Apptivate: App Marketing Explained

Katie Perry is the Vice President of Marketing at Public.com. Public is an app for investing in stocks with a social twist. It’s on a mission to make the stock market more inclusive, educational, and fun. Questions Katie Answered in this Episode:What was the hardest thing for you to pick up or wrap your head around when you came to marketing? And what was the most valuable thing you took out of some of your earlier experiences as related to marketing?What sets Public apart from other investing platforms out there?By making the stock market more accessible, does Public.com see itself as responsible for the risks associated with novices investing; and if so, how do you go about educating your users?Where do you spend the most time of your day as VP of marketing?Do social platforms play a crucial role in your acquisition of new customers? And are there specific social platforms that you rely on more than others?How do you find creators that are appropriate for your brand?Timestamps:2:43 Katie’s background6:38 From a journalism education to a marketing career10:55 What sets Public apart from other investing platforms17:30 Building safety labels to protect new investors21:51 Ancillary apps and platforms built to drive growth, build the brand25:00 TikTok and vetting influencers for acquisitionQuotes:(5:28-5:41) “The mission really resonated for me for what we’re doing, which is making the stock market inclusive, educational, and fun; removing that inherent culture of it being closed off and competitive and really homogenous; and broadening the text.”(30:13-30:17) “One principle we have at the company is that we really believe that who we acquire is who we become.”Mentioned in this Episode:Katie Perry’s LinkedInPublic.com 

Jessy Hanley is the Director of Ecosystem and Lifecycle Marketing at Intuit. Intuit develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals. Previously, Jessy also worked in marketing at Wag Labs, Uber, Ginger, and GSN Games. Questions Jessy Answered in this Episode:How do you bring your startup mentality to larger companies, like Intuit?As a lifecycle marketer, how do you set yourself up for success in order to reach your end goal of one-to-one customization?How do you break down the manners in which you decide to communicate with consumers?How have you incorporated machine learning into your work at Intuit?When you first started in the lifecycle and retention sphere, did you feel like you had a seat at the table? How has your role changed over time?Timestamp:4:30 Jessy’s start in mobile marketing10:39 One-to-one customization with lifecycle marketing13:11 The “Happy Path”15:48 Start with what you want to communicate19:40 Models & rules with machine learningQuotes:(11:03-11:16) “You have to start with one-size-fits-most, one-size-fits-some, one-size-fits-you, and taking that mentality. Because at the end of the day, it’s really important when you’re thinking about lifecycle to make sure you don’t have holes in your lifecycle.”(16:32-16:47) “So some customers really respond to push, others really respond to email, others will ignore everything you send unless they see it in the product. It doesn’t change the fact that they still need to be communicated with. So what I like to do is, that instead of starting with the channel, start with what it is that you want to communicate.”Mentioned in this Episode:Jessy Hanley’s LinkedInIntuit

Kevin Nemeth is the Head of Digital Marketing for Popeyes Louisiana Kitchen. Previously, he’s worked within digital marketing at TD Bank, L’Oreal, MSLGROUP, HSN, AOL, and others. Questions Kevin Answered in this Episode:Do your digital marketing strategies or principles change as you shift from one vertical to another?What are a few ways that your team develops personalization for your customers?What’s behind the success of your app?What’s a mistake you’ve made and what did you learn?How will IDFA impact the way you look at data? How will you win customer permission?Timestamp:4:44 Acting like a startup8:18 Why marketing transcends verticals12:21 Personalizing the digital drive-through experience and QSR of the future15:45 Behind the success of the Popeyes app21:30 Hiccups along the way28:25 Adapting to IDFA and the value of value propositions32:00 Popeyes is hiring marketers and moreQuotes:(9:08-9:16) “But at the end of the day, you think about the core mediums and what it really comes down to is the customer. Take everything else away from it, and at the central part of it all is the customer.”(11:20-11:21) “Customer data is a currency.” Mentioned in this Episode:Kevin Nemeth’s LinkedInPopeyesCareers at Popeyes

Ian Masterson is the Associate Growth Marketing Manager at Tilting Point, a mobile game publishing company. Questions Ian Answered in this Episode:What are some of the big changes for Tilting Point this year?When did you team start delving into retargeting?What are some tips you’ve learned on your journey into retargeting?Do you focus on lapsed paying audiences in retargeting or something else?What’s your process for figuring out the messaging to the users you’re retargeting?Timestamp:5:05 Tilting Point’s rebrand & acquired FTX Games7:38 A hurdle to retargeting for mobile game developers9:36 Understanding the user journey in retargeting11:20 Retargeting users in the first few days after install15:29 The name of your game--Apple vs Android app stores16:50 When to pause when retargeting static lists20:10 Developing the right retargeting messageQuotes:(11:06-11:13) “[Lapsed buyers] have been a major focus of ours. I think it is the jumping off point. These are your most valuable users. These are the ones you want to get back.”(22:45-22:54) “I just went on [Reddit] recently and you get an idea of where people are getting tripped up early on in the game, where there’s bugs, what they’re looking for. So it’s really insightful.”Mentioned in this Episode:Ian Masterson’s LinkedInTilting Point

Kabeer Chaudhary is the APAC managing partner at M&C Saatchi Performance. M&C Saatchi Performance is a global digital media agency that connects brands to people, across all channels. He is based in Singapore.Questions Kabeer Answered in this Episode:How valuable was getting an MBA in pursuing your career?Why has M&C Saatchi Performance set up its headquarters in Singapore?What other countries do you work in?What are some of the biggest differences in how you do business, marketing, etc., between these countries, say India and Singapore?How has mobile been developing from country to country in APAC?If you had to choose one thing that the performance marketing industry in your region could do better, quickly, what would it be?Timestamp:6:00 M&C Saatchi Performance’s strategic expansion in SE Asia11:23 Cultural differences in doing business: India vs Singapore13:28 Overview of app development and mobile trends across APAC16:50 One thing the performance marketing industry should improveQuotes:(11:45-12:10) “That’s the great thing about APAC — because if you work in APAC, you can work across India, you work across Southeast Asia where there are more countries like Vietnam, Thailand, Indonesia, and Philippines, where people speak indigenous languages and have indigenous cultures; and you’ll be working with people from those markets and collaborating with them. So, it’s quite a melting pot. ”(14:00-14:20) “Most people [in APAC] who have actually had access to the internet had access to the internet through their phones. They’ve never actually had a desktop or a laptop. So, they have completely skipped the online revolution when the desktops came in or the laptops came in.”Mentioned in this Episode:M&C Saatchi PerformanceKabeer Chaudhary’s LinkedIn

Shana Sumers, who is the Head of Community at HER, the largest community and dating app for LGBTQ+ womxn and queer people. She’s also the co-host of the Bad Queers Podcast. Questions Shana Answered in this Episode:Talk to me about why the community aspect of your app is so important and how it helps you develop your brand.How do you build a community within an app? What are the functions of your role?What growth have you seen over the last 5 years at HER? And how has HER contributed to that growth?How did you pivot through coronavirus and keep your community engaged?Timestamp:3:50 The mission of HER and the Bad Queers Podcast8:03 Why community is integral to HER and the limitations of spaces for LGBTQ+ people11:36 Shana’s goal in her role as Head of Community13:57 The influence of community on HER’s growth18:12 Pivoting during coronavirus to virtual events, a lot of them26:19 Storytelling and growth marketing30:33 Being real about SEO Quotes (140 characters):(9:07-9:17) “There are only 16 bars in the U.S. that are catered towards queer womxn like period, and that’s if they survive COVID.”(11:38-11:45) “The overall goal is that I’m trying to provide a space where people can build valuable relationships with others who have similar interests.”Mentioned in this Episode:Shana SumersHER appBad Queers Podcast

Today’s guest is Susan Kuo, the COO and Co-Founder of Singular, a key mobile measurement partner. Susan got her start in the industry at Electronic Arts, and from there continued to work in senior mobile marketing and analytics roles at companies throughout Silicon Valley until starting up Singular.Questions Susan Answered in this Episode:What changes is Apple making to IDFA with iOS14?Why do you think Apple is doing this?Apple delayed these changes. When do you think they’ll happen?Do you think the industry will be ready by early spring 2021?What are the attribution solutions that will be available? And the pros and cons?How does Singular improve or mitigate the experience of working with an  SKAdNetwork?Timestamp:4:19 Susan’s experience starting up Singular over the last 6 years5:47 What sets Singular apart from other MMPs8:51 What’s been happening since Apple announced what it’s changing with IDFA with iOS1411:36 Primary reason for Apple’s IDFA changes14:35 Pulse on how ready the industry is17:15 IDFA-based attribution won’t be dead22:21 Fingerprinting24:50 SKAd Network: privacy-first attribution network29:30 The MMPs’ role with SKAd NetworkQuotes (129 characters):(11:36-11:52) “There’s definitely a primary reason, which is very much focused around user privacy. It’s been such a real core focus, not only across Apple, but all the largest media partners are getting tackled with this question in the last couple years.”(15:38-15:48) “Right now, in talking to the top 25 media partners, I get a good sense that most of them are going to be ready.”Mentioned in this Episode:Susan KuoSingular

Patrik Wilkens is the Vice President of Mobile at Azerion. Azerion is a media and tech company based in Amsterdam that provides safe, reliable, and valuable content on a European scale with local presence.Questions Patrik Answered in this Episode:Can you tell us about the organization you work for and what specifically you focus on?What are the challenges of in-app monetization of games?Are the organizations that advertise in your games also game development studios?Why do you think we don’t see more non-game products advertised in mobile games?Timestamp:6:39 About Azerion: producing games, powering with in-house advertisement9:24 Patrik’s role and focus at Azerion11:25 Pros and cons of in-app purchase for monetization14:10 Who is a gamer?16:58 Thinking about what games deliver21:00 The cultural gap between advertising and gaming industries28:50 Growth market opportunities for in-app advertisingQuotes (129 characters):(14:10-14:19) “Who’s a gamer? Honestly, today I think everybody is a gamer. They may not call themselves gamers but they are playing games.”(19:33-19:39) “Gaming is actually a great space, objectively, for brands to do their marketing, yet they don’t do that.”Mentioned in this Episode:Patrik Wilkens - LinkedInAzerion

Want to learn more about the value and challenges of ad networks outside of Facebook and Google? Today on the Apptivate Podcast, @Misha Syrotiuk, Head of Ad Networks and Programmatic on the user acquisition side for @Huuuge Games, breaks down 6 traffic sources beyond the big two. Questions Misha Syrotiuk Answered in this Episode:What’s the mobile tech community like in Warsaw, Poland? What makes Huuuge Games such a successful developer of social casino game titles? Are your strategies for acquiring new users similar across titles?How do you go about breaking down what marketing channels are worthy of investing? Are incentivized media traffic and offer walls valuable to you, and are there any tricks to leveraging them effectively?Which of these 6 pillars would you lean on first if Google and Facebook went away tomorrow? Timestamp:4:10 The growth of Huuuge Games5:05 Staying competitive with social casino games6:29 The Huuuge Games titles you should know7:45 Strategies for acquiring users across titles and genres12:33 The 6 pillars of ad networks, beginning with rewarded video14:21 Leveraging offer walls19:17 The true cost of advertising with DSPs21:34 Pre-load traffic on Androids26:22 Native content advertising29:38 Direct traffic advertising32:52 Prioritizing the pillars beyond Facebook and GoogleQuotes (129 characters):(5:05-5:15) “Casino space is very competitive and it’s very hard to get into for different reasons. One of the reasons is the very high cost of user acquisition and a very long payback period.” [178 characters](33:00-33:06) “I would go mostly with programmatic DSPs, just because the volume there is massive and they can have any reach.” [110 characters]Mentioned in this Episode:Misha Syrotiuk LinkedInHuuuge GamesApptivate Ep30 Scott Tompkins (Digital Turbines)

Cordel Robbin-Coker is the Co-Founder and CEO of Carry1st, the leading mobile games and content apps publisher and developer for African consumers. Cordel is based in Capetown, South Africa. Questions Cordel Answered in this Episode: What are some of the differences between investing in businesses in the U.S. and investing in businesses in Africa or is it the same process across continents?What early-stage tech business investments in Africa stick out to you as successes or failures?How difficult is it for you to localize your products across different African countries? And what is your approach?What is it like for consumers to download apps in any of the key African countries you’re focused on?What does your ideal app partner look like?Timestamp:1:43 Cordel’s story from Sierra Leone to investment banking to Carry1st5:27 Accelerating secular growth across Africa6:46 How investment opportunities compare between the U.S. and Africa10:57 What is Carry1st?14:36 The strategy behind Carry1st Trivia18:06 Tackling the diversity of African countries22:48 User experience for African consumers when downloading apps27:50 Two categories of partners that would be a good fit for usQuotes:(5:40-6:07) “[Africa] is the fastest-growing continent in almost any way you can imagine. People are starting to move into the middle class in a way you saw in Asia probably 20-30 years ago. And as that happens, there is an appetite for a really wide range of goods and services. Everything that you have and use day-to-day, people on the continent aspire to or/and are beginning to have. So, it creates a cool opportunity to build businesses and serve people.”(20:27-20:38) “Kenya has the most advanced mobile money system in the world, called M-Pesa. And, there are statistics that say something like 50% of the GDP of the country flows through M-Pesa on an annual basis.”Mentioned in this Episode:Cordel Robbin-Coker’s LinkedInCarry1st