Business of Apps Podcast Business of Apps
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- Business
The Business of Apps podcast brings you actionable insights from the leaders of the global app industry and the world’s fastest growing apps.
App marketers, product managers and developers share the latest approaches to building, marketing and monetising mobile apps.
Every Monday we have a candid conversation with app industry professionals about specific topic that may cover app marketing, mobile advertising or app development and we also allow people to get to know our guests better.
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#191: TikTok App Marketing Best Practices with Inna Sumovska, Senior User Acquisition Manager, Hily
It’s 2024 and we are all suppose to talk about Generative AI 24/7 but remember what was at the center of attention for so many app marketers before the ChatGPT arrival? Right - TikTok and marketing your apps on TikTok. Well, the platform, despite a number of looming threats for it to be banned, most notably in the US, is there and thriving.
Today, I have Inna to share her best practices for doing app marketing on TikTok.
Sponsor
This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today!
Today’s Topics Include:
Inna's background
What is Hily and how it is different from other dating apps
Hily's framework to work with TikTok as an app marketing channel
Work with Creators on TikTok to run influencer marketing campaigns and TikTok Ads
Targeting on TikTok Ads
Hily's approach to ad creatives for app marketing on TikTok
Android or iOS?
Leaving her smartphone at home, what features would Inna miss most?
What features she would like to see added to her smartphone?
Links and Resources:
Inna Sumovska on LinkedIn
Hily website
Business Of Apps - connecting the app industry
Quotes from Inna Sumovska:
"So I would say, first of all, before I start to answer the question, you need to understand that there is still a difference between TikTok and other social media. Because Tiktok is not like a regular social media. You don't go to TikTok to check TikTok. You go to TikTok to have fun, to entertain, to educate yourself. So that's why TikTok, this is like the world leading entertainment platform for short videos. And this is all about the community. So that's why to be the part of this community is to collaborate with those guys, with the Creators."
"From my point of view, there is still a difference when it comes to influencers and creators, because influencers they like influence and creators they create. So and this is actually a difference because when we began working with creators on TikTok, we wanted to adjust our experience of working with influencers on Instagram, and we were focusing on, for example, on those guys who have like some number of followers or something like this. But then we understood that TikTok it's like it's not really matter how many followers you have, since your content is entertaining. So that's why we were thinking maybe, like, the number of followers is not really important. Maybe we need to focus on those guys who can create something that our audience will pay their attention to."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are 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 -
#190: Better App Experiences: How to Reduce App Crashes and ANRs with Colin Contreary, Head of Content at Embrace
This week we have another bonus episode for you, this time it’s the recording of our recent webinar with Colin Contreary, Head of Content at Embrace, app performance analytics platform.
Right now we use and rely on so many apps in our daily life, we don’t even register when you use all those apps - it’s just how you connect with your family, do your banking, getting around in a city, shop for a variety of things and so on. When all those apps do work we are happy, when they crash they drive us nuts.
Sponsor
This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today!
In this episode:
✅ Identifying pain points✅ The battle against app crashes and ANRs (stands for Application Not Responding)✅ Case studies
Links and Resources:
Colin Contreary on LinkedIn
Embrace website
The 2024 Mobile Developer Pain Points Report
Business Of Apps - connecting the app industry
Quotes from Colin Contreary:
"And so once they were started using Embrace, when they got user complaints, they were able to immediately look up the full user experience and see what exactly the issue was."
"They're able to put out a hotfix for deep linking issues and hotfixes if they surface new crash patterns, which understandably happen when you have such a surge in interest during that big event. And so the end result of being able to immediately dive into those user experiences is that they were able to maintain 99.99% crash free rating, which is already incredible outside of a big event like Black Friday."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are 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 -
#189: SKAN 4.0: the 2024 hands-on insight with Pablo Pérez González, Performance Marketing Director at Admiral Media
Every change in the app ecosystem, especially when it comes to tools and solutions introduced by Apple or Google, goes through a cycle - first you get a mix reaction, some people are thrilled, some are shaking their heads and rolling up their eyes, then they learn to adapt to this change - you can complain as much as you want but you aren’t in a position to cancel it, you need to adjust your workflow to move forward.
So back in 2018, Apple released the SKAdNetwork and ever since it became a hot topic for endless discussions on conferences, chats on Reddit, as well as internal discussions in app marketing agencies, app development teams and so on.
Today, we have Pablo to update you with what you need to know about SKAN 4.0 this year.
Sponsor
This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today!
Today’s Topics Include:
Pablo's background
What is Admiral Media
What's new in the SKAN 4.0 update
Common mistakes marketers made with SKAN 4.0
Admiral Media's approach to SKAN implementation
The role of Generative AI at being more efficient with the SKAN 4.0 framework
Pablo's wish list for the SKAN framework
What Pablo would like to change about mobile tech the most
Android or iOS?
Leaving his smartphone at home, what features would Pablo miss most?
What features he would like to see added to his smartphone?
Links and Resources:
Pablo Pérez González on LinkedIn
Admiral Media website
Business Of Apps - connecting the app industry
Quotes from Pablo Pérez González:
"I have seen so many people reducing is investment in terms of user acquisition budgeting or just pausing completely the use acquisition on iOS devices because they didn't know how SKAN worked, right? So that's definitely something I don't recommend. Because if you proved that those users were working for you before, meaning that they were converting into revenue, then why not still acquiring iOS users, right?"
"I have been using Generative AI in a few ways. The easiest answer would be it's helpful for Conversion Volume Mapping, right? But my experience says it's not there or it's not at a level I would expect yet."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are 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 -
#188: Smart Marketing for Smart Apps: AI Insights for 2024 with Günay Aliyeva, Co-Founder of Gamelight
We live the world of smart things - smart homes, smart cars (and I don’t mean the Smart car brand from Mercedes, in general - fleets of electric vehicles from Tesla, Rivian, Polstar and so on that are full of high tech that makes them smart). The list wouldn’t be complete if I wouldn’t mention, right - smartphones and apps.
Before late 2022 we thought we saw it all and than ChatGPT happened - boom! People who didn’t follow AI research and development (meaning the majority of population) were shocked by what it was capable of doing and quite frankly they haven’t seen what it can do for science and medicine yet, mostly the focus has been on generation of text for marketing, online publication and so on.
In this episode, we have Günay to talk about AI potential for mobile advertising and app marketing.
Today’s Topics Include:
Günay Aliyeva's background
What is Gamelight
Günay's thoughts about the state of AI and Generative AI in particular
The role of AI in mobile advertising
How does AI fit into mobile app marketing
The cons and externalities of AI in mobile advertising and app marketing
What Günay would like to change about mobile tech the most
Android or iOS?
Leaving her smartphone at home, what features would Günay miss most?
What features she would like to see added to her smartphone?
Links and Resources:
Günay Aliyeva on LinkedIn
Gamelight website
Business Of Apps - connecting the app industry
Quotes from Günay Aliyeva:
"And it's going to get just easier for image and video makers to perform better and to get better results and put their focus on something more strategic and something where we actually do need human input. You don't need actually a human to sit and click so many times to create them. So it's it's just much easier for UA managers to do their job and perform better if they have all of those tools in hand."
"There's always a need for a human who will direct it in the right direction and know how to implement the outcomes or what kind of data needs to be input to get what kind of results."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are 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 -
#187: Boosting App Growth with Ad Creatives with Jessica Gotti, Head of Performance Marketing at Paired
Science tells us that 80% of information we perceive every second we’re awake is visual. We make sense of this world around us by processing lots and lots of images and some of those images are mobile ads.
Now, there are ads you just want to go away and never come back, some make you smile and some actually give you an incentive to try a new app or grab a specific app you’ve been looking for.
In this episode, we’re going to talk to Jessica about how to pull this pretty tough feat - ramp up ad creatives production to boost your app growth.
Today’s Topics Include:
Jessica Gotti's background
What is Paired
The significance of mobile ad creatives
Paired's first step on a quest to wrap up ad creatives production
Putting together a team to run ad creatives production in-house
Framework to run ad creatives production on scale
KPIs
The impact of that ad creatives wrap up on the bottom line
What Jessica would like to change about mobile tech the most
Android or iOS?
Leaving her smartphone at home, what features would Jessica miss most?
What features she would like to see added to her smartphone?
Links and Resources:
Jessica Gotti on LinkedIn
Paired website
Business Of Apps - connecting the app industry
Quotes from Jessica Gotti:
"Being able to leverage the creatives correctly and at scale has become mandatory for successful marketing strategies. Especially in today's marketing landscape, where we have to face so many limitations and challenges, creatives can help mitigating them. Let's think about the limitation in targeting brought by new Data Privacy Regulations, ATT’s policy. It's not us anymore actively targeting the audience we are after, but it's the creative that is finding the right audience for us, the one that resonates the best with our message."
"Yeah, it's indeed fundamental having a clear creative exploration and testing framework to make everything work smoothly and facilitate collaboration among many stakeholders. So we came up with a seven step flow, which run on a weekly basis."
"Success didn’t come right away. Getting to the first winning concept took much exploration and testing, almost 3 months […]. The new team had to learn about Paired and understand our audience, we had to set up and refine our framework multiple times"
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are 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 -
#186: The best and worst mobile user experiences with Eric Futoran, Co-Founder of Embrace
User experience. This term has become so widespread and significant for business because we all use so many products and services and if you think about it - your interaction with those products and services can make your day or ruin it.
Our smartphones and mobile apps have become our life companions and chances are your first thought in a morning can be about your experience with a mobile game the previous evening or watching something cool on Netflix or chatting with ChatGPT-4 on the OpenAI app and going philosophical about something. And if those apps worked flawlessly you had a great user experience, if they were buggy - you know what it feels like.
In this episode, Eric will tell about common technical issues apps have, the evolution of users’ expectations for app experiences over the years, unique challenges for mobile product and engineering teams, and more.
Today’s Topics Include:
Eric Futoran's background
What is Embrace
The most common app tech issues developers encounter
The evolution of app users' expectations for app experiences over the years
Unique challenges mobile product and engineering teams face
App categories that have the biggest problems with app quality
The impact of unresolved app performance issues on app marketing metrics
What Eric would like to change about mobile tech the most
Android or iOS?
Leaving his smartphone at home, what features would Eric miss most?
What features he would like to see added to his smartphone?
Links and Resources:
Eric Futoran on LinkedIn
Embrace website
Business Of Apps - connecting the app industry
Quotes from Eric Futoran:
"One of our customers actually got threatened recently. A voice-to-chat app, which has millions of users got threatened recently that their app would be pulled by Google because they were below or above the threshold that you would see in the Google Play console. We help with all those things, and then we help you prioritize."
"And then they're throwing an alert which is really reactive. It's too late on mobile, your users are gone. And then because the release cycles, you're waiting a week, two weeks to a month.
And then you're trying to get an approval cycle from Apple or Google, which is getting faster. That's not perfect. But you're still waiting. And like, even a week is too long for a lot of these issues, even the smaller ones that you seemingly don't think that are a big issue, but they can pile and so the pain is getting all these pieces to work together, but also getting your teams to talk a common language."
Host
Business Of Apps - connecting the app industry since 2012
A message from App Promotion Summit
Tickets are 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