Business of Apps Podcast

#143: User Acquisition Strategies from Fabulous app with Natalie Drozd, Marketing & UA Lead at Fabulous

For more than a century scientists have been trying to pin down what sets us humans apart from the rest of the animal kingdom. The most prominent feature that seems to be doing the job is collecting, sharing, and storing information.
You, as an app marketer, are always on the quest for new information, namely - to learn from your peers how to handle various parts of the app marketing equation.
So today I have Natalie from Fabulous app to share with you the user acquisition strategies that help her at work.
Today’s Topics Include:
The marketing funnel definition
What Natalie considers essential for the app user acquisition journey
The strategy to deal with KPIs efficiently
What to do when something stops working in your app marketing campaign
How to scale up app user acquisition
Natalie's take on ad creatives
The rule of thumb for UA channels
Key takeaways
What Natalie would like to change about mobile app marketing
Android or iOS?
Natalie's first mobile phone
Leaving her smartphone at home, what features would Natalie miss most?
What features Natalie would like to see added to her smartphone?
Links and Resources:
Natalie Drozd on LinkedIn
Fabulous
Business Of Apps - connecting the app industry
Quotes from Natalie Drozd:
“The marketing funnel - there are many ways how to describe it but I prefer to refer to the funnel as the process of the person understanding of the certain need and up to using your product and becoming a loyal customer."
“The important thing (about KPIs) is it should be realistic."
“(the important thing about ad creatives to highlight) Know your users, know your customers - this is how you can understand their needs.
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London - 25 Apr 2024
NYC - 27 Jun 2024
San Francisco - 26 Sep 2024
Berlin - 5 Dec 2024

#142: 2023 Influencer Marketing Trends with Lucia Aguilar, founder at TATAM.digital

Generative AI ChatGPT and leveraging the power of AI for app analytics. Following this new trend, app marketers don’t want to be left behind and actively explore what this new flavor of artificial intelligence and automation has to offer. But this is not to say that Influencer marketing has stopped working, that influencers have lost their power of persuasion. Absolutely not. We are still human beings who trust other humans and those opinions we value. What’s on the horizon for Influencer marketing this year? I’m glad you’ve asked - today we have Lucia to talk about 2023 Influencer Marketing Trends.
Today’s Topics Include:
Creators economy trends
Influencer marketing campaigns' efficiency
Influencer Marketing CPM in 2023
App user's privacy impact on influencer marketing
App attribution for influencer marketing
Influencer marketing partnerships
Customer Acquisition Cost
What's coming for TikTok this year
Video vs. display and search formats
Things Lucia would like to change about the mobile marketing space
Links and Resources:
Lucia Aguilar's LinkedIn
TATAM.digital website
Business Of Apps - connecting the app industry
Quotes from Lucia Aguilar:
"There are a lot of companies right now, with this harsh economy, going towards CPA type of payment to the influencers. So they are paying based on actions that they want influencers to perform.” “I think we're seeing that along with inflation that we see worldwide, we're going to see the inflation also reflected on the fees that influencers charge." “People will continue not to click on the ad :-), but we estimate that almost 50% of the people that actually click on the ad redeem the code, even if the code comes with the discount."
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

#141: The App Stores reverse engineering with Simon Thillay, Head of ASO at AppTweak

Stores. We all visit several times a week a grocery store, once a week we may check out what’s cool in a nearby mall but what store do we check sometimes a couple of times a day? Right - it’s either Apple’s App Store or Google Play. Social Media, Instant Messaging, e-Commerce, streaming apps, and on and on, we download apps on our smartphones or a tablet on so many occasions. I don’t think you are that curious about how your local mall works but I bet you would like to take a look under the hood of those major mobile app stores. In this episode, Simon will give you that chance.
Today’s Topics Include:
A quick explainer for reverse engineering, metadata, and semantic meaning
The fundamental dynamics of an app store
What is Atlas and how it was built
The Atlas testing
What does Atlas allow app marketers to do?
Is Atlas useful for App Search Ads too?
What's next for the Atlas?
Things Simon would like to change about the app industry
Links and Resources:
Simon Thillay’s LinkedIn
Apptweak website
AppTweak Unveils Atlas, the First App Store Semantic Engine
Business Of Apps - connecting the app industry
Quotes from Simon Thillay:
"Reverse engineering is fairly common in tech - it's basically trying to recreate how something works by starting with the end result.” “The point we want to make is that the words' meaning can actually change depending on the contexts where it's been used." “What we're doing at AppTweak is not just building the Atlas but it's also building tools that are powered by Atlas that can make the life of marketers easier."
Brought to you by Business Of Apps
App industry marketplace
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App Growth videos
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

#140: Boosting app engagement with product-led growth principles with Esther Trapadoux, Growth Marketing at Amplitude

One of the pillars of mobile app growth is App Engagement. Month after month, year after year this is the never-ending challenge for every app marketer or mobile product manager out there. This is what keeps them up at night and put them on a plane to fly to the next app industry conference to learn more about it.
It doesn’t matter what country’s app economy we’re talking about or app category - a robust App Engagement strategy is what brands desperately need to beat their competition, to stay afloat, especially in such economically challenging times as right now.
In this episode, we will save you some money on a biz trip by having with us Esther to tell you about how to boost app engagement with product-led growth principles.
Today’s Topics Include:
The Growth Loops concept
Esther's approach to measuring KPIs
What is a vanity metric and what to do about it
The North Star metric concept
Types of app engagement
Key takeaways
What Esther would like to change about app analytics
Android or iOS?
Esther's first mobile phone
Leaving his smartphone at home, what features would Esther miss most?
What features Esther would like to see added to her smartphone?
Links and Resources:
Esther Trapadoux on LinkedIn
Amplitude
The North Star Playbook
Business Of Apps - connecting the app industry
Quotes from Esther Trapadoux:
“But a lot of times, like for mobile app companies, that one session isn't enough time to get to monetization, you need multiple ones."
“You don't really look at the quality of that traffic, how long you're able to retain that person, like what actually drove them there, what kind of promo you're running that actually paid off like 3 or 6 or 9 months down the line until you get into an important monetization moment."
“Just get started, don't search for perfect... the faster you do the faster you start thinking about what are the inputs that move the needle."
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#139: Customer-driven App Development with Josh Wetzel, CRO at OneSignal

Look around, wherever you’re listening to this episode, many products you can see have three people associated with them - consumer, marketer, and developer/builder/designer - you get the point. So hence the following questions are always involved. What does the consumer want? How to make sure the product is what the consumer is looking for? And how to build the damn thing to meet those needs? Trying AppTweak too. In today’s episode, we welcome back Josh to talk about consumer-driven app development.
Today’s Topics Include:
The impact of the economy on mobile apps
The role of marketing in the current situation with mobile apps
Enterprise app development challenges and how marketing can help with it
App industry 2023 predictions
Things Josh would like to change about the app industry
Links and Resources:
Josh Wetzel on LinkedIn
OneSignal
Business Of Apps - connecting the app industry
Quotes from Josh Wetzel:
"OneSignal is a customer engagement platform, it's currently installed in approximately 1 every 5 new mobile Android and iOS mobile apps. We support businesses across the globe. We deliver about 11.5 - 12 billion messages a day.” “I see it both as a consumer and in my role here [in OneSignal]. There is a decline in the efficacy of user acquisition due to some things happing with app targeting and the costs are rising in general." “I think there is a great example [Netflix] when adding the ad component, I think it was a big mistake."
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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

#138: State of Mobile 2023 with Lexi Sydow, Data Analytics at Data.ai

Throughout the year we host around 50 episodes to introduce you to an app marketing technique, explain how app subscriptions work, dive into app monetization strategy building, to share tips and tricks for app marketing on holidays, and much more.
But at the beginning of the year, we get together with people from Data.Ai (formerly known as App Annie) to give you a bird-view perspective on the app industry and provide a recap for the previous year.
Now, Data.Ai commissions the State of Mobile annual report, which is about 100 pages, in this episode, we will cover with Lexi only its macro mobile trends, you can find the link below to read the entire report yourself.
Today’s Topics Include:
The app industry in 2022 vs. 2021 - a brief look
Time spent on mobile in 2022
Top mobile markets Downloads, Consumer Spent, and Time-wise
Money spent on mobile ads in 2022
Top 3 app categories Downloads, Consumer Spent, and Time-wise
Money spent on mobile games and apps in 2022
Growing app categories in 2022
The last year Gen Z app preferences
What people searched on the app stores
Links and Resources:
Lexi Sydow on LinkedIn
Data.ai
State of Mobile 2023 report
Business Of Apps - connecting the app industry
Quotes from Lexi Sydow:
"We saw record app downloads, 255 billion new app downloads, so a lot of user acquisition happening, up 11% year-over-year.”
“On a per user basis, that's where it's really interesting. Globally, among the Top 10 mobile markets, we saw 5 hours per day spent on average person per device."
“Within the download space we saw a lot of more utilitarian, sort of  tools and anti-virus apps, productivity tools, VPN and downloaders."
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

#137: The Future of App Attribution with Mateusz Bochenczak, Apps & Mobile Gaming Measurement at Appsflyer

One of the biggest causes of our fears and worries is uncertainty.
Ask any app marketer “What’s on your mind more than anything else?” and chances are you will hear something like “how well do I know what are the channels that bring me most of my app users today?”
App attribution is important like never before, I know it may sound like a cliche but it’s true.
In this episode, we have Mateusz talk about the future of attribution - where we stand today and where we are going to.
Today’s Topics Include:
The state of mobile marketing today
The most popular app user journeys today
What's new for the cross promotion
What's new for the organic user acquisition
Connected TV mobile attribution
What Mateusz would like to change about the app industry
Android or iOS?
Mateusz's first mobile phone
Leaving his smartphone at home, what features would Mateusz miss most?
What features Mateusz would like to see added to his smartphone?
Links and Resources:
Mateusz Bochenczak on LinkedIn
AppsFlyer
Business Of Apps - connecting the app industry
Quotes from Mateusz Bochenczak:
“A lot has changed since 2007, the competition grew. It's not that featuring on any of the apps stores will guarantee you a success. Depending on the genre and category you're operating, you need to try to, first of all, to be open to testing of different ways of acquiring those users, but we definitely see the surge of  user journeys like, for example, web-to-app - trying to get the users into the mobile app."
“We see a big surge of things like Influnecer marketing, referrals, user intives..."
“Interesting enough, just for the second half of this year we saw an increase of more than 20% of clicks and installs when it comes the Connected TV to mobile app experiences. "
Brought to you by Business Of Apps
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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

#136: Creating the best monetization strategies for free apps with Andriy Sambir, CEO of LinkUp Studio

When you think about the Internet, what words come to your mind? Essential, cross-cultural, crucial for governance, and the word free would pop up as well. Yes - we pay for many online services, these days primarily for subscriptions, and mobile apps are a huge part of that.
But on the other hand - there is a free part of the Internet. But what do we mean it’s free? How do you monetize a free mobile app? There is a number of business models to do that but how do you decide on what model to apply to your free app? In this episode, Andriy will tell about how to create the best monetization strategy for your free apps.
Today’s Topics Include:
The landscape of app business models
Building an effective app monetization strategy mindset
Popular free apps monetization strategy examples
Free app monetization strategy - iOS vs. Android
Mobile games and non-games - which ones it's easier to monetize
What Andriy would like to change about the app industry
Android or iOS?
Andriy's first mobile phone
Leaving his smartphone at home, what features would Andriy miss most?
What features Andriy would like to see added to his smartphone?
Links and Resources:
Andriy Sambir on LinkedIn
LinkUp Studio
Business Of Apps - connecting the app industry
Quotes from Andriy Sambir:
“However, in a case when we look at the application development from an owner standpoint of view and somebody who wants to make money on that, you actually have 9 different ways of getting money out of your app."
Brought to you by Business Of Apps
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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

#135: Tapping Influencers for your app marketing mix with Marion Balinoff, Influencer Marketing Consultant

Today I’d like to continue the Influencer marketing theme, covering with Marion running an Influencer marketing campaign. Now previously on this podcast, we covered this topic conceptually multiple times, and I bet you read about its pros and cons on blogs, watched presentations, etc but this time I want to focus specifically on launching your own campaign, I want to give you an example of how it should be done so you can avoid costly mistakes. Today’s Topics Include:
What social media platforms does Marion suggest to run ad campaigns for mobile apps?
Strategies for social media platforms that are efficient for app marketing today
Social media marketing campaign testing strategies
Strategies to mitigate issues that may arise with social media campaigns
What Influencers are capable to deliver for a mobile app ad campaign
Takeaways
A single thing Marion would really like to change about Influencer marketing
Android or iOS?
Marion's first mobile phone
Leaving her smartphone at home, what features would Marion miss most?
What features Marion would like to see added to her smartphone?
Links and Resources:
Marion Balinoff on LinkedIn
Marion Balinoff Consulting
Business Of Apps - connecting the app industry
Quotes from Marion Balinoff: “It starts with understanding the audience that we want to target like with any other acquisition channel. We need to understand where the audience is." “In TikTok you can place the link that it's going to be only in the bio of the influencer, hence you aren't going to get a lot of trackable traffic. On YouTube, on the contrary, you have the link that is directly in the video description, it's right below the content and it's going to be much more accessible " “...that means you need to increase the Conversion Rate. To do so you can have, for example, gift code links that will grant your audience some free goodies.”
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

#134: What makes Influencer marketing tick in 2023 with Jennifer Sudo, Managing Partner at M&C Saatchi Performance

We’ve just passed the holiday season, perhaps some people are still under the impression from the gifts that they got this Christmas.
Hence my question - how do you decide what to buy?
Of course, your mental journey of making a decision probably starts with “what does she or her like?”, “what does she or he need?” - totally fair. But how do you decide what brand to buy from? Can’t say definitely about you but for many people, the decisive factor is an influencer she or he trusts.
Yes, you’ve guessed it - today we have Jennifer on the show to talk about Influencer marketing.
Today’s Topics Include:
What is Influencer marketing
What influencer marketing techniques were effective in 2022 and what weren't
Examples of recent influencer marketing campaigns for mobile apps
What to expect this year
A single thing Jennifer would really like to change about Influencer marketing
Android or iOS?
Jen's first mobile phone
Leaving her smartphone at home, what features would Jen miss most?
What features Jen would like to see added to her smartphone?
Links and Resources:
Jennifer Sudo on LinkedIn
M&C Saatchi Performance
Business Of Apps - connecting the app industry
Quotes from Jennifer Sudo:
“Don't just partner with influencers who you think is your target audience, try to deviate outside of that pool"
“The genius of the platform [Tiktok] is that there is two different feeds. One of them is for people you actually follow, and the other is For You page."
“Will probably gonna see more advertisers using them [influencers] as the force for creative production. Not just using influencers but content creators at large to create assets.”
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