Apptivate: App Marketing Explained

It’s difficult to find female talent in the tech industry, and it’s a real problem. Apptivate’s Women in Mobile series is back this March to celebrate Women’s History Month and to discuss how to close the gender gap in our industry. In this episode, Maria chats with Laura Schwarz, Airship's Senior Director of Sales for EMEA, who joined a handful of other female tech leaders in launching a program that invites young girls and boys to learn about different jobs within tech companies. To date, the NOW+NEXT program has reached over 6,000 young girls throughout the UK with plans to expand to the U.S.Questions Laura Answered in this Episode:What led you to where you are in your career today?How do we encourage women to break into our industry?What has excited or inspired some of the girls who’ve gone through our internship?Can you tell us about your career story and also introduce Airship to our listeners?What makes you excited to be working in your current role?Do you have any advice for our listeners?Timestamp:1:10 Laura’s background5:10 The effect of “bro culture”6:50 Women are still underrepresented in tech8:09 Introducing tech careers to girls14:30 NOW+NEXT16:10 We won’t want men “out of the room”18:12 What helps get young people excited about tech careers?21:42 About Airship and Laura’s role26:55 The forefront of innovation29:28 Career advice for young listenersQuotes:(8:40-9:03) “I get 50 applications from male candidates and one female. How is that? Where are the women applying for jobs? This is a real problem, and we have to find a solution to that.”(15:15-15:30) “I think that’s what a lot of women in different areas of business and research are doing – they’re paving the way and they’re always asking, ‘What’s next?’ We’re not satisfied with the status quo.”Mentioned in this Episode:Laura Schwarz’s LinkedInNOW+NEXT Program

Discover how e-commerce apps can combat seasonal dips in user activity with insights from Seif Hassan of Momox. Learn about incentivizing user actions, expansion strategies, AI experimentation, and industry predictions for 2024.

Do you remember the original “opt-in” for ads on cell phones? It began over 20 years ago. The mobile marketing industry has been on quite the ride over the past two decades, and covering its twists and turns along the way was David Murphy, the editorial director and co-founder of Mobile Marketing Magazine. Join David alongside Maria Lannon from Remerge for some perspective on mobile marketing’s biggest moments. David Murphy co-founded Mobile Marketing Magazine in 2005 and has been its editorial director for 18 years until recently. David is also the co-founder of Masterclassing. David now enjoys freelance writing from his home just outside of London. Questions David Answered in this Episode:How were you able to stay on top of trends in mobile marketing when you began your career?What were the big changes you saw in the mobile marketing industry since its beginning?Do you think we’ll see a change in the willingness of users to opt-in?When you look back at the last 18 years, what stands out to you?Where do you see the industry going?Timestamp:1:07 David’s background3:30 Taking the pulse of a new tech5:03 The early days of mobile marketing15:32 Mobile’s location-based advertising evolution17:57 Will app owners value being tracked and opt-in?22:55 What’s stood out in the last two decades31:13 Where the industry is goingQuotes:(31:13-31:14) “I think the privacy juggernaut is unstoppable.” (34:21-34:45) “As a general commentary on this space, you just don’t know what you don’t know–you never know what’s around the corner. There’s always somebody trying to come up with a new way of leveraging this very personal relationship people have with their phones to a) provide some utility to the owner of that phone, and b) make some money out of it themselves.”Mentioned in this Episode:David MurphyMobile Marketing MagazineMasterclassing

Staying on top of Apple and Google’s ongoing policy changes to app tracking and user privacy is a business imperative for advertisers and essential for the future of the mobile marketing industry. It’s also been Allison Schiff’s job. As a journalist, she has covered privacy topics in the marketing technology field for over a decade. In this episode, Allison shares her views on how the mobile advertising industry received Apple’s ATT framework, what Apple is doing now, and how Google has approached the Android Privacy Sandbox rollout. Catch up on the last few years of mobile privacy, and find out how to prepare for what’s ahead.Allison Schiff is the managing editor of AdExchanger, a leading source for news, analysis, and events dedicated to the data-driven marketing technology industry. As a journalist in the space, Allison primarily covers privacy topics, measurement, attribution, and retail media. She is also the host of the AdExchanger podcast, AdExchanger Talks.Questions Allison Answered in this Episode:How do you stay informed on policy changes with privacy? Why is this shift in privacy happening?What is Apple’s App Tracking Transparency framework? And how does it work?Have you heard any theories about Apple changing the way they are rolling out ATT and doing measurement?How would you describe Google Privacy Sandbox? And what does it set out to achieve?What are your recommendations for app marketers to stay up-to-date on all these privacy changes? What should advertisers expect and prepare for?How would you explain the last ten years of privacy in adtech to a 5-year-old?What do you think is going to be the buzzword or hottest topic of 2024?Timestamp:1:28 Allison’s background7:20 Staying on top of privacy changes10:00 ATT & the industry’s adaptive response13:27 Recap: Apple’s ATT rollout19:48 Apple begins soliciting feedback from adtech26:06 Android Privacy Sandbox APIs30:12 How advertisers can prepare for privacy changes37:15 The most important buzzword for advertisers in 2024Quotes:(5:43-5:58) “Privacy is absolutely essential to our coverage now. It comes up daily. Even stories that I’m writing or that my colleagues are writing that aren’t ostensibly about privacy, you really have to address it anyway.”(26:46) “The main APIs being worked on [by Android Privacy Sandbox], or maybe incubated is the right word, are topics, protected audience, which used to be Fledge, and there’s an attribution API, and those are all mobile app versions of the APIs that are also in the Chrome Privacy Sandbox. So, topics for basic targeting without cross-app identifiers, protected audience for remarketing, and the attribution APIs are obviously for attribution. And then there’s this other API that’s unique to Android, which is SDK run time.”(32:56-33:06) “The best question that I ever ask when I’m interviewing someone is to explain whatever it is as if I’m five. Even if I think I know, I learn every time.” Mentioned in this episode:Allison Schiff’s LinkedInAdExchangerAdExchanger Talks

Lana Dubinskiy is an app product advisor and full-time consultant specializing in helping brands leverage AI and machine learning to optimize their workflows and increase revenue. In this episode, Lana breaks down how e-commerce brands can improve the customers’ shopping experience in their app using AI, and how to get started with the AI journey!Questions Lana answered in this episode:What types of organizations have you assisted in the past?How do e-commerce brands get started with using AI and machine learning to enhance the customer experience?What are you looking for when reviewing an app’s data to develop target goals for your clients?How personalized can you get with AI?How long does it take to start and launch an AI marketing initiative?How do you advise on measuring the impact of AI on a business?What eCommerce brands are using AI well?What are three pieces of advice you have for mobile marketers interested in getting started with their AI journey?Timestamp:1:07 Lana’s background3:08 Getting started with AI and machine learning4:14 Crafting data-driven goals for improving customer experiences5:50 Getting personal with AI8:38 What’s the quality of your data?10:30 The holy grail of measurement11:55 Why Amazon kills the AI game14:52 Three takeaways for starting your AI journeyQuotes:(4:45-5:08) “We can use AI to personalize a user’s experience before they even search for anything. From the moment they land on the marketplace page, it’s already customized to what you know about the customer. That makes a big difference. You want them to have a certain connection and make them feel like this place will have what they’re looking for the moment they get there.”(8:49-8:57) “A lot of companies are forced to become data-driven once they start using AI because your output will only be as good as your input.”Mentioned in this Episode:Lana Dubinskiy’s LinkedInEmail: lanadubinskiy@gmail.comLana’s website

With so many deals to choose from during the holidays, how do app marketers win the attention of consumers? Patrick Eichmann, General Manager for the Americas at Remerge, kicks off a new series on the Apptivate Podcast, talking to marketing experts from e-commerce brands about strategies and best practices. In this episode, guest Matt Hudson, co-founder of BILDIT, helps eCommerce marketers consider whether they need an app, how to go about building one, and how to improve the customer's experience for those who already have an app.Matt Hudson is a seasoned app architect with over a decade of experience building mobile apps for consumers. More recently, he became the co-founder of BILDIT, a content management platform that helps e-commerce brands build out their mobile apps.

TikTok is one of the fastest-paced and most competitive social media ad networks for mobile marketers to keep up with. Are you up to speed on the platform's newest marketing features? In this episode, you’ll learn all about current TikTok trends, winning marketing strategies, and how to leverage its newest features, like TikTok Spark and Shop Ads, to boost your next campaign.Pedro Arias is the Performance Marketing Manager at Admiral Media, a marketing and advertising agency. Currently, Pedro is enjoying his new home in Porto, Portugal.Questions Pedro Answered in this Episode:Have you seen any trends with your clients pick up since you started at Admiral Media?Where are most of your clients testing out UCG?What verticals work best for TikTok?What have you seen eCommerce brands doing to prepare for the holiday season on TikTok or other ad networks?What recommendations do you have for our listeners on marketing strategies have you seen have success on TikTok?What’s been the biggest surprise for you that you’ve learned about within the first few months at Admiral?Does the Meta platform still work well in your opinion?Timestamp:4:45 Pedro’s role at Admiral Media7:30 Hot mobile marketing trends now8:55 TikTok: The go-to for UGC13:08 TikTok Shop Ads this holiday season15:48 Spark Ads on TikTok18:18 My biggest surprise21:11 Staying on top of new social media features and trends24:05 Is Meta still worth it?25:36 Best platforms to stay updatedQuotes:(7:49-8:16) “Trends that I’ve seen working for the clients that I’m managing lean towards UGC, or user-generated content, having the ability to humanize the brands and be able to communicate human stories through real people that are actually using the product or the service.”(16:13-16:31) “The great thing about [TikTok Spark Ads] is that you’re not only promoting your brand but you’re also leveraging all the comments and social proof that the post already has from the creator. So, you’re able to expand the reach and expand the impact of the creative.”Mentioned in this Episode:Pedro Arias’s LinkedInAdmiral Media

Remerge host Maria Lannon talks to Anna Gruzina about her career as a Performance Marketing Manager for a mobile gaming developer and publisher. Together, they discuss why speaking up with confidence in the workplace is necessary – and how to do it. You'll also learn the worst and best career advice Anna ever received.Anna Gruzina works at InnoGames, a German video game developer and publisher based in Hamburg.Questions Anna Answered in this Episode:How did you end up in mobile gaming?What have been some of the biggest challenges transitioning from more traditional app publishers to gaming?How do you navigate the differences between marketing for mobile web (browser) vs mobile app?What does a typical day look like in your role?How do you work with your product team?As someone new to the field, how have you built confidence in the mobile gaming industry where women are typically a minority?How have you been able to find your voice and speak up?What’s the best and worst piece of advice you’ve received in your career?What resources have helped you?Timestamp:2:14 Getting into gaming7:04 Managing mobile browser users vs app users8:39 A day as a Performance Marketing Manager11:18 What I learned from my boss’s lack of feedback14:45 Double standards for speaking confidently17:04 How to speak your truth19:07 The worst advice I’ve ever received21:33 The best advice I’ve received25:05 Recommended resourcesQuotes:(17:30-17:48) “You have your truth, your voice, and you have your understanding of the situation. And sometimes, being silent is actually worse. If you feel like, ‘Well, maybe my ideas aren’t important,’ it can make the situation worse.”(19:24-19:39) “Even Cinderella asked for a dress and a ride to go to the ball. So, even she, hardworking, asked for something, to have an opportunity. If we want something, we should ask for that.” Mentioned in this Episode:Anna Gruzina’s LinkedInInnoGames

Are you considering whether to use influencer marketing for your mobile app’s brand or performance strategy? Today’s guest is an expert in influencer marketing for app businesses and shares important considerations for running such campaigns.Nadia Bubennikova is based in Poland and is the Head of Agency at Famesters, an influencer marketing agency.Questions Nadia Answered in this Episode:How did you jump into influencer marketing?What does a day working in influencer marketing look like?What types of apps work well for influencer marketing?What KPIs do you use to measure a campaign’s efficacy?Do you conduct lift studies before and after the campaign to evaluate how the influencer marketing campaign performed?How long does a typical campaign run for?What’s changed the most in the field of influencer marketing in the last 4 years?Timestamp:2:16 Nadia’s background3:50 Jumping into influencer marketing6:27 A typical work day as an influencer marketer12:20 Influencers marketing for mobile apps14:28 Metrics for influencer marketing campaigns19:13 How to measure an influencer marketing campaign25:36 Run-time of influencer campaigns29:42 “Use Guarantee” with TikTok influencers32:54 How influencer marketing has evolvedQuotes:(6:58-7:15) “Influencer marketing is like an iceberg because everything that you can imagine as the typical day-to-day work is just the tip of the iceberg. And then there are huge volumes of analytical work and field marketing work that many people don’t give credit to influencer marketers.”(17:32-17:58) “In influencer marketing, around 50-70 percent of traffic, (depending on the app and the vertical), is generated by organic traffic; and only 30-50 percent of the users will follow the direct link. So it is virtually impossible to accurately track the incoming traffic and to accurately attribute it to the influencer marketing channel if you’re only looking at the direct link results.”Mentioned in this Episode:Nadia BubennikovaFamesters

Jesse Lempiäinen, CEO of Geeklab, discusses the advantages of A/B testing app store pages and the key metrics to measure. He shares insights on app store optimization, leveraging AI, and the impact of privacy changes. The chapter descriptions touch on the challenges and successes of starting a company, A/B testing in app development, and analyzing user behavior in mobile marketing.