot of competition at the very beginning.”
“You reach an audience that is not over-advertised yet, and you have quite exclusive access to this audience on a different day at a much cheaper price level. It’s absolutely worth the effort.”
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
 

#34: Privacy & data in mobile with Alex Ritchie, Product Manager, Privacy and Data at AdColony

Do you take your smartphone for granted? Even though you’ve had it for years and use it every day? What personal and private data is collected about you and the apps you use?
For the last couple years the importance of an internet user privacy, as well as collecting and using mobile users personal data has grown significantly. The mobile industry has come a long way from the time when these matters were perceived as purely the roam of academic discussions to growing adoption and legislations in Europe and US.
Today’s guest is Alex Ritchie, Product Manager of Privacy and Data at AdColony. Alex describes how, what, and why companies collect and use privacy and personal data in mobile.
Today’s Topics Include:
✔️ AdColony: Intermediary that facilitates buying and delivery of in-app ad inventory
✔️ Solution Architecture: Design and manage mechanisms for privacy compliance
✔️ Industry vs. Legalese: Not a lawyer, but translator and planner of privacy needs
✔️ GDPR, CCPA, and COPPA: Privacy-related rules and regulations to enforce compliance
✔️ AdColony collects some personal data, such as pseudonymous IDs, to share with SDK
✔️ AdColony’s End-User Privacy Policies: Above and beyond what’s legally required
✔️ Digital Privacy: #1 most important issue in mobile advertising industry now, next 5 years
✔️ Progressive Privacy: What will Apple and Google do to respond to regulation changes?
✔️ App Publishers: Proper data collection is knowing what’s being collected and processed
✔️ Privacy Rules/Sentiments: Be privacy proactive, minimalist, and conservatism
Links and Resources:
Alex Ritchie on LinkedIn
AdColony
General Data Protection Regulation (GDPR)
California Consumer Privacy Act (CCPA)
Children’s Online Privacy Protection Act (COPPA)
Business Of Apps – connecting the app industry
Tweets/Quotes by Alex Ritchie:
“I really got to…discover my passion for privacy in helping measurement marketing providers design and kind of manage the mechanisms for privacy compliance.”
“There’s no better time than right now to be working in privacy.”
“Digital privacy is the number one most important issue in the mobile advertising industry today.”
“The mobile industry is being presented an amazing opportunity to be better at being transparent.”
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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
 

#33: Advertising on TikTok with Tiffany Ou, GM Americas at Nativex

To make an app business sustainable, app marketers need to have a robust strategy to secure their apps growth. When app growth slows down, should marketers try advertising on a new channel? If yes, what channel? TikTok, of course.
Today TikTok app marketing is one of the hot topics that you can see in agenda of so many mobile marketing online summits, webinars, and workshops. App marketing professionals consider TikTok marketing to be one of the most effective types of app marketing.
Today’s guest is Tiffany Ou, General Manager (Americas) at Nativex, which allows marketers to generate strong and sustainable growth through universal access to digital channels.
Today’s Topics Include:
✔️  U.S. vs. China: Similarities and differences in social media landscape, mobile ad market
✔️  5 Major U.S. Players: Facebook, Google, Instagram, Snap, and TikTok
✔️  China Market: Immediate and dynamic platform with new players and apps every day
✔️  What to Watch: Popular/relevant content; no need to search TikTok for what you want
✔️  Age Groups: Not only under 18 are using TikTok; much more older audience adapting
✔️  TikTok: Monetization goal to create effective app ad campaign/platform is less advanced
✔️  Influencers/creators become brand advocates, if they believe in your products/services
✔️  App Advice: China is hot market with user base/money, but unique mobile ecosystem
✔️  ISBN Requirements: Don’t be a copycat or use obscene language for game approval
Links and Resources:
Tiffany Ou on LinkedInNativexNativex Expands Media Buying Solution with TikTok Partnership
Tweets/Quotes by Tiffany Ou:
“Social network user in China is about 800 million, it’s much larger than the U.S. Also, 98% of Chinese people are using their phone to access the Internet.”
“In China, there’s so many new players coming out almost every day. The Chinese social landscape is so much more dynamic that there are so many rising stars.”
TikTok: No PC required; 100% mobile.
“TikTok is a social app or a platform that can help any brand to build their awareness globally very, very quickly. The engagement is very high.”
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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
 

#11: App UA and retention via geo-localized ads with Marco Scabioli, Mobile Marketing Manager at FlixBus Munich

Today the very next goal on every app marketer’s agenda, after acquiring app users, – to retain them. According to multiple sources, the app industry 90 days retention rate varies from 32% to 4% percent, meaning, within three month period, at least every third app user stops using the app.
In this episode, we talk with Marco about how to retain app users using geo-localized ads.
Today’s Topics Include:
💡 What are hyper-localized ad campaigns?
🇬🇧 A smart strategy to localize paid and non-paid ads
💪 Retention Rate: Rely on data and customized communication through the customer journey
💰Ad Spend: Budget for beta testing to create efficient, elastic, and incremental campaigns
💡Ad Creatives: Effective campaigns rely on workarounds, channels, and feedback
🤝 Media Buying: Streamline the process by screening partners/networks and creating backlog 
Links and Resources:
Marco Scabioli on LinkedIn
FlixBus
Business Of Apps – connecting the app industry
Quotes by Marco Scabioli:
“Our aim is, actually, change the way most people travel.”
“I know how important it is for a solid marketing department to be interconnected to share knowledge and best practices that can be useful across different channels.”
“Hyper-localized ads are a solution that we came up with to match the right products with the right people.”
“Learn how different campaigns react to different spending budgets.”
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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
 

#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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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

#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
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

#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" 
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

#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."
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