Business of Apps Podcast

If you are an app marketer, one of the ways you can slice the app marketing pie is to cut it into paid and free parts. Of course, when you think about the free part, App Store Optimization comes to mind. To be fair, it’s not entirely free but the idea is that you don’t pay for all app installs you get with ASO techniques. When you mind wonders about the paid part, chances are paid ads with Apple’s Search Ads will pop up in your mind. Now, the question is - can both ASO and ASA work together? Perhaps you, like me, saw this question being raised online before but I do want to hear what Emre has to say about it. Today’s Topics Include: What is Apple Search Ads platform What is App Store Optimization The App Store keyword ranking algorithm How Apple Search Ads help ASO How to increase a mobile app rankings using ASA How ASO can be beneficial for Apple Search Ads campaigns Custom Product Pages Android or iOS? Emre's first mobile phone Leaving her smartphone at home, what features would Emre miss most? What features Emre would like to see added to his smartphone? Links and Resources: Emre Bilgic on LinkedIn MobileAction Business Of Apps - connecting the app industry Quotes from Emre Bilgic: “There are three major factors that effecting keyword rankings very strongly - the ranking that a particular keyword may have, the Conversion Rate, daily downloads number the app has for that keyword. " “I'm really expecting a lot of things that come out from Apple in the upcoming years that probably are going to have the industry, hopefully in a more positive way." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

For more than a century scientists have been trying to pin down what sets us humans apart from the rest of the animal kingdom. The most prominent feature that seems to be doing the job is collecting, sharing, and storing information. You, as an app marketer, are always on the quest for new information, namely - to learn from your peers how to handle various parts of the app marketing equation. So today I have Natalie from Fabulous app to share with you the user acquisition strategies that help her at work. Today’s Topics Include: The marketing funnel definition What Natalie considers essential for the app user acquisition journey The strategy to deal with KPIs efficiently What to do when something stops working in your app marketing campaign How to scale up app user acquisition Natalie's take on ad creatives The rule of thumb for UA channels Key takeaways What Natalie would like to change about mobile app marketing Android or iOS? Natalie's first mobile phone Leaving her smartphone at home, what features would Natalie miss most? What features Natalie would like to see added to her smartphone? Links and Resources: Natalie Drozd on LinkedIn Fabulous Business Of Apps - connecting the app industry Quotes from Natalie Drozd: “The marketing funnel - there are many ways how to describe it but I prefer to refer to the funnel as the process of the person understanding of the certain need and up to using your product and becoming a loyal customer." “The important thing (about KPIs) is it should be realistic." “(the important thing about ad creatives to highlight) Know your users, know your customers - this is how you can understand their needs. Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Generative AI ChatGPT and leveraging the power of AI for app analytics. Following this new trend, app marketers don’t want to be left behind and actively explore what this new flavor of artificial intelligence and automation has to offer. But this is not to say that Influencer marketing has stopped working, that influencers have lost their power of persuasion. Absolutely not. We are still human beings who trust other humans and those opinions we value. What’s on the horizon for Influencer marketing this year? I’m glad you’ve asked - today we have Lucia to talk about 2023 Influencer Marketing Trends. Today’s Topics Include: Creators economy trends Influencer marketing campaigns' efficiency Influencer Marketing CPM in 2023 App user's privacy impact on influencer marketing App attribution for influencer marketing Influencer marketing partnerships Customer Acquisition Cost What's coming for TikTok this year Video vs. display and search formats Things Lucia would like to change about the mobile marketing space Links and Resources: Lucia Aguilar's LinkedIn TATAM.digital website Business Of Apps - connecting the app industry Quotes from Lucia Aguilar: "There are a lot of companies right now, with this harsh economy, going towards CPA type of payment to the influencers. So they are paying based on actions that they want influencers to perform.” “I think we're seeing that along with inflation that we see worldwide, we're going to see the inflation also reflected on the fees that influencers charge." “People will continue not to click on the ad :-), but we estimate that almost 50% of the people that actually click on the ad redeem the code, even if the code comes with the discount." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Stores. We all visit several times a week a grocery store, once a week we may check out what’s cool in a nearby mall but what store do we check sometimes a couple of times a day? Right - it’s either Apple’s App Store or Google Play. Social Media, Instant Messaging, e-Commerce, streaming apps, and on and on, we download apps on our smartphones or a tablet on so many occasions. I don’t think you are that curious about how your local mall works but I bet you would like to take a look under the hood of those major mobile app stores. In this episode, Simon will give you that chance. Today’s Topics Include: A quick explainer for reverse engineering, metadata, and semantic meaning The fundamental dynamics of an app store What is Atlas and how it was built The Atlas testing What does Atlas allow app marketers to do? Is Atlas useful for App Search Ads too? What's next for the Atlas? Things Simon would like to change about the app industry Links and Resources: Simon Thillay’s LinkedIn Apptweak website AppTweak Unveils Atlas, the First App Store Semantic Engine Business Of Apps - connecting the app industry Quotes from Simon Thillay: "Reverse engineering is fairly common in tech - it's basically trying to recreate how something works by starting with the end result.” “The point we want to make is that the words' meaning can actually change depending on the contexts where it's been used." “What we're doing at AppTweak is not just building the Atlas but it's also building tools that are powered by Atlas that can make the life of marketers easier." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

One of the pillars of mobile app growth is App Engagement. Month after month, year after year this is the never-ending challenge for every app marketer or mobile product manager out there. This is what keeps them up at night and put them on a plane to fly to the next app industry conference to learn more about it. It doesn’t matter what country’s app economy we’re talking about or app category - a robust App Engagement strategy is what brands desperately need to beat their competition, to stay afloat, especially in such economically challenging times as right now. In this episode, we will save you some money on a biz trip by having with us Esther to tell you about how to boost app engagement with product-led growth principles. Today’s Topics Include: The Growth Loops concept Esther's approach to measuring KPIs What is a vanity metric and what to do about it The North Star metric concept Types of app engagement Key takeaways What Esther would like to change about app analytics Android or iOS? Esther's first mobile phone Leaving his smartphone at home, what features would Esther miss most? What features Esther would like to see added to her smartphone? Links and Resources: Esther Trapadoux on LinkedIn Amplitude The North Star Playbook Business Of Apps - connecting the app industry Quotes from Esther Trapadoux: “But a lot of times, like for mobile app companies, that one session isn't enough time to get to monetization, you need multiple ones." “You don't really look at the quality of that traffic, how long you're able to retain that person, like what actually drove them there, what kind of promo you're running that actually paid off like 3 or 6 or 9 months down the line until you get into an important monetization moment." “Just get started, don't search for perfect... the faster you do the faster you start thinking about what are the inputs that move the needle." Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

Look around, wherever you’re listening to this episode, many products you can see have three people associated with them - consumer, marketer, and developer/builder/designer - you get the point. So hence the following questions are always involved. What does the consumer want? How to make sure the product is what the consumer is looking for? And how to build the damn thing to meet those needs? Trying AppTweak too. In today’s episode, we welcome back Josh to talk about consumer-driven app development. Today’s Topics Include: The impact of the economy on mobile apps The role of marketing in the current situation with mobile apps Enterprise app development challenges and how marketing can help with it App industry 2023 predictions Things Josh would like to change about the app industry Links and Resources: Josh Wetzel on LinkedIn OneSignal Business Of Apps - connecting the app industry Quotes from Josh Wetzel: "OneSignal is a customer engagement platform, it's currently installed in approximately 1 every 5 new mobile Android and iOS mobile apps. We support businesses across the globe. We deliver about 11.5 - 12 billion messages a day.” “I see it both as a consumer and in my role here [in OneSignal]. There is a decline in the efficacy of user acquisition due to some things happing with app targeting and the costs are rising in general." “I think there is a great example [Netflix] when adding the ad component, I think it was a big mistake." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Throughout the year we host around 50 episodes to introduce you to an app marketing technique, explain how app subscriptions work, dive into app monetization strategy building, to share tips and tricks for app marketing on holidays, and much more. But at the beginning of the year, we get together with people from Data.Ai (formerly known as App Annie) to give you a bird-view perspective on the app industry and provide a recap for the previous year. Now, Data.Ai commissions the State of Mobile annual report, which is about 100 pages, in this episode, we will cover with Lexi only its macro mobile trends, you can find the link below to read the entire report yourself. Today’s Topics Include: The app industry in 2022 vs. 2021 - a brief look Time spent on mobile in 2022 Top mobile markets Downloads, Consumer Spent, and Time-wise Money spent on mobile ads in 2022 Top 3 app categories Downloads, Consumer Spent, and Time-wise Money spent on mobile games and apps in 2022 Growing app categories in 2022 The last year Gen Z app preferences What people searched on the app stores Links and Resources: Lexi Sydow on LinkedIn Data.ai State of Mobile 2023 report Business Of Apps - connecting the app industry Quotes from Lexi Sydow: "We saw record app downloads, 255 billion new app downloads, so a lot of user acquisition happening, up 11% year-over-year.” “On a per user basis, that's where it's really interesting. Globally, among the Top 10 mobile markets, we saw 5 hours per day spent on average person per device." “Within the download space we saw a lot of more utilitarian, sort of  tools and anti-virus apps, productivity tools, VPN and downloaders." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

One of the biggest causes of our fears and worries is uncertainty. Ask any app marketer “What’s on your mind more than anything else?” and chances are you will hear something like “how well do I know what are the channels that bring me most of my app users today?” App attribution is important like never before, I know it may sound like a cliche but it’s true. In this episode, we have Mateusz talk about the future of attribution - where we stand today and where we are going to. Today’s Topics Include: The state of mobile marketing today The most popular app user journeys today What's new for the cross promotion What's new for the organic user acquisition Connected TV mobile attribution What Mateusz would like to change about the app industry Android or iOS? Mateusz's first mobile phone Leaving his smartphone at home, what features would Mateusz miss most? What features Mateusz would like to see added to his smartphone? Links and Resources: Mateusz Bochenczak on LinkedIn AppsFlyer Business Of Apps - connecting the app industry Quotes from Mateusz Bochenczak: “A lot has changed since 2007, the competition grew. It's not that featuring on any of the apps stores will guarantee you a success. Depending on the genre and category you're operating, you need to try to, first of all, to be open to testing of different ways of acquiring those users, but we definitely see the surge of  user journeys like, for example, web-to-app - trying to get the users into the mobile app." “We see a big surge of things like Influnecer marketing, referrals, user intives..." “Interesting enough, just for the second half of this year we saw an increase of more than 20% of clicks and installs when it comes the Connected TV to mobile app experiences. " Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

When you think about the Internet, what words come to your mind? Essential, cross-cultural, crucial for governance, and the word free would pop up as well. Yes - we pay for many online services, these days primarily for subscriptions, and mobile apps are a huge part of that. But on the other hand - there is a free part of the Internet. But what do we mean it’s free? How do you monetize a free mobile app? There is a number of business models to do that but how do you decide on what model to apply to your free app? In this episode, Andriy will tell about how to create the best monetization strategy for your free apps. Today’s Topics Include: The landscape of app business models Building an effective app monetization strategy mindset Popular free apps monetization strategy examples Free app monetization strategy - iOS vs. Android Mobile games and non-games - which ones it's easier to monetize What Andriy would like to change about the app industry Android or iOS? Andriy's first mobile phone Leaving his smartphone at home, what features would Andriy miss most? What features Andriy would like to see added to his smartphone? Links and Resources: Andriy Sambir on LinkedIn LinkUp Studio Business Of Apps - connecting the app industry Quotes from Andriy Sambir: “However, in a case when we look at the application development from an owner standpoint of view and somebody who wants to make money on that, you actually have 9 different ways of getting money out of your app." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Today I’d like to continue the Influencer marketing theme, covering with Marion running an Influencer marketing campaign. Now previously on this podcast, we covered this topic conceptually multiple times, and I bet you read about its pros and cons on blogs, watched presentations, etc but this time I want to focus specifically on launching your own campaign, I want to give you an example of how it should be done so you can avoid costly mistakes. Today’s Topics Include: What social media platforms does Marion suggest to run ad campaigns for mobile apps? Strategies for social media platforms that are efficient for app marketing today Social media marketing campaign testing strategies Strategies to mitigate issues that may arise with social media campaigns What Influencers are capable to deliver for a mobile app ad campaign Takeaways A single thing Marion would really like to change about Influencer marketing Android or iOS? Marion's first mobile phone Leaving her smartphone at home, what features would Marion miss most? What features Marion would like to see added to her smartphone? Links and Resources: Marion Balinoff on LinkedIn Marion Balinoff Consulting Business Of Apps - connecting the app industry Quotes from Marion Balinoff: “It starts with understanding the audience that we want to target like with any other acquisition channel. We need to understand where the audience is." “In TikTok you can place the link that it's going to be only in the bio of the influencer, hence you aren't going to get a lot of trackable traffic. On YouTube, on the contrary, you have the link that is directly in the video description, it's right below the content and it's going to be much more accessible " “...that means you need to increase the Conversion Rate. To do so you can have, for example, gift code links that will grant your audience some free goodies.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024