Business of Apps Podcast #213: Building a cookieless future: mobile strategies for success with Ishan Singh, Activation Lead at Bunq
OK, this time my setting the stage begins with a disclaimer - the cookies we’ll 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, it’s 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.
Today’s Topics Include:- Ishan's background
- Strategies to gather and leverage first-party and zero-party data
- Strategies to collect more data about customers, while respecting their privacy
- Strategies to maintain and improve conversion rates, while the usage of third-party cookies declines
- Android or iOS?
- Leaving her smartphone at home, what features would Ishan miss most?
- What features he would like to see added to his smartphone?
"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