In Growth We Trust: Marketing | Growth | Startups 🔮 Is UGC Content Dead? | Nathan Hudson, Founder of Perceptycs
May 8, 2024
Nathan Hudson, founder of Perceptycs, shares his expertise in growth marketing and user acquisition. He tackles the controversial topic of user-generated content (UGC), questioning its relevance in today's marketing landscape. The conversation dives into the challenges of mobile app attribution and budgeting, offering insights into optimizing customer research and marketing strategies. Nathan also discusses the impact of influencer marketing and consumer perception, emphasizing the need for creativity alongside structured methodologies in advertising.
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Budgeting for App Growth
- For smaller app budgets under $15,000/month, prioritize funnel optimization and learning over profitability.
- Test cheaper install traffic, optimize onboarding and paywalls, and aim for benchmarks before scaling budgets.
Campaign Optimization Strategies
- Mobile app install campaigns are cheaper but yield less granular data than app event optimization campaigns.
- App event optimization (AEO) significantly reduces cost per trial but increases CPI, requiring a larger budget.
Focusing on Payback Period
- Lifetime Value (LTV) is difficult to calculate upfront and shouldn't be the sole focus for early-stage apps.
- Focus on payback periods instead, aligning pricing and business models with realistic return timelines.