Business of Apps Podcast

#156: The art & science of a mobile user research with Rosie Hoggmascall, Head of Growth at Perceptycs

Think about it - whatever product or service you offer on a market your success always hinges on how well you know the people you sell your product to. There is just no other way around it - either you understand their needs and their problems so you can address them and succeed or - not a chance, forget about it.
How do we conduct research for mobile app users? It’s a great question and today we have Rosie to help us to answer it.
Today’s Topics Include:
Rosie Hoggmascall's background
Mobile user research objectives
Finding participants to conduct a research
Common challenges and mistakes
What Rosie would like to change about digital marketing the most
Android or iOS?
Rosie's first mobile phone
Leaving her smartphone at home, what features would Rosie miss most?
What features Rosie would like to see added to his smartphone?
Links and Resources:
Rosie Hoggmascall on LinkedIn
Business Of Apps - connecting the app industry
Quotes from Rosie Hoggmascall:
“It really depends on what you're trying to find out. With user research, there is a number of different methods you can use and they fit with a problem that you're solving"
“It's really hard [to find participants for research], things are on the spectrum here. One end is cheap and free, and the other end is expensive. "
"Not doing enough [of mobile user research], sometimes people just listen to like app reviews and support tickets. And if that is your user research, it's not enough"
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#155: Growing your app downloads with PR with Jessica Alderson, Co-founder and CEO at So Syncd

PR - what does this acronym mean to you? If you moving from one country to the other, it’s definitely about Permanent Residency, if you’re launching a product, in our today’s conversation, a mobile product, it is about Public Relations and making a splash to grab mobile users' attention.
How big of a splash you can do with it? The size of a splash from the meteorite that killed off the dinosaurs in the Mexican Gulf 66 million years ago? Or barely noticeable? Today we have Jessica to share her experience of doing a PR campaign for her app So Syncd.
Today’s Topics Include:
Jessica Alderson's background
What is So Syncd app
PR marketing technique applicability to app categories
How to identify the audience for an app
Short and long-term strategies for pitching the press
Pitch email template
How to identify a PR campaign's success
The general strategy to approach journalists
Final tips
What Jessica would like to change about digital marketing the most
Android or iOS?
Jessica's first mobile phone
Leaving her smartphone at home, what features would Jessica miss most?
What features Jessica would like to see added to his smartphone?
Links and Resources:
Jessica Alderson on LinkedIn
Business Of Apps - connecting the app industry
Quotes from Jessica Alderson:
“I don't think that PR is applicable to all kinds of apps and I don't think it's applicable to even necessarily startups in the same vertical in different states."
“I think a good lens to think of it [is your app newsworthy for PR or not] through is how does this impact other people?"
"As you develop relationships then the journalists will start reaching out to you and you have a back-and-forth dialog"
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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
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024
 

#154: The App Store is 15 years old with Simon Dussart, CEO at Adjust

Here is a question you may not expect - do you remember yourself when you were 15? And the tough one for all parents - do you remember your kids when they’re 15? Today we’ll be talking about the very special 15-year-old “kid” - the App Store from Apple.
Time runs really fast, we all have passed wondering about the App Store as a unique mobile software ecosystem, we have other things to wonder about these days, like ChatGPT or the unstoppable growth of TikTok.
Today to talk about the App Store through the years and its evolution we have Simon.
Today’s Topics Include:
Simon's background
What is Adjust today?
Recollections from the day the App Store was launched
The point when the App Store felt big
The iOS ecosystem evolution
The App Store saturation point
Indie app developers' chances for success today
The Spatial Computing potential
What Simon would like to change about digital marketing the most
Android or iOS?
Simon's first mobile phone
Leaving his smartphone at home, what features would Simon miss most?
What features Simon would like to see added to his smartphone?
Links and Resources:
Simon Dussart on LinkedIn
Business Of Apps - connecting the app industry
Quotes from Simon Dussart:
“What's interesting is that apps for a computer had been around, you could install them via a CD-ROM, you could physically exchange them and I think the real thing that the App Store changed was that it centralized all of it into one spot."
“On the mobile, you had to have the network to be developed to sustain developing apps. If you look at the streaming apps now, they all stream live data between your terminal, the mobile phone, and a server."
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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
 

#153: Building a superior mobile product with Lisa Pickett, digital product and marketing specialist

Remember your first day in the office at your first job? Now switch mentally to today, think about what your work on a project looks like now. What’s the difference? Why do you feel way more confident now? It’s your experience, the body of knowledge in your brain allows you to be sure about your next move and avoid anxiety.
In today’s episode, I have Lisa to tell you about her 5-point approach to working on the project, she has distilled from her more than a decade of experience in digital marketing, to achieve more while spending less.
Today’s Topics Include:
Lisa's background in digital marketing
Five-point approach to achieve more with less
Point #1: Get familiar with failure
Point #2: Just ask
Point #3: Grow smart
Point #4: Sweat the small stuff
Point #5: Swot up
What Lisa would like to change about digital marketing the most
Android or iOS?
Lisa's first mobile phone
Leaving her smartphone at home, what features would Lisa miss most?
What features Lisa would like to see added to her smartphone?
Links and Resources:
Lisa Pickett on LinkedIn
Business Of Apps - connecting the app industry
Quotes from Lisa Pickett:
“You not gonna have all the answers, no one I know has a working crystal ball, we can't predict the future. The sooner can realize we not aren't going to get the answers, the sooner we can kind of get out of our own way."
“Working in digital products and apps is actually really great because the feedback loop times are pretty quick if you compare it kind of traditional media. You can pretty say within a few days if what you've done is worked."
"I' would just encourage you if you're starting out your career just to really invest in growing a really great network."
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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
 

#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."
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
 

#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."
Brought to you by Business Of Apps
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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
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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.”
Brought to you by Business Of Apps
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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
https://apppromotionsummit.com/
 
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.”
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