Business of Apps Podcast

App User Acquisition. Gosh, this topic has been covered so heavily precisely because only via acquiring new users for the app does it becomes possible to build a sustainable app business. Fine. So we’re talking about acquiring new users, and new people to use the app, right? But what happens when app marketers dive deep into their app marketing strategy, their investors’ expectations, and a ton of possible issues that may show up on the way to success? Right - they begin to think about people who will be using their app as numbers. To be honest, it’s hard to blame them for doing that, it’s how our brain works - when it comes to planning it should be a rational cold mind to analyze the data. It is not prone to think about users who will be using the app as people, they become numbers. But this is not to say that we shouldn’t resist this swap of notions and Joe will tell us today what exactly you should do. Today’s Topics Include: Joe Schaeppi's background What is Solsten The role of psychology in app user acquisition How to build an app user profile using psychology The Impact of psychology on ad creative creation How psychology can help with a mobile app user churn Takeaways What Joe would like to change about the programmatic tech sector the most Android or iOS? Joe’s first mobile phone Leaving his smartphone at home, what features would Joe miss most? What features he would like to see added to his smartphone? Links and Resources: Joe Schaeppi on LinkedIn Solsten company Business Of Apps - connecting the app industry Quotes from Joe Schaeppi: “One of the things we noticed that changed in the app industry after IDFA deprecation is we saw a big shift in our customer base. We saw pure UA folks getting replaced with agency people, people that came more from creative backgrounds." “I looked at the audience, I looked at the highest LTV group there and then I looked at their highest-scoring trades. A lot of times when we design the psychology we want to think of the things that really stand out of our audience. So in this case, the specific group was off-the-charts in altruism." "One day in the distant future marketing will be a gentle tap on the shoulder from a very good friend" Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Okay, let’s start with the obvious - nothing is perfect. By the time you get to your 40s, hopefully, sooner, you realize that as much as you try to do your best there is always a margin for error. But that is not to say that you shouldn’t try. Speaking of something you should try harder - mobile ads. To me, it feels like nobody is even trying to make them good. How so? What are we doing about it? This is exactly what we’re going to tackle with Jimmy on this episode. Today’s Topics Include: Jimmy Marrow's background What is Moloco Why do we see SO MANY bad ads? Digital ads' recent history The story of ad click attribution What's up with Click Arms Race? What does Moloco have to offer to solve it? What app marketers can do about bad ads Android or iOS? Jimmy’s first mobile phone Leaving his smartphone at home, what features would Jimmy miss most? What features he would like to see added to his smartphone? Links and Resources: Jimmy Morrow on LinkedIn Moloco company Business Of Apps - connecting the app industry Quotes from Jimmy Morrow: “If you think about it, arguably it [digital advertising] is one of the most successful businesses for the past 30 years." “Back in the day, it was pretty simple - advertisers had a good sense of their ROI in marketing and it made digital advertising an extremely lucrative business." " From 2017, the pre-ATT era, to 2020 I would call it a kind of fat-thumb era, where is essentially like networks and other platforms started to introduce the idea - how can I get more credit in the ecosystem. Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

We all like it when things go smoothly and prefer it to stay that way but the Universe is messy so people’s experience with mobile apps and mobile games can be too. As much as app developers do their best to deliver the best experience to the users, they are just human beings, even if the code is perfect - which is extremely rarely the case if ever, there are maybe issues with how people interact with the app. The solution? A support system that will help you to resolve all those issues for your mobile game users. Today, Eric will tell us about the challenges of mobile game player support. Today’s Topics Include: Eric Vermillion's background What is Helpshift The challenges and requirements of mobile game support What it takes to provide support for non-mobile game platforms The role of Generative AI in a video game player support Can Generative AI impact programmatic ad campaigns' costs Generative AI impact on jobs in the programmatic ad sector AR and VR games player support What Eric would like to change about the programmatic tech sector the most Android or iOS? Eric’s first mobile phone Leaving his smartphone at home, what features would Eric miss most? What features he would like to see added to his smartphone? Links and Resources: Eric Vermillion on LinkedIn Helpshift company Business Of Apps - connecting the app industry Quotes from Eric Vermillion: “I find mobile games incredibly interesting because having a nice chunk of my career working in a broader cross-vertical support environment where I've done banks, insurance companies, some legacy brands and sort of have this preconceived notion of how the support is delivered - you put a bunch of people in the building and you call them, you send out physical mail and that sort of stuff. Gaming moves faster than that!" “For consoles, you aren't in the game, you aren't in the environment and so you have to depart and go engage and support in a different way." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

ChatGPT from OpenAI, Bard from Google, Llama from Meta, and a decent number of smaller players are firing on all cylinders to power the Generative AI revolution that took off late last year. Of course, for folks who had been watching the AI space, it was not a surprise but for the rest of us - it was. Generative AI based on Large Language Models is changing the business landscape. Today, we want to talk about its impact on mobile ad campaigns. Today’s Topics Include: Levi Matkins's background Levi's take on ChatGPT The impact of ChatGPT on mobile ad creatives production Generative AI impact on programmatic bidding The impact of Generative AI on mobile ad campaigns analytics Can Generative AI impact programmatic ad campaigns' costs Generative AI impact on jobs in the programmatic ad sector What Levi would like to change about the programmatic tech sector the most Links and Resources: Levi Matkins on LinkedIn LifeStreet company Business Of Apps - connecting the app industry Quotes from Levi Matkins: “As things stand today, I think it's in most cases it (Generative AI) is a very helpful tool for a design team to use both for ideation and production." “We've been using deep neural nets for quite a few years at this point." "This is an area (AI programmatic ad analytics) where we have done some investigations and thus far the insights we're able to see are not reliable enough today." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events

Rajesh Janakiraman, Engineering Manager at Gmail Android at Google, discusses the challenges of building and managing apps for billions of users. He shares insights on app onboarding, the use of Generative AI in Gmail, and his toughest projects. Rajesh also reflects on his preference between Android and iOS, his first mobile phone, and what features he would miss if he left his smartphone at home.

Frictions. “The resistance that one surface or object encounters when moving over another” - this is the dictionary definition of what friction means in science. When you ask a mobile app developer “What do frictions mean to you?”, the answer is “any obstacle that prevents my app users from doing with the app what I expect them to”. This notion sounds great but as with everything in our life, moderation is the key and today, Chris will give you an example of that. Today’s Topics Include: Chris Riva's background Audiomack brief bio Definition of app onboarding Onboarding for the Audiomack app Bad friction versus good friction Takeaways What Chris would like to change about tech the most Android or iOS? Chris's first mobile phone Leaving his smartphone at home, what features would Chris miss most? What features Chris would like to see added to his smartphone? Links and Resources: Chris Dalla Riva on LinkedIn Audiomack app's website Business Of Apps - connecting the app industry Quotes from Chris Dalla Riva: “One thing we noticed is that this notion of what follower means on social media or on various music apps - it doesn't always mean you can reach your followers." “Our process is evolved pretty dramatically over the last four years. When I started the Audiomack the onboarding process was a novel onboarding process, the idea was to let the person in the app, start listening to the music, they're gonna stick, they gonna eventually create an account, start saving music." "We just look at each step of the onboarding to see where the people stumbling, are there ways that we can improve those pages." 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

Andrew Tsui, former Director of Product at K Health, discusses the success of web-to-app marketing in raising awareness and driving new user growth. He shares insights on user entry points, delivering value on web and app, and prioritizing account creation. Andrew reflects on his product management career and smartphone preferences. The podcast also explores the challenges and advantages of a universal messaging system.

I don’t think anybody in the app industry would argue with the fact that growth is what occupies app marketers’ and developers’ minds all the time. From Monday to Friday and, unfortunately quite often, from Friday to Monday as well, people do mental gymnastics for how to make their app’s growth more efficient. But if you don’t measure it properly you can not improve it. What analytics reports are important to check regularly to measure your app’s growth? How do we do incrementality growth analysis? I invited Jeff to riddle these puzzling questions for you. Today’s Topics Include: Jeff Wang's background Cohort and funnel definition App analytics reports to focus on The most important report to work with App analytics reports to check less often Incrementality growth analysis The takeaways Android or iOS? Jeff's first mobile phone Leaving his smartphone at home, what features would Jeff miss most? What features Jeff would like to see added to his smartphone? Links and Resources: Jeff Wang on LinkedIn Hiatus website Business Of Apps - connecting the app industry Quotes from Jeff Wang: “I can spend all day looking at the reports, especially when you have a lean team. It's really important to get a sense of your business impact to guide workflows as well as the strategical direction." “One good tip I would give is to have a regular cadence for certain reports." "I think since we're a subscription product, looking at churn is really useful, seeing what a month-to-month looks like." Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

In this episode, we’ll be discussing how ChatGPT can help you create more effective digital marketing campaigns. We’ll be exploring the latest advancements in language models and machine learning and how they can be used to generate persuasive marketing content tailored to your target audience. Our guest speakers will share their insights on how ChatGPT can help you improve your digital marketing efforts by creating more engaging content, improving your SEO, and increasing your ROI. So sit back, relax, and join us as we explore the exciting world of Digital Marketing with ChatGPT! Ok, if you ever heard my previous intros you would feel there is something off about this one. And you would be right - this intro was written by ChatGPT itself. I have no idea why it decided that I’ll be having not one but multiple guests on this episode and of course the topics run the whole gamut of what can be said about using ChatPGT in digital marketing but we only have like half an hour, not a week to discuss them all :-) Today’s Topics Include: Bryan Karas's background ChatGPT area of application in an app marketing Tools that have embedded ChatGPT Mistakes people do with ChatGPT in marketing Expectations from ChatGPT 5,6 and on What Bryan would like to change about digital marketing the most Android or iOS? Bryan's first mobile phone Leaving his smartphone at home, what features would Bryan miss most? What features Bryan would like to see added to his smartphone? Links and Resources: Bryan Karas on LinkedIn Playbook Media Business Of Apps - connecting the app industry Quotes from Bryan Karas: “ChatGPT, when I think about it, I think it can be used for idea generation, output copyrighting." “If you are thinking about translation service, as you are moving from one country to another, you could use ChatGPT" "One of the things that drive me the most crazy about marketers, is they look at everything from last-click attribution standpoint." 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

Think about it - whatever product or service you offer on a market your success always hinges on how well you know the people you sell your product to. There is just no other way around it - either you understand their needs and their problems so you can address them and succeed or - not a chance, forget about it. How do we conduct research for mobile app users? It’s a great question and today we have Rosie to help us to answer it. Today’s Topics Include: Rosie Hoggmascall's background Mobile user research objectives Finding participants to conduct a research Common challenges and mistakes What Rosie would like to change about digital marketing the most Android or iOS? Rosie's first mobile phone Leaving her smartphone at home, what features would Rosie miss most? What features Rosie would like to see added to his smartphone? Links and Resources: Rosie Hoggmascall on LinkedIn Business Of Apps - connecting the app industry Quotes from Rosie Hoggmascall: “It really depends on what you're trying to find out. With user research, there is a number of different methods you can use and they fit with a problem that you're solving" “It's really hard [to find participants for research], things are on the spectrum here. One end is cheap and free, and the other end is expensive. " "Not doing enough [of mobile user research], sometimes people just listen to like app reviews and support tickets. And if that is your user research, it's not enough" 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