Episodi
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The holiday season is practically around the corner. We can all hear The Jingle Bells singing and some nice gifts from Amazon are waiting underneath the Christmas Tree.
Anyway, this week, we have yet another exclusive bonus episode for you, featuring the panel discussion from the App Promotion Summit San Francisco 2024.
As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panels where industry professionals share their experiences and insights on emerging trends that significantly impact the sector.
During this yearâs App Promotion Summit San Francisco, we held a panel dedicated to AI breakthroughs in mobile app marketing.
It was hosted by Jenny Pollock, Mobile App Expert & Founder of WOMEN AND AI and the panelists were:
Lindsey Witmer Collins, Founder & CEO of WLCMJillian Arnold, co-founder of SnapbackXenia Kupriyanova, senior growth marketing manager at houzzNancy Roberts, president of CRAFTSMAN+ -
Last year, we celebrated the 15th anniversary of the App Store and Google Play. If youâve been part of the app industry for all these years, you saw the sea of change in app marketing.We all remember the exponential growth of both stores, and the moment when they hit the ceiling. We witnessed the rise of freemium and subscription models, the introduction of app store optimization, and the burst on the scene of PokĂŠmon Go, for Christâs sake.
And then all of a sudden, it turned out that for all these years the industry had been missing one crucial component - the app userâs privacy. So, itâs been more than three years since Apple introduced its ATT framework, and, of course, GDPR fundamentally changed user data collection and digital advertising.
Today, we have Nicoline to talk about what it takes to achieve app marketing success in the privacy-centric era.
Todayâs Topics Include:Nicoline Strøm-Jensen's bioThe biggest obstacles for app marketers in the privacy-first landscapeEffective strategies for measuring and optimizing ad campaigns in today's privacy-focused environmentEmerging strategies tools and strategies to stay competitive and compliantAndroid or iOS?Leaving her smartphone at home, what features would Nicoline miss most?What features she would like to see added to her smartphone?Links and Resources:Nicoline Strøm-Jensen on LinkedInAdjust websiteBusiness Of Apps - connecting the app industryQuotes from Nicoline Strøm-Jensen:"So, the first thing I want to point out is that I often use the term âsignal lossâ as a buzzword in this field when discussing privacy-first approaches. So signal loss is what makes and has been making marketers the most nervous because in practical terms, this references device identifiers and device identifiers were the key granularity of data that marketers prior to the push for new privacy focus was what they used to efficiently target their user segments with personalized ads and promos. But even as an aspect of that and higher level was just to understand where their marketing dollars were bringing in the best return."
"And over the past three years, the industry has been working together. And this is something that I've talked about in different conferences or just with clients. That's one aspect that I have enjoyed. When I entered this industry, it was rather competitive and, you know, then we had this moment of, okay - we got to work together. We've got these different components and we're not going to be able to all see success without that collaboration. And so, going from that, the conversations that I have with clients are first and foremost, all right, I'm sorry, but we have to let go of the past."
HostBusiness Of Apps - connecting the app industry since 2012
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Episodi mancanti?
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A quick trivia question - what was significant about the year 2008 technology-wise? It was the year when Bitcoin was introduced, and Spotify was launched. Am I missing something here? Right - both the Apple App Store and Google Play stores were launched that year. It was about the introduction of the new software distribution model for developers. Then followed the witty slogan from Apple: âThere is an app for that!â, and both platforms began to count and brag about the number of apps released on those stores.
Moving forward, the status quo that was established was Apple only had one app store - an exclusive distribution channel for iOS developers. On the other hand, Google had multiple third-party app stores for Android, on top of the Google Play store. For a while, it felt like it was going to be like that forever.
And then âforeverâ ended. On March 5th of 2024, Apple released iOS 17.4, enabling third-party app stores on iOS devices within the EU, complying with the EUâs regulation.
On this episode, we have Shalom to talk about shaping the future of app distribution: trust, growth, and regulation.
Todayâs Topics Include:Shalom Michaeli bioWhat is Digital TurbineThe impact of European regulations and new tech on the future of third-party app storesEssential strategies for alternative app stores to build consumer trust while scaling their presence globallyHow Digital Turbine uses research and partnerships to prepare for the future of app distributionAndroid or iOS?Leaving his smartphone at home, what features would Shalom miss most?What features he would like to see added to his smartphone?Links and Resources:Michaeli on LinkedInDigital Turbine websiteDigital Turbine and ONE Store Expand Partnership to Globalize Alternative App GrowthBusiness Of Apps - connecting the app industryQuotes from Shalom Michaeli:"You know what, building consumer trust is crucial for alternative stores to compete with Apple and Google. Because the goal is not only to bring the user to install once or purchase once from your alternative application. The goal is to get a repeatable customer base that coming over, engaging, installing, spending, coming over again because they had a good interaction, because they had good experience."
"This is this is a perfect storm the way I used to call it and for an app developer and for the entire ecosystem. Because this is the time when three elements in my opinion are coming all together. The regulation changes like DMA and few others that are happening across the world in different countries. The second point is developers' needs for growth. And the third one is available technologies."
HostBusiness Of Apps - connecting the app industry since 2012
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One of the staples of app marketing is understanding of your customer. If you understand her needs, her likes and dislikes, her behavior, you can build a winning strategy to connect your app with people who will be your loyal users.
Now, do you think people behave rationally, logically? Sometimes they do but way more often their behavior is influenced by biases, cognitive biases. Wonder what this is and how it connects to app marketing? Youâve come to the right place, in this episode Angèle will answer these questions for you.
Todayâs Topics Include:Angèle Lenglemetz bioWhat is Cleo AIWhat are cognitive biasesStriking a balance between leveraging cognitive biases and ensuring ethical practicesFitting using cognitive biases into the broader app development strategyAndroid or iOS?Leaving her smartphone at home, what features would Angèle miss most?What features she would like to see added to her smartphone?Links and Resources:Angèle Lenglemetz on LinkedInCleo AI websiteCognitive bias definitionBusiness Of Apps - connecting the app industryQuotes from Angèle Lenglemetz:"Cognitive biases are like shortcuts that our brain takes to make decisions faster. They're really powerful because they tap into universal human tendencies, things like avoiding loss, valuing scarcity, or seeking closure.
At Cleo, we use biases thoughtfully. One example is loss aversion. People feel the pain of losing more intensely, something more intensely than the joy of gaining the same thing. So we leverage this with features like saving streaks. If a user is consistently saving, Cleo will remind them like don't lose your streak and it's super simple but it taps into that innate desire to avoid loss and it actually really works."
"I think as fun and as important as cognitive bias are, they are never more than like the icing on a solid cake. And they're amazing for enhancing an experience, but they won't work if the product itself doesn't solve a real problem. For app creators, my advice is therefore like first, focus on the fundamentals first. If your core product doesn't deliver value, no amount of nudging and cognitive bias layer you add to it will fix that."
HostBusiness Of Apps - connecting the app industry since 2012
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This week, we are pleased to offer an exclusive bonus episode. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panels where industry professionals share their experiences and insights on emerging trends that significantly impact the sector.
During this yearâs App Promotion Summit San Francisco, we convened a panel dedicated to innovative user acquisition strategies that are poised to shape the app industry moving forward.
It was hosted by Kevin Kinnison, Client Partner Lead at Adjust and the panelists were:
Sandy Shen, Mobile Marketing Lead at LinkedInDrew Hambke, Director of Marketing at KongregateLomit Patel, Chief Marketing & Growth Officer at TynkerLenette Yap, User Acquisition Lead at Public -
In this episode, we delve into the evolving landscape of digital advertising, where privacy and precision intersect. Our guest, Gaylord Zach, Head of Mobile Product at Verve, brings his expertise to the forefront, exploring how the advertising industry can adapt to a privacy-first world without sacrificing effectiveness. With regulations like GDPR and Appleâs ATT reshaping the ad tech ecosystem, Gaylord unpacks the challenges advertisers face today, from diminished data signals to the rising importance of trust and transparency.
Throughout the discussion, we learn how Verve is pioneering solutions like ATOM, their anonymized targeting technology, which identifies user cohorts while safeguarding individual privacy. Gaylord also shares insights into leveraging AI at the edge and integrating Googleâs Privacy Sandbox to redefine audience targeting. Tune in to discover how advertisers and publishers can thrive in this new era of privacy-conscious innovation while maintaining meaningful connections with their audiences.
Todayâs Topics Include:Why targeting is crucial for advertisers and publishersVerve's approach to user privacy in ad targetingPrivacy-first targeting approachAddressing relevant audiences without identifying individual usersPractical example of such implementationHandling big diversity in targetingHow Verve uses AI for its ATOM solution data processingExample of such usageWhat 3rd party ad targeting tech Verve team has tested and implemented so farLinks and Resources:Gaylord Zach on LinkedInVerve websiteATOM solutionBusiness Of Apps - connecting the app industryQuotes from Gaylord Zach:"For publishers aiming to monetize effectively, itâs crucial to represent their inventory accurately so advertisers can confidently invest in ad placements. Advertisers need to target the right audience, personalize messages, and present them with the best possible creatives. This helps create a good match between the ad campaign and the user. Finally, advertisers must measure campaign success and attribute performance to the relevant placements."
"Our technology, known as ATOMâshort for "Anonymized Targeting on Mobile"âenables us to identify relevant user cohorts and create audience segments directly on the user's device. This approach allows us to deliver personalized ads without relying on third-party data, thus preserving user privacy. "
HostBusiness Of Apps - connecting the app industry since 2012
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For every mobile app out there there was this moment when somebody in its team was making a decision about the appâs pricing. Coding an app isnât easy, designing an app is not easy either but when it comes to deciding how much money youâre going to charge for an app, it is more complicated then one would think. Charging for an app copy, in-app purchase or app subscription are all not easy things to crack.
Now ask yourself - what if I want to go international with my app? How should I price my app in UK, France, Sweden, Japan, on Mars? Ok - the last one isnât your worry, yet. Jokes aside, international app pricing can be really complicated and thatâs why we have today Jacob to explain how it works.
Todayâs Topics Include:Jacob's backgroundCommon mistakes app developers make setting prices for international marketsBuilding a global price indexDeveloping effective pricing strategies with limited resourcesAndroid or iOS?Leaving his smartphone at home, what features would Jacob miss most?What features he would like to see added to his smartphone?Links and Resources:Jacob Rushfinn on LinkedInRetention.blogBusiness Of Apps - connecting the app industryQuotes from Jacob Rushfinn:"Yeah, I think the most common one is just relying on Apple and Google. So Apple and Google in App Store Connect and Play Store have give you default price recommendations or price localization. So you input your price for the country, your base data of your largest in, and then they suggest, OK, what should your price be in these other countries?
And I think people often get confused about what Apple and Google are actually saying here. We look at these prices and we think, okay, Apple and Google know best, but really what all they're doing is saying, on the taxes and fees in those other markets, this is the price that would get you the same amount of revenue or equalized revenue across those regions. But they're not actually optimizing and maximizing for conversions in those local markets."
HostBusiness Of Apps - connecting the app industry since 2012
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This episode will a bit usual. Previously, we covered a broad spectrum of app marketing topics that are on all peopleâs minds - user acquisition, app retention, app monetization, app subscriptions and so forth. Today, weâre going to touch on something that unfortunately isnât appreciated as much as it should be.
If you ever watched the 2020âs movie The Social Dilemma, that explores the dangerous human impact of social networking, you would remember that addiction was in the heart of the issue that the movie explored.
Well, in todayâs episode weâll be talking about how to build apps that engage with people on a big scale and yet - they donât lead to forming an addiction. To that end, we have Yves (ĐĐ) to talk about his app WeWard as a great example.
Todayâs Topics Include:Yves backgroundWhat is WeWardHow to make money while promoting eco-friendly behaviors without encouraging unhealthy screen habitsMaking sure streaks enhance user well-being and don't foster addictive behaviourBenefiting users and the plant by driving behavior changeAndroid or iOS?Leaving his smartphone at home, what features would Yves miss most?What features he would like to see added to his smartphone?Links and Resources:Yves Benchimol on LinkedInWeWardBusiness Of Apps - connecting the app industryQuotes from Yves Benchimol:"Create a habit to people is very complicated, but when you create a habit. It's very difficult also to remove. Some people say that it's more difficult to remove a bad habit than creating a good habit. So to create a good habit, you have to use the classic tricks that the brain likes. And the brain, if you read some cognitive science book, you will understand that every brain is working the same."
"If you want to launch an app, I would suggest try to focus on the main benefit of the app, try to run the most simple version of the app. Remove every aspect, like the streak was not part of the app when we launched it, the gamification was very little. The concept was giving reward to people for working, so it was just a step counter and you earn one coin every 1,000 steps.
Today the app is well more developed with social environment gamification but at the beginning we just need to verify the concept and you can have thousand and hundred of thousand of users with a very simple concept, you just need like to simplify as much as possible, because this is where you will have the ability to test more quickly and to improve your app and to test and learn the most faster."
HostBusiness Of Apps - connecting the app industry since 2012
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A busy life of an app marketer is full of problems, you donât need me to tell you this. But here is the special one that you may stumble upon. How can you do both at the same time - truly care about your app users needs, making their life easier and meet your financial bottom line?
Iâm really glad if you already know the answer or you never encounter this dichotomy. Great - kudos to you. But if you do, on this episode we will help you to resolve it.
Todayâs Topics Include:Yeva's backgroundWhat is HeadwayWhat is empathy-based onboardingBalancing user experience versus conversion and revenueHow to identify emotions to create personalized experiencesHow to scale empathy-based onboardingAndroid or iOS?Leaving her smartphone at home, what features would Yeva miss most?What features she would like to see added to her smartphone?Links and Resources:Yeva Koldovska on LinkedInHeadwaySupport Ukraine in its fight against RussiaBusiness Of Apps - connecting the app industryQuotes from Yeva Koldovska:"So let's take the first step - identify feelings. There is a ton of ways to do that, from just asking questions to doing user research to forming your own hypothesis. Let's take, for example, forming your own hypothesis. Let's say you have a drop in conversion rate on the email step on the web funnel. So the user has went through the questions or the screens, and then they have to input their email.
What might the user be feeling at the moment? What would you feel at the moment? Maybe a bit anxious, maybe unsure if the website won't send you a ton of spam messages over the next day or week. Maybe you would be scared about your data being leaked or given to some third parties. So you kind of form those hypotheses on what the user might be feeling. And this is the first step."
"So we've tried utilizing this framework for most of our products and we have never had an unsuccessful test in this regard. But of course you have to understand that it depends on the area, on the product, on the offering that you have to your users. So I would not say that this approach is a silver bullet that helps everyone."
HostBusiness Of Apps - connecting the app industry since 2012
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One of the most important skills in life is the ability to zoom out and take a holistic view on a problem. This approach is really instrumental in marketing as well. If you are an app marketer and your job is to drive growth, you should always take a broader look at where your potential or existing app users spend their time online.
On todayâs web, there are many online communities where app users go to dig for information, seek an advice or to share one. But there is only one of a kind that weâll be talking about today - Reddit and to do so we have Sherwin.
Todayâs Topics Include:Sherwin's backgroundWhat is RedditHow app users use Reddit communitiesHow brands can leverage communities on RedditAdvice for brands for how to work promote their apps on community-centric platforms like Reddit.Android or iOS?Leaving his smartphone at home, what features would Sherwin miss most?What features he would like to see added to his smartphone?Links and Resources:Sherwin Su on LinkedInReddit for Business LnkedInSamsung X Switchers Anonymous CampaignBusiness Of Apps - connecting the app industryQuotes from Sherwin Su:"So when you think about mobile app users, Reddit is a place where we as an organization, as a company, as a platform, are sitting on 18 plus years of conversations across different types of mobile apps.
And it's at different stages of the journey where app users either try to discover, learn how to use and maximize the different apps and then eventually make recommendations on how other folks in their communities can also enjoy the benefits of like the apps that they're using.
So for app users, they trust Reddit because they know that these communities have genuine discussions about the apps that they care about."
"First, being in advertising, I want to talk about it from a media perspective, that a lot of brands can really leverage the power of community to build their brand and build very authentic and genuine relationships with the customers that they want to serve. There are lot of different ways here at Reddit, having community at the core, that enables brands to engage meaningfully in the space and the internet that no other platform is able to provide.
The second one is acquiring customers. And I think this is a journey on its own, because acquiring customers really pushes brands to focus on the core value propositions that they want to share."
HostBusiness Of Apps - connecting the app industry since 2012
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OK, this time my setting the stage begins with a disclaimer - the cookies weâll be talking about on this episode have nothing to do with the ones you love on your dessert. The Oreo cookies future is just fine, itâs not going to disappear anytime soon:-)
No, today I have Ishan to talk about what happens in mobile marketing with the third-party cookies, small pieces of data for digital tracking that disappear from the scene and yet mobile app marketers still need to somehow stay efficient and drive traffic to mobile apps.
Todayâs Topics Include:Ishan's backgroundStrategies to gather and leverage first-party and zero-party dataStrategies to collect more data about customers, while respecting their privacyStrategies to maintain and improve conversion rates, while the usage of third-party cookies declinesAndroid or iOS?Leaving her smartphone at home, what features would Ishan miss most?What features he would like to see added to his smartphone?Links and Resources:Ishan Singh on LinkedInIshan Singh on InstagramBusiness Of Apps - connecting the app industryQuotes from Ishan Singh:"You have to give more value than you used to gain trust, because right now everyone has so many options, from where they're spending their time to where they're spending their money. You're not a single monopoly in the market as a business. So you have to show value for a lot lesser cost than before. And with that value, you generate trust. And once you have that trust is only when you can."
"So one of the tested strategies, which have worked, is you advertise for a broader lead magnet or value which you're trying to deliver. For instance, if I am specifically solving a problem of stock market investments and I'm a stockbroking platform, I would still sell something like a retirement calculator to advertise on Instagram where now advertising is a little less personal because I don't have a lot of cookies to specifically target to my customer base or my ideal customers. So I would be targeting to a broader customer base with values which would be appealing to a lot more of users."
HostBusiness Of Apps - connecting the app industry since 2012
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Running app marketing campaigns, marketers have several goals - Iâm sure you know them better than the fingers of your hand.
So, it is to find new users for the app, convince them to install the app andâŚwhatâs new next? Right - make sure they are engaged with the app and do with it what you expect them to, thinks like placing orders, signing up, subscribe and so on.
In this episode, we want to talk about app engagement and to share with you what actually works, we have Tommy.
Todayâs Topics Include:Tommy's backgroundAbout AdjoeLoyalty and engagement trends in consumer behaviorBalancing between personalization and user privacyEmerging impactful app engagement trends or techs to anticipateLinks and Resources:Thomas Yannopoulos on LinkedInAdjoeBusiness Of Apps - connecting the app industryQuotes from Thomas Yannopoulos:"Not necessarily a change in behavior as much as it is a change in accessibility as to how users interface with loyalty programs today.
We'll take an example of a partner like ours, which is Fetch. So Fetch rewards is the largest shopping and rewards platform in all of the U S today. They have something like 12 to 14 million weekly active users. So it's just an enormous app. And historically they focused on CPG partnerships. So if you want to box a general mills cereal, you can go to your local store, grab that cereal, take a snapshot of the receipt and you can earn some Fetch points in exchange for that behavior. \
Now, what we did when we talked to Fetch was we made them aware of the fact that likely the majority of the users were also gamers. When we think about gaming tendencies in the US, I think over 60 % of all smartphones have a game on them and over 43 % of all time spent on the smartphone in the US is spent playing mobile games."
"I think we're squarely of the belief that consent is consent in our space. And we as a business pride ourselves on the fact that we will never collect any privacy or any data on someone who doesn't consent to us collecting that data. It's related to what they might be doing on their smartphone or their preferences or whatever the case may be. So when you enter our experience for the first time, you're hit with a number of prompts that essentially ask for your consent.
Users are not obligated to say yes to any of these prompts, but if they do, it enhances our ability to personalize their experience. Personalization, obviously for a platform like ours, and in general for any platform, is I think rather key to success."
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Think about it - every single day hundreds of millions of people around the world use mobile apps to do something. From checking a weather forecast to booking their next trip, buying something, or less pleasant things like, for instance, paying their taxes. Every app developer wants to keep her or his app users happy.
But in real life, your idea of the best experience for your app users doesnât always match with what they think the best one should look like. So how do you fix that? Thatâs a good question and today Jennifer will share her experience of doing that.
Todayâs Topics Include:Jennifer's backgroundAbout NespressoAligning product development with evolving customers' expectationsThe balance between using data-driven insights and staying agile and responsive to unexpected challengesStrategies to fostering collaboration and alignment across different teamsAndroid or iOS?Leaving her smartphone at home, what features would Jennifer miss most?What features she would like to see added to her smartphone?Links and Resources:Jennifer Camacho on LinkedInNespressoBusiness Of Apps - connecting the app industryQuotes from Jennifer Camacho:"Yeah, as you said, it's a balance. We are experts in coffee. So that's our greatest asset and the most important piece that we want to communicate about that product. But then there are industry standards for things that people are accustomed to doing. So we are not trying to reinvent the wheel when it comes to, for example, purchasing processes or presenting the most convenient ways of paying because that's already set as a standard."
"As you may know, we have lots of variety in coffees and we're always trying to push the boundaries of exploring new tastes and of allowing people to enjoy coffee from very differentiated parts of the world. So the amount of products that we have sometimes could be intimidating for some people because they may be just starting to understand the world of coffee."
HostBusiness Of Apps - connecting the app industry since 2012
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Your phone has become an extension of your brain. You store a ton of information on it, you use it to get through your day or to plan something in advance. Youâre working on it, you are spending your leisure time with it.
Every once in a while, when your existing 80-100 iOS apps (this is how much apps we have on our phones these days) arenât enough and you need a new one, you go to the App Store. When you launch a search query there, the first search result you can see is on a blue background - this is an Apple Search ad.
Whether youâve been driving traffic to your iOS app with Apple Search Ads or you never used this paid advertising platform before, today Simon will tell you how to use it efficiently.
Todayâs Topics Include:Simon's backgroundAbout AppTweakApple Search Ads overviewBalancing between keyword discovery and existing high-performance keywordsUsing Atlas AI to identify and cluster high-performing keywords for Apple Search Ads campaignsMeasuring and mitigating the impact of cannibalization on brand defense campaignsLinks and Resources:Simon Thillay on LinkedInAppTweakAtlas AIBusiness Of Apps - connecting the app industryQuotes from Simon Thillay:"So for those who not familiar, today there are actually four different types of inventories in Apple search ads. The one, I think most people are familiar with and the one you were mentioning in your intro, is search results campaigns, which is basically being able to put an ad at the very top of a search result page and based on what potential customer has just searched for.
But there's three more that Apple has released over the years. The second one is a search tab. So it's another ad that you can see, before people start typing in the search tab. And it's basically a game of trying to catch the attention and play on other signals to kind of convert there.
A third one would be the product page, so if people scroll down to the bottom of the page and look at the You Might Also Like section, there will also be an ad in there. But I think the final placement, the final inventory, is the one that gets the most hype these days. It's the Today tab."
"It may be called a discovery campaign, but the campaign part trumps the discovery part. And in other words, at first, the campaign is going to find keywords that fit the criteria you've set. But once it's found those keywords, unless you give it different instructions, it's going to stay focused on those. It's basically the principle of if it ain't broke, don't fix it. We found something that's working."
HostBusiness Of Apps - connecting the app industry since 2012
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Ok. A quick recap of the app marketing industry history. There was a time, circa 2008 - 2016, when all marketers were going out of their way to acquire as much installs for their apps as possible. Pretty much everyone was playing that game. Then came the moment when marketers realized that if they donât retain their users as they acquire them, they can not build a sustainable app business. Right, itâs no brainer for you now but back than it took time for people to shift their mentality.
Ever since weâve been hearing about mobile app users churn and how to deal with it, LTV (Iâm sure you know it stands for Live Time Value) became a really important metric.
But if I ask you today âWhat is TTV?â No, I donât mean Twitch TV. Ok, today Jeremiah will help us to expand your marketing vocabulary.
Todayâs Topics Include:Jeremiah's backgroundAbout SandboxEffective strategies to streamline onboarding and quick engagementMeasuring and optimization of the time it takes for a user to realize the value of an appTactics to transform first-time users to repeat customersAndroid or iOS?Leaving his smartphone at home, what features would Jeremiah miss most?What features he would like to see added to his smartphone?Links and Resources:Jeremiah Runser on LinkedInSandboxBusiness Of Apps - connecting the app industryQuotes from Jeremiah Runser:"The reason why that's so important is we capture them right at that moment that's the most pivotal for them. They can sign up and they can send a notification free of charge to the service member, to their family members about the opportunity to use Sandbox to write letters while they are there. So because of that, can sort of insert ourselves into a process that already happens, which helps us optimize that. And the real value is that supporter gets to see those weekly updates."
"The way we primarily measure this is TTV (time to value). We really did a lot of testing early last year and how do we optimize for first purchase, which we would consider time to value. And how do we do that in the least amount of time? And really that's kind of by optimizing the onboarding process, getting all the information that we need for somebody before they ever even sign up for the app."
HostBusiness Of Apps - connecting the app industry since 2012
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This is one of our special episodes, when we share either one of our webinars or in-person panels from the App Promotion Summit.
This time we have a webinar with the fascinating topic on the table - running a successful privacy-first mobile campaign. Experts from DataSeat, Kachava, and Wavemaker discuss the challenges of privacy-first mobile advertising, including overcoming attribution hurdles such as privacy thresholds, crowd anonymity, and delayed postback data.
They also dive into optimization strategies, the future of mobile ad attribution and measurement, and the adoption of SCAD Network among publishers and advertisers. The conversation concludes with insights into the potential of re-engagement tracking and upcoming innovations in privacy-compliant user acquisition.
The agenda of this webinar includes:Apple, privacy and the switch to AdAttributionKit;Overcoming crowd anonymity and driving success with SKAN and AdAttributionKit;The future of AdAttributionKit and iOS attribution;Questions and answers.To cover it all we had the following group:Mark Menery from Dataseat (part of Verve)Grant Simmons from KochavaZach Gryphon from WavemakerAnd Alexandra Klimashevich from VerveHostBusiness Of Apps - connecting the app industry since 2012
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Today, all businesses, brands and marketers are focused on mobile. It is no brainer - people spend two - three hours a day on mobile devices, so much of the action is there.
And yet - we still use laptops and desktop computers. Ask yourself - why would Apple introduce the macOS Sequoia iPhone mirroring app if desktop computers werenât still relevant? We do work on our favorite MacBooks and iMacs, watch movies, plan our next vacation and so forth. It is just, for a few years since the iPhone was introduced, mobile was sucking out all the oxygen in the ad space.
So, if you are an app marketer, for you the answer is clear - you need to work with both mobile and desktop ad spaces to grow your appâs user base and generate revenue. Web-to-App advertising is what weâll be talking about with Anastasiia today.
Todayâs Topics Include:Anastasiia's backgroundAbout PlantInCustomized User JourneysChallenges in transitioning to a web-to-app funnelInternal tools and third-party solutions for ad campaign automationAndroid or iOS?Leaving her smartphone at home, what features would Anastasiia miss most?What features she would like to see added to her smartphone?Links and Resources:Anastasiia Karlova on LinkedInPlantInBusiness Of Apps - connecting the app industryQuotes from Anastasiia Karlova:"When we talk about customized user journey for apps, we are talking mainly about Web2App funnel. It could be based on a funnel with the questions completely based on the web or about the funnel that consists only one landing page and then push you to the store to download the app."
"I think the best thing is that you don't need to deal with opt -in rates. You're just skipping that part because this is considering web campaigns and web experience. The limitations about iOS 14 are not working here. And you just have all the information you can get based on clicks."
HostBusiness Of Apps - connecting the app industry since 2012
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I think for all of us this experience is familiar. We download a new app weâve been looking for to fulfill specific needs and for some time the experience is great. Then your needs may evolve and now you need a new version of the app to cover it. If your updated requirements for the app are more or less in line with what other people need, and if the developer closely monitor these needs, soon youâll get the updated version.
Of course, the opposite is as likely - you may never get an update for the app, you canât wait anymore and you go and download a similar app from other company. So, the question - how do app developersâ team can keep their users happy? On the other hand, how do you make sure that over time your app stays intuitive for its users?
Well, today we have Paul to talk about how their team handles these hard questions for their app Documents.
Todayâs Topics Include:Paul's backgroundAbout ReaddleThe Documents app by Readdle quick overviewStaying ahead of app users' evolving needsIntroducing new features while keeping user experience familiarAndroid or iOS?Leaving his smartphone at home, what features would Paul miss most?What features he would like to see added to his smartphone?Links and Resources:Paul Sakhatskyi on LinkedInReaddleBusiness Of Apps - connecting the app industryQuotes from Paul Sakhatskyi:"So this is a very interesting question because we can look at it from different perspectives. So, I think there are two components, major components in this area. The first one, you should definitely reflect current needs of your users all the time, addressing their requests, addressing their issues, addressing new technologies that emerge all the time. But at the same time, you need to look forward to create something that people and users might not think about right now."
"We are using multiple things here. So first of all, we don't do dramatic changes that touch every single piece of the product. So we break it down into kind of components, use cases. So for example, we might redesign or create a new hypothesis, for example, an audio editing that we have inside the app. And we launch it."
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The field of app marketing is full of jargon. Just from the top of my head a few acronyms for you - ASO, CPI, CPA, LTV, FBI (sorry the last one was obviously a joke). Here is another one - MMM, which stands for Marketing Mix Modeling. Do you know what it is?
Well, in this episode Gary will explain it for you, showing how it works and why itâs important for you to use it in your app business.
Todayâs Topics Include:Gary's backgroundAbout KochavaWhat is Marketing Mix Modeling (aka MMM), why it's effective for unlocking app growthKey steps to implement MMM in a company's marketing strategyCommon challenges in adopting Marketing Mix ModelingAndroid or iOS?Leaving his smartphone at home, what features would Gary miss most?What features he would like to see added to his smartphone?Links and Resources:Gary Danks on LinkedInKochavaMMM 101 A 3-Part Webinar SeriesBusiness Of Apps - connecting the app industryQuotes from Gary Danks:"MMM is a methodology used to measure and analyze the impact of various marketing activities on your conversions. Now, where the sort of the confusion comes in is that it sounds quite familiar to the industry standard of last touch attribution. But to truly grasp marketing mixed modeling or MMM, it's important to distinguish it from last touch attribution."
"The biggest challenge is probably just old mindset. We've been in this industry for many years and last touch attribution is the standard form of measurement and it's been around for 12, 13 years or so. So quite often companies are testing MMM but they don't want to believe the data because they've maybe built lifetime value models of their last touch attribution."
HostBusiness Of Apps - connecting the app industry since 2012
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How many languages do you know? Would you like learn a new one? Science unequivocally says that it is good for your brain to learn new languages. You will thank us when youâll be in your 70s or 80s :-) The thing is that on top of immediate benefits, it will help you to keep your brain healthy down the road.
Now, today AI is on the path to impact our lives on so many levels. Learning new languages is one of them and today Steve will tell us about how AI allowed his company to transform their Memrise app dramatically.
Todayâs Topics Include:Steve's backgroundAbout MemriseAi-driven features that enhanced user engagement on MemriseThe biggest challenges in integrating AI into MemriseUsing AI to personalize learningAndroid or iOS?Leaving his smartphone at home, what features would Steve miss most?What features he would like to see added to his smartphone?Links and Resources:Steve Toy on LinkedInMemriseBusiness Of Apps - connecting the app industryQuotes from Steve Toy:"Well, I will tell you that we are probably still working on overcoming the biggest challenge that has been brought to us by all of this amazing technology. And that is unbelievable freedom, right? We now, because of what we've deployed, have given people the freedom to learn the words that matter to them, not the words that we decide in any given course."
"The first axis I alluded to earlier, is heretofore in school or in any course that you might take or in any of the other apps, you learn words in a certain order. Right? You're just marching everybody through the first 100, 200, 500, 1 ,000 words in the same order because you're marching everybody in lockstep to be able to interact with certain content and certain tasks.
But we don't have to do that. We have fully atomized dictionaries because no matter what words you know, we can start to run you into other experiences. And so that's the first level of personalization is let you decide why you want to learn a language."
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