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.

01:04:15

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Episode guests

Nathan Hudson

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Episode notes

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Quick takeaways

Nathan Hudson discusses the evolving landscape of User-Generated Content (UGC), suggesting that while it remains valuable, diversifying content types can enhance engagement results.

Attribution challenges, especially post-Apple’s App Tracking Transparency, complicate mobile app advertising, necessitating a clearer understanding of user behavior and tracking metrics.

Customer research is crucial for funnel optimization, as it reveals both quantitative user behaviors and qualitative motivations, informing better product development and marketing strategies.

Deep dives

Nathan Utzon's Background in Growth Marketing

Nathan Utzon runs a growth marketing agency called Perceptics, which specializes in mobile app optimization. His career began in family business marketing before transitioning to music, where he learned the importance of branding and community engagement. Eventually, Nathan shifted to the tech space, gaining valuable experience in user acquisition and onboarding optimization. His diverse background informs his current work at Perceptics, where he is dedicated to helping mobile apps reach profitability and scale effectively.

Intro

3min

Live Podcasting at Money 2020

13min

Navigating User Attribution and Campaign Optimization

9min

Understanding Growth Mindsets and Investor Expectations

5min

Navigating User Acquisition Metrics

23min

Balancing Creativity and Methodology in Marketing

8min

Understanding Consumer Perception of Influencer Advertising

3min

This week on the podcast, we had Nathan Hudson from Perceptycs, a growth marketing agency, sharing insights on user acquisition, customer research, optimization, and attributions for beginners. We also delved into creative testing and the relevance of user-generated content (UGC). Join us for an engaging discussion and anecdotes from Nathan's experience in the industry.

Chapters 📌

[00:00:00] Intro

[00:01:23] The death of UGC.

[00:06:01] App experts community at App Promotion Summit.

[00:10:31] Marketing in martial arts and music.

[00:16:33] Attribution challenges for app clients.

[00:18:32] App campaign budget challenges.

[00:22:19] Mobile App Advertising Strategies.

[00:26:00] Unrealistic expectations from investors.

[00:30:01] Payback period and business models.

[00:35:28] Attribution challenges in mobile apps.

[00:38:26] The importance of looking at the macro results.