Apptivate: App Marketing Explained

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.

How do you make a mobile game stand out when there are half a million games in the app store today? Today’s guest is an expert in helping apps find their unique position in the market, develop their creative strategies, and grow their revenue. In this episode, he shares his approach to designing app marketing strategies for creatives and revenue growth. Peter Fodor is the founder and CEO of AppAgent, a mobile marketing agency that helps apps ground their user base and revenue. 

Learn ASO hacks for increasing app downloads from Simon Thillay, Head of ASO at AppTweak. Topics include custom product pages, SoundCloud case study, identifying app differentiators, A/B/B testing, and staying ahead of the curve with user motivation. Discover the benefits of working with AppTweak and the exciting changes in Europe's Digital Markets Act.

Can you guess which subcategory of mobile games generated the most revenue in the first half of this year? How about the top three countries for mobile game downloads? Get the scoop on the latest data and trends in the mobile industry’s largest-grossing vertical from our guest Ksenia Yurkina, the Head of Marketing at Apptica.In this episode, Ksenia reveals the highlights from her report, “Mobile games: state of the market H1, 2023.” Apptica’s ad intelligence tool provides marketing analytics on data from over 11 million apps in Google Play and the Apple Store. Questions Ksenia Answered in this Episode:Who is Apptica’s target audience?What are some of the trends that Apptica has identified from its “Mobile Game: State of the Market Report”?What is your take on what revenue trends might come from major emerging markets, like India and Brazil, that are leading in downloads?Have you seen a trend in localizing creatives from app publishers?What does your day-to-day look like as Head of Marketing at Apptica?What’s the latest buzzword or hot topic for leaders in our industry?How has TikTok changed the way app advertisers are thinking about creatives?Who benefits the most from Apptica’s ad intelligence tool?Timestamp:1:00 A little about Apptica4:38 Mobile games: Data trends in the first half of 202310:46 Revenue potential from emerging markets14:10 Localization in creatives17:01 Ksenia’s role at Apptica19:11 Industry buzz23:18 Advertising trends for TikTok28:29 Who benefits from ad intelligenceQuotes:(5:10-5:29) “Gaming is a major player. It’s the main vertical in the mobile industry because gaming covers 51 percent of all the revenue generated in the first half of this year [2023] and around 30 percent of all downloads.”(6:54-7:03) “Three countries account for 60 percent of all revenue coming from the [mobile] gaming vertical: United States, Japan, and China.”Mentioned in this Episode:Ksenia Yurkina’s LinkedInAppticaApptica’s 2023 “Mobile Game: State of the Market Report”

Jenny Pollock, Lead Monetization Program Manager at IMVU / Together Labs, discusses the use of ChatGPT in mobile marketing, the evolution of User-Generated Content platforms, and the potential future of AI in virtual worlds and podcasting.

In this episode, app marketers will learn about a product manager’s perspective on the process of building an app product: how to prioritize various requests for product features, and the keys to fostering excellent collaboration and communication among all stakeholders throughout the journey. Reut Lazo is the Senior Product Manager at Akili, an app to help kids with ADHD. Akili is the first FDA-authorized prescription video game treatment for ADHD. Reut began her career as a product manager at Meta Co., an augmented reality headset company, before moving on to become a product manager at IMVU. 

Amanda Vandiver is the Senior Product Marketing Manager at Branch, a mobile attribution provider. In this episode, Amanda explains the importance of deep linking for user experience, measurement, and attribution in this post-IDFA era. She also discusses retention strategies that mobile marketers can leverage across owned and earned channels.