202 episodes

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.

Business of Apps Podcast Business of Apps

    • Business
    • 4.7 • 23 Ratings

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.

    #202: App growth with affiliate marketing with Taras Kiseliuk, CEO at ClickDealer

    #202: App growth with affiliate marketing with Taras Kiseliuk, CEO at ClickDealer

    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 background
    About ClickDealer
    What is affiliate marketing, the main changes for the last decade
    What affiliate marketing verticals were impacted by mobile the most
    Effective strategies to grow app user base and revenue through affiliate marketing
    KPIs to measure the success of affiliate marketing campaigns
    Android 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

    ClickDealer
    Business 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

    • 24 min
    #201: Testing the app’s edge marketability with Deniz Kekeç, Performance Marketing Manager at InnoGames

    #201: Testing the app’s edge marketability with Deniz Kekeç, Performance Marketing Manager at InnoGames

    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 background
    About InnoGame
    Mobile app's unique edge (Unique Selling Proposition) identification
    Methods and tools to test an app's marketability
    Key factors to maintain the app's edge over time
    Android 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

    InnoGames
    Business 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

    • 19 min
    🎉 #200: How to grow an app sustainably with Mike Rhodes, Founder and CEO at ConsultMyApp

    🎉 #200: How to grow an app sustainably with Mike Rhodes, Founder and CEO at ConsultMyApp

    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

    • 37 min
    #199: Data-driven mobile app marketing with Summer Liu, CMO at SocialPeta

    #199: Data-driven mobile app marketing with Summer Liu, CMO at SocialPeta

    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

    • 28 min
    #198: App Growth Strategy: the Deezer’s case with Sherina Khalidi, VP Performance Marketing at Deezer

    #198: App Growth Strategy: the Deezer’s case with Sherina Khalidi, VP Performance Marketing at Deezer

    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

    • 39 min
    #197: Growing your app outside of the app stores with Jakub Chour, Mobile Growth at HER app

    #197: Growing your app outside of the app stores with Jakub Chour, Mobile Growth at HER app

    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

    • 30 min

Customer Reviews

4.7 out of 5
23 Ratings

23 Ratings

ArlieLP ,

Listen in to level up! 🎮

An awesome podcast with a terrific team making the magic happen. There’s so much to learn from the conversations happening here - highly recommend!

mvelasco07 ,

A must-listen!

Business of Apps has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

Fractal/JMAC ,

Give it a listen- my fav ep is #134

This podcast is essential for performance marketers or those promoting their apps and wanting to stay up to date with the latest industry developments. Well worth a listen!

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