Business of Apps Podcast

This week, we are pleased to offer an exclusive bonus episode. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panels where industry professionals share their experiences and insights on emerging trends that significantly impact the sector. During this year’s App Promotion Summit San Francisco, we convened a panel dedicated to innovative user acquisition strategies that are poised to shape the app industry moving forward. It was hosted by Kevin Kinnison, Client Partner Lead at Adjust and the panelists were: Sandy Shen, Mobile Marketing Lead at LinkedInDrew Hambke, Director of Marketing at KongregateLomit Patel, Chief Marketing & Growth Officer at TynkerLenette Yap, User Acquisition Lead at Public

In this episode, we delve into the evolving landscape of digital advertising, where privacy and precision intersect. Our guest, Gaylord Zach, Head of Mobile Product at Verve, brings his expertise to the forefront, exploring how the advertising industry can adapt to a privacy-first world without sacrificing effectiveness. With regulations like GDPR and Apple’s ATT reshaping the ad tech ecosystem, Gaylord unpacks the challenges advertisers face today, from diminished data signals to the rising importance of trust and transparency. Throughout the discussion, we learn how Verve is pioneering solutions like ATOM, their anonymized targeting technology, which identifies user cohorts while safeguarding individual privacy. Gaylord also shares insights into leveraging AI at the edge and integrating Google’s Privacy Sandbox to redefine audience targeting. Tune in to discover how advertisers and publishers can thrive in this new era of privacy-conscious innovation while maintaining meaningful connections with their audiences. Today’s Topics Include: Why targeting is crucial for advertisers and publishersVerve's approach to user privacy in ad targetingPrivacy-first targeting approachAddressing relevant audiences without identifying individual usersPractical example of such implementationHandling big diversity in targetingHow Verve uses AI for its ATOM solution data processingExample of such usageWhat 3rd party ad targeting tech Verve team has tested and implemented so far Links and Resources: Gaylord Zach on LinkedIn Verve websiteATOM solutionBusiness Of Apps - connecting the app industry Quotes from Gaylord Zach: "For publishers aiming to monetize effectively, it’s crucial to represent their inventory accurately so advertisers can confidently invest in ad placements. Advertisers need to target the right audience, personalize messages, and present them with the best possible creatives. This helps create a good match between the ad campaign and the user. Finally, advertisers must measure campaign success and attribute performance to the relevant placements." "Our technology, known as ATOM—short for "Anonymized Targeting on Mobile"—enables us to identify relevant user cohorts and create audience segments directly on the user's device. This approach allows us to deliver personalized ads without relying on third-party data, thus preserving user privacy. " Host Business Of Apps - connecting the app industry since 2012

For every mobile app out there there was this moment when somebody in its team was making a decision about the app’s pricing. Coding an app isn’t easy, designing an app is not easy either but when it comes to deciding how much money you’re going to charge for an app, it is more complicated then one would think. Charging for an app copy, in-app purchase or app subscription are all not easy things to crack. Now ask yourself - what if I want to go international with my app? How should I price my app in UK, France, Sweden, Japan, on Mars? Ok - the last one isn’t your worry, yet. Jokes aside, international app pricing can be really complicated and that’s why we have today Jacob to explain how it works. Today’s Topics Include: Jacob's backgroundCommon mistakes app developers make setting prices for international marketsBuilding a global price indexDeveloping effective pricing strategies with limited resourcesAndroid or iOS?Leaving his smartphone at home, what features would Jacob miss most?What features he would like to see added to his smartphone? Links and Resources: Jacob Rushfinn on LinkedIn Retention.blogBusiness Of Apps - connecting the app industry Quotes from Jacob Rushfinn: "Yeah, I think the most common one is just relying on Apple and Google. So Apple and Google in App Store Connect and Play Store have give you default price recommendations or price localization. So you input your price for the country, your base data of your largest in, and then they suggest, OK, what should your price be in these other countries? And I think people often get confused about what Apple and Google are actually saying here. We look at these prices and we think, okay, Apple and Google know best, but really what all they're doing is saying, on the taxes and fees in those other markets, this is the price that would get you the same amount of revenue or equalized revenue across those regions. But they're not actually optimizing and maximizing for conversions in those local markets." Host Business Of Apps - connecting the app industry since 2012

This episode will a bit usual. Previously, we covered a broad spectrum of app marketing topics that are on all people’s minds - user acquisition, app retention, app monetization, app subscriptions and so forth. Today, we’re going to touch on something that unfortunately isn’t appreciated as much as it should be. If you ever watched the 2020’s movie The Social Dilemma, that explores the dangerous human impact of social networking, you would remember that addiction was in the heart of the issue that the movie explored. Well, in today’s episode we’ll be talking about how to build apps that engage with people on a big scale and yet - they don’t lead to forming an addiction. To that end, we have Yves (ИВ) to talk about his app WeWard as a great example. Today’s Topics Include: Yves backgroundWhat is WeWardHow to make money while promoting eco-friendly behaviors without encouraging unhealthy screen habitsMaking sure streaks enhance user well-being and don't foster addictive behaviourBenefiting users and the plant by driving behavior changeAndroid or iOS?Leaving his smartphone at home, what features would Yves miss most?What features he would like to see added to his smartphone? Links and Resources: Yves Benchimol on LinkedIn WeWardBusiness Of Apps - connecting the app industry Quotes from Yves Benchimol: "Create a habit to people is very complicated, but when you create a habit. It's very difficult also to remove. Some people say that it's more difficult to remove a bad habit than creating a good habit. So to create a good habit, you have to use the classic tricks that the brain likes. And the brain, if you read some cognitive science book, you will understand that every brain is working the same." "If you want to launch an app, I would suggest try to focus on the main benefit of the app, try to run the most simple version of the app. Remove every aspect, like the streak was not part of the app when we launched it, the gamification was very little. The concept was giving reward to people for working, so it was just a step counter and you earn one coin every 1,000 steps. Today the app is well more developed with social environment gamification but at the beginning we just need to verify the concept and you can have thousand and hundred of thousand of users with a very simple concept, you just need like to simplify as much as possible, because this is where you will have the ability to test more quickly and to improve your app and to test and learn the most faster." Host Business Of Apps - connecting the app industry since 2012

A busy life of an app marketer is full of problems, you don’t need me to tell you this. But here is the special one that you may stumble upon. How can you do both at the same time - truly care about your app users needs, making their life easier and meet your financial bottom line? I’m really glad if you already know the answer or you never encounter this dichotomy. Great - kudos to you. But if you do, on this episode we will help you to resolve it. Today’s Topics Include: Yeva's backgroundWhat is HeadwayWhat is empathy-based onboardingBalancing user experience versus conversion and revenueHow to identify emotions to create personalized experiencesHow to scale empathy-based onboardingAndroid or iOS?Leaving her smartphone at home, what features would Yeva miss most?What features she would like to see added to her smartphone? Links and Resources: Yeva Koldovska on LinkedIn HeadwaySupport Ukraine in its fight against RussiaBusiness Of Apps - connecting the app industry Quotes from Yeva Koldovska: "So let's take the first step - identify feelings. There is a ton of ways to do that, from just asking questions to doing user research to forming your own hypothesis. Let's take, for example, forming your own hypothesis. Let's say you have a drop in conversion rate on the email step on the web funnel. So the user has went through the questions or the screens, and then they have to input their email. What might the user be feeling at the moment? What would you feel at the moment? Maybe a bit anxious, maybe unsure if the website won't send you a ton of spam messages over the next day or week. Maybe you would be scared about your data being leaked or given to some third parties. So you kind of form those hypotheses on what the user might be feeling. And this is the first step." "So we've tried utilizing this framework for most of our products and we have never had an unsuccessful test in this regard. But of course you have to understand that it depends on the area, on the product, on the offering that you have to your users. So I would not say that this approach is a silver bullet that helps everyone." Host Business Of Apps - connecting the app industry since 2012

One of the most important skills in life is the ability to zoom out and take a holistic view on a problem. This approach is really instrumental in marketing as well. If you are an app marketer and your job is to drive growth, you should always take a broader look at where your potential or existing app users spend their time online. On today’s web, there are many online communities where app users go to dig for information, seek an advice or to share one. But there is only one of a kind that we’ll be talking about today - Reddit and to do so we have Sherwin. Today’s Topics Include: Sherwin's backgroundWhat is RedditHow app users use Reddit communitiesHow brands can leverage communities on RedditAdvice for brands for how to work promote their apps on community-centric platforms like Reddit.Android or iOS?Leaving his smartphone at home, what features would Sherwin miss most?What features he would like to see added to his smartphone? Links and Resources: Sherwin Su on LinkedIn Reddit for Business LnkedInSamsung X Switchers Anonymous CampaignBusiness Of Apps - connecting the app industry Quotes from Sherwin Su: "So when you think about mobile app users, Reddit is a place where we as an organization, as a company, as a platform, are sitting on 18 plus years of conversations across different types of mobile apps. And it's at different stages of the journey where app users either try to discover, learn how to use and maximize the different apps and then eventually make recommendations on how other folks in their communities can also enjoy the benefits of like the apps that they're using. So for app users, they trust Reddit because they know that these communities have genuine discussions about the apps that they care about." "First, being in advertising, I want to talk about it from a media perspective, that a lot of brands can really leverage the power of community to build their brand and build very authentic and genuine relationships with the customers that they want to serve. There are lot of different ways here at Reddit, having community at the core, that enables brands to engage meaningfully in the space and the internet that no other platform is able to provide. The second one is acquiring customers. And I think this is a journey on its own, because acquiring customers really pushes brands to focus on the core value propositions that they want to share." Host Business Of Apps - connecting the app industry since 2012

OK, this time my setting the stage begins with a disclaimer - the cookies we’ll be talking about on this episode have nothing to do with the ones you love on your dessert. The Oreo cookies future is just fine, it’s not going to disappear anytime soon:-) No, today I have Ishan to talk about what happens in mobile marketing with the third-party cookies, small pieces of data for digital tracking that disappear from the scene and yet mobile app marketers still need to somehow stay efficient and drive traffic to mobile apps. Today’s Topics Include: Ishan's backgroundStrategies to gather and leverage first-party and zero-party dataStrategies to collect more data about customers, while respecting their privacyStrategies to maintain and improve conversion rates, while the usage of third-party cookies declinesAndroid or iOS?Leaving her smartphone at home, what features would Ishan miss most?What features he would like to see added to his smartphone? Links and Resources: Ishan Singh on LinkedIn Ishan Singh on InstagramBusiness Of Apps - connecting the app industry Quotes from Ishan Singh: "You have to give more value than you used to gain trust, because right now everyone has so many options, from where they're spending their time to where they're spending their money. You're not a single monopoly in the market as a business. So you have to show value for a lot lesser cost than before. And with that value, you generate trust. And once you have that trust is only when you can." "So one of the tested strategies, which have worked, is you advertise for a broader lead magnet or value which you're trying to deliver. For instance, if I am specifically solving a problem of stock market investments and I'm a stockbroking platform, I would still sell something like a retirement calculator to advertise on Instagram where now advertising is a little less personal because I don't have a lot of cookies to specifically target to my customer base or my ideal customers. So I would be targeting to a broader customer base with values which would be appealing to a lot more of users." Host Business Of Apps - connecting the app industry since 2012

Running app marketing campaigns, marketers have several goals - I’m sure you know them better than the fingers of your hand. So, it is to find new users for the app, convince them to install the app and…what’s new next? Right - make sure they are engaged with the app and do with it what you expect them to, thinks like placing orders, signing up, subscribe and so on. In this episode, we want to talk about app engagement and to share with you what actually works, we have Tommy. Today’s Topics Include: Tommy's backgroundAbout AdjoeLoyalty and engagement trends in consumer behaviorBalancing between personalization and user privacyEmerging impactful app engagement trends or techs to anticipate Links and Resources: Thomas Yannopoulos on LinkedIn AdjoeBusiness Of Apps - connecting the app industry Quotes from Thomas Yannopoulos: "Not necessarily a change in behavior as much as it is a change in accessibility as to how users interface with loyalty programs today. We'll take an example of a partner like ours, which is Fetch. So Fetch rewards is the largest shopping and rewards platform in all of the U S today. They have something like 12 to 14 million weekly active users. So it's just an enormous app. And historically they focused on CPG partnerships. So if you want to box a general mills cereal, you can go to your local store, grab that cereal, take a snapshot of the receipt and you can earn some Fetch points in exchange for that behavior. \ Now, what we did when we talked to Fetch was we made them aware of the fact that likely the majority of the users were also gamers. When we think about gaming tendencies in the US, I think over 60 % of all smartphones have a game on them and over 43 % of all time spent on the smartphone in the US is spent playing mobile games." "I think we're squarely of the belief that consent is consent in our space. And we as a business pride ourselves on the fact that we will never collect any privacy or any data on someone who doesn't consent to us collecting that data. It's related to what they might be doing on their smartphone or their preferences or whatever the case may be. So when you enter our experience for the first time, you're hit with a number of prompts that essentially ask for your consent. Users are not obligated to say yes to any of these prompts, but if they do, it enhances our ability to personalize their experience. Personalization, obviously for a platform like ours, and in general for any platform, is I think rather key to success."

Think about it - every single day hundreds of millions of people around the world use mobile apps to do something. From checking a weather forecast to booking their next trip, buying something, or less pleasant things like, for instance, paying their taxes. Every app developer wants to keep her or his app users happy. But in real life, your idea of the best experience for your app users doesn’t always match with what they think the best one should look like. So how do you fix that? That’s a good question and today Jennifer will share her experience of doing that. Today’s Topics Include: Jennifer's backgroundAbout NespressoAligning product development with evolving customers' expectationsThe balance between using data-driven insights and staying agile and responsive to unexpected challengesStrategies to fostering collaboration and alignment across different teamsAndroid or iOS?Leaving her smartphone at home, what features would Jennifer miss most?What features she would like to see added to her smartphone? Links and Resources: Jennifer Camacho on LinkedIn NespressoBusiness Of Apps - connecting the app industry Quotes from Jennifer Camacho: "Yeah, as you said, it's a balance. We are experts in coffee. So that's our greatest asset and the most important piece that we want to communicate about that product. But then there are industry standards for things that people are accustomed to doing. So we are not trying to reinvent the wheel when it comes to, for example, purchasing processes or presenting the most convenient ways of paying because that's already set as a standard." "As you may know, we have lots of variety in coffees and we're always trying to push the boundaries of exploring new tastes and of allowing people to enjoy coffee from very differentiated parts of the world. So the amount of products that we have sometimes could be intimidating for some people because they may be just starting to understand the world of coffee." Host Business Of Apps - connecting the app industry since 2012

Your phone has become an extension of your brain. You store a ton of information on it, you use it to get through your day or to plan something in advance. You’re working on it, you are spending your leisure time with it. Every once in a while, when your existing 80-100 iOS apps (this is how much apps we have on our phones these days) aren’t enough and you need a new one, you go to the App Store. When you launch a search query there, the first search result you can see is on a blue background - this is an Apple Search ad. Whether you’ve been driving traffic to your iOS app with Apple Search Ads or you never used this paid advertising platform before, today Simon will tell you how to use it efficiently. Today’s Topics Include: Simon's backgroundAbout AppTweakApple Search Ads overviewBalancing between keyword discovery and existing high-performance keywordsUsing Atlas AI to identify and cluster high-performing keywords for Apple Search Ads campaignsMeasuring and mitigating the impact of cannibalization on brand defense campaigns Links and Resources: Simon Thillay on LinkedIn AppTweakAtlas AIBusiness Of Apps - connecting the app industry Quotes from Simon Thillay: "So for those who not familiar, today there are actually four different types of inventories in Apple search ads. The one, I think most people are familiar with and the one you were mentioning in your intro, is search results campaigns, which is basically being able to put an ad at the very top of a search result page and based on what potential customer has just searched for. But there's three more that Apple has released over the years. The second one is a search tab. So it's another ad that you can see, before people start typing in the search tab. And it's basically a game of trying to catch the attention and play on other signals to kind of convert there. A third one would be the product page, so if people scroll down to the bottom of the page and look at the You Might Also Like section, there will also be an ad in there. But I think the final placement, the final inventory, is the one that gets the most hype these days. It's the Today tab." "It may be called a discovery campaign, but the campaign part trumps the discovery part. And in other words, at first, the campaign is going to find keywords that fit the criteria you've set. But once it's found those keywords, unless you give it different instructions, it's going to stay focused on those. It's basically the principle of if it ain't broke, don't fix it. We found something that's working." Host Business Of Apps - connecting the app industry since 2012

Ok. A quick recap of the app marketing industry history. There was a time, circa 2008 - 2016, when all marketers were going out of their way to acquire as much installs for their apps as possible. Pretty much everyone was playing that game. Then came the moment when marketers realized that if they don’t retain their users as they acquire them, they can not build a sustainable app business. Right, it’s no brainer for you now but back than it took time for people to shift their mentality. Ever since we’ve been hearing about mobile app users churn and how to deal with it, LTV (I’m sure you know it stands for Live Time Value) became a really important metric. But if I ask you today “What is TTV?” No, I don’t mean Twitch TV. Ok, today Jeremiah will help us to expand your marketing vocabulary. Today’s Topics Include: Jeremiah's backgroundAbout SandboxEffective strategies to streamline onboarding and quick engagementMeasuring and optimization of the time it takes for a user to realize the value of an appTactics to transform first-time users to repeat customersAndroid or iOS?Leaving his smartphone at home, what features would Jeremiah miss most?What features he would like to see added to his smartphone? Links and Resources: Jeremiah Runser on LinkedIn SandboxBusiness Of Apps - connecting the app industry Quotes from Jeremiah Runser: "The reason why that's so important is we capture them right at that moment that's the most pivotal for them. They can sign up and they can send a notification free of charge to the service member, to their family members about the opportunity to use Sandbox to write letters while they are there. So because of that, can sort of insert ourselves into a process that already happens, which helps us optimize that. And the real value is that supporter gets to see those weekly updates." "The way we primarily measure this is TTV  (time to value). We really did a lot of testing early last year and how do we optimize for first purchase, which we would consider time to value. And how do we do that in the least amount of time? And really that's kind of by optimizing the onboarding process, getting all the information that we need for somebody before they ever even sign up for the app." Host Business Of Apps - connecting the app industry since 2012

This is one of our special episodes, when we share either one of our webinars or in-person panels from the App Promotion Summit. This time we have a webinar with the fascinating topic on the table - running a successful privacy-first mobile campaign. Experts from DataSeat, Kachava, and Wavemaker discuss the challenges of privacy-first mobile advertising, including overcoming attribution hurdles such as privacy thresholds, crowd anonymity, and delayed postback data. They also dive into optimization strategies, the future of mobile ad attribution and measurement, and the adoption of SCAD Network among publishers and advertisers. The conversation concludes with insights into the potential of re-engagement tracking and upcoming innovations in privacy-compliant user acquisition. The agenda of this webinar includes: Apple, privacy and the switch to AdAttributionKit;Overcoming crowd anonymity and driving success with SKAN and AdAttributionKit;The future of AdAttributionKit and iOS attribution;Questions and answers. To cover it all we had the following group: Mark Menery from Dataseat (part of Verve)Grant Simmons from KochavaZach Gryphon from WavemakerAnd Alexandra Klimashevich from Verve Host Business Of Apps - connecting the app industry since 2012

Today, all businesses, brands and marketers are focused on mobile. It is no brainer - people spend two - three hours a day on mobile devices, so much of the action is there. And yet - we still use laptops and desktop computers. Ask yourself - why would Apple introduce the macOS Sequoia iPhone mirroring app if desktop computers weren’t still relevant? We do work on our favorite MacBooks and iMacs, watch movies, plan our next vacation and so forth. It is just, for a few years since the iPhone was introduced, mobile was sucking out all the oxygen in the ad space. So, if you are an app marketer, for you the answer is clear - you need to work with both mobile and desktop ad spaces to grow your app’s user base and generate revenue. Web-to-App advertising is what we’ll be talking about with Anastasiia today. Today’s Topics Include: Anastasiia's backgroundAbout PlantInCustomized User JourneysChallenges in transitioning to a web-to-app funnelInternal tools and third-party solutions for ad campaign automationAndroid or iOS?Leaving her smartphone at home, what features would Anastasiia miss most?What features she would like to see added to her smartphone? Links and Resources: Anastasiia Karlova on LinkedIn PlantInBusiness Of Apps - connecting the app industry Quotes from Anastasiia Karlova: "When we talk about customized user journey for apps, we are talking mainly about Web2App funnel. It could be based on a funnel with the questions completely based on the web or about the funnel that consists only one landing page and then push you to the store to download the app." "I think the best thing is that you don't need to deal with opt -in rates. You're just skipping that part because this is considering web campaigns and web experience. The limitations about iOS 14 are not working here. And you just have all the information you can get based on clicks." Host Business Of Apps - connecting the app industry since 2012

I think for all of us this experience is familiar. We download a new app we’ve been looking for to fulfill specific needs and for some time the experience is great. Then your needs may evolve and now you need a new version of the app to cover it. If your updated requirements for the app are more or less in line with what other people need, and if the developer closely monitor these needs, soon you’ll get the updated version. Of course, the opposite is as likely - you may never get an update for the app, you can’t wait anymore and you go and download a similar app from other company. So, the question - how do app developers’ team can keep their users happy? On the other hand, how do you make sure that over time your app stays intuitive for its users? Well, today we have Paul to talk about how their team handles these hard questions for their app Documents. Today’s Topics Include: Paul's backgroundAbout ReaddleThe Documents app by Readdle quick overviewStaying ahead of app users' evolving needsIntroducing new features while keeping user experience familiarAndroid or iOS?Leaving his smartphone at home, what features would Paul miss most?What features he would like to see added to his smartphone? Links and Resources: Paul Sakhatskyi on LinkedIn ReaddleBusiness Of Apps - connecting the app industry Quotes from Paul Sakhatskyi: "So this is a very interesting question because we can look at it from different perspectives. So, I think there are two components, major components in this area. The first one, you should definitely reflect current needs of your users all the time, addressing their requests, addressing their issues, addressing new technologies that emerge all the time. But at the same time, you need to look forward  to create something that people and users might not think about right now." "We are using multiple things here. So first of all, we don't do dramatic changes that touch every single piece of the product. So we break it down into kind of components, use cases. So for example, we might redesign or create a new hypothesis, for example, an audio editing that we have inside the app. And we launch it." Host Business Of Apps - connecting the app industry since 2012

The field of app marketing is full of jargon. Just from the top of my head a few acronyms for you - ASO, CPI, CPA, LTV, FBI (sorry the last one was obviously a joke). Here is another one - MMM, which stands for Marketing Mix Modeling. Do you know what it is? Well, in this episode Gary will explain it for you, showing how it works and why it’s important for you to use it in your app business. Today’s Topics Include: Gary's backgroundAbout KochavaWhat is Marketing Mix Modeling (aka MMM), why it's effective for unlocking app growthKey steps to implement MMM in a company's marketing strategyCommon challenges in adopting Marketing Mix ModelingAndroid or iOS?Leaving his smartphone at home, what features would Gary miss most?What features he would like to see added to his smartphone? Links and Resources: Gary Danks on LinkedIn KochavaMMM 101 A 3-Part Webinar SeriesBusiness Of Apps - connecting the app industry Quotes from Gary Danks: "MMM is a methodology used to measure and analyze the impact of various marketing activities on your conversions. Now, where the sort of the confusion comes in is that it sounds quite familiar to the industry standard of last touch attribution. But to truly grasp marketing mixed modeling or MMM, it's important to distinguish it from last touch attribution." "The biggest challenge is probably just old mindset. We've been in this industry for many years and last touch attribution is the standard form of measurement and it's been around for 12, 13 years or so. So quite often companies are testing MMM but they don't want to believe the data because they've maybe built lifetime value models of their last touch attribution." Host Business Of Apps - connecting the app industry since 2012

How many languages do you know? Would you like learn a new one? Science unequivocally says that it is good for your brain to learn new languages. You will thank us when you’ll be in your 70s or 80s :-) The thing is that on top of immediate benefits, it will help you to keep your brain healthy down the road. Now, today AI is on the path to impact our lives on so many levels. Learning new languages is one of them and today Steve will tell us about how AI allowed his company to transform their Memrise app dramatically. Today’s Topics Include: Steve's backgroundAbout MemriseAi-driven features that enhanced user engagement on MemriseThe biggest challenges in integrating AI into MemriseUsing AI to personalize learningAndroid or iOS?Leaving his smartphone at home, what features would Steve miss most?What features he would like to see added to his smartphone? Links and Resources: Steve Toy on LinkedIn MemriseBusiness Of Apps - connecting the app industry Quotes from Steve Toy: "Well, I will tell you that we are probably still working on overcoming the biggest challenge that has been brought to us by all of this amazing technology. And that is unbelievable freedom, right? We now, because of what we've deployed, have given people the freedom to learn the words that matter to them, not the words that we decide in any given course." "The first axis I alluded to earlier, is heretofore in school or in any course that you might take or in any of the other apps, you learn words in a certain order. Right? You're just marching everybody through the first 100, 200, 500, 1 ,000 words in the same order because you're marching everybody in lockstep to be able to interact with certain content and certain tasks. But we don't have to do that. We have fully atomized dictionaries because no matter what words you know, we can start to run you into other experiences. And so that's the first level of personalization is let you decide why you want to learn a language." Host Business Of Apps - connecting the app industry since 2012

Do you like the holiday season? Yes - it is a hypothetical question, we all do. Why do we love this time of the year? Because this is the time when we all buy something nice, right? We download shopping apps and go ahead and pick up something we desperately need. Ok - it’s all great but if you are a retailer and you launch app user acquisition campaigns during the holiday season, there is very important insight for you in this episode - so listen carefully. Today’s Topics Include: Thomas's backgroundAbout AirshipAbout the Airship's "Peak App Install Research" reportHow retailers can improve retention rate for customers acquired during peak shopping periods (think Black Friday)Key metrics brands should monitor to effectively drive app engagementAndroid or iOS?Leaving his smartphone at home, what features would Thomas miss most?What features he would like to see added to his smartphone? Links and Resources: Thomas Butta on LinkedIn AirshipPeak App Install Research reportThe Mobile Consumer 2023 reportAirship blogBusiness Of Apps - connecting the app industry Quotes from Thomas Butta: "And we, we surveyed more than 60 million app installs. So of the number of apps that were installed during that period, we looked at 60 million new ones that were added to your device and we were very interested in understanding what happens after that peak shopping season." " First of all, the way you onboard people is really, really important. I mean that idea of a welcome kit. So they download your app, right then and there you have their attention. What you do next is really important. So that onboarding experience, that welcome experience is really key. And what you're trying to do is two things. You're trying to get to know these people that are downloaded your app. And you're doing it in a way that's showing them with a little bit of information here and here, you can provide a more curated or personalized and relevant experience for them over there." Host Business Of Apps - connecting the app industry since 2012

I bet, as an app marketer, you are on a constant hunt for new marketing channels, right? What do you know about affiliate marketing? If the answer is "zero", "not that much" or "I know what it is but what is your point" than you’ve come to the right place - we have Taras to tell us how affiliate marketing works for mobile apps. Today’s Topics Include: Taras's backgroundAbout ClickDealerWhat is affiliate marketing, the main changes for the last decadeWhat affiliate marketing verticals were impacted by mobile the mostEffective strategies to grow app user base and revenue through affiliate marketingKPIs to measure the success of affiliate marketing campaignsAndroid or iOS?Leaving his smartphone at home, what features would Taras miss most?What features he would like to see added to his smartphone? Links and Resources: Taras Kiseliuk on LinkedIn ClickDealerBusiness Of Apps - connecting the app industry Quotes from Taras Kiseliuk: " The last one will be, as cliche as it sounds like, would be AIs. AI is now doing all the media buying for us in some sense. In a way, the affiliate marketing is working as it worked before - you have to optimize and find the right spots, but now it's kind of like - hey, just trust the pixel, trust Facebook, trust TikTok, AI and so on and so on." Host Business Of Apps - connecting the app industry since 2012

I’m sure you would argue that the world of mobile apps is extremely competitive. By now, it seems like all business verticals have gone mobile and in some app categories, like games, e-commerce, social, the competition is really tough. How do you stand a chance to win in this battle? This is the question we’ll tackling today with Deniz. Today’s Topics Include: Deniz's backgroundAbout InnoGameMobile app's unique edge (Unique Selling Proposition) identificationMethods and tools to test an app's marketabilityKey factors to maintain the app's edge over timeAndroid or iOS?Leaving her smartphone at home, what features would Deniz miss most?What features she would like to see added to her smartphone? Links and Resources: Deniz Kekeç on LinkedIn InnoGamesBusiness Of Apps - connecting the app industry Quotes from Deniz Kekeç: "In a competitive app market, determining what sets your app apart from others involves focusing on its Unique Selling Proposition (USP). Assuming your app performs well and maintains a low crash rate, here are some strategies to identify its unique edge: game narrative, gameplay mechanics, special features & LiveOps, marketing approach." "We are using Sensor Tower mainly for competitor analysis. Quadrics for understanding our audience( coupled with our user surveys). For creative testing Meta is the main tool, however depends on the ad concept we happened to use SDK networks too. KPI's are depending on the test phase. For initial testing, i recommend to check upper funnel kpis such as CPI, IPM. For later phase i recommend mid funnel KPI s such as Retention and session duration etc." Host Business Of Apps - connecting the app industry since 2012

On one of the recent episodes of this podcast, we talked about the app growth, claiming that growth is likely the notion that has been discussed by app marketers the most. It’s like - wake up any app marketer in the middle of the night and ask her “what is your name?”, she would tell you “Growth”. And yet - sustainable growth is what exists app marketers and developers even more. I don’t think that there is anybody who still doesn’t know that an app project is a marathon and to run it you need a sustainable strategy, you need a sustainable growth strategy. So in this anniversary episode #200, we will be talking with Mike about “The Sustainable Growth Handbook” recently developed by his company ConsultMyApp. Today’s Topics Include: Mike's backgroundWhat services ConsultMyApp provides and its position on the marketWhat is sustainable app growthSustainable app growth key principlesHow to balance user acquisition and user retentionInsights and examples of how data-driven decisions lead to sustainable app growthCommon pitfalls and mistakes that hinder app growthTrends and innovations that will impact sustainable app growthWhat Mike would like to change about digital marketing the mostAndroid or iOS?Leaving his smartphone at home, what features would Mike miss most?What features he would like to see added to his smartphone? Links and Resources: Mike Rhodes on LinkedIn The Sustainable Growth HandbookConsultMyAppBusiness Of Apps - connecting the app industry Quotes from Mike Rhodes: "The biggest challenge I think our clients always see is siloed behavior where acquisition teams don't talk to paid, but acquisition teams don't talk to CRM and retention teams and and then the data doesn't talk together even if the teams do, they're not connecting the dots because they don't have a CDP or a warehouse, and they haven't got a reporting stat that sits on top. And that is the biggest single thing." "I think the biggest issue is not with developers, but actually with the product marketers. And that comes when the wrong metrics are really being focused on. So things like installs, category ranking, the keyword ranking, these things are vanity metrics. You know, they don't really matter. Like how many a month you have. It doesn't matter to a large intent. What does matter is the users I got, how are they converting? How are they converting into meaningful users? It might be watching ads. It might be whatever your core metric is. But ultimately it's got to be understand that is the metric." Host Business Of Apps - connecting the app industry since 2012