Business of Apps Podcast

The COVID-19 pandemic has impacted all of us, in one way or another. Many marketers and businesses are finding it difficult to know which specific steps to take to handle this crisis. Today’s guest is Lexi Sydow, a data analyst at App Annie. We invited Lexi to come on the show to talk about specific steps marketers can make today to restore their business growth. Today’s Topics Include: ⏰ How much time do most people use mobile apps each day? 🦠 How has COVID-19 impacted mobile app use?  💰 How much money people spend in apps? 💸 What are other options to generate mobile app revenue? 📺  What is the best marketing channel to leverage now? 👉 How to conduct a Keyword Search research? 🤔 Native vs. Paid Search: Bidding for generic or branded keywords 🤝 User Acquisition Campaigns: an art based on hard data and experimentation 📈 App Installs: Monitor downloads to meet demand and make money 🗣 Social Media/Comm Apps: Strategic tool to drive awareness, downloads, promotions Links and Resources: App Annie "10 Actions marketers need to take to win mobile today" report by App Annie Quotes by Lexi Sydow: “People are turning to mobile, even more right now to stay connected, informed, entertained, and healthy.” “Time spent is particularly useful when (identifying) total reach for establishing mobile’s worth to advertisers and marketers.” “Consumer spend is also extremely important. It’s an indication of both a large and engaged audience.” “In-app ads are a great way to shift the burden of cost from the consumer to the advertiser.” 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  

Storytelling has been around since the beginning of time, and it continues today. In fact, it's really crucial for how our society and economy work nowadays. Think of TED Talks and Apple Inc. keynotes and you'll get an idea for what is a high standard for storytelling today.   But how does it apply in app marketing, especially during the COVID-19 pandemic?  Empathy and resonance are the key because the world has changed. Today’s guest is Faye Liddle-Moore, Commercial Director-Northern Europe of Outbrain, which helps people discover content, products, and services that interest them. Today’s Topics Include: ☝️ Outbrain: Selling a moment of discovery, rather than an audience ✍️ Storytelling: Exchange between creator and audience to convey message that resonates  👩‍🏫 Talent vs. Taught: Storytelling is natural talent, but structure can be taught via insights 👍 App Marketing Storytelling Strategy: Value proposition on why your app is better 👉 Search and Social: Tell great stories in the right places 🦠 COVID-19 Impact on Brand Marketing: Don’t push but pull your own agenda Links and Resources: Faye Liddle-Moore on LinkedIn Outbrain BrainPower Outbrain on Instagram Quotes by Faye Liddle-Moore: “Rather than selling a specific audience, it was about connecting many audiences with content and stories that interest them.” “Being able to inspire people is probably something that it’s not necessarily something that can be taught.” “Empathizing with your audience is still the core of what you should be doing with your storytelling.” 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 do you do all day? What does it take to be efficient and organized? Our lives are busy and hectic. We struggle to get everything done because there just isn’t enough time.  A life of a mobile marketer isn't any different and, most likely, even more complicated than the most of us. Today it’s impossible to do marketing without automating repetitive tasks. Today’s guest is Paul Müller, co-founder and CTO of Adjust, attribution and analytics software for mobile applications. Paul talks about how marketing automation on mobile actually works and how it makes life of a mobile marketer easier. Today’s Topics Include: 🤝 Marketing automation should be about making humans work more efficient, not clicks  📊 Ad campaign challenges: Set bid/volume rules, track networks, and manage creatives 🤔 Marketing automation future? Retargeting should take the next step to change the game, bring real relevance to win users that churn away. 🏃‍♂️ What makes your users churn?  🖥🧍‍♂️ Computers or Humans: Which are better at communicating?  🦠 COVID-19 time working from home tip for mobile marketers. Links and Resources: Adjust Business Of Apps - connecting the app industry Quotes by Paul H. Müller: “We don’t want to replace the human element. I believe marketing should be about human connection, but right now, it’s about who can click the most?” “I fundamentally believe that humans are better at talking to humans. Humans want to talk to humans.” 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 several years ago Apple split the App Store on Games and Apps, it did so by a very good reason. By that time it was obvious that the whole app ecosystem was clearly divided between these two - mobile games and all other kinds of apps. This split has profound implications for app marketing.  Today’s guest is Anh Nguyen, Director of Performance Marketing at Wolt, a food delivery app. Previously, he worked at Rovio, best known for the game, Angry BirdsHaving experience of doing app marketing for both games and non-game apps, Anh is a perfect guest to tell you the difference between the two. Today’s Topics Include: 🤔 Workflow at Rovio vs. Wolt: What’s the difference? 🐤 Angry Birds: Gaming is driven by data, lifetime value, retention, and investment 😉 Online or Offline? Online is easier, better, and simpler. 🤝 How to create the most efficient team? Triangle of media buying, analytics, and creative 🌎 Delivery Differences: Targeting country-by-country vs. hyperlocal advertisements 👉 Marketing Channels: Facebook and Google for games, plus Snapchat for food delivery Links and Resources: Wolt Ahn Nguyen on LinkedIn Business Of Apps - connecting the app industry Quotes by Anh Nguyen: “Gaming is very much data-driven.” “Wolt is the food delivery company, where our product is not purely digital.” “A lot of things can be tracked, and for informatics, that’s the best you can wish 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

What comes to mind when you think of Silicon Valley startups? Growth strategy? Sustainable app business? In fact, an app growth strategy is the topic on a white board of so many app startups around the world. It's hard to overstate how important it is to come up with the right one. Mistakes cost app brands and developers stress, time, money and, in many cases, cause their dreams about having sustainable app business to collapse. Today’s guest is Mick Rigby, founder and CEO of Yodel Mobile. He offers guidance on successful strategies to acquire and retain users to grow a sustainable app business.    Today’s Topics Include: 💡 Best App Growth Strategy: Research idea for feedback 🤔 Functionality vs. Marketability: Products users want, like, and work to retain/recommend 📊 App Marketing Components: Data stack, CRM, analytics, attribution, and reviews 🔢 Key Performance Indicators (KPIs): Define North Star metric for overall objective 📏 User Acquisition Strategy: Measure cost of paid advertising, downloads, and registration 💪 User Retention Strategy: If you can’t retain users, you don’t have an app business Links and Resources: Yodel Mobile Yodel Mobile’s Email Yodel Mobile on Twitter Business Of Apps - connecting the app industry Quotes by Mick Rigby: “I actually launched the business about two to three months before the iPhone launch. So, some may say that’s foresight. To be perfectly honest, I think it was a lot more luck than foresight.” “Product is just one aspect of your app growth strategy. The other key element is obviously how you market that. You need to balance the two.” “There is no such thing as an average user.” “If you can’t retain your users, you don’t actually have an app business.” 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

Open any online marketing publication, e-book, webinar or YouTube video of a presentation about  app marketing, chances are it will be about doing marketing for B2C (stands for Business Two Customers) apps. In fact, the bulk of available materials cover techniques, hints, tricks, use case of how to market a mobile app to an end user. That's cool but there is the other part of the equation - B2B apps marketing and businesses need information about it as much as for B2C. On this episode we want to fill in the gap for marketers and business owners who need to find users for their B2B apps. Our guest is Philipp Stelzer, who is in an excellent position to talk about both B2C and B2B app marketing and what sets them apart. He spent several years being part of Wooga mobile game studio and was heavily involved with mobile games marketing to end users. Now Philipp is with LogMeIn software company, known to you by such well known brands as GoToMeeting, GoToWebinar and others, and he's immersed into marketing for B2B apps, in particular SAAs apps. Today’s Topics Include: 💡What is SaaS? Software licensing and delivery model in purest form ❓What’s the difference between B2C and B2B marketing? User-driven vs. mass market 🗣 Challenges and Pain Points: Start conversations with customers and prospects 💰Freemium to Premium: Reach decision makers and retain them online and offline Links and Resources: Philipp Stelzer on Twitter Philipp Stelzer on Medium Philipp Stelzer on LinkedIn GoToMeeting Business Of Apps - connecting the app industry Quotes by Philipp Stelzer: “There need to be systems in place that make life of these people who need to manage these SaaS offerings really easy.” “Mobile is an extension of your SaaS offering, but it’s not a standalone service that you are selling.” “It’s never really about the installs and downloads in this case. It’s always about creating awareness for your product, being smart about who you are targeting…” 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 doesn’t matter how good a product or service is, if you can’t connect it with people who would benefit from it. Who are your customers? How often do they use your product or service? How can you improve your product or service? Today’s guest is Omri Argaman, co-founder and CMO of Zoomd. Omri details mobile app user acquisition through digital marketing tools. Today’s Topics Include: Challenges: Brand safety, fraud, suppliers, retention, and reach Key Performance Indicators (KPIs): Cost per install (CPI), return on advertising spend (ROAS), return on investment (ROI), first-time deposit (FTD), rankings, and training Ad Fraud Mitigation Techniques: Third-party fraud detection system, measurement platform, and anti-fraud solution; reports; KPI rules; and incremental channel checks Links and Resources: Omri Argaman’s Email Zoomd Business Of Apps - connecting the app industry Quotes by Omri Argaman: “Fraud is really hurting the industry, and for brands, even if they don’t pay for that fraud that is happening, it’s taking from them a lot of resources.” “Retention Strategy: If you don’t have that, as a brand, it’s going to be a lot more expensive to generate money.” “Social channels are adapting and social channels are changing.” “Voice is going to really change the mobile industry.” 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

More than two million apps are available in the Google Play store and 1.8 million in the Apple app store. With so many apps, how can indie and enterprise developers get their apps noticed and connect with users? If people can’t find your app, all your efforts are wasted. It's all about app discovery. Today’s guest is Scott Tomkins, senior vice president of Digital Turbine. He describes how to get your app noticed—what to do and what tools to use. Today’s Topics Include: What’s working and what’s not? Putting app in an app store and hoping it’s noticed vs. putting creative campaigns and marketing budget behind it to get noticed Reasons for challenges? Naivety, lack of marketing skills; outspend and outsmart Prime Real Estate: Find traffic for target audience and get app on unpackaged devices Retainment: Update app to make it easy to use, add features, and keep users engaged Branding: Keep your name and app in front of people to let them know who you are Fundamental Steps: Understand cultures and consumers to market in different regions Get Noticed: Mobile measurement, app store optimization, and multi-touch approach Links and Resources: Email Scott Tomkins Digital Turbine Scott Tomkins on LinkedIn Adjust Branch Metrics Kochava AppsFlyer Business Of Apps - connecting the app industry Quotes by Scott Tomkins: “The main goal they’re trying to solve is: How do I get my app onto someone’s phone?” “You need to put some creative campaigns and most likely some marketing budget behind it to really get your app noticed.” “The biggest concept that people miss is updating their apps to keep consumers engaged.” “Branding is a giant factor in keeping people knowing who you are and what you do.” 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

Welcome to the world of apps and app analytics. You would need to think hard to find a single area in our lives that isn't influenced by mobile apps. Long passed the moment of novelty and today the major measure stick for mobile apps success is how much value do they bring to people's lives. Now, if you are a brand or publisher you need somebody who can take a bird view on the whole app ecosystem and give  you a snapshot of what apps are popular globally or in specific countries, what app categories are one their peak and wise versa and so much more. Since 2010 such company has been App Annie, the mobile data and analytics company, which Apple itself quotes from time to time when it talks about app ecosystem. Today’s guest is Paul Barnes, Managing Director for Europe, Middle East at App Annie. The mobile data and analytics company issues quarterly and annual reports. In this episode, we discuss the State of Mobile 2020 Report. Today’s Topics Include: Different World, Different Data: Report shifts focus from downloads to usage, revenue  How much time do most people spend in apps? Global average is 3 hours 40 minutes per user/per day depending on data, bandwidth, and download restrictions Gen Z vs. Baby Boomers: What age groups spend more or less time in apps?  Current market share of mobile games? Not everyone is a gamer, but expect billion-dollar industry to remain steady Mobile ad monetization is bigger and growing faster than what transacts through stores Trends: Mobile apps are more engaging and effective at reaching people via brand ads  Current outlook for apps and platforms? 50% increase in sessions; multiple or bundled subscriptions for streaming services Links and Resources: The State of Mobile 2020 report by App Annie App Annie website Paul Barnes Linkedin profile Business Of Apps - connecting the app industry Quotes by Paul Barnes: “It was just incredible to see the disruption that was happening in market research and analysis as the world shifted to mobile.” “Pretty much every country in the world, year on year, we see an increase in the amount of time that people are spending in apps.” “As time goes on, how do you make sure you’re one of those apps that people are going to invest significant time in?” “Digital equals mobile; digital equals apps.” 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

  Is Influencer Marketing efficient for an app promotion? What is Influencer Marketing you ask? In a nutshell, it's how social media users with big number of loyal followers help brand to promote their products and services. Apps are just another product that Influencers can help brands with. Influencer marketing is the most powerful form of marketing because of accurate product-audience fit. Today’s guest is Jidé Maduako, co-founder and CEO of Yoke Network, a platform for performance influencer marketing and content creation for native ads. Today’s Topics Include: What is influencer marketing? Who are micro influencers? Why is influencer marketing effective for brands? Influencer marketing should focus on brand awareness and results to avoid: Misalignment of audience Inauthentic advertising Lack of skill Conflicts of interest TikTok vs. Other Platforms: TikTok is all about creativity, not a person’s status Statistics: TikTok ad campaigns easy to use but not as sophisticated as other platforms such as Facebook or Twitter Influencer Marketing Trends: Advertisers are focusing more on investing in and understanding TikTok, short-form video platforms, and in-house production Links and Resources: Yoke Network Jidé Maduako profile on Linkedin Jide’s Life on Instagram Business Of Apps - connecting the app industry Quotes by Jidé Maduako: “This is helping brands and apps to establish their presence on TikTok as a platform, which I believe is the biggest opportunity for advertisers since Instagram.” “There’s a lot more micro influencers than there are macro influencers or celebrities.” “The influencers have the trust of their audience and anything they do recommend works at scale.” “TikTok has unearthed a world of creativity because it’s so easy to chop and edit, and add effects to the videos that it allows anybody to look amazing.” 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