7 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.

Business of Apps Business of Apps

    • Management

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.

    #7: The State of Mobile 2020 with Paul Barnes, Managing Director EMEA at App Annie

    #7: The State of Mobile 2020 with Paul Barnes, Managing Director EMEA at App Annie

    Welcome to the world of apps.
    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
    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.”

    • 32 min
    #6: Influencer Marketing with Jidé Maduako, CEO of Yoke Network

    #6: Influencer Marketing with Jidé Maduako, CEO of Yoke Network

    Where and how did you shop 10 years ago? How did you discover new brands, products, and services? Did you simply Google it? Go to Amazon? How do you show up today to shop? A lot of things have changed, especially due to influencer marketing. What is it? Where is it now? Where’s it headed? 
    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. Influencer marketing is the most powerful form of marketing because of accurate product-audience fit. 
    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
    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.”

    • 24 min
    #5: Better app marketing copy with Sandra Wu, Content Marketing Lead at Blinkist

    #5: Better app marketing copy with Sandra Wu, Content Marketing Lead at Blinkist

    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
    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.”

    • 26 min
    #4: How to drive app installs with ASO with Kate Petrakova, Marketing Lead at Rocket Internet

    #4: How to drive app installs with ASO with Kate Petrakova, Marketing Lead at Rocket Internet

    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
    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.”

    • 22 min
    #3: ASO and paid search synergy with CEO of App Radar, Thomas Kriebernegg

    #3: ASO and paid search synergy with CEO of App Radar, Thomas Kriebernegg

    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.”

    • 17 min
    #2: App Users Communication Done Right with CEO of Apptentive, Robi Ganguly

    #2: App Users Communication Done Right with CEO of Apptentive, Robi Ganguly

    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”

    • 18 min

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