Business of Apps Podcast
#229: “How top apps win at user acquisition” App Promotion Summit Berlin panel
Mar 3, 2025
In a vibrant panel discussion, industry experts Victoria Chang from Wooga, Pascal Priso from Babbel, Karst Kortekaas from Appier, and Cansu Bengü Ağaoğlu from Adjust dive deep into the world of user acquisition. They tackle the challenges of CPI rates and the role of AI in refining marketing strategies. The conversation reveals the importance of simplicity for newcomers to app marketing, while stressing the need for innovative testing and collaboration to drive ROI. Data-driven insights and adaptive strategies are key to navigating this dynamic landscape.
41:28
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Quick takeaways
- Adapting user acquisition strategies through testing and collaboration across teams is essential to counter rising costs and maximize effectiveness.
- The integration of AI in mobile marketing not only automates campaigns but also enhances creative processes and long-term strategy development.
Deep dives
User Acquisition Strategies in 2024
The podcast delves into various user acquisition (UA) strategies for 2024, highlighting the importance of adaptability and innovation. Experts suggest that the landscape has shifted toward a testing-driven approach, emphasizing the need to remain flexible in responses to rising costs per install (CPI). Strategies such as retargeting existing users have become essential, particularly for apps with long-established user bases. Sharing insights across teams and learning from industry partners is vital for identifying effective tactics and prioritizing where to focus testing efforts.
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