Apptivate: App Marketing Explained (Remerge)
Explorez tous les épisodes de Apptivate: App Marketing Explained
| Date | Titre | Durée | |
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| 14 Aug 2019 | Getting Creative with Creatives - Thiago Monteiro (Peak Labs) | 00:35:33 | |
Today’s guest is Thiago Monteiro from Peak Labs. He has been working in Digital and Mobile Marketing for more than eight years now. Thiago is also experienced in multi-disciplines of paid media ranging from Display, Paid Search to Social Paid advertising. Questions That Thiago Answers In This Episode:
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“I’m a big believer that, if you go to the core of marketing like the principles, the funnel of the users, etc. - it applies to any product in the world. In general if you follow the basic principles of marketing, you should be ok.” Mentioned: | |||
| 07 Apr 2021 | How to Build Social Validation for a Mobile App - Jon Lau (Weee!) | 00:29:52 | |
Jon Lau is the Senior Director of Growth at Weee!, a company delivering Asian & Hispanic groceries with zero service fees and free delivery. Previous to the e-grocer app, Jon hailed from a background in banking and then mobile marketing for gaming companies, like DraftKings, Smule, and Playsonic. Questions Jon Answered in this Episode:
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Quotes:(12:31-12:55) “It goes to show the grocery potential of different ethnicities in the U.S. So, specifically here, we’re talking about the Asian and Hispanic population in the U.S., which by and large I would say, depending on where you live, can be relatively underserved. And these are populations that have the wallet share that can actually make the purchases, they just don’t have something nearby.” (18:29-18:55) “There’s this conception that it’s ‘too good to be true’ type feeling. And so, we realized this was an issue. And at the same time, we actually found out that the most common search phrase for Weee! was, ‘Is Weee! legit?’ And then we were like, ‘Okay, this is a completely different challenge we have to tackle because it’s no longer about reaching the audience--we’re reaching them--but people are skeptical about whether this service is real.” Mentioned in this Episode: | |||
| 16 Jun 2020 | Why Gaming Apps Should Be Talking Directly to Their Users - Amanda Lulewicz (Glu Mobile) | 00:27:34 | |
Amanda Lulewicz is the director of product marketing for Crowdstar at Glu Mobile, a leader in 3D freemium mobile gaming. Amanda works with the game Covet Fashion. She came to mobile marketing from a background in fashion public relations. Questions Amanda Lulewicz Answered in this Episode:
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Quotes:(7:00-7:20) “Women often don’t like to take time for themselves. They feel guilty if they’re just kind of off, maybe just playing a game, just doing something purely to relax and enjoy themselves. And they wanted something that actually tied back into their real life. They wanted to feel like they were learning something, like they were accomplishing something. So Covet Fashion was kind of born to meet that need.” (13:03-13:20) “We realized we needed to be a lot more transparent with our community about the updates we were making, why we made the decisions we made; if something was going wrong in the game, explaining what was going on. And from there, we kind of lifted the veil of this cold, hard tech company and actually showed them who we were as people.” Mentioned in this Episode: | |||
| 07 Jun 2023 | Why Are Next Billion User Markets Important for Your App? - Ludovic Thevelin (Google) | 00:33:56 | |
Ludovic Thevelin advises app advertisers on their international growth strategies at Google. In this episode, host Maria Lannon talks to Ludovic about go-to-market considerations for different verticals, like gaming and fintech, how to make strategic decisions on international growth, today’s most promising untapped markets, and the LTV opportunities of, what Google calls, Next Billion User Markets. Ludovic started working with Google eight years ago at their European headquarters in Dublin before moving to New York City and joining the international growth team five years ago. Questions Ludovic Answered in this Episode:
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Quotes:(5:03-5:21) “A lot of advertisers think they’re restricted by not having a different language outside of English, but we use something called an English Proficiency Index. If you Google that, there are a lot of external tools, free, that you can use to rank or rate markets based on how comfortable users are converting in English, and those are often markets that surprise your advertisers.” (5:29-5:50) “I think the most challenging part is the culturalization piece. So when we talk about localization, you can think of it as a spectrum. The first step in that translation piece. And yes, now you can address a local audience in a local language; but what we find is U.S. advertisers are copy-pasting what they’re doing in the U.S. when they go to Germany and when they go to Japan and when they go to LATAM, but the users are very different.” Mentioned in this Episode: | |||
| 01 Jan 2020 | Re-broadcast: Getting Creative with Creatives - Thiago Monteiro (Peak Labs) | 00:35:33 | |
Thiago is currently the Director of Growth team at Peak Labs, and is responsible for acquiring and retaining more than half a million subscribers every month whilst reaching ambitious financial goals. Questions Thiago Answered In This Episode:
Timestamp: 01:10 Introduction of the different products at Peak 02:30 Thiago’s background at a beauty market place (Booking appointment apps) 03:53 Big difference of Thiago’s previous job and current job at Peak 04:47 Basic marketing principles 06:30 Differences and challenges in bringing Quixel Logic and Rise to the market. 07:06 Reason for using the high volume low cost strategy as opposed to lower volume high cost strategy? 07:55 Strategy structure for Peak 08:30 Strategy structure for Rise 09:41 Grabbing the attention of the consumers and then pass the necessary information 12:19 Transformative contents 14:00 Testing approach on the different Peak apps 15:45 Thiago on trying different concepts for the Peak apps 18:28 Peak’s creative cycle 21:32 Two sources of ideas for Peak’s creative team 26:15 Building a product concept and determining its main KPI 28:14 Determining revenue for subscription products 32:00 Thiago’s future expectations ----------------------------------------- “I’m a big believer that, if you go to the core of marketing like the principles, the funnel of the users, etc. - it applies to any product in the world. In general if you follow the basic principles of marketing, you should be ok.” Mentioned: Peak - Brain Training | |||
| 15 Sep 2020 | The Opportunities of Shifting to In-App Advertising - Patrik Wilkens (Azerion) | 00:29:54 | |
Patrik Wilkens is the Vice President of Mobile at Azerion. Azerion is a media and tech company based in Amsterdam that provides safe, reliable, and valuable content on a European scale with local presence. Questions Patrik Answered in this Episode:
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Quotes (129 characters):(14:10-14:19) “Who’s a gamer? Honestly, today I think everybody is a gamer. They may not call themselves gamers but they are playing games.” (19:33-19:39) “Gaming is actually a great space, objectively, for brands to do their marketing, yet they don’t do that.” Mentioned in this Episode: | |||
| 05 Aug 2021 | How Covid Affected Mobile Habits Globally - Lexi Sydow (App Annie) | 00:36:54 | |
Lexi Sydow is the Head of Insights for App Annie, a leading platform for app analytics and app market data. She is based in Melbourne, Australia. Questions Lexi Answered in this Episode:
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Quotes:(10:50-11:00) “I think with mobile what’s cool is that basically you start to see how the macroeconomy is shifting. Your early indicators are in mobile, so you can see a lot of trends coming up.” (18:57-19:12) “One of the biggest takeaways for me was Covid, at the macro app level, didn’t change anything in terms of how much we rely on mobile and use it. If anything it was sort of the catalyst that pushed our habits further.” (25:36-25:44) “We saw $34 billion dollars in Q2 spent on in-app purchases and in-app subscriptions globally across iOS and GooglePlay.” Mentioned in this Episode:
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| 08 Jan 2025 | AI-generated ads and the future of creative production - John Gargiulo (Ready Set, Sleepless, Airpost) | 00:30:29 | |
Questions John answered in this episode:
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Quotes:(4:05-4:26) “Yes, the AI orchestrates the script, the voiceover, the performance framework, the footage with the supers, the music – but it needs good ingredients to work with to make the sauce. So, if you can actually engineer footage – particularly with people and products in the frame together (because that’s hard to shoot at scale), it would be a complete game-changer for the marketing industry.” Mentioned in this episode: | |||
| 21 Sep 2021 | The Power of Podcasts and Audio Ads for Mobile Marketers - Josh Brooks (M&C Saatchi Performance) | 00:40:00 | |
Josh joined M&C Saatchi Performance in early 2021 to head up their Client Services and Planning teams. Josh has over 12+ years in media working both in London and in New York specializing in Media Strategy and Planning. Outside of work, Josh is an avid fitness enthusiast and even launched a workout happy hour program during his time at Group M. Josh is also planning on running the NYC Marathon this year. Questions Josh Answered in this Episode:
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Quotes:(11:50-12:06) “You can read and read data over and over, but if you can't then turn that into a strategy or go, ‘How am I going to use that to execute my media plan,’ that can be a really big challenge. And I think that’s what we pride ourselves on at this agency, is being able to combine those two to tell compelling stories for our clients.” (35:57-36:12) “Smart speakers are going to grow this podcast industry in the next few years because people’s behaviors are now changing. People feel more comfortable saying to Alexa, ‘Alexa, buy me this,’ or, ‘Alexa, can you find me this?’ And so as that becomes more the norm, this is where audio is going to play a really strong position in that.” Mentioned in this Episode: | |||
| 09 Jun 2021 | Arming Your Retargeting Playbook - Stephen Siegel (Scopely) | 00:24:31 | |
Stephen Siegel is a User Acquisition Manager at Scopely, an interactive entertainment company and a leading mobile games publisher. He cut his teeth in the mobile gaming sphere at Machine Zone and hails from a background in math and economics. Questions Stephen Answered in this Episode:
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Quotes:(7:33-7:50) “With new UA, you don’t have quite the same ability to meet users where they’re at. And then with retargeting, you know so much about these users and about their past behavior, so we have more opportunity to message them in ways that we think will be more successful.” (19:34-20:10) “I think it’s going to get harder to retarget on iOS; that you’re going to lose IDFA access to some percentage of users, which will be some percentage of the audience that you want to retarget. You also need the opt-in on the publisher side, which you have no control over. So, it’s an uphill battle but it’s not going to eliminate retargeting on iOS entirely. It’s a run-what-you-can and then try to find creative ways to continue to reach users you can’t retarget through the traditional IDFA method.” Mentioned in this Episode: | |||
| 07 Aug 2019 | Finding The Right Users And Matching Your Messaging with Sam McLellan (Yousician) | 00:29:23 | |
“Your most unhappy customers are your greatest source of learning.” Bill Gates words were profound but straightforward. Being able to attract and convert new customers systematically keeps companies healthy and growing - and investors happy - but the unhappy ones can push your product forward. Today’s guest is Sam McLellan, head of growth at Yousician. Sam is a seasoned mobile gaming expert who has led product and marketing teams responsible for multiple top-grossing free-to-play games. Sam is currently utilizing his expertise to help his company build its growth team and take their products to the next level. He couples their organic and performance marketing efforts with an optimized monetization strategy to maximize growth. Questions Sam Answers In This Episode Timestamps
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| 05 Oct 2022 | Is Now the Right Time to Rebrand Your App? - Ariel Cohen | 00:27:28 | |
Veteran mobile marketer Ariel Cohen rejoins the Apptivate Podcast to talk about rebranding your app. He tells us why branding matters more than ever, whether it’s the right time to rebrand, deciding how to rebrand, and getting buy-in from your team. Ariel Cohen is a mobile marketing and brand consultant based in Tel Aviv, Israel. Ariel first joined the Apptivate Podcast in 2019 when he was the Head of Mobile User Acquisition at Kape. Most recently, Ariel was the Head of Marketing at Tango. Questions Ariel Answered in this Episode:
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Quotes:(7:53-8:15) “Data is seeping away from our hands as mobile marketers, and we need to try to use other tricks, you could say, in crafting better market. I think as it stands right now, the role of better branding and positioning for each product is going to take a more prominent role.” (9:13-9:40) “How do you make your choice? I think a lot of people feel that they make their choices very rationally, and I think they’re wrong. It’s not usually the case. There’s a lot of subconscious force that’s driving you into making these decisions. And this is where well-crafted messaging and correct branding can change your bottom-line metrics.” Mentioned in this Episode:
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| 08 Sep 2020 | Mobile Marketing Traffic Beyond Facebook & Google - Misha Syrotiuk (Huuuge Games) | 00:37:39 | |
Want to learn more about the value and challenges of ad networks outside of Facebook and Google? Today on the Apptivate Podcast, @Misha Syrotiuk, Head of Ad Networks and Programmatic on the user acquisition side for @Huuuge Games, breaks down 6 traffic sources beyond the big two. Questions Misha Syrotiuk Answered in this Episode:
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| 13 Dec 2022 | The Dos and Don’ts of Soft Launching a Mobile Game - Matej Lančarič (Lancaric.me) | 00:29:31 | |
Matej Lančarič has been in the gaming industry for 10 years. He’s launched 32 mobile games in the last five years as a user acquisition and marketing consultant, and soft launching mobile games is one of his specialties. In this episode, Matej shares some of the biggest mistakes companies make when soft launching their mobile games. Matej is also one of the hosts of the 2 & a Half Gamers podcast. He and Tommy talk about the show and other mobile marketing industry topics at the top of Matej’s mind. Questions Matej Answered in this Episode:
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Quotes:(8:01-8:24) “Companies sometimes think they can soft launch a game in one month, and then a global launch, then scale to millions. Well, it’s not how it works. Even if you are in the development of the game for one year, the first build you get out there can have very low numbers in retention, unfortunately, but it’s part of game development.” (8:25-8:47) “Companies try to skip the technical phase and jump right into running a UA in Tier 1 countries where it’s really expensive. You need to be sure you have your tech stack – not 100% – but 200% correct; because there’s nothing worse than making decisions based on false data.” Mentioned in this Episode:
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| 15 Mar 2022 | Experience the Uplift of Work-Life Boundaries - Liia Palipea (Bolt) | 00:44:52 | |
Liia Palipea, Global Head of Food Marketing at Bolt, joins Apptivate’s Women in Mobile series to talk about working smarter, not harder. Liia brought the ride hailing app’s new food delivery feature to market in over 20 countries and 70 cities in Europe and Africa during the pandemic. This experience taught her how to evaluate what’s important and how to cope with stress when nothing can be cut from the to-do list. That’s not all. Liia encourages marketing managers to model work-life boundaries and to take long vacations. She also brings a refreshing perspective to women in the mobile tech industry who fear they will be penalized for what they’ve missed while on maternity leave. Liia is based in Estonia. Prior to Bolt, she worked at an agency as a freelance strategic marketing consultant. Questions Liia Answered in this Episode:
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Quotes:(22:22-22:39) “I took a month off and it helped a lot. It helps give the perspective you need to better understand the value you’re bringing to the table. And, it helps my team, and hopefully other teams, to resolve certain bottlenecks—things they think are on my table but actually aren’t.” (30:40-30:53) “At a high level nothing changes with mobile marketing, so in that sense people shouldn’t be scared to take some time off—be it traveling around the world, having kids, or doing whatever else they want to do, save penguins or turtles.” Mentioned in this Episode:
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| 17 May 2022 | A Mobile Marketing Guide: The Growth Loop – Andre Kempe (Admiral Media) | 00:37:02 | |
Andre Kempe, founder of the mobile app and performance marketing agency Admiral Media, returns to Apptivate to discuss The Growth Loop. The e-book covers the processes and details needed to grow apps through marketing campaigns, from planning and setting KPIs to mapping events and optimizing once a campaign is live. The Growth Loop is for CEOs, senior marketers, and junior marketers alike. Since the last time Andre aired on Apptivate, the size of Admiral Media’s team has quadrupled. Prior to starting the agency, Andre has been the Chief Marketing Officer and Head of Performance Marketing at several companies, including LOVOO, Zalando, and Free2Move. Andre currently doubles as a marketing advisor and is living his best life in Marbella, Spain. Questions Andre Answered in this Episode:● What has been your biggest challenge in expanding your team so dramatically? Timestamp:● 3:30 Challenges for an agency founder Quotes:(20:54-21:05) “With The Growth Stack we see a lot of tooling. With The Growth Loop you get all the processes and tiny bits of information that you need to actually execute on some of the pieces seen on The Growth Stack.” (23:05-23:11) “Maybe the CEO needs to learn how to run a Facebook campaign because later on you can challenge the agency.” Mentioned in this Episode: | |||
| 10 Mar 2020 | Optimizing “Brandformance” in Mobile Marketing - Gessica Bicego (Blinkist) | 00:33:17 | |
Gessica Bicego is the director of performance marketing at Blinkist. Blinkist is a mobile app that provides 15-minute summaries of bestselling nonfiction books so that people can discover the books they want to read next and fit more reading into their lives. Questions Gessica Answered in this Episode:
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Quotes: (10:32-10:53) “In general the people that we acquire through big content, they have a higher LTV so they stay with us for a longer time. In general, they have a better understanding of the product, because of course, they read an entire article about -- I mean the article isn’t just about us, it’s an interesting piece of content; it’s also an explanation about Blinkist and how it works. So, it’s really, really good to pre-qualify your audience, as you say.” (21:55-22:04 ) “If you have a brand and a performance team, put them together in the same room. Make sure that they talk the same language. Make sure that they work on the projects together.” Mentioned in this Episode: | |||
| 27 Sep 2023 | Designing Your App’s Creative & Growth Strategy | 00:36:48 | |
How do you make a mobile game stand out when there are half a million games in the app store today? Today’s guest is an expert in helping apps find their unique position in the market, develop their creative strategies, and grow their revenue. In this episode, he shares his approach to designing app marketing strategies for creatives and revenue growth. Peter Fodor is the founder and CEO of AppAgent, a mobile marketing agency that helps apps ground their user base and revenue. | |||
| 16 Jun 2021 | Adopting the Pareto Rule in Performance Marketing - Fiona Lauredi (Gameloft) | 00:26:48 | |
Fiona Lauredi is the Lead User Acquisition Manager at Gameloft, an established and leading mobile video games developer worldwide. She is based in Paris. Questions Fiona Answered in this Episode:
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Quotes:(8:58-9:25) “One of the big things I’ve learned and taken away with me is Pareto Rule. So for everyone that is not familiar with that rule, it’s essentially saying that 20% of your actions will make 80% of the value. It’s cutting down on a lot of things that aren’t value based, you stop doing these things. It doesn’t matter that you’re 100% perfect. It matters that you can do 5 times as many things as what you could do before.” (10:20-10:43) “My belief is that the human race is not intelligent enough that you can make decisions on more than two metrics, three at most. If you look at more things than this, you’re probably not going to be making any decision at all. So I would say that one thing that can be used anywhere is looking at a lot less metrics but the ones that count.” (19:03-19:27) “In my opinion, creatives are 50-60% of our performance, and I’m talking hardcore data, ROAS, scale, all that--it’s all for me on creatives. So obviously, being able to produce more, to produce better, to produce smarter, and to have more people involved in this process has definitely shown results on the bottom line.” Mentioned in this Episode: | |||
| 26 May 2020 | The “Engagement Pyramid” that Keeps Customers Coming Back - Peggy Anne Salz (MobileGroove) | 00:30:18 | |
Peggy Anne Salz is the lead analyst and founder of MobileGroove, a resource for mobile marketing content, analysis, and research. She is also a senior contributor to Forbes Magazine, the chief content officer for the mobile marketing association in Germany, and a co-host of the Mobile Presence Podcast. Questions Peggy Anne Salz Answered in this Episode:
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Quotes:(7:27-7:43) “Now we talk about brand love. We talk openly about these concepts. You have to show you care, particularly in these times. A brand that doesn’t show it cares right now is not going to be relevant when this all passes. People will remember who cared, who showed it, and how much.” (12:49-13:`16) “We’ve evolved in marketing. And the next step, I think, is to master the mid-funnel and the deep-funnel. We’ve nailed top-of-funnel. That’s not a problem. That’s why marketers are amazingly data-driven and accomplished. But the next step will be figuring out that journey and, above all, making it specific to individuals--or individualization, not even personalization, but really getting deep into the metrics and really getting deep into the segmentation.” Mentioned in this Episode: | |||
| 19 Mar 2021 | Company Culture that Works for Women in Mobile Marketing - Fanny Jacoby (Trivago) | 00:37:21 | |
Fanny Jacoby is the Head of Projects for app marketing at trivago, a leading hotel price comparison website. Questions Fanny Answered in this Episode:
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Quotes:(3:06-3:41) “The content was pretty exciting but the atmosphere at the time was really toxic. And I’m really sad to say it because I’m all for this woman empowerment, we’re great, we’re badass and everything, but I did feel a lot of competition there at the time and sometimes I feel like women can sometimes be mean to each other and tear themselves down. And a lack of diversity also led to this toxic, competitive, mean, gossipy environment I would say.” (21:11-21:23) “I think one of the biggest problems [for women in marketing], I think I mentioned it before, is this imposter problem. To not always trust yourself and capabilities, and lacking self-confidence in general.” Mentioned in this Episode: | |||
| 17 Aug 2022 | Authentic Networking for Introverts - Vicki Goldman (Paramount Streaming) | 00:31:29 | |
In this episode of the Women In Mobile series, host Maria Lannon speaks with Vicki Goldman, the Marketing Director at Paramount Streaming under the Media Acquisition and Services Team. Vicki says expanding your network is one of the best things you can do for your career, but admittedly, it can be draining and intimidating. She shares why it’s worth the effort, how to overcome the reasons we give ourselves not to do it, and how to show up to networking events authentically – especially if you’re shy. Outside of her role at Paramount, Vicki co-chairs the women’s division of the nonprofit organization, The Guardians of the Los Angeles Jewish Home. Previous to Paramount, Vicki was a Marketing Manager at Modnique. Questions Vicki Answered in this Episode:
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Quotes:(9:32-9:49) “One thing I do that I feel is crucial is having one-sheeters for campaigns because we do so many different things that can get confusing. So this is helpful, not only for the onboarding but for helping to present things to vendors so you don’t have to repeat things all the time, and just to have everything laid out for you.” (20:30-20:35) “Going back to networking: Be authentic. Build that relationship. You never know what will happen.” Mentioned in this Episode: | |||
| 22 Feb 2022 | Marketing Automation in the Privacy-First Era - Yury Bolotkin (StarBerry Games) | 00:32:50 | |
Yury Bolotkin is the Marketing Director of StarBerry Games, a mobile games publisher and developer based in Berlin. Prior to StarBerry, Yury was a Growth Specialist at Popcore, a UA Manager at Wooga, and a Senior Account Manager at Fyber. Questions Yury Answered in this Episode:
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Quotes:(10:05-10:28) “I really love this feeling of having a small, passionate team of people who believe and trust each other. They have this goal of delivering something beautiful to the world. And they just live for this idea, going through challenges every day to deliver this vision, this product, to bigger audiences.” (14:58-15:02) “Reporting is actually the first block in your automation puzzle.” Mentioned in this Episode: | |||
| 02 Oct 2019 | Fighting Cart Abandonment - Mirela Cialai (ZINIO) | 00:15:57 | |
Meet Mirela Cialai, the director of mobile marketing at ZINIO. Mirela focuses on engaging mobile magazine readers from around the world in discovering the stories that matter most to them. She has been working as a global digital marketing specialist for ZINIO for 10 years and joins us today from New York City.
Questions Mirela Answered In This Episode:
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“I am a marketer. I’m always excited about all the possibilities, and the creativity of the human mind is fascinating to me. ” Mirela Cialai “Test as many channels as possible. Test as many frequencies as possible until you find the right mix because each company has a different target audience, which might react differently to different channels.” Mirela Cialai
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| 20 Nov 2024 | The door to more: DoorDash’s advertising journey - Toby Espinosa (DoorDash) | 00:33:40 | |
Questions Toby answered in this episode:
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Quotes:(9:40-9:56) “So we started by building a discounting platform that allowed any one of our restaurant partners to discount an item and target specific outcomes, whether it’s a first-time user, a lapsed user, etc.” (20:05 - 20:16) “We want to bring consumers a relevant piece of content, and we might also bring them a promotion or discount to help increase the conversion rate of that sale.” (23:31 - 23:49) “The way we look at this space is that we were founded on a very simple principle – to help local economies grow. We are probably about two or three percent into that journey.” Mentioned in this Episode: | |||
| 04 Dec 2018 | Incrementality with Melissa Lertsmitivanta (Realtor.com) | 00:13:39 | |
Senior Mobile Marketing Manager at Realtor, Melissa Lertsmitivanta, explains how understanding user behaviour is key to achieving better user engagement. Melissa started working with Remerge when she was at EA Games and was keen to run retargeting campaigns with us again when she started in her new position at Realtor. In this podcast, she shares her experience of setting up a campaign to allow for ultimate incrementality. | |||
| 17 Mar 2020 | Converting and Retaining App Subscribers - Haseeb Tariq (Retention App) | 00:25:49 | |
Meet Haseeb Tariq, founder of Retention App, a marketing company specializing in converting and retaining app users into subscribers. Haseeb has worked in marketing automation with companies such as Disney, Fox, and Guess and is a regular contributor to Forbes. Questions Haseeb Answered in this Episode:
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Quotes: (17:33-17:56) “The idea behind human automation is just a process that establishes a human touch by the means of automated personalized tools focused on building trust and providing value. And that means that you don’t just need to automate tools and resources but at the same time you personalize the message to a specific audience persona; and, they get excited whenever they hear from you because it’s completely optimized and focused on them only.” (20:05-20:26) “So I’m putting it out there so that all the listeners out there if they’re planning to launch a subscription product out there, I think they should be focused on understanding their customers and focused on retention before they’re focused on growth because when they start thinking about retention it’s too late. Growth and retention should go hand-in-hand together when they’re launching their product, and if they already have a product they should start thinking about retention more.” Mentioned in this Episode: | |||
| 06 Nov 2019 | Tracking Incrementality in UA - Moshi Blum (Adjust) | 00:28:00 | |
Meet Moshi Blum, General Manager, Adjust IL, a third-party mobile measurement and fraud prevention company. He oversees the growth of the company in Tel Aviv, Israel. Questions Moshi Answered In This Episode:
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Quotes: “I would say that anyone that searches for Facebook will go and then click on Facebook, right? There is no other solution if you’re searching for Facebook. So by me clicking on the paid ad for Facebook doesn’t necessarily mean that you’ve now convinced me to go and use Facebook.” “I think agencies are the best when you want to learn fast how to progress.” “In one point, you need to trust your instincts. So the first incrementality test will give you, let’s say, half of the reality. Right? The second will give you another 30%. But, you will never reach to 100% sure that your campaigns are incremental.” Mentioned: | |||
| 19 May 2020 | Major Transportation App Applies Incrementality to UA Campaigns - Antoine Lamy (Raive) | 00:25:27 | |
Antoine Lamy is the co-founder of Raive, an online donation platform working with influencers and artisans to help charities raise money. Prior to launching Raive, Antoine was a senior performance marketing manager for Uber. He’s also worked for BlaBlaCar and Addict Mobile. Questions Antoine Answered in this Episode:
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Quotes:(20:17-20:33) “The first thing we did at Uber, we were the first to do it, was to look at incrementality for acquisition, specifically. That’s where it’s really difficult because how can you look at a control treatment method when you don’t know the users.” Mentioned in this Episode: | |||
| 11 Oct 2023 | Why You Should Be A/B Testing Your App Store Pages - Jesse Lempiäinen (Geeklab) | 00:35:37 | |
Jesse Lempiäinen’s agency helps apps test their marketing strategies for App Store, Google Play, and Steam pages before their product launches. In this episode, you’ll learn the advantages of a/b testing your app store pages and take away the key metrics to measure. Jess got his start in mobile marketing at Rovio working on Angry Bird before co-founding Geeklab where he is the CEO today. Jesse is based in Finland. Questions Jesse Answered in this Episode:
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Quotes:(4:04-4:32) “The reason why we need a tool like ours is that there are certain limitations that come with the native testing opportunities that Apple or Google provides. Like I mentioned, coming up with a new game idea or new app idea, and wanting to figure out what to call the app itself would be something that you couldn’t test with the actual testing pages because they don’t support any testing unless you actually develop the app already and have it up and running.” Mentioned in this Episode: | |||
| 30 Aug 2023 | Mobile Games: 2023 Data & Trends - Ksenia Yurkina (Apptica) | 00:32:32 | |
Can you guess which subcategory of mobile games generated the most revenue in the first half of this year? How about the top three countries for mobile game downloads? Get the scoop on the latest data and trends in the mobile industry’s largest-grossing vertical from our guest Ksenia Yurkina, the Head of Marketing at Apptica. In this episode, Ksenia reveals the highlights from her report, “Mobile games: state of the market H1, 2023.” Apptica’s ad intelligence tool provides marketing analytics on data from over 11 million apps in Google Play and the Apple Store. Questions Ksenia Answered in this Episode:
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Quotes:(5:10-5:29) “Gaming is a major player. It’s the main vertical in the mobile industry because gaming covers 51 percent of all the revenue generated in the first half of this year [2023] and around 30 percent of all downloads.” (6:54-7:03) “Three countries account for 60 percent of all revenue coming from the [mobile] gaming vertical: United States, Japan, and China.” Mentioned in this Episode: | |||
| 24 Jan 2024 | The Privacy Saga: Apple v Google - Allison Schiff (AdExchanger) | 00:41:14 | |
Staying on top of Apple and Google’s ongoing policy changes to app tracking and user privacy is a business imperative for advertisers and essential for the future of the mobile marketing industry. It’s also been Allison Schiff’s job. As a journalist, she has covered privacy topics in the marketing technology field for over a decade. In this episode, Allison shares her views on how the mobile advertising industry received Apple’s ATT framework, what Apple is doing now, and how Google has approached the Android Privacy Sandbox rollout. Catch up on the last few years of mobile privacy, and find out how to prepare for what’s ahead. Allison Schiff is the managing editor of AdExchanger, a leading source for news, analysis, and events dedicated to the data-driven marketing technology industry. As a journalist in the space, Allison primarily covers privacy topics, measurement, attribution, and retail media. She is also the host of the AdExchanger podcast, AdExchanger Talks. Questions Allison Answered in this Episode:
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Quotes:(5:43-5:58) “Privacy is absolutely essential to our coverage now. It comes up daily. Even stories that I’m writing or that my colleagues are writing that aren’t ostensibly about privacy, you really have to address it anyway.” (26:46) “The main APIs being worked on [by Android Privacy Sandbox], or maybe incubated is the right word, are topics, protected audience, which used to be Fledge, and there’s an attribution API, and those are all mobile app versions of the APIs that are also in the Chrome Privacy Sandbox. So, topics for basic targeting without cross-app identifiers, protected audience for remarketing, and the attribution APIs are obviously for attribution. And then there’s this other API that’s unique to Android, which is SDK run time.” (32:56-33:06) “The best question that I ever ask when I’m interviewing someone is to explain whatever it is as if I’m five. Even if I think I know, I learn every time.” Mentioned in this episode: | |||
| 23 Oct 2019 | Improving Your Sales Pitch - Drew Fung (Current) | 00:08:54 | |
Drew Fung, the senior user acquisition manager at Current, has spent the last five years working in user acquisition, from gaming to eCommerce to finance. In this Quick Hit episode, Drew shares the best and worst examples of sales outreach and how to perfect yours. Questions Drew Answered In This Episode:
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Quotes:“I remember this one salesperson immediately handed me her card and was literally trying to scream her pitch about her company. In the middle of the club, over the music, while we’ve already had a couple drinks. I was shocked and mind-blown that she didn’t know coming up to someone in the wrong setting would just not work.” “If you’re using a template where you copy and pasted my name wrong and you call me something else, I’ll never answer you, forever.” “A salesperson builds a report first to want to get to know you genuinely, about your company, and then just tell you how they can help you.” Mentioned: | |||
| 20 Oct 2022 | Reducing Signal Loss with Well-Structured First-Party Data - Joshua Alvernia (Clue) | 00:29:42 | |
With Apple’s App Tracking Transparency (ATT) opt-in rates at less than 50%, mobile marketers must think outside-of-the-box to decrease signal loss. In this episode, Josh Alvernia, the CEO and co-founder of Clue, shares a novel approach to media campaigns: Rather than launching a campaign, serving ads, measuring, and then optimizing, he suggests working from measurement backward. Josh explains that maximizing the structure of first-party data first makes cookies replaceable, meaning marketers can waste less ad spend. Clue is a leading data analytics and media solution for insights-driven marketing across search, social, and programmatic channels. Questions Joshua Answered in this Episode:
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Quotes:(8:33-8:46) “Anytime you try to enter a new echelon for your business and try to compete at a new level you have to make decisions that drive 10x value. If not, you probably won’t make it there.” (9:51-10:03) “Most people and most media plans start first with how you’re going to buy rather than how you’re going to measure–and that’s the problem.” (15:13-15:32) “If you can figure out a way to structure your first-part data really, really well, there are legitimate replacements right now, today, for cookies. A lot of them have to do with managing customer profiles effectively. A lot of them have to do with augmenting those customer profiles with events that are happening all over the place.” Mentioned in this Episode: | |||
| 01 May 2024 | How the Subway Surfers Game Handles User Privacy - Janos Perei (SYBO Games) | 00:18:10 | |
Janos Perei is the Head of Growth for SYBO Games, the mobile game developer responsible for Subway Surfers, one of the most downloaded mobile games on the planet. In this episode, you’ll learn how SYBO is navigating privacy regulations in the U.S. and Europe and the importance of working cross-functionally with your teams. Before joining SYBO, Janos worked for Voodoo and Socialpoint. Questions Janos Answered in this Episode:
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Quotes:(3:42-3:56) “As human beings, we value our privacy – so we also value the chance to safeguard and decide how our users’ data is used. Coming from this mindset has been our guiding principle from the very beginning.” (6:08-6:25) “We try to put compliance first – so if a user doesn’t consent, we might not even initialize certain SDK systems and certain technical tracking infrastructure, to make sure we can safeguard the privacy of the user from the get-go.” Mentioned in this Episode: | |||
| 28 Sep 2021 | How to Nail Humor in Your Mobile Ad Creatives - Arthur Cordier-Lassalle (Voodoo) | 00:22:44 | |
Arthur Cordier-Lassalle is the Creative Lead at Voodoo, a mobile gaming studio specializing in hyper-casual games. Previous to Voodoo, Arthur was a UI/Motion designer for Emissive. He is based in Paris. Questions Arthur Cordier-Lassalle Answered in this Episode:
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Quotes:(7:53-8:15) “What we like to do is first, keeping the balance between what we know is performing well and what new stuff we can do. My shtick with this is trying to find a daring creative, something that is going to stop the user in his track and have a moment of ‘What the fuck am I looking at?’” (15:55-16:07) “We kind of have a saying that is ‘we don’t know what works, so we just test.’ We don’t have anybody that says, ‘Okay, this is not going to work, don’t do it.’ We ultimately just rely on data.” Mentioned in this Episode: | |||
| 24 Jul 2024 | Driving Results: Full-Funnel Strategies for Mobile Marketing - Daniela Aschentrupp (DiDi), Diego Salazar (DiDi) | 00:28:01 | |
In this episode, we speak to Diego Salazar, the Paid Media Lead, and Daniela ‘Dani’ Aschentrupp, the Ad Ops & Acquisitions Lead, at DiDi, one of the world’s biggest mobility and food delivery apps. Get a full-funnel perspective with best practices for re-engaging lapsed users and top tips for acquiring new ones. This episode also covers creative strategies and how to measure the effectiveness of your campaigns, along with a round-up of what to do in Mexico City! Questions Diego and Dani answered in this episode:
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Quotes:(6:40-6:53) - “Regarding creatives, it's very important to keep an updated pipeline with different ideas that you can continuously test to identify the top-performing message.” (8:11-8:32) “You already know what works [for your creatives]: good incentive, good value proposition, and clear messaging. I would say stick to that. Stick to what works. Once you figure out what works for you, it’s time to test more on the placement side. Compare video versus banner versus rich media, and so on.” (14:55-15:07) “You have to clearly understand what it is that you are solving for the user. When you come from that mindset, I think everything else falls into place.” Mentioned in this Episode: | |||
| 07 Aug 2024 | The science behind media mix optimization - Paul Kovalski (Self Financial) | 00:16:00 | |
What is media mix optimization and how do you do it well? Find out as Remerge host Patrick Eichmann chats with an expert on the subject. Paul Kovalski leads growth marketing for Self Financial, a fintech company with a mission to help people build credit. With a multi-channel media mix of TV, paid social, paid search, affiliates, and more, Paul brings useful insights to mobile marketers on maximizing their media mix. Questions Paul Answered in this Episode:
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Quotes:(4:13-4:25) “I don’t think there’s any source of truth in data. Some media mix modeling tools would tell you otherwise, but it’s very much an art and science to determine how to spend your budget effectively.” (8:16-8:34) “When launching a channel, I expect to see some craziness in the first couple of weeks. Once things settle, that’s what I take as the baseline for that channel.” (9:00-9:12) “Creative production and optimization is one of the most important levers in optimizing media mix, particularly because the job of the media planner has changed so much over time.” Mentioned in this Episode: | |||
| 12 Oct 2021 | How to Tell the Story of Your App’s Data - Anna Yukhtenko (Hutch) | 00:30:50 | |
Anna Yukhtenko is the Senior Games Analyst at Hutch, a mobile gaming developer and publisher known for its racing games. Previous to Hutch, Anna was a marketing analyst at Next Games. She is based in London. Questions Anna Answered in this Episode:
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Quotes:(15:15-15:28) “When it comes to presenting the numbers and the data to people who are not analysts or who are not working in the data, I would say that it’s part of an analyst’s job to make your analysis accessible, to make your analysis readable.” (19:21-19:24) “The job of an analyst and the point of data is to tell a story.” (10:52-11:03) “As a game analyst, quite frankly I feel the most efficient way is for game analysts to work in sprints with the game team. So basically, you’re there with them and you’re following the development of the game.” Mentioned in this Episode: | |||
| 22 Feb 2021 | A New Map for Marketers Based on the Customer Journey - Christian Eckhardt (Customlytics) | 00:36:22 | |
Christian Eckhardt is the CEO and co-founder of Customlytics, a Berlin-based app marketing agency. They specialize in consulting and supporting mobile strategy, analytics, and ASO integration. Questions Christian Answered in this Episode:
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Quotes:(15:53-16:02) “I think the second big benefit of the Marketing Master Map is to point you towards things that you might have been missing out on in terms of which channels to you, in terms of the different technologies to use.” (28:42-29:12) “For me, this is really just the beginning. I know and I can guarantee you that, for example, the advertising strategy chapter is a very incomplete one because all of the things that are in there--there are the most important things, but a lot of them are exemplary. And there are many, many more sub-advertising strategies that you can adapt to. And this holds true for a lot of chapters in the map. The only thing is if we were to put them the whole thing would be even bigger than it is now.” Mentioned in this Episode: | |||
| 21 Aug 2024 | From ATT to AdAttributionKit: The latest in attribution - Roy Yanai (AppsFlyer) | 00:32:23 | |
Questions Roy answered in this episode:
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Quotes:(5:20) “We’ve seen surprising results. Opt-in rates since ATT started around 20% but have gone up over time. I think this has gone up to around 40% consent across the app ecosystem.” (10:15-10:46) “In the end, the idea behind the Protected Audiences API is that we can manage cohorts of users that you would want to perhaps re-engage later on the device. So every user can be registered within their own device to different cohorts, which can later be accessed by targeting ad networks on different publishers – and all of it without sharing a single identifier across the web.” (11:46-12:18) “Apple only took care of measurement, which is SKAN 4.0. AdAttributionKit is just an advancement of the measurement use cases. There is no remarketing solution by iOS. One can only hope. And actually, they did introduce retargeting measurement with AdAttributionKit, which might give us a little bit of hope that retargeting tools are to follow.” Mentioned in this Episode:
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| 14 Mar 2023 | Women in Mobile: Overcoming Impostor Syndrome in the Tech Industry - Saadi Muslu (Singular) | 00:46:56 | |
Saadi Muslu is the Head of Content and Product Marketing at Singular. She immigrated to the U.S. when she was 6 years old from Turkey and was the first woman in her family to graduate from college. These experiences, among others, taught her how to ask a lot of questions, be resourceful, and build relationships with the right people – ultimately fueling her success in the mobile industry. In this Women in Mobile episode, Saadi shares how to overcome impostor syndrome, what makes a good manager, how to attract and hire top talent, and all the reasons she’s excited to be working in mobile right now. Singular is a next-gen mobile measurement partner and thought leader in SKAdNetwork. Singular’s intelligent SaaS platform enables mobile marketers to unify, analyze and optimize all of their marketing channels through a single dashboard, without any required SDKs. Prior to her role at Singular, Saadi was the Product Marketing Manager at Kenshoo. Questions Saadi Answered in this Episode:
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Quotes:(8:59-9:17) “I think being a really young immigrant, I learned how to assimilate. The feeling of feeling unfamiliar is familiar to me. I was facing what a lot of young professionals face, which is impostor syndrome.” (11:38-11:58) “One thing that I learned to [help me] overcome the impostor syndrome or my lack of technical background now that I worked in AdTech was letting myself be comfortable in asking questions and being vulnerable by explaining that I don’t understand this concept – can you explain it to me? That was really life-changing for me.” (12:48-3:09) “Being comfortable asking questions and being resourceful is a part of being a successful worker and growing professionally. It’s not a sign of weakness. Overcoming that mental misunderstanding or that misperception that, ‘Oh asking a lot of questions means I don't know what I’m talking about.’ Quite the opposite. Asking a lot of questions means I’m trying to become an expert at this.” Mentioned in this Episode: | |||
| 24 Nov 2020 | [Rebroadcast] Using Incrementality to Drive User Growth | 00:30:36 | |
Questions Vincenzo Answered In This Episode:
Timestamp:01:04 Vincenzo’s background ----------------------------------------- “Coordination is essential. If you start to do something without this being in place you can’t really action data in the end. You may have some findings, but those are not really actionable in the end. ”
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| 26 Oct 2021 | How to Lead with Confidence and Vulnerability - Erin Webster-Shaller (Lose It!) | 00:37:29 | |
Questions Erin Answered in this Episode:
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Quotes:(8:27-8:45) “Getting really inquisitive. Trying to be more of a coach and not a manager, and create space for the team to do their job. I realized over the last year, that’s what I should have been focused on instead of trying to understand everything that I needed to know as part of this job.” (11:03-11:20) “That notion of confidence and uncertainty, I think of it as, ‘I’m confident that we’ll find the answers. I’m confident that we’ll be able to solve this problem. I don’t know how we’re going to get there, but I believe in the team or I believe in my ability or whoever to get us to the place that we need to go.’” (13:02-13:25) “The whole mindset of this coaching program is that people will become better leaders when they’re more in tune with themselves, essentially. When you know who you are as your person, your authentic self with a capital ‘S,’ you’re more likely to show up in a way that’s authentic to you and to be a leader that people can believe in and follow and they want to work for.” Mentioned in this Episode: | |||
| 25 Oct 2023 | Tips on Influencer Marketing for Mobile Apps - Nadia Bubennikova (Famesters) | 00:39:39 | |
Are you considering whether to use influencer marketing for your mobile app’s brand or performance strategy? Today’s guest is an expert in influencer marketing for app businesses and shares important considerations for running such campaigns. Nadia Bubennikova is based in Poland and is the Head of Agency at Famesters, an influencer marketing agency. Questions Nadia Answered in this Episode:How did you jump into influencer marketing? Timestamp:2:16 Nadia’s background Quotes:(6:58-7:15) “Influencer marketing is like an iceberg because everything that you can imagine as the typical day-to-day work is just the tip of the iceberg. And then there are huge volumes of analytical work and field marketing work that many people don’t give credit to influencer marketers.” (17:32-17:58) “In influencer marketing, around 50-70 percent of traffic, (depending on the app and the vertical), is generated by organic traffic; and only 30-50 percent of the users will follow the direct link. So it is virtually impossible to accurately track the incoming traffic and to accurately attribute it to the influencer marketing channel if you’re only looking at the direct link results.” Mentioned in this Episode: | |||
| 27 Jul 2021 | Data Science: Measuring No-ID Campaigns with Causal Impact (Social Point) | 00:24:59 | |
Alicia Horsch is a Data Scientist in the Marketing and Analytics teams at Social Point, a mobile game developer based in Barcelona. She is also an ambassador for Women in Data, a nonprofit organization that focuses on increasing diversity in data careers. Questions Alicia Answered in this Episode:
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Quotes:(3:49 - 4:04) "Causal impact works by using some information to make a prediction on what would've happened if there wouldn't have been a marketing campaign, which is also often called the counterfactual." Mentioned in this Episode: | |||
| 05 Jan 2021 | Achieving Rapid Growth in Fintech By Building Trust (Valiu) | 00:35:24 | |
Christian Knudsen is the CMO at Valiu, the safest way to send money electronically from Colombia to Venezuela, and soon expanding to other countries in Latin America. Questions Christian Answered in this Episode:
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Quotes:(12:15-12:20) “A great percentage [of Colombians] don’t have accounts because the bank doesn’t let them or doesn’t offer that service.” (20:02-20:22) “There comes the first barrier to getting into a market, and it’s trust. That was the main issue that I had as I was generating traction. Why would our users trust an app when they’ve been robbed before? Why would they stop using their confidant black market seller and change it for Valiu?” Mentioned in this Episode: | |||
| 18 Dec 2019 | Setting Up Your Marketing Tech - Christian Eckhardt (Customlytics) | 00:29:48 | |
Berlin-based marketing tech expert, Christian Eckhardt, is the co-founder and CEO of Customlytics. Customlytics provides app marketing, analytics, and technology infrastructure consulting and hands-on help. Questions Christian Answered in this Episode:
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Quotes: “The entire topic of marketing technology or even the realization of, ‘I need something in place to enable proper marketing,’ is something that is not a nice-to-have feature or a nice-to-have situation. It’s rather that if you don’t have it then you’re basically completely lost for all things marketing.” “The earlier you start thinking about your marketing tech deck the better. So ideally, as I said before, definitely before you start any paid advertising, but ideally even before the ad launches.” “As it stands right now, with the kind of huge standing in the market with that those bigger advertising platforms have, it feels a bit like they can pretty much do whatever they want. And it’s hard to kind of get away from it if you don’t want to lose their inventory.” Mentioned In This Episode: Customlytics | |||
| 28 Jul 2020 | Why Transparency Matters on an Impression Level - Daniel Lopez (Electronic Arts) | 00:28:01 | |
Meet Daniel Lopez, Director of Mobile Growth at Electronic Arts (EA), the second-largest gaming company in the Americas and Europe by revenue. Daniel got his start in mobile marketing at Machine Zone and has since worked at DraftKings and GSN Games. Questions Daniel Answered in this Episode:
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Quotes:(10:18-11:07) “I honestly think there’s not enough attention being paid to drivers of unique traffic and managing towards a unique, incremental device universe as opposed to just managing sources, channels, AT apps, and things of that nature. Because the nature of our business is that we need to identify an audience and then we need to figure out how to get to that audience. And then once we actually figure that out, then we try to scale. And then once we start scaling, we start dealing with this thing called saturation. And we start dealing with losses of incrementality, losses of effectiveness, and whatnot. And I think there’s not enough being done within the industry to challenge the lack of transparency on, let’s just single out, impressions counts.” (25:32-15:58) “The thing that I am most concerned about is--it also goes back to the death of the idea phase--is that that just pushes power more and more into the hands of the big companies, to where it’s going to be like, “Hey, they have all the data. Let’s allow them to do everything.” And then that just kills the spirit of the problem-solving attitude because then everyone can just blame the algo[rithm]. And that’s something that maddens me to no end.” Mentioned in this Episode: | |||
| 15 Jan 2020 | Getting Innovative in Mobile Games Marketing - Farhan Haq (SYBO Games) | 00:31:09 | |
Farhan Haq is the head of performance marketing and mobile growth for SYBO Games where he works on the fully organic, most downloaded title on Android of all time, Subway Surfers. Questions Farhan Answered in this Episode:
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Quotes: “The cloning model and doing something a little different from a clone still hugely impactful then; actually can still be now but I guess you have to get a bit more lucky, you’ve got to get something right now because people have cloned things a million times over now.” “So, a lot of the older developers kind of struggle to be creative enough and adapt, and they just kept thinking, well look, we’re going to do things the old way. And then that’s why all these new players just keep coming out of nowhere because I guess they’re more hungry and more agile. And then that’s why there’s always been this opportunity to, across the last 5 years, to be like, hang on, we can make an impact in this space as long as we try something a bit newer and back ourselves on it.” “What worked for these narrative games was a combination of three elements that I found, particularly for these story-based games. My trifecta was: 1) pregnancy, 2) cheating, and 3) timelapse.” Mentioned In This Episode: Social Point, acquired by Take-Two Interactive | |||
| 07 Feb 2024 | Mobile Marketing’s Humble Beginnings and What You Can Learn from Them - David Murphy (Mobile Marketing Magazine) | 00:38:43 | |
Do you remember the original “opt-in” for ads on cell phones? It began over 20 years ago. The mobile marketing industry has been on quite the ride over the past two decades, and covering its twists and turns along the way was David Murphy, the editorial director and co-founder of Mobile Marketing Magazine. Join David alongside Maria Lannon from Remerge for some perspective on mobile marketing’s biggest moments. David Murphy co-founded Mobile Marketing Magazine in 2005 and has been its editorial director for 18 years until recently. David is also the co-founder of Masterclassing. David now enjoys freelance writing from his home just outside of London. Questions David Answered in this Episode:
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Quotes:(31:13-31:14) “I think the privacy juggernaut is unstoppable.” (34:21-34:45) “As a general commentary on this space, you just don’t know what you don’t know–you never know what’s around the corner. There’s always somebody trying to come up with a new way of leveraging this very personal relationship people have with their phones to a) provide some utility to the owner of that phone, and b) make some money out of it themselves.” Mentioned in this Episode: | |||
| 21 Aug 2019 | Thinking Beyond Revenue - Dora Trostanetsky (SoundCloud) | 00:33:08 | |
Today’s guest is Dora Trostanetsky. Dora is a holistic marketing strategist with 8+ years of experience in performance marketing, ranging from mobile growth (B2C) to digital acquisition (B2B). Her background includes a variety of industries, such as gaming, tech start-ups and urban mobility as part of the smart city vision. Connecting the dots between the creative and empirical part of marketing is her daily life. Dora is constantly exploring new challenges that can bring the business forward. Questions Dora Answered In This Episode:
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| 27 Nov 2019 | Working with Influencers - Kevan O’Brien (LBC Studios) | 00:21:32 | |
Meet Kevan O’Brien, the Marketing Director at LBC Studios. This Canadian mobile gaming developer is responsible for “Hempire,” the world’s largest mobile cannabis game. Questions Kevan Answered In This Episode:
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Quotes: “What we’re really looking for now as we work with influencers is the content that they create for us.” “If they leave us a review, we want it to be honest and we want it to come from their mouth. And also, we want to be able to use that asset in our own marketing.” “When you work with an influencer and you’re looking at reaching their network and providing them with some money to plug a product, the cost actually becomes really, really viable because you can use both the distribution as a KPI but also the asset itself as something that adds value.” Mentioned In This Episode: | |||
| 20 Jul 2021 | What Managers Want from User Acquisition Marketers - Janos Perei (Voodoo) | 00:32:42 | |
Janos Perei is the User Acquisition Lead for Casual Gaming at Voodoo, a hyper-casual gaming developer and publisher based in Paris, France. Previous to Voodoo, Janos worked as a mobile marketer at Mercury Black. (P.S. Voodoo is hiring!) Questions Janos Answered in this Episode:
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Quotes:(6:15-6:31) “Every single big change that destroys the equilibrium only inspires innovation. I think this is something that we’re really interested in seeing, how the industry will evolve [to Apple’s privacy changes] in the next six to 12 months and what will be essential--the new technologies, the new systems that will be able to go forward.” (27:35-27:48) “I think user acquisition five years ago and ten years from now will massively be about experimental testing because this is the one and only way; since the market evolves so fast--you wouldn’t be able to make it otherwise.” Mentioned in this Episode: | |||
| 13 Oct 2020 | APAC’s Mobile Marketing Melting Pot - Kabeer Chaudhary (M&C Saatchi Performance) | 00:23:16 | |
Kabeer Chaudhary is the APAC managing partner at M&C Saatchi Performance. M&C Saatchi Performance is a global digital media agency that connects brands to people, across all channels. He is based in Singapore. Questions Kabeer Answered in this Episode:
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Quotes:(11:45-12:10) “That’s the great thing about APAC — because if you work in APAC, you can work across India, you work across Southeast Asia where there are more countries like Vietnam, Thailand, Indonesia, and Philippines, where people speak indigenous languages and have indigenous cultures; and you’ll be working with people from those markets and collaborating with them. So, it’s quite a melting pot. ” (14:00-14:20) “Most people [in APAC] who have actually had access to the internet had access to the internet through their phones. They’ve never actually had a desktop or a laptop. So, they have completely skipped the online revolution when the desktops came in or the laptops came in.” Mentioned in this Episode: | |||
| 31 Aug 2020 | Understanding African Markets for Mobile Games - Cordel Robbin-Coker (Carry1st) | 00:33:22 | |
Cordel Robbin-Coker is the Co-Founder and CEO of Carry1st, the leading mobile games and content apps publisher and developer for African consumers. Cordel is based in Capetown, South Africa. Questions Cordel Answered in this Episode:
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Quotes:(5:40-6:07) “[Africa] is the fastest-growing continent in almost any way you can imagine. People are starting to move into the middle class in a way you saw in Asia probably 20-30 years ago. And as that happens, there is an appetite for a really wide range of goods and services. Everything that you have and use day-to-day, people on the continent aspire to or/and are beginning to have. So, it creates a cool opportunity to build businesses and serve people.” (20:27-20:38) “Kenya has the most advanced mobile money system in the world, called M-Pesa. And, there are statistics that say something like 50% of the GDP of the country flows through M-Pesa on an annual basis.” Mentioned in this Episode: | |||
| 13 Apr 2021 | Proactive Mobile Marketing Strategies for Apple’s Data Privacy Changes – Liz Emery (Tinuiti) | 00:34:23 | |
Liz Emery is the Senior Director of Mobile and Ad Tech Solutions at Tinuiti, the largest independent performance marketing agency across Google, Amazon, Facebook, and beyond. She oversees their mobile executions on strategy, ASO, including A/B testing through all of their user acquisition channels as well as lifecycle email marketing. Questions Liz Answered in this Episode:
Timestamp:2:35 Liz’s background Quotes:(12:07-12:15) “I think the four forces at work are people, regulations, and browser and device-level changes, all driven by government and big tech.” (16:58-17:15) “I don’t think you have to be like, ‘Oh, my core media strategy is wrong. Everything I’ve been doing for the last couple of years is wrong. I need to stop spending x, y, z.’ That’s not what I’m saying. You do need to keep spending with those consistent channels, but just be cognizant that the kind of targeting and the results you’re going to get are going to shift.” Mentioned in this Episode: | |||
| 07 Dec 2021 | Monetizing Mobile App Games with NFTs - Eva Juretić (Pocket Worlds) | 00:30:55 | |
Eva Juretić is the Growth Marketing Manager for Pocket Worlds, a metaverse mobile game developer company pioneering social-first gaming. Eva is also the Senior UA and Growth Manager of her consulting company, ClickBite Consulting. Previously, she was the lead of the Growth Team at Misplay and a user acquisition specialist at Social Point. Questions Eva Juretić Answered in this Episode:
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Quotes:(14:15-14:49) “Pocket Worlds is pioneering in social-first gaming, which means the social part of the game is the core part and the game is built around it. Unlike, for example, if you have an RPG game, they test the idea, the concept, the product; they see it’s working, and then eventually they add some social components like chat or whatever it is. In Pocket Worlds, in High Rise, the main app we’re talking about, this is the core of the game. The game wouldn’t exist without that social component.” (17:59-18:15) “Us entering that space and introducing blockchain technology into everything, it’s not only making the now popular ‘play to earn’ but a ‘play and earn’ concept, and this is what we’re most excited about.” (24:16-24:40) “So we have the economy, but we don’t want to be the owner of that. We want our users to have ownership of whatever property they have. So if you have any items, outfits, rooms, whatever you have in High Rise, like we know that because we have it written in our database. But we really want our users to own it, and a way to do it is translating that on blockchain.” Mentioned in this Episode: | |||
| 11 Mar 2021 | The Fight for Women’s Voice in the Gaming Industry – Jen Donahoe (Riot Games) | 00:53:59 | |
Our first guest is Jen Donahoe, the Marketing and Growth Lead for Teamfight Tactics at Riot Games. Jen has also held marketing roles at Disney, Hasbro, EA Sports, and Mattel. She shares her thoughts on connecting with male peers, the need for women to support other women, calling out unconscious bias, work-life balance, and more. Questions Jen Answered in this Episode:
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Quotes:(8:59-9:28) “I think because I had such a connection to sports and to these hobbies that many men actually enjoyed, I was really able to connect with them. And so, I call it ‘authentic connections.’ You have to realize that whether we’re women, we’re human beings and we have to find ways of connecting with other human beings, and I was just really good at figuring out that hey, the authentic way I can connect with these mentors or these people that I need to know was to find a thing that connected us.” (15:53-16:18) “For us, in today’s day and age, nothing is really that overt anymore. I think that it’s more of the unconscious bias that sometimes happens from our male peers. And one of the things is when you have an idea and you say something in the meeting, it gets glossed over and then a few minutes later a man will repeat the same question and everyone’s like ‘Oh my god, it’s an amazing idea.’” (29:05-29:12) “Without a diverse workforce, without different perspectives, you’re not going to succeed in today’s innovative and changing environment.” Mentioned in this Episode: | |||
| 02 Aug 2023 | A Product Manager’s POV on Building an App - Reut Lazo (Akili) | 00:32:20 | |
In this episode, app marketers will learn about a product manager’s perspective on the process of building an app product: how to prioritize various requests for product features, and the keys to fostering excellent collaboration and communication among all stakeholders throughout the journey. Reut Lazo is the Senior Product Manager at Akili, an app to help kids with ADHD. Akili is the first FDA-authorized prescription video game treatment for ADHD. Reut began her career as a product manager at Meta Co., an augmented reality headset company, before moving on to become a product manager at IMVU. | |||
| 19 Oct 2021 | Why Performance Marketers Need to Revisit the Olden Days - Diane Le (Curtsy) | 00:29:14 | |
Diane Le is the Senior Growth Marketer at Curtsy, a thrifting app for buying and selling women’s clothing. Diane’s specialty is scaling emerging channels like TikTok and Snapchat. Previous to Curtsy, Diane was a growth marketing consultant at Right Side Up. Questions Diane Answered in this Episode:
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Quotes:(11:20-11:42) “I think at this stage we’re kind of in the Wild Wild West of growth marketing. We’ve kind of reverted back to the olden days where we really just need to take a step back and get all of the learnings just because the historical data doesn’t count anymore. You can look back at your yearly metrics, but what are we going to learn from that at this point? So this is like year-one and then we’ve got to continue learning and move on from that.” (17:12-17:33) “Look at the holistic growth numbers, like where are we trending? Because we don’t have granular data anymore, we can’t afford to just get in the weeds like that and optimize based on A, B, CTA, things like that. We really have to take a step back. But I think integrating brand campaigns with performance, you should effectively see that growth.” (22:20-22:32) “Now advertisers need to really get creative. Can you incorporate your brand message in a TikTok dance? Can you leverage a trending song? Are you picking the right influencers?” Mentioned in this Episode: | |||
| 19 May 2021 | How Wellness Apps Are Changing Healthcare - Taylor Gobar (Bloom) | 00:39:37 | |
Taylor Gobar is the Head of Growth at Bloom. Bloom is an app that provides you with tools to help you experience better sleep, reduced stress levels and a more relaxed lifestyle with our guided meditations, relaxing music, activities and mindful experiences. Questions Taylor Answered in this Episode:
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Quotes:(9:22-9:27) “The cultural piece is not just who do I want to grab a beer with, it’s who do I want to save the world with.” (20:03-20:25) “Access in this country is first and foremost dictated by your financial situation, and in that sense I think the apps create more access. The price point is lower and it is not tied to things like your insured status or your employment status. In the United States, your chance of accessing any healthcare when you’re not employed is really rough. Mentioned in this Episode:
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| 26 Jun 2024 | Privacy Sandbox for Android: The Protected Audiences API - John Koetsier (Growth Masterminds), Luckey Harpley (Remerge), Omri Gal (Singular) | 00:29:03 | |
This week, we bring you an episode from Singular’s Growth Masterminds Podcast about what targeting and retargeting will look like for mobile marketers on the Android Privacy Sandbox, featuring Luckey Harpley (Remerge’s Principal Product Manager), Omri Gal (Singular’s Head of Privacy), and host John Koetsier. Learn about the initial testing and campaigns that Remerge has run with Singular’s new SDK for the Sandbox’s Protected Audiences API – and find out what to expect when the rollout takes place. Questions answered in this episode:
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Quotes:(3:47-4:00) “The Protected Audiences API started off its life as an API focused on solving the retargeting problem, but it’s become a lot more than that. I think remarketing will, in the end, be a small part of it.” (23:00-23:26) “It’s not that all information lives on the device, but rather, all the information that can track a user across apps lives on the device. So our advertisers will still be able to track with their MMP partners. They just won’t know which users are in app A, B, C – but they’ll still know what users are doing in app A – and what they’re doing in app B and C. They just won’t be able to connect them together.” Mentioned in this Episode: | |||
| 16 Oct 2024 | Apptivate Live: App Growth Summit in SF - Toby Espinosa (DoorDash) & Pan Katsukis (Remerge) | 00:26:24 | |
In this live edition of the Apptivate podcast, Remerge CEO and co-founder, Pan Katsukis, interviews the Vice President of DoorDash Ads, Toby Espinosa, about the company’s advertising journey – live on stage at the App Growth Summit in San Francisco. DoorDash is now one of the largest marketplaces in the world for delivering food, goods, and more, generating over 80 billion in Gross Merchandise Value (GMV). Hear about their humble beginnings in Palo Alto, how they flipped the paradigm for helping restaurants and small businesses to grow through their advertising platform, and where they are today with their retail media network. Questions answered in this episode:
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Quotes:(5:40-5:53) “When we started, that was the whole idea: to provide the delivery service so that these restaurants on Main Street and every small business can grow. So our founding principle was growth.” (9:38-9:51) “We have a perspective within DoorDash that the best businesses are layer cakes, and they’re built over time. And the way you build that layer cake is by basically continuously asking your customer what they need in order to be successful.” Mentioned in this Episode: | |||
| 17 Nov 2020 | The Power of TikTok for Mobile App Acquisition - Katie Perry (Public.com) | 00:39:34 | |
Katie Perry is the Vice President of Marketing at Public.com. Public is an app for investing in stocks with a social twist. It’s on a mission to make the stock market more inclusive, educational, and fun. Questions Katie Answered in this Episode:
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Quotes:(5:28-5:41) “The mission really resonated for me for what we’re doing, which is making the stock market inclusive, educational, and fun; removing that inherent culture of it being closed off and competitive and really homogenous; and broadening the text.” (30:13-30:17) “One principle we have at the company is that we really believe that who we acquire is who we become.” Mentioned in this Episode: | |||
| 12 Jun 2024 | Pioneering On-device Bidding for the Android Privacy Sandbox - Trenton Starkey (Google), Gaylord Zach (Verve Group), Pan Katsukis (Remerge) | 00:31:03 | |
How will mobile demand-side platforms (DSPs) and supply-side platforms (SSPs) bid on and sell ad placements via Google’s Privacy Sandbox for Android? Find out as Remerge’s CEO and Co-founder, Pan Katsukis, interviews Verve Group’s Head of Mobile Product, Gaylord Zach, and Google’s Android Privacy Sandbox’s Product Manager for the Protected Audience API, Trenton Starkey. Mobile advertisers and publishers can learn about the all-new on-device auction system, how it works, and how they can prepare for the rollout of the Android Privacy Sandbox. Questions Answered in this Episode:
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Quotes:28:26 - Pank Katsukis: ”These milestones for the Privacy Sandbox are the foundations for setting up, running and scaling campaigns in the privacy-first era.” 31:40 - Trenton Starkey: ”Now is the time to work on our privacy-focused solutions. It’s a great opportunity to rethink how advertisers and publishers can keep delivering great experiences.” 34:56 - Gaylord Zach: ”By having powerful technologies at hand, we can really develop advertising products that allow us to reach the right audiences.” Mentioned in this Episode: | |||
| 24 Mar 2020 | Boosting Organic Growth - Ne Djuric (Coca-Cola) | 00:23:23 | |
Ne Djuric is the digital alchemist for Coca-Cola in Central and Eastern Europe, a corporate team focused on transformation. Previously, he was working as Coke’s senior mobile product manager. Questions Ne Answered in this Episode:
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Quotes:(10:31-10:48) “Whenever you give something to someone, they’re actually feeling psychologically obliged to give something back. And of course, it doesn’t work on 100% of the population, but it does work on 10%, right? So if you, for example, start following people on Instagram, 10% of people will follow you back.” (15:45-15:52) “If you’re doing mobile app advertising, you’re either being a victim of fraud or you’re being a victim of fraud and you don’t know it.” Mentioned in this Episode: | |||
| 20 Nov 2019 | Starting Your Own Agency - Rebecca Nackson (Notable) | 00:17:34 | |
Rebecca Nackson is the founder of Notable, an agency focused on engagement retention in the user journey. Rebecca brings over a decade of experience managing acquisition, engagement, and product development for Prolific Interactive, iHeartMedia, Bandsintown Group, Audible, and IBM. Questions Rebecca Answered In This Episode:
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Quotes: “There has to be this ruthless prioritization about what any of us can bite off in a day.” “Better to be top-of-mind when someone thinks of one thing, rather than middle-of-mind for a bunch of things.” “What really hit me is how it’s not about having the best solution or the best deck or the best pitch -- It’s about the human nature and the human side of the relationships, and that’s how you get them to change.” Mentioned In This Episode: Notable | |||
| 28 Apr 2021 | Data Science: Designing an Experimentation Platform - Shan Huang (Zalando) | 00:28:20 | |
Today’s guest is Shan Huang, the Senior Applied Scientist at Zalando, a multinational e-commerce platform for shoes and fashion. Shan is also the co-founder of the German-Chinese Association for Artificial Intelligence, a nonprofit advancing the exchange of education, research, and public resources between Germany and China in the field of AI. Questions Shan Answered in this Episode:
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Quotes:(6:50-6:57) “I think one of the biggest challenges is that building this kind of platform requires a team of different experts in different domains.” (10:31-10:56) “In the beginning it’s about providing infrastructure and also helping our stakeholders with other teams learn a/b testing, understand a/b testing, because statistics is sometimes a very confusing thing--confidence interval, significance--it’s not so easy to explain. And I think it might be helpful to get a solid groundwork on this stuff.” Mentioned in this Episode: | |||
| 12 Apr 2023 | How to Market and Grow EdTech App Products - Lomit Patel (Tynker) | 00:27:43 | |
Lomit Patel returns to the Apptivate podcast to share his experiences marketing Tynker, an Edtech product that teaches kids how to code. The platform reaches 60 million users in over 150 countries. In his new role as Chief Growth officer, Lomit discusses how the team got kids excited about coding and engaged teachers and parents to use the app. Lomit Patel has worked in growth at startups for over 20 years. He is the author of Lean AI and a Forbes Business Development Council Member. He’s worked at a number of startups that have gone on to become an IPO, like Roku, or that have been acquired by other companies, like Texture. Questions Lomit Answered in this Episode:
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Quotes:(2:16-2:26) “As I’ve spent more and more time learning about growth, you really come to realize the value of data and how important that is to make different decisions.” (11:12-11:19) “It’s really hard to market directly to kids, so you have to figure out how you can influence kids to really learn about your product?” (17:04-17:18) “You can’t really remarket to kids. So the big part comes down to how do you use your data and how do you create better personalized experiences, how do you use in-app messaging to really be contextually relevant to what the user’s looking for?” Mentioned in this Episode: | |||
| 06 Oct 2020 | Drive App Growth by Building Community - Shana Sumers (HER) | 00:34:09 | |
Shana Sumers, who is the Head of Community at HER, the largest community and dating app for LGBTQ+ womxn and queer people. She’s also the co-host of the Bad Queers Podcast. Questions Shana Answered in this Episode:
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Quotes (140 characters):(9:07-9:17) “There are only 16 bars in the U.S. that are catered towards queer womxn like period, and that’s if they survive COVID.” (11:38-11:45) “The overall goal is that I’m trying to provide a space where people can build valuable relationships with others who have similar interests.” Mentioned in this Episode: | |||
| 18 Aug 2020 | Leveraging Dynamic Product Ads to Grow Your App – Christian Eckhardt (Customlytics) | 00:37:04 | |
Coming back to the Apptivate Podcast is Christian Eckhardt, the CEO and co-founder of Customlytics. Customlytics provides app marketing, analytics, and technology infrastructure consulting and hands-on help. Questions Christian Answered in this Episode:
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Quotes:(8:43-9:01) “I think that other stuff will essentially be two main categories of tasks that are left, if you want to put it like this, for the human being. Number one is something that is essentially the oxygen for the machine to then really run with the data, and that is the technical infrastructure.” (18:00-18:26) “The golden rule is always that small iterations is what you want to do once you’ve found a new concept that works, then you want to iterate that to the point where they’re even better. Then at some point, you want to throw it away again to start with something new. But, it’s definitely not the road to creative success to never start over again and just make endless incremental changes on the tiny, tiny bits and pieces.” Mentioned in this Episode: | |||
| 26 Apr 2023 | Acquisition Strategies from the Most Downloaded Apps (Part 1) - Tara Kirkpatrick (Apptopia) | 00:28:13 | |
In the first of this two-part episode, Tara Kirkpatrick, a Mobile Trends Analyst at Apptopia, breaks down popular acquisition strategies used by the most downloaded apps of 2022, according to Apptopia’s report “How App Download Leaders Are Winning” (released Feb. 2023). Learn how apps get ahead of their competitors with app store search ads and curating the right ad network mix. Apptopia is a performance intelligence platform that generates insights across mobile apps and connected devices. Every year, they put out the app download leader charts for app store categories and sub-categories. This year they took a closer look at the strategies apps are using to increase their downloads and broke them down in a report across three areas: acquisition, engagement, and retention. Questions Tara Answered in this Episode:
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Quotes:(7:28-7:42) “We joked 10 years ago that there’s an app for that because there were so many apps, but in fact now you need an app for most businesses just to have that need for an environment that you control with your customers and that consistent customer experience.” Mentioned in this Episode:
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| 10 Jan 2023 | Why Mobile Marketers Should Pay Attention to CTV - Gijsbert Pols (Adjust) | 00:32:48 | |
Connected TV (CTV) as an advertising channel for apps is exploding onto the mobile marketing scene. How does CTV fit with your other mobile marketing channels and how can you measure its effectiveness? Gijsbert Pols, the Director of Connected TV and New Channels at Adjust, a mobile attribution and analytics company, joins the show to answer these questions and more. Gijsbert led Adjust in developing the first measurement product that allowed app marketers to measure their efforts on CTV devices. Questions Gijsbert Answered in this Episode:
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Quotes:(8:41-8:58) “Due to the pandemic, people fled into entertainment, basically, and started turning their living rooms in unprecedented levels into home cinemas. So, they were investing a lot in Connected TV.” (9:00-9:33) “Particularly for the U.S., yes, Netflix had been around for a while, Hulu had been around for a while, but we reached critical tipping points when it came to cord-cutting. So there was all of a sudden a critical mass of people who had canceled their expensive cable subscriptions and were streaming only on their CTV devices at home. And advertisers started to realize that if they limit themselves to linear television that they’re going to miss out.” Mentioned in this Episode: | |||
| 16 Nov 2021 | Lessons from the Loss of Third-Party Cookies on the Web - Sarah Polli (Hearts & Science) | 00:34:08 | |
Sarah Polli is the Senior Director of Marketing Technology at Hearts & Science, a global marketing agency. Sarah began her career in digital media 10 years ago at the Washington Post. Questions Sarah Answered in this Episode:
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Quotes:(14:30-14:53) “[Google] Chrome is actively building these APIs and we should start to see them being released toward the end of next year. So really 2023 for advertisers will be the big year of understanding these APIs--what do they look like, what are the ones for targeting, what is for retargeting, what is for measurement, and testing to see what they look like against what it is we have today, and determining how we want to proceed in the future.” (16:46-17:14) “The CPMs for Safari drastically went down. So smart advertisers, and we did this with our clients, you could take what was happening in Chrome, understand your audiences and use that to then go and target Safari by similar audiences, take advantage of that CPM decrease and still reach these users instead of just completely ignoring those people. Similar to what’s happening today with iOS apps and Android.” (19:16-19:24) “It’s really important for brands to focus on the data they collect on their site and on their apps because that is the new gold.” Mentioned in this Episode: | |||
| 20 Mar 2024 | Women in Mobile: Boss Ladies Working in AI - Lana Dubinskiy (Women and AI) | 00:28:29 | |
As part of our Women in Mobile series celebrating Women’s History Month, Maria Lannon from Remerge talks to Lana Dubinskiy, an AI product advisor and a co-founder of Women and AI. Women and AI is an initiative highlighting women working in the field of artificial intelligence and providing relevant industry news. It was created so that women could help each other shine within this male-dominated sector of the tech industry. Questions Lana answered in this episode:
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Quotes:(4:26-4:36) “I see a lot of people get to a certain level and they feel like they just want to be on top of the mountain by themselves. I think it’s so important, as women, to give back to our community and mentor other women.” (8:00-8:23) “We went to conferences and there were only a few women there. We could have spoken at the conference – we had more knowledge than the presenters there. So it was very disheartening. We felt like this is something we can do: We can highlight other women. We can show boss ladies, CEOs, that are working in the AI space, dominating it, and really making an impact.” Mentioned in this Episode: | |||
| 03 Feb 2021 | Calculating the Uplift of Marketing Moonshots - Cody Ryan (Ibotta) | 00:44:44 | |
Cody Ryan is the Vice President of Growth Marketing at Ibotta, an app that gives users cashback on things they’ve already purchased. Questions Cody Answered in this Episode:
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Quotes:(17:54-18:02) “What we’ve done as an approach as a team is we carve off a certain percentage of our budget to just try things that could be moonshots.” (20:37-20:58) “We try to do across the business is have our teams understand one percentage point increase in activation rate is worth X million dollars in gross profit or adjusted revenue or whatever your topline metrics are; because it helps ground people in small incremental improvements make big impacts on the business.” Mentioned in this Episode: | |||
| 19 Feb 2019 | Customer Experience with Eric Stein (Branch) | 00:28:09 | |
This episode of Apptivate focuses on Customer Experience, touching on how it contributes to engagement and retention, the integral role of Deep Links, and what we can expect to see in the future. | |||
| 21 Feb 2024 | Acquisition Strategies to Beat Seasonal Dips - Seif Hassan (Momox) | 00:15:15 | |
Sometimes e-commerce apps will notice changes in user behavior that correlate to the time of year. What can app marketers do to incentivize their users to take action during these periods? Find out in this episode of Apptivate’s e-commerce series, featuring Seif Hassan, the Senior Performance Marketing Manager for the inbound unit at Momox. Momox is a Berlin-based “recommerce” company that buys and resells used books and media. Previous to working at Momox, Seif led user acquisition efforts for apps across global markets, including Phiture, Quandoo, and Wego.com. Questions Seif Answered in this Episode:
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Quotes:(8:20-8:34) “Expansion is one of the ways in which we try to conquer this seasonality problem. It also helps with acquiring books in different languages and expanding our inventory, and therefore, our customer base.” (11.48-12.16) “We have experimented with AI for some of the ad texts for the tone of voice that we are using in order to see how can we try a different communication approach, and AI comes in very handy, especially if you have limited capacity or limited resources to produce as many creatives as possible.” Mentioned in this Episode: | |||
| 10 May 2023 | Engagement & Retention Strategies from the Most Downloaded Apps (Part 2) | 00:26:00 | |
In the second part of this two-part episode, Tara Kirkpatrick, a Mobile Trends Analyst at Apptopia, breaks down popular engagement and retention strategies used by the most downloaded apps of 2022, according to Apptopia’s report “How App Download Leaders Are Winning” (released Feb. 2023). Learn how apps got ahead of their competitors with loyalty schemes, reward programs, and retention “core loops.” Apptopia is a performance intelligence platform that generates insights across mobile apps and connected devices. Every year, they put out the app download leader charts for app store categories and sub-categories. This year they took a closer look at the strategies apps are using to increase their downloads and broke them down in a report into three areas: acquisition, engagement, and retention. Questions Tara Answered in this Episode:
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Quotes:(31:26-31:55) “Earning a reward is actually a rewarding experience for humans because we’re innately geared towards progress. If you can incentivize action and make that experience fun, or use a bit of scarcity so that the experience becomes a little bit more exciting, then that’s where you’re motivating the acquisition and activation piece – and then long-term engagement.” (47:47-47:55) “Gaming sets this high bar for the mechanisms of mobile that if you are an app in any category you can look to gaming for inspiration.” Mentioned in this Episode:
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| 08 Sep 2022 | Mobile Gaming: Are Your Creatives Inclusive & Accessible? - Claire Rozain (Rovio) | 00:27:46 | |
When marketers think about designing creatives for their mobile games, they usually have their users in mind. But how do you learn about your users? How do you include everyone and ensure your ads are accessible, responsible, and diverse? Claire Rozain, a UA lead of Rovio, joins the podcast to dive deeper into this topic. She says marketing isn’t just about click-through rates – marketers have a responsibility to consumers and society. Rovio is a Finnish game developer famous for its game, Angry Birds. Claire is also the founder and a board member of the Puzzle Society in Helsinki, Finland. Questions Claire Answered in this Episode:
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Quotes:(13:10-13:14) “It’s important to keep in mind that marketing needs to be done in a responsible way.” (21:43-21:55) “Design was made to involve everyone in society and to make everyone capable at the end of the day. It’s not only something beautiful.” Mentioned in this Episode: | |||
| 04 Sep 2024 | Alternative ad networks for mobile game marketing - Sylvain Etard (Tilting Point) | 00:22:31 | |
Getting mobile games in front of new users on Google, Meta, and other large advertising networks has become increasingly challenging, with more competition than ever before and the high-cost impact of seasonality. In this episode, Sylvain Etard, the Senior Gaming Growth Manager for Tilting Point (the leader in free-to-play games), shares how he manages this challenge by working with alternative vendors and channels, such as Demand-Side Platforms (DSPs), CTV, and rewarded ad networks. Questions Sylvain answered in this episode:
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Quotes:(7:01-7:16) “A good way to do LTV predictions for a game is to look at Day 7, Day 14, depending on your game, and the LTV and retention you have. If you have really good LTV but lower retention than other games, it should be a red flag.” (11:04-11:20) “What I’m looking for in a new vendor is reliability. Having a lot of LinkedIn messages, we cannot always rely on whatever the vendor says. So the MMP benchmark and MMP index is a good source of reliability because if competitors are spending there, there’s a reason.” Mentioned in this episode: | |||
| 14 Feb 2023 | What App Marketers Need to Know About SKAN 4.0 and FLEDGE - Eran Friedman (Singular) | 00:39:40 | |
Eran Friedman, Co-Founder and CTO at Singular, joins Apptivate to talk about what the initial postbacks from SKAdNetwork 4.0 mean for mobile marketers. In this episode, he and host Brian Altman discuss the new features of SKAN 4.0 for mobile advertisers, how to leverage these features, and how to transition from SKAN 3.0 to SKAN 4.0. You’ll also learn about FLEDGE and how to prepare for privacy changes with Google’s Privacy Sandbox for Android. Singular is a next-gen mobile measurement partner and thought leader on SKAdNetwork. Singular’s intelligent SaaS platform enables mobile marketers to unify, analyze and optimize all of their marketing channels through a single dashboard, without any required SDKs. Eran is based in Tel Aviv, Israel. Questions Eran Answered in this Episode:
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Quotes:(9:27-9:51) “The feature that’s been most discussed and the most exciting for the large-scale advertisers out there is definitely the longer windows and the multiple postbacks. So, the 35-day window you mentioned is a potential game-changer for working with SKAN, especially for the companies who see more of the signal and value of the user after more than 24 hours.” (19:40-19:59) “Technically, you don’t need to do anything as an advertiser to start getting SKAN 4.0 postbacks. It’s the network that actually has to make a change. The advantage of updating your MMP SDK to support SKAN 4.0 is that you would leverage the features coming from it.” Mentioned in this Episode: | |||
| 21 Jul 2020 | Building Gaming Apps as a Service, Not a Product - Luis de la Cámara (Genera Games) | 00:36:28 | |
Luis de la Cámara is the Chief Marketing Officer for Genera Games, a leading developer in mobile games for iOS and Android. Luis previously worked for other gaming companies, such as Outplay Entertainment, King, Gameloft, and 2K. Questions Luis Answered in this Episode:
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Quotes:(21:35-22:14) “That’s one of my focuses from the very beginning is to tear down those walls. Make sure that everyone’s fully aligned. That we all have the same overall objective. Now, we can then break those down into smaller pieces and then things that are more manageable for a specific team. That’s really important. And then also understand that coordination doesn’t only come from a senior level. I think that at every level in the company there needs to be that bridge between the different teams: product, marketing, analytics, finance, art, HR. I think everyone needs to be continuously always working together as much as possible. Everyone’s got their areas of influence but everyone needs to understand everyone else’s area as well.” (30:58-31:01) “I think that’s the main mentality that people need to have, is that you’re not building a product, you’re building a service” Mentioned in this Episode: | |||
| 09 Oct 2019 | Marketing Multiple Apps Under One Brand - Megan Silvey & Molly Plaehn (ASICS Digital Inc) | 00:30:16 | |
Joining the conversation are two fitness app marketers from ASICS Digital, Megan Silvey and Molly Plaehn. Megan focuses on growth and product marketing for both of the ASICS Studio and Runkeeper apps. Molly focuses on engagement with the Runkeeper userbase and connecting app users to the ASICS brand. Questions Megan & Molly Answered In This Episode:
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----------------------------------------- “We think that the future lies in really connecting these physical and digital experiences.” “You know the brand because you got hit with them on Instagram about 700 times and you’re like, ‘Wow, this brand is cool, people are talking about it, and now I can see it in real life.’ So, that’s kind of what we’re getting back to is really connecting these experiences. Interpersonal connections aren’t going away any time soon.” “Taking content that we already have but funneling it a little bit different and bringing in new creative assets from that we have from this line to drive new installs and potentially reach a different kind of ASICS user.” ASICS Digital Inc (formerly Runkeeper) | |||
| 31 Mar 2021 | Building Resilience for Women in Mobile Gaming - Jayne Peressini (Electronic Arts) | 00:36:59 | |
Jayne Pimentel is the Senior Director of Marketing and Growth at Electronic Arts. Electronic Arts develops and delivers games, content, and online services for Internet-connected consoles, mobile devices, and personal computers. EA has more than 300 million registered players around the world. Questions Jayne Answered in this Episode:
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| 05 Feb 2025 | Apptivate Live: Building a winning UA framework - Oğuz Ayar (Voodoo), Pan Katsukis (Remerge) | 00:41:09 | |
Remerge presents Apptivate Live – a podcast filmed on stage at the recent App Promotion Summit in Berlin. This episode features Pan Katsukis, the CEO & co-founder of Remerge, and guest, Oğuz Ayar, who leads growth and user acquisition for Voodoo, a Paris-based developer of world-renowned apps and mobile games. In the chat, they cover how to set up and optimize your mobile ads for both UA and retargeting campaigns. Questions Oğuz answered in this episode:
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Quotes:(8:31-8:47) “The bedrock of the whole operation, from the product to marketing to everything else, is going to be how you set up your data structure and business intelligence structure – and that’s going to fall back down to what’s your MMP.” (20:00-20:28) “My point is CPI has never been critical, really, especially as a target. As a metric itself, yes, of course, it is something that we need to keep an eye on. But, all that matters in the end is the value you're getting for every dollar you spend. And like I said, this is going to change based on what creatives you're using, campaign type, channel, etc." Mentioned in this Episode: | |||
| 13 Nov 2018 | Fraud with Sam Bruns | 00:17:52 | |
In this podcast, mobile marketing expert, Sam Burns, covers the different types of ad fraud from click injections to bot traffic and offers advice on how to spot it and stop it. He also offers a vision of a future in which fraud could be minimised globally. | |||
| 08 Jun 2022 | How to Address Disrespectful Co-workers - Mariana D’Avila (Appreach) | 00:42:31 | |
Mariana D’Avila is a natural at being a leader and confronting inappropriate behaviors towards women in the workplace. In this episode, she shares more than one occasion in which she had to pull a coworker aside to address their disrespectful behavior. She gives her tips on how to address this situation in a productive and compassionate way. Mariana D’Avila is the Head of Growth at Appreach, which consults app companies on holistic media strategies. She is based in Ceará in Brazil by the beautiful beach of Taiba where she kitesurfs in her free time. Questions Mariana Answered in this Episode:
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Quotes:(10:26-10:33) “I think you need to always be able to raise your hand, to be humble, to say, ‘I don’t know.’” (12:40-12:56) “Self awareness is one of the most important things to have because if you don’t know yourself, if you don’t know your triggers, you’ll find yourself lost. Not just professionally but what you want for your life.” (17:40-17:48) “Knowledge is the one thing no one can take from you. So be committed to developing it every day.” Mentioned in this Episode: | |||
| 10 Nov 2020 | One-to-One Lifecycle Marketing Tips for Mobile - Jessy Hanley (Intuit) | 00:33:36 | |
Jessy Hanley is the Director of Ecosystem and Lifecycle Marketing at Intuit. Intuit develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals. Previously, Jessy also worked in marketing at Wag Labs, Uber, Ginger, and GSN Games. Questions Jessy Answered in this Episode:
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Quotes:(11:03-11:16) “You have to start with one-size-fits-most, one-size-fits-some, one-size-fits-you, and taking that mentality. Because at the end of the day, it’s really important when you’re thinking about lifecycle to make sure you don’t have holes in your lifecycle.” (16:32-16:47) “So some customers really respond to push, others really respond to email, others will ignore everything you send unless they see it in the product. It doesn’t change the fact that they still need to be communicated with. So what I like to do is, that instead of starting with the channel, start with what it is that you want to communicate.” Mentioned in this Episode: | |||
| 25 Dec 2019 | Re-broadcast: Excelling Marketing Strategies - Matthew Sadofsky (Studio) | 00:26:48 | |
Matthew Sadofsky is the chief growth officer and chief marketing officer at Studio, a fitness app providing instructor-led video classes. His experience in the mobile app marketing industry runs the gambit, from dating and gaming to music and fitness. Questions Matthew Sadofsky Answered In This Episode:
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Quotes: “Don’t over bloat. You can create a lean marketing machine using technology nowadays.” “There are ways that you can build these really robust pipelines and even tools that’ll do automation management for you where you don’t need the size of teams that some companies still have in their marketing departments.” “I think we all strive to balance creativity and analytics, but I think we all skew more slightly toward the analytic side. And very few companies, unless you’re a very large company, have an in-house creative director for their user acquisition program.” Mentioned In This Episode: Studio | |||
| 14 Apr 2020 | Getting Holistic with ROAS - Shay Yosifon (Beach Bum Games) | 00:30:17 | |
Shay Yosifon is the vice president of marketing at Beach Bum Games, which focuses on bringing evergreen card and board games to mobile. Questions Shay Answered in this Episode:
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Quotes:(7:59-8:34) “Not all channels are created equally. And we do see, especially today, that we’ve seen on one hand a lot of consolidation of traffic sources, but on the other hand, you can’t say that your audio campaign should be measured the same way as your influencer campaign, the same way as your rewarded video campaign, the same way as your facebook campaign.” (28:45-29:00) “Even within creative, it’s always making sure you’re taking a long view approach on things, but also to make sure that you’re not only looking at your early set KPIs but think about other KPIs that might have an effect on it.” Mentioned in this Episode: | |||
| 08 Nov 2022 | Prioritizing Countries for an International App Launch - Mert Çamur (GameGuru) | 00:17:06 | |
Mert Çamur leads the user acquisition and creative marketing teams at GameGuru, a casual and hyper-casual mobile game publisher based in Istanbul, Turkey. In this episode, Mert shares how he decides which international markets to prioritize and how much of his marketing budget to allocate when launching a casual or hyper-casual mobile game. He also shares his biggest pieces of advice to mobile marketers who are making the switch from working with publishers to self-publishing. Questions Mert Answered in this Episode:
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Quotes:(6:20-6:36) “With our campaigns we try to reach users from different cultures, income groups, genders, education levels, and interests. That’s why we differentiate our creative strategy, media planning, and monetization strategy according to countries.” (9:30-9:43) “The first issue you should pay attention to when you’re allocating your budget between countries is can you allocate a budget that meets the minimum learning threshold in the networks in which you’re working?” (12:18-12:22) “Be brave – Make mistakes and learn from your mistakes.” Mentioned in this Episode: | |||
| 25 Aug 2020 | Building Trust with Mobile App Users During Coronavirus - Alexandra Kleemann (Shpock) | 00:25:55 | |
Alexandra Kleemann is the Head of Marketing at Shpock, an online marketplace for second-hand goods. She is based in Vienna, Austria. Questions Alexandra Answered in this Episode:
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Quotes:(16:49-17:16) “It was really successful. We saw a very good uplift in numbers. We even saw a journalist reaching out to us why we did it because they had seen our messages and they had realized that this was a big risk for us. And it actually turned out really well because I think users understand that at this point we weren’t looking out for business, we were actually looking out to make sure it was a safe experience. And I think that was really well received.” (17:39-17:52) “After all the theoretical discussions that we had around ‘we are becoming the U.K’s must trust marketplace, how do we convince our users of that?’--this was the perfect opportunity to prove it, I would say.” (19:18-19:32) “We even implemented new touchpoints within the product because one of the learnings that we had was that, even if you use lots of touchpoints already, there’s still people who are going to miss out on the message because users don’t always read what you send them.” Mentioned in this Episode: | |||
| 06 Nov 2024 | Early growth marketing tactics to maximize ROI - Kevin Kawai (NewsBreak) | 00:25:24 | |
With so many factors to consider when bringing an app product to market, where should growth marketers focus their time and attention to maximize return on investment? To answer this question, Remerge host Taylor Lobdell interviews Kevin Kawai, a seasoned growth marketer with over ten years of experience. In this episode, Kevin shares key growth marketing tips on no-cost growth tactics, waitlist campaigns, lifecycle and paid user acquisition, optimizing onboarding, driving virality, paid advertising, performance metrics, and where growth marketing is headed with AI. Kevin is the Lead Growth Marketer at NewsBreak, a news app for current events, news, and weather alerts for your local community. Questions Kevin answered in this episode:
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Quotes:(2:17-2:33) “I think one of the bigger misconceptions with early-stage organizations is that they try to achieve results in an immediate fashion, but a lot of these growth tactics tend to be more long-term projects.” (12:05-12:19) “I’ve seen a lot of go-to-market strategies come from AI these days. And I think from the AI perspective, it probably gets you about 50 percent of where you need to be for a full strategy.” Mentioned in this episode: | |||
| 27 Oct 2020 | 5 Tips for Retargeting Mobile Game Users - Ian Masterson (Tilting Point) | 00:28:32 | |
Ian Masterson is the Associate Growth Marketing Manager at Tilting Point, a mobile game publishing company. Questions Ian Answered in this Episode:
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Quotes:(11:06-11:13) “[Lapsed buyers] have been a major focus of ours. I think it is the jumping off point. These are your most valuable users. These are the ones you want to get back.” (22:45-22:54) “I just went on [Reddit] recently and you get an idea of where people are getting tripped up early on in the game, where there’s bugs, what they’re looking for. So it’s really insightful.” Mentioned in this Episode: | |||
| 29 Jan 2020 | Diversifying Channels Beyond the Big 3 - Krishnan Menon (Fetch Rewards, Inc.) | 00:32:56 | |
Krishnan Menon is the vice president of growth marketing at Fetch Rewards, Inc., a grocery rewards app that prides itself on being the easiest way to save on groceries. Questions Krishnan Answered in this Episode:
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Quotes: “For me, at the end of the day, it’s about how many of these users are going to be active 30 days from now? I keep track of the quality of the user that is brought in.” “It’s a case of what else can we do outside of the comfort zone of digital?” “This is a tough industry. You have to be on it and really continue to be hungry in order for successes to be ongoing.” Mentioned In This Episode: | |||
| 17 Apr 2024 | Should Gaming Apps Use Playable Ads in their Marketing Mix? - Gokce Oguz (Playable Factory) | 00:17:24 | |
Gokce Oguz is the co-founder of Playable Factory, a Turkey-based company creating playable ads for gaming studios and brands with apps. Patrick interviews Gokce to learn all about playable ads for gaming studios and brands with apps. Find out what types of games or brands playables work best for, which types perform the best, when to iterate on your ads, and what the future of AI holds for creatives in mobile marketing. Questions Gokce answered in this episode:
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Quotes:(3:45-4:00) “Mostly casual game publishers and hyper-casual game publishers are using playable ads, but for publishers that have more mid-core games or role-playing type of games, it’s a little bit harder to use them.” (4:08-4:20) “The brands and apps running campaigns in SDK Networks are the ones mostly using playable ads because they are performing the best in those ad networks.” Mentioned in this Episode: | |||
| 20 Apr 2021 | How to Nail User-Generated Content – Yoann Pavy (Diem) | 00:36:20 | |
Yoann Pavy has started a new role as Vice President of Marketing at Diem. Previously, he was the Head of Digital Marketing at Depop. He’s recently launched his own podcast, Digital Marketing Finesse. Yoann is based in London. Questions Yoann Answered in this Episode:
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Quotes:(21:57-22:26) “Going back to the marketing strategy side, it’s like the marketing 101 that says testimonials are the key. Now you’re in b2b, you want testimonials. You’re in b2c, you want testimonials. Everyone talks about testimonials like the bread and butter of marketing to sell your product. So, we kind of made Gen Z testimonials, the new version of them—they were very raw, they were very real, and completely unscripted.” (24:32-24:50) “So it’s like really keeping the truth of [user-generated content] is I think the key ingredient. And I do think that it almost doesn’t matter what the market base is about; it could be about anything. As long as you put the people using it at the forefront, it’s going to be real.” Mentioned in this Episode:
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| 24 May 2023 | Top 5 Mistakes Startups Make When Marketing New Apps - David Jumper (Hyper DP) | 00:29:06 | |
Today’s guest is an expert in helping startups successfully launch new mobile apps and web products. In this episode, David Jumper, a managing partner at Hyper Digital Partners, shares the top five most common mistakes he sees startups making in their performance marketing, and offers his advice on what to do instead. David Jumper is a managing partner at Hyper Digital Partners. He’s a growth expert with over 15 years of experience in scaling apps and web products across the gaming, entertainment, and e-commerce verticals. Questions David Answered in this Episode:
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Quotes:(16:27-16:40) “Carve out a budget to make your creatives and set yourself up to make iterations of these in the future. If you don’t make this investment, maybe you’ll get lucky but more often than not, you won’t.” Mentioned in this Episode: | |||