#198: App Growth Strategy: the Deezer’s case with Sherina Khalidi, VP Performance Marketing at Deezer
May 27, 2024
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Sherina Khalidi, VP Performance Marketing at Deezer, discusses the app's growth strategy, user acquisition, data analytics, retention tactics, partnerships, and emerging trends. She shares her experience, challenges in digital marketing, and preferences between Android and iOS. The podcast delves into her smartphone feature wishlist and nostalgic memories of early mobile phones.
Deezer's success in app growth stems from a creative approach, broad targeting, and data-driven strategies.
User acquisition strategies at Deezer have evolved from cost per register to cost per listener, focusing on innovative partnerships.
Data integration and analytics are crucial for informing growth strategies and understanding user behavior at Deezer.
Strategic partnerships with telecom companies and global brands have been pivotal in Deezer's growth journey.
Future app growth strategies will leverage AI, personalization, and authentic user relationships to engage evolving consumer behaviors.
Deep dives
Shirena's Experience and Background in Performance Marketing
Shirena Khadidi, VP Performance Marketing at Deezer, shares her nearly two-decade journey in performance marketing, starting in media agencies focused on return on investment. She transitioned to the gaming industry, learning about event marketing and user acquisition strategies. Shirena joined Deezer with a focus on acquisition campaigns, climbing the ladder to her current role.
Deezer's User Acquisition Evolution and Strategies
Deezer's user acquisition strategies have evolved over the years, tracking from cost per register to cost per listener and forecasting lifetime value to acquisition cost ratios. Their success pillars include innovation, testing new partnerships and placements ahead of competitors, a creative approach tailor-made for specific media platforms, broad targeting to optimize ROI, and in-depth data utilization.
Leveraging Data and Analytics for App Growth
Data underpins all decisions at Deezer, merging internal data with market research for user understanding. They employ attribution strategies for daily monitoring and use incremental testing for deeper insights. Shirena discusses future plans involving AI for marketing efficiency prediction and tackling user churn with tailored music-related retention strategies.
Strategic Partnerships for App Growth
Strategic partnerships have been instrumental in Deezer's growth, notably collaborating with telecom giant Orange at an early stage. By partnering with brands globally, Deezer stands out, providing tech solutions and label connections. Shirena highlights the importance of diversified acquisition channels beyond major digital platforms to reach wider and authentic audiences.
Future Trends and Technologies in App Growth
Shirena anticipates AI and regulatory developments reshaping app growth strategies. Emphasizing the impact of personalization and user-centric experiences, Deezer focuses on authentic relationships with users. As mobile apps mature, brands must prioritize authenticity and proximity to effectively engage the evolving consumer behaviors, particularly Generation Z's preferences for genuine connections.
Wrap-up and Contact Information
The episode features Shirena Khadidi, VP of Deezer, sharing insights on performance marketing and user acquisition strategies. To stay updated, subscribe to the Business of Apps podcast. Shirena explores Deezer's evolution in app growth strategies, leveraging data analytics and strategic partnerships for success. Delving into future trends, she discusses AI and regulatory impacts, emphasizing the importance of user-centric experiences and authentic brand relationships.
How to Stay Updated on Business of Apps Podcast
To access more podcast episodes, subscribe on various platforms like iTunes and Spotify. Episodes are released weekly on Mondays. Listeners can engage by leaving comments and feedback on iTunes. For additional episodes, visit businessofapps.com. Stay tuned for the next insightful episode airing on Mondays.
Learn About App Promotion Summit New York
Discover upcoming trends at the App Promotion Summit in New York on June 27, 2024. This event offers growth marketing strategies from experts across industries. Register at app-promotion-summit-new-york-1-word. Don't miss out on learning exclusive insights to drive app growth.
Thanking Shirena Khadidi and Closing Remarks
Shirena Khadidi, VP Performance Marketing at Deezer, shares her expertise on the podcast. Listeners can engage with the podcast by subscribing for weekly updates. Show appreciation by leaving comments on iTunes. Access more episodes on businessofapps.com. Thank you for listening and stay tuned for upcoming episodes.
Ok, a bit of trivia to begin with - what is the most common and most used word app marketers and app owners use in a conversation about their apps in pretty much any country you can think of? Well, if they have a conversation in English that would be growth.
It’s that notion that everybody is agree is extremely important for a mobile app project to succeed. There is a set of app growth marketing techniques we all have heard about, tried ourselves and hopefully benefit from using. But because mobile apps’ audiences are different, we know that these techniques aren’t expected to be equally efficient for everybody and so it is always wise to listen to other app marketers’ experiences to learn something new.
In this episode, Sherina will share her experience with the Deezer app’s growth strategy.
Today’s Topics Include:
Sherina's background
The Deezer app and what people use it
Acquisition strategies that worked for Deezer
Data and analytics to inform the app's growth
Tactics to retain the app's users
Partnerships and collaborations to foster the app's growth
Emerging trends and tech to impact app growth strategies in the future
What Sherina would like to change about digital marketing the most
Android or iOS?
Leaving her smartphone at home, what features would Sherina miss most?
What features she would like to see added to her smartphone?
"On the measurement front, at Deezer we use the triptic Attribution / MMM / Incrementality, and I would love to use AI to get a synthetic view of these 3 components to help me predict the outcome of future invest."
" As the mobile industry is maturing, I feel the good old recipe of UA and ASO will work less & less, and it will be more about building a strong brand that is able to connect with their users, in trust and authenticity. I think there's really something here for us to reinvent."
