The retail market, and fashion in particular, has been going through some dramatic changes. The impact of COVID-19 on fashion brands was huge - people were forced to start using mobile apps to buy their new outfits sitting at home and it triggered a lot of changes in how fashion retailers do their business. On the other hand, we see the rising fashion brands like Chinese SHEIN, which has an impact on the fashion industry kind of like TikTok has on the mobile ad landscape. Long story short - the competition is fierce and managing to grow your fashion brand on mobile is not an easy feat and today Laricea will share with us her story of what it takes. Today’s Topics Include: The current mobile retail landscape Native versus paid user acquisition - how it works for Dorothy Perkins mobile app What app marketing channels work the best for the DP brand What new channels to try What Laricea would like to change in mobile marketing the most Android or iOS? Laricea's first mobile phone Leaving her smartphone at home, what features would Laricea miss most? What features Laricea would like to see added to her smartphone? Links and Resources: Laricea Roman-Halliday on LinkedIn Laricea's book on Blurb (Paperback) - 100% of sales go towards planting trees with Forest Without Frontiers. Laricea's book on Amazon UK (electronic) Dorothy Perkins Business Of Apps - connecting the app industry Quotes from Laricea Roman-Halliday: “It's been very challenging, because of the competition and also how people consume fast fashion and how they view the industry as well." “Consumers have become more and more conscious of where things are made, how are they made, fair practices, environmental issues" "I'm a big believer in continuing spending on brand despite all these trouble times"  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

First-party data. Spoiler alert - we aren’t gonna be talking about what data you can collect from your first party in college or your political affiliation. No - today the topic on the table is how the mobile advertising industry is switching to using data about mobile app users collected internally. How the industry is moving away from relying on mobile user data providers and to tell us about it we have Ben from Moloco. Today’s Topics Include: What is first-party data First-party vs. Third-party data efficiency Ben's take on ChatGPT's impact on the mobile ad industry What Ben would like to change about the mobile app industry Android or iOS? Eran's first mobile phone Leaving his smartphone at home, what features would Ben miss most? What features Ben would like to see added to his smartphone? Links and Resources: Ben Jeger on LinkedIn Moloco Business Of Apps - connecting the app industry Quotes from Ben Jeger: “The reason why it's being discussed [the first-party data] is we've entered a period of focus on user privacy. This period has seen such regulations as GDPR but also platform rules and regulations and enforcements, particularly by Apple." “I think that in the app marketing space, the reliance on third-party data isn't really the key factor. I think when it comes to the use of third-party data from an advertising perspective, I do believe that the efficiency of ad creative is derived from the ability to apply Machine Learning to that data." 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

ChatGPT. By now this AI tool’s name is so familiar to you, it took only a few months for the OpenAI breakthrough Artificial Intelligence tool to touch so many business and non-business related areas. Articles, TV interviews, podcasts, never ending Twitter exchange of thoughts, hopes and fears for this brand new tech. But how can we apply ChatGPT to the App Store Optimization? To answer this question, I’ve reached Thomas from App Radar App Store Optimization company. Today’s Topics Include: What Thomas think about ChatGPT How to apply ChatGPT to ASO What are ChatGPT's limitations ASO-wise ChatGPT's downside What Thomas would like to change about mobile app marketing Links and Resources: Thomas Kriebernegg on LinkedIn App Radar Business Of Apps - connecting the app industry Quotes from Thomas Kriebernegg: “I have to say that over the course of the last years I think I have been experiencing some of the trends that were happening within the roam of online marketing, new tech. For example, I was there when Google Ads was first launched in Austria." “I think it's just the adoption rate, it's on the different level [as opposed to the launch of the Internet back in mid 90s], how many people are getting into this topic [ChatGPT], how fast they can get into the topic." 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 was late March 2018, a pretty unassuming day. Except this is when Apple launched its SKAdNetwork. I bet back then many people weren’t sure what letters in this acronym should and shouldn’t be capitalized, let alone what impact this ad network API from Apple will have on the app industry. Five years forward - it is one of the most discussed topics among mobile app marketers, app publishers, ad networks, and Mobile Measurement Partners or just MMPs. In this episode, Eran will tell about what SKAdNetwork 4.0 has brought to the table, how big of a deal it is, and more. Today’s Topics Include: What is SKAdNetwork SKAdNetwork 4.0 updates: Crowd Anonymity and Source Identifier Multiple Postbacks Postbacks Delays and Locking Conversion Web-to-app support Conversion Value Decrease How well this recent update addressed advertisers' dreams and hopes What Eran would like to change about the mobile app industry Android or iOS? Eran's first mobile phone Leaving his smartphone at home, what features would Eran miss most? What features Eran would like to see added to his smartphone? Links and Resources: Eran Friedman on LinkedIn Singular Business Of Apps - connecting the app industry Quotes from Eran Friedman: “The challenge was though [with the Crowd Anonymity predecessor], and it leads us to the Crowd Anonymity, it was a very simplified threshold. It was practically impossible to optimize for SKAdNetwork" “There is always room for improvement, generally speaking, SKAdNetwork. 4.0 is still new for us. It's very different from what marketers used to know from IDFA." “I think of changes [for the app industry] that encourage more innovation, interesting opportunities. Like a potential new app ecosystem [from Microsoft]  that may be launched soon." 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

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