Business of Apps Podcast

What do you do all day? What does it take to be efficient and organized? Our lives are busy and hectic. We struggle to get everything done because there just isn’t enough time. A life of a mobile marketer isn't any different and, most likely, even more complicated than the most of us. Today it’s impossible to do marketing without automating repetitive tasks. Today’s guest is Paul Müller, co-founder and CTO of Adjust, attribution and analytics software for mobile applications. Paul talks about how marketing automation on mobile actually works and how it makes life of a mobile marketer easier. Today’s Topics Include: 🤝 Marketing automation should be about making humans work more efficient, not clicks 📊 Ad campaign challenges: Set bid/volume rules, track networks, and manage creatives 🤔 Marketing automation future? Retargeting should take the next step to change the game, bring real relevance to win users that churn away. 🏃‍♂️ What makes your users churn? 🖥🧍‍♂️ Computers or Humans: Which are better at communicating? 🦠 COVID-19 time working from home tip for mobile marketers. Links and Resources: Adjust Business Of Apps - connecting the app industry Quotes by Paul H. Müller: “We don’t want to replace the human element. I believe marketing should be about human connection, but right now, it’s about who can click the most?” “I fundamentally believe that humans are better at talking to humans. Humans want to talk to humans.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

When several years ago Apple split the App Store on Games and Apps, it did so by a very good reason. By that time it was obvious that the whole app ecosystem was clearly divided between these two - mobile games and all other kinds of apps. This split has profound implications for app marketing. Today’s guest is Anh Nguyen, Director of Performance Marketing at Wolt, a food delivery app. Previously, he worked at Rovio, best known for the game, Angry BirdsHaving experience of doing app marketing for both games and non-game apps, Anh is a perfect guest to tell you the difference between the two. Today’s Topics Include: 🤔 Workflow at Rovio vs. Wolt: What’s the difference? 🐤 Angry Birds: Gaming is driven by data, lifetime value, retention, and investment 😉 Online or Offline? Online is easier, better, and simpler. 🤝 How to create the most efficient team? Triangle of media buying, analytics, and creative 🌎 Delivery Differences: Targeting country-by-country vs. hyperlocal advertisements 👉 Marketing Channels: Facebook and Google for games, plus Snapchat for food delivery Links and Resources: Wolt Ahn Nguyen on LinkedIn Business Of Apps - connecting the app industry Quotes by Anh Nguyen: “Gaming is very much data-driven.” “Wolt is the food delivery company, where our product is not purely digital.” “A lot of things can be tracked, and for informatics, that’s the best you can wish for. Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

What comes to mind when you think of Silicon Valley startups? Growth strategy? Sustainable app business? In fact, an app growth strategy is the topic on a white board of so many app startups around the world. It's hard to overstate how important it is to come up with the right one. Mistakes cost app brands and developers stress, time, money and, in many cases, cause their dreams about having sustainable app business to collapse. Today’s guest is Mick Rigby, founder and CEO of Yodel Mobile. He offers guidance on successful strategies to acquire and retain users to grow a sustainable app business. Today’s Topics Include: 💡 Best App Growth Strategy: Research idea for feedback 🤔 Functionality vs. Marketability: Products users want, like, and work to retain/recommend 📊 App Marketing Components: Data stack, CRM, analytics, attribution, and reviews 🔢 Key Performance Indicators (KPIs): Define North Star metric for overall objective 📏 User Acquisition Strategy: Measure cost of paid advertising, downloads, and registration 💪 User Retention Strategy: If you can’t retain users, you don’t have an app business Links and Resources: Yodel Mobile Yodel Mobile’s Email Yodel Mobile on Twitter Business Of Apps - connecting the app industry Quotes by Mick Rigby: “I actually launched the business about two to three months before the iPhone launch. So, some may say that’s foresight. To be perfectly honest, I think it was a lot more luck than foresight.” “Product is just one aspect of your app growth strategy. The other key element is obviously how you market that. You need to balance the two.” “There is no such thing as an average user.” “If you can’t retain your users, you don’t actually have an app business.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Open any online marketing publication, e-book, webinar or YouTube video of a presentation about app marketing, chances are it will be about doing marketing for B2C (stands for Business Two Customers) apps. In fact, the bulk of available materials cover techniques, hints, tricks, use case of how to market a mobile app to an end user. That's cool but there is the other part of the equation - B2B apps marketing and businesses need information about it as much as for B2C. On this episode we want to fill in the gap for marketers and business owners who need to find users for their B2B apps. Our guest is Philipp Stelzer, who is in an excellent position to talk about both B2C and B2B app marketing and what sets them apart. He spent several years being part of Wooga mobile game studio and was heavily involved with mobile games marketing to end users. Now Philipp is with LogMeIn software company, known to you by such well known brands as GoToMeeting, GoToWebinar and others, and he's immersed into marketing for B2B apps, in particular SAAs apps. Today’s Topics Include: 💡What is SaaS? Software licensing and delivery model in purest form ❓What’s the difference between B2C and B2B marketing? User-driven vs. mass market 🗣 Challenges and Pain Points: Start conversations with customers and prospects 💰Freemium to Premium: Reach decision makers and retain them online and offline Links and Resources: Philipp Stelzer on Twitter Philipp Stelzer on Medium Philipp Stelzer on LinkedIn GoToMeeting Business Of Apps - connecting the app industry Quotes by Philipp Stelzer: “There need to be systems in place that make life of these people who need to manage these SaaS offerings really easy.” “Mobile is an extension of your SaaS offering, but it’s not a standalone service that you are selling.” “It’s never really about the installs and downloads in this case. It’s always about creating awareness for your product, being smart about who you are targeting…” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

It doesn’t matter how good a product or service is, if you can’t connect it with people who would benefit from it. Who are your customers? How often do they use your product or service? How can you improve your product or service? Today’s guest is Omri Argaman, co-founder and CMO of Zoomd. Omri details mobile app user acquisition through digital marketing tools. Today’s Topics Include: Challenges: Brand safety, fraud, suppliers, retention, and reach Key Performance Indicators (KPIs): Cost per install (CPI), return on advertising spend (ROAS), return on investment (ROI), first-time deposit (FTD), rankings, and training Ad Fraud Mitigation Techniques: Third-party fraud detection system, measurement platform, and anti-fraud solution; reports; KPI rules; and incremental channel checks Links and Resources: Omri Argaman’s Email Zoomd Business Of Apps - connecting the app industry Quotes by Omri Argaman: “Fraud is really hurting the industry, and for brands, even if they don’t pay for that fraud that is happening, it’s taking from them a lot of resources.” “Retention Strategy: If you don’t have that, as a brand, it’s going to be a lot more expensive to generate money.” “Social channels are adapting and social channels are changing.” “Voice is going to really change the mobile industry.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

More than two million apps are available in the Google Play store and 1.8 million in the Apple app store. With so many apps, how can indie and enterprise developers get their apps noticed and connect with users? If people can’t find your app, all your efforts are wasted. It's all about app discovery. Today’s guest is Scott Tomkins, senior vice president of Digital Turbine. He describes how to get your app noticed—what to do and what tools to use. Today’s Topics Include: What’s working and what’s not? Putting app in an app store and hoping it’s noticed vs. putting creative campaigns and marketing budget behind it to get noticed Reasons for challenges? Naivety, lack of marketing skills; outspend and outsmart Prime Real Estate: Find traffic for target audience and get app on unpackaged devices Retainment: Update app to make it easy to use, add features, and keep users engaged Branding: Keep your name and app in front of people to let them know who you are Fundamental Steps: Understand cultures and consumers to market in different regions Get Noticed: Mobile measurement, app store optimization, and multi-touch approach Links and Resources: Email Scott Tomkins Digital Turbine Scott Tomkins on LinkedIn Adjust Branch Metrics Kochava AppsFlyer Business Of Apps - connecting the app industry Quotes by Scott Tomkins: “The main goal they’re trying to solve is: How do I get my app onto someone’s phone?” “You need to put some creative campaigns and most likely some marketing budget behind it to really get your app noticed.” “The biggest concept that people miss is updating their apps to keep consumers engaged.” “Branding is a giant factor in keeping people knowing who you are and what you do.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Welcome to the world of apps and app analytics. You would need to think hard to find a single area in our lives that isn't influenced by mobile apps. Long passed the moment of novelty and today the major measure stick for mobile apps success is how much value do they bring to people's lives. Now, if you are a brand or publisher you need somebody who can take a bird view on the whole app ecosystem and give you a snapshot of what apps are popular globally or in specific countries, what app categories are one their peak and wise versa and so much more. Since 2010 such company has been App Annie, the mobile data and analytics company, which Apple itself quotes from time to time when it talks about app ecosystem. Today’s guest is Paul Barnes, Managing Director for Europe, Middle East at App Annie. The mobile data and analytics company issues quarterly and annual reports. In this episode, we discuss the State of Mobile 2020 Report. Today’s Topics Include: Different World, Different Data: Report shifts focus from downloads to usage, revenue How much time do most people spend in apps? Global average is 3 hours 40 minutes per user/per day depending on data, bandwidth, and download restrictions Gen Z vs. Baby Boomers: What age groups spend more or less time in apps? Current market share of mobile games? Not everyone is a gamer, but expect billion-dollar industry to remain steady Mobile ad monetization is bigger and growing faster than what transacts through stores Trends: Mobile apps are more engaging and effective at reaching people via brand ads Current outlook for apps and platforms? 50% increase in sessions; multiple or bundled subscriptions for streaming services Links and Resources: The State of Mobile 2020 report by App Annie App Annie website Paul Barnes Linkedin profile Business Of Apps - connecting the app industry Quotes by Paul Barnes: “It was just incredible to see the disruption that was happening in market research and analysis as the world shifted to mobile.” “Pretty much every country in the world, year on year, we see an increase in the amount of time that people are spending in apps.” “As time goes on, how do you make sure you’re one of those apps that people are going to invest significant time in?” “Digital equals mobile; digital equals apps.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Is Influencer Marketing efficient for an app promotion? What is Influencer Marketing you ask? In a nutshell, it's how social media users with big number of loyal followers help brand to promote their products and services. Apps are just another product that Influencers can help brands with. Influencer marketing is the most powerful form of marketing because of accurate product-audience fit. Today’s guest is Jidé Maduako, co-founder and CEO of Yoke Network, a platform for performance influencer marketing and content creation for native ads. Today’s Topics Include: What is influencer marketing? Who are micro influencers? Why is influencer marketing effective for brands? Influencer marketing should focus on brand awareness and results to avoid: Misalignment of audience Inauthentic advertising Lack of skill Conflicts of interest TikTok vs. Other Platforms: TikTok is all about creativity, not a person’s status Statistics: TikTok ad campaigns easy to use but not as sophisticated as other platforms such as Facebook or Twitter Influencer Marketing Trends: Advertisers are focusing more on investing in and understanding TikTok, short-form video platforms, and in-house production Links and Resources: Yoke Network Jidé Maduako profile on Linkedin Jide’s Life on Instagram Business Of Apps - connecting the app industry Quotes by Jidé Maduako: “This is helping brands and apps to establish their presence on TikTok as a platform, which I believe is the biggest opportunity for advertisers since Instagram.” “There’s a lot more micro influencers than there are macro influencers or celebrities.” “The influencers have the trust of their audience and anything they do recommend works at scale.” “TikTok has unearthed a world of creativity because it’s so easy to chop and edit, and add effects to the videos that it allows anybody to look amazing.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Are you happy about your app marketing copy? Why is it so important to get it right? As you're reading this paragraph, tens of thousand people around the world are scrolling through search results in the App Store / Google Play app to find an app they need for some occasion or just because they've got bored. On one hand - the choice is spectacular, you can get an app for pretty much anything you can think of, on the other - the process of choosing the one to actually download and use is far from being easy. How you, as an app marketer, can make the most of your app's marketing copy and its description specifically, is the topic of our conversation with Sandra Wu, Paid Content Marketing Lead at Blinkist - the app that distills world's best nonfiction books in just 15 minutes digests. Today’s Topics Include: What mindset app brands and developers should have when they create a marketing copy for an app How to make your app's description compelling and persuasive enough to convince people to choose your app among others The key to a good app marketing copy Links and Resources: Blinkist Sandra Wu Linkedin profile Sandra Wu Copy Course Business Of Apps - connecting the app industry Quotes by Sandra Wu: "To produce a good copy I feel like everyone should know the answers to a few questions, before they pick up the pen or if they start typing. I believe if you going to write about your app you should know why does your app exist. Who is your target audience and why they should choose you over your competition." "If you do content marketing for user acquisition purposes, you get your money back through sign ups and purchases. But at the same time you get so much publicity through it and I think that's the beauty of content marketing - people are actually share it and remember it. And before you know it, TechCrunch, New York Times and The Guardian are all talking about you." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

In the early 2000s, digital marketing for online commerce companies centered on relative keywords. The key component of search engine optimization (SEO) emerged to increase traffic to websites to generate leads, make more sales, and grow businesses. History repeats itself. App store optimization (ASO) followed to include similar techniques to apply to apps. To move forward and push decisions that need to be made, you must understand the impact of ASO. Now, you may think ASO should always mean doing marketing for mobile apps and SEO - doing marketing for websites. You have a point - usually we don't mix these two digital marketing techniques and you may think that there is no way how SEO can actually help you to driver more installs for your app. But on this episode we have Kate Petrakova from Rocket Internet to make the case that in fact it is possible. Kate shares insights regarding SEO for apps and how to make Search Engine Results Pages (SERP) your apps acquisition channel. Today’s Topics Include: SEO vs. ASO: What’s the difference? Benefits of bridging these two techniques Key SEO Elements for Apps: Links/backlinks, paid/organic referrals, engaging and relevant content, and code-related technical SEO to improve ranking App Previews and Review: Relevant and influential Websites, companies, and marketing SEO relevant acquisition channel: Can product be used on desktop? Is product complex and requires additional knowledge? Do competitors have Web pages? Does product include categories/integrities? SEO Tools: Google Search Console, Google Mobile-friendly Tests, Google Ads, and Google My Business Keyword Ranking Tools: SEMrush, SISTRIX, and Ahrefs Technical SEO Tools: Screaming Frog, Google Structured Data, and Google Lighthouse How to get started? Google brand name and product to determine good and bad SEO How, leveraging the trust they've built with their audience, Influencers do the job of app review sites when they had their moment several years ago How to evaluate your mobile app website current performance on Google Links and Resources: Rocket Internet Ekaterina Petrakova LinkedIn Google Search Console Google Mobile-friendly test SEMRush Ahrefs Lighthouse Google Ads Google My Business SISTRIX Google Structured Data Google Analytics Black Hat SEO Business Of Apps - connecting the app industry Quotes by Ekaterina Petrakova: "If it's a relevant website it's always worth to have a link from there." "It's because historically, it (SEO) drives much better type of customer, really the customer that deliver the most value, has higher retention rates, higher loyalty." “The customers that deliver the most value that have higher retention rates, higher loyalty, this is why SEO is a way to go, if it is relevant for you.” “SEO is for free itself, but to work on SEO, it costs money.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Every app project starts with an idea or concept that translates into development, testing, and marketing. Increasing an app’s visibility in app stores and attracting new customers used to consume too many resources and created a data intense process. Today’s guest is Thomas Kriebernegg, CEO and co-founder of App Radar to improve app store rankings and get more users. He describes how App Radar combines App Store Optimization (ASO) and paid user acquisition campaigns to accelerate and grow your app business. Today’s Topics Include: Native vs. Paid Search: Implement ASO or not, or do both to increase traffic and visibility What apps get most visibility? Apps downloaded most often with relevant keywords Case Study: Native ASO and Paid searches proved successful for World of Warships Links and Resources: App Radar Thomas Kriebernegg on LinkedIn World of Warships Blitz Drives Up App Impressions by more than 70% Quotes by Thomas Kriebernegg: “When you do both (native and paid searches), actually, you can really find leverages for both ends.” “In the end App Search Ads is the super relevant channel. Because people that already have already keywords in their mind, they already know what they’re looking for.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

We live in the world of millions mobile apps that have penetrated all areas – work, entertainment, healthcare, art and many more. Every app on your smartphone has many users and all these people have their slightly different use case, may have their questions about its interface, some tech issues that need to be resolved and on and on. Obviously each app developer wants to have her or his app users having nice usage experience. Question is – how app developers and brands should approach app communication with that big audience, what’s important, what mistakes to avoid? Today’s guest is Robi Ganguly, CEO of Apptentive, which is a provider of Consumer Communication, Consumer Management Service for various brands all over the world. Robi describes 3 major things app developers and brands need to be focused on when it comes to app users communication, what most common mistakes they do. This episode topics include: What Apptentive does for world largest brands user communication needs Why it’s important to have two-way communication with app users The significance of the right timing for app users communication How to listen to your customer right and why it’s so crucial Mistake from a case study #1: too much of asking your customers for a feedback to the point it produces the opposite outcome Mistake from a case study #2: brand ambassadors identification to improve app communication How to find the right moment for an in-app message Links and Resources: Apptentive Robi Ganguly Linkedin profile Quotes by Robi Ganguly: “Communication, real communication and relationship building is two way” “The way to make your customer feel important is to listen them just as much as you talk to them” “When you think about how to communicate and learn from a customer, you gotta be very focused on the right time and the right place, even the right information about the customer journey” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

65% of all mobile app installs come from search, this single data point compels all app marketers have the App Store Optimization technique, aka ASO, in their mobile app marketing toolbox. Since the inception of the iTunes App Store ASO has evolved and went through lots of trial and errors. Today’s guest is David Bell, co-founder and CEO of Gummicube, which is a provider of App Store Optimization (ASO) and App Store Intelligence (ASI) software and services to marketers and developers. David describes what and how to build, market, and optimize products and apps by avoiding common mistakes. This episode topics include: Beers or Bears? David describes story behind naming company, Gummicube 3 Focus Areas for Algorithms and Abstractions: Paid vs. organic search options Conversion optimization Paid marketing Mistake #1: Assuming ASO is executed similarly to search engine optimization (SEO) Self-fulfilling Prophecy: Optimize correctly to index keywords and generate traffic Merchandising Game: Understand connection between related keyword terms and audiences Mistake #2: Conversion optimization doesn’t only affect app store listing, but also occurs at keyword level Mistake #3: Apple and Google are not the same; both app stores are evolving and changing, so success on one does not equal success on the other David’s favorite apps include LinkedIn and Reddit; most overrated app is Flappy Bird Links and Resources: David Linkedin profile Gummicube Quotes by David Bell: “Mobile is a fundamentally different platform than the Web.” “Search is important, but it really only works if you are optimizing the correct way and you have the right data behind the decisions that you make.” “This is a game of merchandising. Every keyword is an aisle. Every keyword has related terms. Every keyword has related audiences.” “The average user gives an app five to six seconds as they’re scrolling through the search results before they decide to download it or not. Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024