Business of Apps Podcast

COVID-19 has changed the world and impacted the global economy, especially for companies offering airline and other travel services. Today’s guest is Alexandra “Sasha” Lamachenka, Global Marketing Manager at Skyscanner. The leading travel company finds the best options for flights, hotels, and car rentals. Sasha came on our show to talk about how this pandemic impacted the Airline industry and its effect on Skyscanner's marketing communication. Today’s Topics Include: ✈️ Skyscanner’s Core Philosophy: Traveler first (listen to them and offer support) ✔️ Skyscanner’s Mission: Lead the global transformation to modern and sustainable travel 🦠 COVID-19’s impact on airline industry in different countries and signs of recovery ✔️ Skyscanner App Marketing: Not actively promoting and selling travel, yet ✔️ Travel Company Considerations: Flexibility, safety, and trust. Links and Resources: Sasha Lamachenka on LinkedIn Skyscanner Business Of Apps - connecting the app industry Tweets/Quotes by Alexandra Lamachenka: “I truly believe that one of the reasons for this success is our core philosophy: Traveler first.” “Overall search and bookings remain super low, starting from April. However, right now, we are seeing some very early signs of recovery in domestic travel.” “Global travel anxiety has dropped from its highest point of 72% to the current and lowest figure of 58%, which is good.” “There are so many unknowns, and restoring traveler confidence in travel will be the key.” 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

In the ocean of mobile apps there are some that are built for a community.  If you take any mundane app on your smartphone, it may have thousands of users but it is not a vital part of their life, they don't open it to share their experience. On the other hand, community apps are exactly the place where people get together to share something exciting in their life. Today’s guest is Ayat Baroudi from Fishbrain, where she’s responsible for CRM marketing, specifically - app retention, growth, conversion, and monetization and we're talking about app community management. If you love to fish, don’t let this app get away! Today’s Topics Include:  🎣 Fishbrain: Comprehensive fishing intelligence tool and vertical social network  ✔️ Fishbrain Community: All types of anglers, ages, and skill/interest levels ✔️ App Onboarding: Educate, manage, and engage diverse users using different features ✔️ Personalization: Identify needs and expectations to provide relevant content ✔️ CRM Role: Focus on customer lifecycle via product and value, not only growth and profit Links and Resources: Fishbrain Ayat Baroudi on LinkedIn Ayat Baroudi’s Email Business Of Apps - connecting the app industry Tweets/Quotes by Ayat Baroudi: “It’s for all types of anglers—professional ones or beginners or people who just want to learn about fishing.” “Everyone likes to talk about themselves. So, we try to make users’ needs at the center of the attention.” “Personalization is key. The more information you can get from the user, in a nice way, that’s the most important thing to be able to actually target different types of users.” “Based on the information we get, we’re able to create very personalized and relevant content and CRM flows for these different users.” 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, because of the recent lockdowns all over the world to stop the spread of COVID-19 pandemic, almost all communication between people occurs online. So, how has this pandemic impacted the dynamics of communication related to apps, such as Snapchat? This episode's guest is Samuel Bevan, Head of Emerging International, Advertising Solutions at Snap Inc. Snapchat is the fastest way to communicate with friends to stay connected, entertained, and informed. Today’s Topics Include: 👻 What is Snap? Camera communication platform 📊 Snapchat App Audience: General growth and core use increases 20% annually 🌏 Demographics and Geographies: Adapt, evolve, and engage to grow in uncertain times ✔️ Behavior Trends: Shift in how people buy media and businesses get more out of them ✔️ Snapchat Philosophy: How can we make conversations happen through the camera? ✔️ Responsible Publisher vs. Fake Content: Follow social media or platform approach? ✔️ Verticals and Sectors: COVID creates opportunities for some businesses to pivot ✔️ New Norm: Unreasonable to reverse or replace behavior patterns Links and Resources: Samuel Bevan’s Email Samuel Bevan on LinkedIn Snap Inc. Snap Statistics Business Of Apps - connecting the app industry Tweets/Quotes by Samuel Bevan: “Why send a text when a snap can say a thousand words?” “Certain industries have taken hits due to what’s going on in the world.” “Across the globe, let’s face it, Snapchatters’ behaviors have adapted and evolved.” “If you can adapt, adapt. If you can evolve, evolve. But most importantly, listen to your customers while doing this.” 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

App store optimization (ASO) is the oldest app marketing technique used to acquire more app users. Since the early days of the first app store, launched by Apple in the summer 2008, app marketers have been experimenting with numerous techniques to get their apps more visible on the store and get it downloaded. Mistakes were made and lessons have been learned. Today’s guest is Marie-Laure Cruyt, Chief Product Officer at AppTweak. She explains how to do App Store Optimization for the Google Play app store. Today’s Topics Include: 🔢 Data Points: 65-70 percent of all app installs are driven by search Developers/brands get 3 out of 4 app users via built-in search and app stores 📊 AppTweak: ASO tool provides data to monitor and increase app visibility, performance 👉 KPIs and Keywords: How ASO for Google Play differs from Apple App Store ✔️ Google’s Complex Algorithm: Key element is retention ✔️ Keyword Density vs. Stuffing: Repeat relevant words, but not too much ✔️ Conversion Tips: Keyword relevance, ratings, and visuals ✔️ Pros/Cons: App changes are continual, annoying, time consuming, and competitive Links and Resources: Marie-Laure Cruyt on LinkedIn AppTweak Business Of Apps - connecting the app industry Quotes by Marie-Laure Cruyt: “Google, obviously, is the one who invented SEO, so their approach to ASO really follows that path.” “The more you repeat them, the more weight you give to that word. The more likely you will rank on that word.” “Don’t just repeat just for repeating.” “Everything that you put into the description should be useful from a user perspective.” 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

Behind every successful app is a team of people working together efficiently, especially for those who enjoy on-demand and/or live TV shows. Today’s guest is Stuart Jones from ITV Hub, an online TV platform that lets customers view anything from scientific documentaries to trivia and talent shows across its smartphone, tablet, AppleTV apps. We invited Stuart to give us his perspective on how CRM and app product teams should work together, how you choice between advertising and subscription models and more. Today’s Topics Include: 📺 What is ITV and ITV Hub? Large, ad-free television service or online platform 📼 Live or Later: ITV Hub offers content parallel to linear television 💪 Customer Relationship Management (CRM): Strong, misaligned, or non-existent 🦠 COVID-19 Crisis: Quickly learn to work remotely and provide content via collaboration  💲 Business Models: Pros and cons of subscriptions versus advertisements 👉 Customer’s Choice: Give people more choices to get more attention 👍 Box of Wonder: What are you going to get? Guaranteed satisfaction with subscription 💵 Price Point: At least $20 a month or not profitable for acceptable amount and service 🤖 Machine Learning (ML): Ready to use for careful and constructive product development Links and Resources: Stuart Jones on LinkedIn ITV Hub Business Of Apps - connecting the app industry Tweets/Quotes by Stuart Jones: “We try and insure that our content is parallel to the linear television.” “We can empower each other to be successful at our jobs.” “Our collaboration is being tested, but also our ability to react quickly is also being tested.” “Every business that serves advertising should look at the question, ‘Would a subscription model without advertising be as sustainable for me?’” 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

What helps us deal with uncertain situations? Hard data and analysis. We need to know what happened in the past to know what to do now and in the future. Today’s guest is David Llewellyn, Director of Marketing EMEA from AppsFlyer, the leading mobile app tracking and attribution analytics company with 9+ years on the market under its belt. He recaps what happened with app marketing in 2019 and what's going now, when COVID-19 is impacting the whole global economy, to help adjust your strategy moving forward. Today’s Topics Include: 📊  App Categories: Which are growing, going away, or adapting? 📈 Trends and Timelines: Similar worldwide lockdown and stabilization 👩‍💼👨‍💼 User Acquisition: Balance installs via paid channels and native traffic 🤔💰 Aggressive or Conservative? Short-term strategies to cut budgets or double-down  📣 Retarget, Reactivate, and Re-engage: Opportunities to acquire and retain users  👍 Good News: Robust, solid, enterprise software tools available for marketing automation  👎 Bad News: Challenge is to know which tools to use and when to integrate them 👉  Business Models: Conscience decision for expensive base or content with less profit? Links and Resources: David Llewellyn on LinkedIn AppsFlyer Business Of Apps - connecting the app industry Quotes by David Llewellyn: “The distraction and the fun that games provide during difficult times is a really great thing for many people.” “Everything’s changed. There’s no one rule anymore.” “The good news is there’s tools out there for almost everything that you could want to do with your app. The vast majority of those tools are really robust, solid, enterprise great software.” 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

Businesses around the globe are going through the process of adaptation to the new economy. How are they coping with the COVID-19 pandemic? By sharing their business experiences. Today’s guest is Loren Gould, marketing director at Cuvva—where insurance is a good necessity. He describes how Cuvva is managing the Coronavirus crisis. Today’s Topics Include: 🦠  Has COVID-19 impacted Cuvva? Yes, but less than expected by taking action early 👉  What works? Messaging campaigns and more channels for marketing techniques 💪  Big Wins: Boring versus glamorous channels that both proof effective 🧪  Feedback: Don’t assume, but continually learn, research, and test what users want Links and Resources: Loren Gould on LinkedIn Cuvva Business Of Apps - connecting the app industry Quotes by Loren Gould: "Marketing Experience and Background: Be yourself, more fun, less awkward, and safer. “Never thought in a million years, I would be working in insurance—let alone really enjoying it and passionate about it.” “Our app is based on movement, so we’ve obviously taken a hit—although, not as much as we anticipated.” “Traditional channels that you wouldn’t think would be worth doing, sometimes are and can be very effective.” 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

What is app store optimization (ASO) capable of doing? It’s crucial to know ASO techniques, and learning them from first-hand experience is just as important. Today’s guest is Paul McCallum from Babylon Health. He shares how applying ASO techniques helped Babylon Health shift the user acquisition equation from paid to native search ads. Today’s Topics Include: ☝️ Why is ASO important? ASO provides awareness and organic visibility 💰 Paid vs. Native Search Ads: Babylon Health’s shift and switch from 75 to 25 percent 🤔 In-house or Outsource? Applying ASO to improve search and social channels 🔑 ASO Factors: Optimize keywords and refine look and feel to improve app store ranking 📈 ASO Results: 270% growth in keywords ranked in Top 3 and 180% in Top 10 💪 Test, Experiment, and Tweak: Always room for improvement and opportunities 💵 ROI: Save money, increase conversion rates for user acquisition Applying ASO techniques to the Babylon Health app, the team managed to achieve Top 3 ranking for 56 new keywords on the iOS App Store and 24 on Google Play store. Results Babylon Health team managed to achieve for the app Source: Babylon Health Links and Resources: Paul McCallum on LinkedIn Babylon Health Business Of Apps - connecting the app industry Quotes by Paul McCallum: “App store optimization is vital to any app.” “Your app store page is like your shop window to the world. Like all good shops, you want to make this as appealing as possible, so that people decide to come into your store.” “By improving your organic visibility, you can get more people to look in that window for free.” “We had a host of important keywords that we had never optimized app store listings for.” 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

Mobile app marketing is a journey, that starts the moment a person sees an ad for a mobile app and finishes when she or he takes an action - buy an app copy, subscribe to it, register for a service or make an in-app purchase. And to be really accurate, it doesn't stop there - app developers and brands need their app users to stay loyal and continue to use the app and generate revenue over time. In this episode we decided to take a holistic view on what is app marketing and its components and dissect the Full Funnel Marketing concept. To do that we invited George Sharpe, ex-Apple's Senior Marketing Manager for Apple Music & App Store, founder of Favoured, a marketing, content and branding agency based in London, UK. The Marketing Funnel Source: TrackMaven Today’s Topics Include: 🔻What is full-funnel marketing? 👩‍🏫 Education and Awareness: what are people doing in your app? ☝️ Investors and Active Users: infrastructure for retention, churn, growth, and acquisition 👉 Performance Marketing: test channels to optimize creative, content, and calls to action 💰 Tools and channels to generate revenue: what's working today ☝️ Common mistakes in app marketing 📈 Effective Ways: Growth-hacking mindset and more testing Links and Resources: George Sharpe on LinkedIn Favoured Business Of Apps - connecting the app industry Quotes by George Sharpe: “Full-funnel marketing, to me, means marketing beyond the app install.” “An app install is the equivalent of a Website visit. That’s all it is.” “It’s a massive challenge to then try and retune the mindset of app founders or head of marketing.” “Companies should test more. Make sure you understand that there are different types of people that are willing to part with their cash in different types of ways.” 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

It is the app that both tech pundits and regular people like you and me talk about. Admittadly not all us use the app but we have heard about it many times for sure. TikTok. According to SensorTower, this February TikTok had the biggest number of downloads on both iTunes App Store and Google Play, beating WhatsApp, Facebook and YouTube. Source: Sensor Tower. As with all apps those popularity rise exponentially, it is a magnet for brands to reach audiences, to grow their customer base. It's important to understand how the app is different from other popular apps like Instagram, YouTube and others and see what exactly companies need to do to succeed with connecting their brands with people. In this episode we have Tim Armoo, CEO of FanBytes, the leading content, social and influencer marketing agency, to tell us about what brands need to know about TikTok and how market their products and services on it successfully. Today’s Topics Include:  ☝️ What is TikTok and why it is so popular 🤔 Why TikTok is effective for brands and what kinds of brands 🤦‍♂️ Common mistakes brands do on TikTok 📝 What an effective TikTok app marketing strategy looks like Links and Resources: Tim Armoo Linkedin FanBytes TikTok Revenue and Usage Statistics (2020) Business Of Apps - connecting the app industry Quotes by Tim Armoo: “The most interesting thing about TikTok is perhaps the platform where it lends itself so much to content creation that it’s unbelievable.” “TikTok lends itself for people to be so creative but in their own unique ways.” “Even though the audiences can be different...the thing that stays the same is if you’re able to do it in a creative way, you’ll always win.” “TikTok doesn’t reward good profiles. It rewards good videos.”   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