Business of Apps Podcast Business of Apps

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 background
What services ConsultMyApp provides and its position on the market
What is sustainable app growth
Sustainable app growth key principles
How to balance user acquisition and user retention
Insights and examples of how data-driven decisions lead to sustainable app growth
Common pitfalls and mistakes that hinder app growth
Trends and innovations that will impact sustainable app growth
What Mike would like to change about digital marketing the most
Android 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 Handbook
ConsultMyApp
Business 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
A message from App Promotion Summit
Tickets are available on all of our 2024 summits
https://apppromotionsummit.com/
 

NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

I’m sure you’ve heard this adage “Data is the new blood of the economy”. When you operate on a big market with lots of competitors you better make sure you make decisions about your business based on hard data.
App marketing is one of the brightest examples where this adage and it is so close to home. When the number of users of your product is in thousands, tens of thousands or millions informing your app marketing decisions with reliable data isn’t a question of should or shouldn’t but must.
In this episode, Summer will help us to learn about leveraging mobile ad data, competitive analysis tools, as well as share her advice for marketers who are just getting started in the app marketing space.
Today’s Topics Include:
Summer's background
What is SocialPeta
Leveraging app performance and ad creatives data effectively
Staying competitive in a crowded app marketplace
Upcoming features in the SocialPeta pipeline to benefit app marketers
What Summer would like to change about digital marketing the most
Android or iOS?
Leaving her smartphone at home, what features would Summer miss most?
What features she would like to see added to her smartphone?
Links and Resources:

Summer Liu on LinkedIn

SocialPeta
Business Of Apps - connecting the app industry
Quotes from Sumer Liu:
" If we talk about mobile ad intelligence tools, I think I can boast that there is no better platform that can be as friendly as SocialPeta. We dived in the mobile advertising business for over 8 years. We grew together with those top global publishers. We evolve our product from time to time. In the new era of AI technology, SocialPeta will firmly develop towards this direction on aspects like Ai recognition and analysis. We will draw the digital market picture in a much more intelligent way."
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/
 

NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

Ok, a bit of trivia to begin with - what is the most common and most used word app marketers and app owners use in a conversation about their apps in pretty much any country you can think of? Well, if they have a conversation in English that would be growth.
It’s that notion that everybody is agree is extremely important for a mobile app project to succeed. There is a set of app growth marketing techniques we all have heard about, tried ourselves and hopefully benefit from using. But because mobile apps’ audiences are different, we know that these techniques aren’t expected to be equally efficient for everybody and so it is always wise to listen to other app marketers’ experiences to learn something new.
In this episode, Sherina will share her experience with the Deezer app’s growth strategy.
Today’s Topics Include:
Sherina's background
The Deezer app and what people use it
Acquisition strategies that worked for Deezer
Data and analytics to inform the app's growth
Tactics to retain the app's users
Partnerships and collaborations to foster the app's growth
Emerging trends and tech to impact app growth strategies in the future
What Sherina would like to change about digital marketing the most
Android or iOS?
Leaving her smartphone at home, what features would Sherina miss most?
What features she would like to see added to her smartphone?
Links and Resources:

Sherina Khalidi on LinkedIn

Deezer app
Business Of Apps - connecting the app industry
Quotes from Sherina Khalidi:
"On the measurement front, at Deezer we use the triptic Attribution / MMM / Incrementality, and I would love to use AI to get a synthetic view of these 3 components to help me predict the outcome of future invest."
" As the mobile industry is maturing, I feel the good old recipe of UA and ASO will work less & less, and it will be more about building a strong brand that is able to connect with their users, in trust and authenticity. I think there's really something here for us to reinvent."
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/
 

NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

There is a decent number of ways to market your mobile app on app stores. I think by now we all know them so well - App Store Optimization to drive native traffic, paid user acquisition via Apple Search Ads or Google Ads, acquiring users via paid ad platforms from Meta, TikTok, Alphabet and some more.
But at some point - for savvy app marketers this point comes pretty early in their app marketing journey -  you realize that it is not the end of the story. As much as it makes sense to connect your app via built-in search on app stores or use paid ad platforms, there are more ways to build your app’s user base when you think out of the box, specifically out of the app store :-)
In this episode, we’re going to cover with Jakub a few app marketing techniques to grow your app outside of the app stores.
Today’s Topics Include:
Jokub's background
What is HER app and its competition
Ways to market an app outside of app stores
Affiliate marketing or referrals as an app marketing channel
Using Generative AI for content marketing: pros and cons
How Viral marketing works for mobile apps
Most overhyped app marketing channel
Takeaways
What Jokub's would like to change about app marketing the most
Android or iOS?
Leaving his smartphone at home, what features would Jokub miss most?
What features he would like to see added to his smartphone?
Links and Resources:

Jokub Chour on LinkedIn

HER app website
Business Of Apps - connecting the app industry
Quotes from Jokub Chour:
"Well, I'll stick with the rule that says that if everyone else is doing it, it's not worth doing it.  I've seen a lot of outcomes from generative AI and I wasn't impressed in general for our niche. I mean like it's great to write an email, or, I don't know, a PR release, but it's it hasn't been great in the niches like ours."
"I wouldn't say channel, but definitely like Multimedia Modeling or Incrementality measurement are something that are like talked about a lot but I don't think that we are at a point to fully utilize that as I've seen some tools that are going this way. It's like telling a fairy tale. At this point  you can have it generating numbers, but for me, it is hard to trust it fully."
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/
 

NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

Let’s state the obvious - people love playing games, especially on their smartphones, and they do love brands.
Now, if you ask a mobile marketer what does it imply she would tell you that it’s a great opportunity on one side to let brands reach more potential customers and on the other - for mobile game developers to generate revenue.
So far so good, right? But what if I tell you that there is a report that actually reveals specifically what brand categories people prefer who play games in various types of games such as Puzzle, Card, Word, and Action? Sounds even better, right?
Well, today Ravi will be talking about Digital Turbine’s BRAG INDEX IV report that brings up precisely this information.
Today’s Topics Include:
Ravi's background
What is Digital Turbine today and its mission
The BRAG Index report and its methodology
The biggest highlights from the report
The mobile games landscape today
The report insights for Word / Word Search game category
The report insights for Puzzle game category
The report insights for Card game category
The report insights for Action game category
Android or iOS?
Leaving his smartphone at home, what features would Ravi miss most?
What features he would like to see added to his smartphone?
Links and Resources:

Ravi Pimplaskar on LinkedIn

Digital Turbine company
BRAG Index IV report 
Business Of Apps - connecting the app industry
Quotes from Ravi Pimplaskar:
"What we did is we sort of indexed the people who play Word games against certain brands. And we really found that they had an affinity for fitness and travel. Some of their top brands included, you know, Red bull, Delta Airlines, Panera Bread. But one of the things, Word  gamers, which isn't surprising, are avid readers."
"Puzzle gamers - what we really found about their interest is they gravitate towards beauty and adventure. Their favorite brand is  beauty products like Aveeno. They're into Travelocity, Lululemon's brands. One of the things that we did find about puzzle gamers - they really into traveling. So, you know, that Sudoku player sitting next to you on flight he may be more typical than you think."
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/

NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024

One of the topics, that has been permeating this podcast over the years, is mobile app growth. And in general - year after year, conference after conference, countless webinars, white papers, and podcasts have been dedicated to this topic.
And it’s all for a good reason - if your app’s user base doesn’t grow you can not build a sustainable app business and because the app landscape has been changing you always needs to be in the know of what works now and what doesn’t.
And this is exactly what we’re going to cover on this episode with Gilad.
Today’s Topics Include:
Gilad's background
What is Moburst
App marketing recent evolution
App growth marketing essential strategies
Mobile app growth common challenges
Influence of tech on app marketing
Trends that will dominate mobile app marketing
Advice to young app marketers
What would Gilad like to change about app marketing
Android or iOS?
Leaving his smartphone at home, what features would Gilad miss most?
What features he would like to see added to his smartphone?
Links and Resources:

Gilad Bechar on LinkedIn

Moburst
Business Of Apps - connecting the app industry
Quotes from Gilad Bechar:
"I think that from the get-go apps optimization was always pretty big on app growth. And when you're thinking about app optimization, you think about how users might find the app. The app optimization, I think it became much more sophisticated in the past few years, where you have the ability to impact users with so many different gateways to the app.
So it's no longer five screenshots you're telling the story and that's it, like you used to have.  Now you have 35 different gateways in the App Store on the, on iOS and 50 different gateways on custom product pages on Android."
" I think that AI  is a massive improvement and advancement. And that's something that will impact the world for now and onwards. But I think that the ability to be data-driven and seeing what works and what doesn't work, which means at the end of the day, there are users. You're trying to bridge your message to the user and getting them to a very positive experience about whatever you're trying to sell.  
I think that being data-driven and understanding which customers to approach with which type of messaging that will resonate with them and will get them to one step closer to the action that you want them to take. That's the key element that is with all of the tech technology advancements and with all of the new tools that are available and all of the better programs of TikTok and Meta and Google."
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/

NYC – 27 Jun 2024
San Francisco – 26 Sep 2024
Berlin – 5 Dec 2024