Apptivate: App Marketing Explained

Today’s guest is Dora Trostanetsky. Dora is a holistic marketing strategist with 8+ years of experience in performance marketing, ranging from mobile growth (B2C) to digital acquisition (B2B). Her background includes a variety of industries, such as gaming, tech start-ups and urban mobility as part of the smart city vision. Connecting the dots between the creative and empirical part of marketing is her daily life. Dora is constantly exploring new challenges that can bring the business forward. Questions Dora Answered In This Episode: “In changing roles, how do you go about learning about the consumer journey and how might that impact your marketing?” “Because B2B marketing takes long to get someone to make a decision based on your marketing and advertising, do you think that change the way you looked at B2C marketing?” “Is it required that you take a broader approach in the sense that you enlist the efforts of multiple teams in order to align the strategy to drive users down the funnel?” “Do you find that each team has their own agenda that arrives them directly at the idea of making more money for the company, thoes agendas are really challenging to get in the same place, is that one of the challenges you might face?” “Does consumer feedback play into your strategy as a mobile marketer?” “Is it important that in your retention that you have a unified yet personalized message across different platforms or do you speak to your consumers differently on email?” “How challenging it is to get someone rate your app? ” Timestamp 01:04 Dora’s mobile marketing journey 02:29 Introduction to Dora’s current career 04:01 Dora shares her experiences in dealing with three different vertical throughout her career 05:14 Dora’s perspective on B2B and B2C marketing 06:43 Difference of B2B and B2C when it comes to educating its consumers 08:20 Necessary steps after a consumer downloaded the app 08:58 Challenges as a Growth Marketer 10:49 Revenue should not be the only goal 12:34 How customer feedback can be used as a strategy for mobile marketers 13:55 Challenges of anecdotal experiences vs data 14:30 What is a cluster user 15:40 Personalize content for user retention 16:51 Why Dora is more interested in long term strategy when it comes to growth 17:51 Performance based advertising 19:58 How to protect your product against consumers going to different platforms 24:02 App optimization 28:36 Ways on how you can get people to rate your app “What I noticed is that users are like products that are very easy to use because they have such fast paced life and so everything should be very well thought. So I think that the UI/UX experience is very important. Keeping users I think is the hardest part.” Dora Trotsanetsky Mentioned: Soundcloud HERE Technologies

Today’s guest is Thiago Monteiro from Peak Labs. He has been working in Digital and Mobile Marketing for more than eight years now. Thiago is also experienced in multi-disciplines of paid media ranging from Display, Paid Search to Social Paid advertising. Questions That Thiago Answers In This Episode: “Going from a booking appointment apps to brain training, did you find that shift kinda daunting and challenging? Was there a lot to learn?” “What are some of the biggest differences and challenges you found in bringing Quixel Logic and Rise to the market?” “You guys chose the strategy of high volume low cost, why choose that strategy as opposed to lower volume high cost?” “How do you go about educating your consumers or your perspective consumers in order to raise a probability that the download would be quality?” “Do you guys have any process in which you are kinda automating the development of the creatives or automating the deployment, how does that overall process look?” “When you launch a new title, how long does it take you and how do you go about determining what your KPI should look like?” Timestamp: 01:10 Introduction of the different products at Peak 02:30 Thiago’s background at a beauty market place (Booking appointment apps) 03:53 Big difference of Thiago’s previous job and current job at Peak 04:47 Basic marketing principles 06:30 Differences and challenges in bringing Quixel Logic and Rise to the market. 07:06 Reason for using the high volume low cost strategy as opposed to lower volume high cost strategy? 07:55 Strategy structure for Peak 08:30 Strategy structure for Rise 09:41 Grabbing the attention of the consumers and then pass the necessary information 12:19 Transformative contents 14:00 Testing approach on the different Peak apps 15:45 Thiago on trying different concepts for the Peak apps 18:28 Peak’s creative cycle 21:32 Two sources of ideas for Peak’s creative team 26:15 Building a product concept and determining its main KPI 28:14 Determining revenue for subscription products 32:00 Thiago’s future expectations “I’m a big believer that, if you go to the core of marketing like the principles, the funnel of the users, etc. - it applies to any product in the world. In general if you follow the basic principles of marketing, you should be ok.” Thiago Monteiro Mentioned: Peak - Brain Training Rise - Sleep Better Quixel - Logic Puzzles Facebook Google UAC Voodoo Aquapark.io

“Your most unhappy customers are your greatest source of learning.” Bill Gates words were profound but straightforward. Being able to attract and convert new customers systematically keeps companies healthy and growing - and investors happy - but the unhappy ones can push your product forward. Today’s guest is Sam McLellan, head of growth at Yousician. Sam is a seasoned mobile gaming expert who has led product and marketing teams responsible for multiple top-grossing free-to-play games. Sam is currently utilizing his expertise to help his company build its growth team and take their products to the next level. He couples their organic and performance marketing efforts with an optimized monetization strategy to maximize growth. Questions Sam Answers In This Episode “Are there any other methodologies you can implement to find interests within a consumer group?” “After a user installs an app, it can be difficult to get them through the funnel. What can you learn about them to influence their journey?” “How often do you test out the free trial period? Is that something you are constantly iterating?” “How does an app like yours fight redundancy?” "Do the licensing fees factor into your acquisition strategy?" “Does using licensed content make it easier for you to get people down the funnel initially even? Does that play a role into your actual advertising campaign and getting people through the front door?” “If there was a single core topic that you would hang your head on in your experience, what would that be?” Timestamps 00:42 Sam’s background 02:58 How Yousician developed its product 05:48 Facebook targeting groups 07:19 Methodologies for finding interested consumer groups 08:57 Big changes in Google UAC campaigns 10:17 Differences between gaming (app purchasing) and app subscriptions 12:05 How to keep users engaged with the app 13:24 Incurring costs to license a content 14:40 Role of licensed content in Yousician’s advertising campaigns 16:20 Exciting news for Yousician this coming year 22:00 Availability of Yousician in other countries 23:02 Parting thoughts “You’ll always want to give them enough time to be able to experience the app and you obviously don’t want to give away your product for free at some point.” Sam McLellan

Mobile marketing is a mix of creativity and algorithms. You cook with recipes, but those recipes need craftsmanship and constant updating. And there are two major contributors to your creativity and algorithms: software and people. Thomas is currently working as a consultant and adviser for a number of startup apps and organizations. Thomas has worked during the last 10 years as a specialist in digital marketing, with more than 6 years of experience in different European startups. Questions Thomas Answers In This Episode: “What were you initially looking for? Where would you start if you were building out a team from a user acquisition perspective?” “Looking back on 8fit, what do you think is your biggest take-away or the biggest piece of knowledge that you’ve gained in the work environment?” “What were you looking to achieve and learn about your consumers by building out your data stack?” “Are you guys consistently testing out different pricing models to test against your audience in order to determine what is the right free-trial length and what is the right price point for us to maximize the rate at which people going through the free-trial subscription?” “With any of the companies you worked at that are on competitive landscape, how do you go about differentiating yourselves in the context of performance advertising?” “Based on your experience at 8fit, is calling out the free trial the best mechanism to get people through the door or was it calling out the ability to help shape their lives and help them lose weight, or was it a mixture of both?” “Have you found that some of these same strategies that you used at 8fit have worked for you at other companies that you advised or consulted with at all to this point? ” Timestamp: 00:54 Background info on Thomas 01:42 Thomas’s first role in the mobile space 03:43 Thomas’s perspective on building a team 04:56 Biggest take-away from working at 8fit 06:49 What were Thomas’s goals in building a stack for handling data 08:45 Perspective on subscription based app 11:12 Constant testing different pricing models 13:12 How can you make a company look different than its competition? 15:05 Pointers on building brand messages 17:51 Best mechanism to get people through the door 20:13 How to educate and engage your audience 23:20 Difference between mobile and web app 25:14 Thomas’s insight on using Taboola and Outbrain 27:40 Bringing your learning elsewhere 28:52 Different technologies that Thomas is excited to test 32:00 How quickly a machine can determine which of creative in advertising is better or worse Key Quote “I just hired based on mindset more than experience.” Thomas Petit Mentioned: 8fit Amplitude Analytics Apple Google UAC Tinder Taboola.com: Content Discovery & Native Advertising Outbrain @Thomasbcn

This episode of Apptivate focuses on Customer Experience, touching on how it contributes to engagement and retention, the integral role of Deep Links, and what we can expect to see in the future.

Patrick was Director of User Acquisition at Product Madness when he started to observe the rapidly growing market of on-demand delivery. He then decided to move vertical and took up a position as Director of UA at Postmates. In this podcast, we discuss the process of transitioning from one vertical to another and the exciting challenge of strategizing for a new target market.

Eric Kovalkoski, Growth and Strategy Manager at Stitch Fix, leads us in exploring some of the key differences between attribution on mobile devices and attribution on the web. He also tells us about different tools available to advertisers to determine the user’s journey through multiple devices.

Senior Mobile Marketing Manager at Realtor, Melissa Lertsmitivanta, explains how understanding user behaviour is key to achieving better user engagement. Melissa started working with Remerge when she was at EA Games and was keen to run retargeting campaigns with us again when she started in her new position at Realtor. In this podcast, she shares her experience of setting up a campaign to allow for ultimate incrementality.

In this podcast, mobile marketing expert, Sam Burns, covers the different types of ad fraud from click injections to bot traffic and offers advice on how to spot it and stop it. He also offers a vision of a future in which fraud could be minimised globally.