Business of Apps Podcast
The Business of Apps Podcast offers actionable insights from leaders in the global app industry, covering topics like app marketing, mobile advertising, and app development. Each Monday, host interviews industry professionals who share strategies for building, marketing, and monetizing mobile apps. The podcast aims to help app marketers, product managers, and developers stay updated on the latest approaches in the mobile app ecosystem.
Episodes
#266: The two levers left for app marketers with Shumel Lais, Founder of Day30
Performance marketers are running out of levers — and the one most teams haven't pulled yet is signal.
In this episode, we speak with Shumel Lais , Founder of Day30, about signal engineering and why it may be the most important skill in performance marketing right now.
Shumel explains what signal engineering actually is, how prediction models use behavioural data to identify high-value users befor
#265: How Agentic AI is changing app growth, from acquisition to retention with Andy Carvel, Ed Brocklebank, Matt Dyson, and Sven Jurgens
Hi, welcome to the Business of Apps podcast!
Today, we have a special episode for you. We're featuring our recent webinar, presented by Aampe - agentic infrastructure for personalized experiences. It brings together four mobile growth leaders to cut through the AI hype and share what's actually working — from app user acquisition to retention.
This session goes beyond buzzwords to unpack the real
#264: How AI decides which brands get found with Lavinea Morris, Managing Director EMEA at M&C Saatchi Performance
Brand visibility is no longer just about winning the attention of consumers — it's about being eligible to exist in the spaces where discovery happens.
In this episode, we speak with Lavinea Morris, Managing Director EMEA at M&C Saatchi Performance, about what it really takes for brands to show up in an AI-driven world.
Lavinea introduces the concept of "eligibility" — the idea that before an
#263: Why your MarTech stack is broken with Rebecca Nackson, CEO of Notable – by Branch
What if your MarTech stack was actually working for you instead of against you?
In this episode, Amanda and Adam of Branch are joined by Rebecca Nackson, CEO of Notable, to explore why most companies fail at implementation after buying marketing tools, how to enlist salespeople as strategic partners in the buying process, and the systems that separate high-growth teams from stalled ones.
From ref
#262: How AI is changing creative teams with Jen Taylor, Director of AI Strategy & Integration at Capacity Interactive - by Branch
What if AI didn’t replace your creative team, but made them more creative than ever?
In this episode, Amanda and Adam of Branch are joined by Jen Taylor to explore how AI is changing the way creative teams work, produce, and scale content without losing the human touch.
From breaking down the real role of AI in creative production and why it won’t replace artists, to how teams can use AI to iterat
#261: How AI is reshaping app store search with Dave Bell, CEO at Gummicube
Search inside the app stores is changing — and AI is accelerating that shift.
In this episode, we speak with Dave Bell, CEO at Gummicube, about how artificial intelligence is transforming the way users discover apps.
Dave explains why search is becoming more conversational and intent-driven, how natural language queries are reshaping rankings, and why the era of optimizing for a single dominant ke
#260: Your mobile app strategy is backward with Matt Hudson, Founder of BILDIT - by Branch
What if your mobile app strategy was holding back your entire company's growth?
In this episode, Amanda and Adam of Branch welcome back Matt Hudson, founder of BILDIT, to discuss why mobile-first thinking isn't just about technology—it's an organizational imperative.
From breaking down the real ROI of app investment and the myth of channel cannibalization, to preparing your ecommerce business for
#259: Measuring real-world impact in app marketing with Dane Buchanan, Global Chief Data & Analytics Officer at M+C Saatchi Performance
How do you know if your app marketing is actually driving growth — or just generating activity?
In this episode, we speak with Dane Buchanan, Global Chief Data & Analytics Officer at M+C Saatchi Performance, about one of the most misunderstood topics in app growth: measurement.
Dane explains why clicks and impressions don’t tell the full story, why incrementality matters more than correlation,
#258: From installs to outcomes in app growth with Lee Aho, Chief Revenue Officer at Perform[cb]
Scaling user acquisition has become harder to justify and even harder to predict. App teams are under pressure to grow faster while proving, with real data, that every dollar spent delivers meaningful results beyond the install.
In this episode, we’re sharing an App Talk interview where David Murphy speaks with Lee Aho, Chief Revenue Officer at Perform[cb]. Lee explains how outcome-based user acqu
#257: Why saying “no” Is key to long-term success with Mick Rigby, founder and CEO of Yodel Mobile - by Branch
Welcome to another episode of How I Grew This podcast from our partner Branch – mobile attribution platform and app analytics solutions for enterprises. It covers building a sustainable agency through values-driven leadership and specialist focus.
In this episode, hosts Amanda and Adam speak with Mick Rigby, founder and CEO of Yodel Mobile, about his 20-year journey building a specialist mobile ap
#256: Ad quality is hurting retention & app revenue with Alex Yerukhimovich, General Manager at AppHarbr
For many app teams, ads are treated as a necessary tradeoff — something you accept in exchange for revenue. But ad quality isn’t just an ad ops issue. It directly shapes user experience, retention, and how people perceive your app.
In this episode, we’re sharing an App Talks interview where David Murphy speaks with Alex Yerukhimovich, General Manager at AppHarbr. Alex breaks down what ad quality r
#255: ChatGPT and the future of app discovery with Dan Shabtay, Co-Founder of Z2A Digital
The way app users discover, evaluate, and even build apps is starting to shift — and large language models are at the center of that change. As AI platforms evolve beyond chat and into full ecosystems, app growth teams are facing a new set of questions around discovery, distribution, and long-term strategy.
In this episode, we’re sharing an App Talks interview with Dan Shabtay, Co-Founder of Z2A D
#254: Subscription App Growth: Insights from the Frontlines with Shumel Lais, Co-Founder at Day 30 - by Branch
Happy 2026, everybody!
We're kicking off this year with an episode from our partner Branch - mobile attribution platform and app analytics solutions for enterprises.
Join Adam and Amanda of Branch as they sit down with Shumel Lais, a mobile growth expert with over a decade of experience, to explore the essential strategies for launching and scaling subscription apps. From setting up proper analyti
#253: How paid campaigns boost your ASO with David Quinn, VP of Strategy and Partnerships at Gummicube
App Store optimization is often treated as a checklist item — update keywords, run a few tests, maybe layer on some paid traffic. But when those pieces operate in isolation, teams miss the real opportunity: using paid and organic together as a single, feedback-driven system.
In this episode, we’re sharing an App Talks interview with David Quinn, VP of Strategy and Partnerships at Gummicube. David
#252: Fixing app store funnel drop-offs with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube
In today’s episode, we’re digging into one of the most overlooked levers in mobile growth: the App Store page itself.
Developers obsess over UA budgets, creative variations, and dashboards — yet leave untapped conversion sitting on the table simply because the storefront experience isn’t aligned with how users actually arrive.
To get clarity on what really moves the needle, we’re sharing with you
#251: Solving app growth complexity with AI with Eoin Hallahan, CRO at SplitMetrics
For years, mobile marketers have been navigating a storm of signal loss, rising UA costs, siloed data, and an explosion of tools that promise growth but rarely deliver clarity.
Now, with 2026 on the horizon — and budgets tightening even further — one question keeps resurfacing: How do you drive confident, profitable app growth in the year ahead?
In this App Talk special of the Business of Apps Pod
#250: CTV powering mobile conversion with Kaitlin Stebbins, Mobile Growth & Performance Media Lead at Samsung Ads
As mobile marketers head into another year of rising costs, shrinking signal, and fiercer competition across search and social, one performance channel keeps gaining momentum where few expected it: connected TV.
What used to be dismissed as “just a brand play” is now becoming a measurable, high-intent driver of installs and in-app actions — especially when powered by OEM data.
In this App Talk spe
#249: "The Modern UA Funnel: From Acquisition to Unstoppable Retention" App Promotion Summit NYC panel
You know it better than us - acquiring users is no longer the finish line. It’s barely the starting line.
In 2025, growth happens in the layers after the click — where segmentation, onboarding, product activation and value messaging determine whether a user becomes a one-and-done trial or a compounding revenue cohort.
In this special episode, we’re syndicating the App Promotion Summit NYC 2025 pan
#248: Beyond walled gardens: Unlocking new paths for UA with Omri Argaman, Co-Founder and CMO at Zoomd
As app marketers navigate rising costs and tightening privacy rules, one truth is becoming clear — relying solely on Meta, Google, and TikTok is no longer sustainable.
Beyond those walled gardens lies a vast, often overlooked landscape — the open internet — where opportunities for user acquisition remain untapped.
In this App Talks special of the Business of Apps Podcast, David Murphy sits down wi
#247: "AI & App Engagement" App Promotion Summit NYC panel
What happens when AI meets lifecycle marketing? In this special episode, we’re bringing you a panel discussion from App Promotion Summit NYC 2025, featuring leaders from WHOOP, theCut, and Grohaus.
They unpack how AI is transforming app engagement — from personalization at scale to the rise of 100,000-message permutations. You’ll hear where AI makes a real impact, where it still stumbles, and what
#246: How D2C is reshaping game monetization with Chris Hewish, President of Xsolla
Building a sustainable game business has never been more complex—or more full of opportunity. As platforms evolve and user acquisition costs rise, developers are rethinking how they monetize and engage their players directly.
In this episode, Chris Hewish, President of Xsolla, breaks down the rise of Direct-to-Consumer (D2C) transactions and how Xsolla’s Web Shop is helping game studios reclaim ow
#245: The future of web-to-app funnels for app growth with Andrey Shakhtin, Founder & CEO of FunnelFox
September rolls on—Apple’s big reveal is behind us, and the tech world is still catching its breath. With the unveiling of the iPhone Air, Apple has once again raised the bar in mobile innovation.
But while hardware dominates headlines, we’re zooming in on a quieter, yet equally game-changing shift: the migration of payments from app stores to the web.
This week’s episode of The Business of Apps P
#244: Boost app revenue: intelligent pricing & payment with Andrew Davies, Chief Innovation Officer at Paddle
September is in full swing - Apple is about to host its highly anticipated event - fingers crossed the new iPhone will be awesome! “Back to School” theme is everywhere you look; one of the things that kids need to learn about is obviously finance. OK, not for kids but for app brands and developers, we want to share yet another App Talk interviewconducted by Peggy Anne Salz with Andrew Davies, Chie
#243: Acquiring quality mobile users programatically with Rui Mateus, CTO of Mobrand
Yet another summer is wizzed by with a jet speed. With a few days left, we want to signify this moment by sharing with you yet another App Talk interview from App Promotion Summit London 2025, this time with Rui Mateus, CTO of Mobrand.
At the interview, Rui brilliantly laid out the state of programmatic advertising for mobile apps. He touched on the need for control and transparency in programmati
#242: Turning AI into real app business value with Steve Toy, Chief Executive Officer at Memrise
We’re certain you’re experiencing this feeling as well - it’s as if we’re finally living in the world that was promised to us by science fiction movies. To be fair, AI has evolved into Artificial Intelligence that is indeed intelligent. While it lacks consciousness, the distinction between the two would be a topic for a separate conversation on another podcast.
Today, I’ve invited Steve to assist
#241: App revenue growth ideas with Jens-Fabian Goetzmann, Head of Product at RevenueCat
When it comes to growing app revenue, there’s no shortage of advice — but separating the shiny “growth hacks” from the strategies that actually move the needle is another story. In today’s crowded subscription app market, you can’t just set a price, launch, and hope for the best. You need to understand your users, their behaviors, and the subtle levers that can turn one-time downloads into long-te
#240: Creative that drives growth: ConsultMyApps’ playbook with Megan Evans, Creative Director at ConsultMyApp
OK, how many times do you hear on your team’s meetings “You need to be more creative!” Well, I have this question: “How can I be more creative with my app’s ad creatives?”
Yes, today we’re featuring another App Talk interview that covers how creative drives app growth. It was taken by our Peggy Anne Salz with Megan Evans, Creative Director at ConsultMyApp during App Promotion Summit London 2025.
I
#239: Building communities: Stream’s approach with Kenzie Wilson, GTM Lead - AI Moderation at Stream
How is your summer so far? I hope you’re listening to this episode lying somewhere in a shadow on a beach, and with a breeze keeping you relaxed. I also hope that you are in a company of people you love to hang out with - be it your family or friends. Why? It’s because we all belong to a community, right? Yes - this is the moment when I’m tying in my intro with this week’s episode’s topic 😊
So her
#238: Stand out with smarter mobile messaging with Jason Lyman, Chief Marketing Officer at Customer.io
In today’s crowded, AI-fueled landscape, it’s not enough to just have messaging — it has to stand out. In this episode, I’m joined by Jason from Customer.io to unpack what makes great mobile messaging work: from building frameworks rooted in value and differentiation, to using first-party data to deliver the right message at the right moment.
We’ll talk strategy, execution, and the tools that help
#237: What not to do: Lessons from consulting hundreds of apps Reed Kuhn, Head of Business Strategy at Branch.io
All right, I think all of you would agree—regardless of your role or area of expertise in this industry—that learning from the mistakes of others saves you time, money, and, most importantly, nerve cells. Because let’s be honest, trial and error is great… until it’s your budget on the line.
So, today we have Reed on the show to help us skip some of those growing pains. He’s here to share what’s wo
#236: Web-first growth: the new playbook for app UA with Gessica Bicego, Marketing & Growth Consultant
If there is one feature that helps app marketers to persevere through so much of a market change, it is adaptability. As app user acquisition costs were rising and privacy constraints in mobile emerged, marketers came up with the solution - web to app user acquisition channel.
Rather than sending users directly to an app store, marketers now route users to a mobile web page first—typically one opt
#235: “Next gen ad creative: hits & misses” App Promotion Summit London panel
What makes a mobile ad stick — and what makes it flop?
In this special episode, we feature a panel discussion from App Promotion Summit London 2025, we hosted in April.
Creative leaders explore next gen ad creative — the bold experiments, the unexpected successes, and the flops we can all learn from. From storytelling trends to performance-driven design, discover what’s working, what’s not, and wh
#234: “Beyond installs: the future of app growth (2025)” App Promotion Summit London panel
It’s been a couple of weeks since we wrapped up our App Promotion Summit London 2025. We were really happy to have so many bright, smart people under the same roof to share their knowledge and experience in app growth, app product development, ASO and so much more.
We had several hundred folks from all corners of the world listening and learning from presentations and workshops, connecting with ea
#233: AI-powered creative optimization for mobile today with Asaf Yanai, CEO at Alison.ai
The level of adoption of ChatGPT, the revolutionary LLM-based AI chatbot, is staggering. I think it wouldn’t be a stretch to say that by now ChatGPT and other similar AI chatbots are everywhere; people use them for work and leisure all the time.
Sometimes, it feels like at some point generative AI chatbots will be joining team meetings not to take notes and summarize what was said but to report on
#232: Mobile app paywalls & cognitive biases with Max Amelang, Product Marketing Manager at Prematch
One of the most important metrics for a mobile app is its conversion rate. It tells you how many people that use the app for free become your paying customers. It’s about how profitable and sustainable your app is.
Now, if you are one of the die-hard Pink Floyd fans, you gotta love their song The Wall. If you are an app marketer, your wall is the paywall :-) Among many tools that you may use to in
#231: Beyond behavior: unlocking intent with on-device AI with Dieter Rappold CEO at ContextSDK
Ok, here is the thing.
Most apps are still built on rigid, one-size-fits-all user flows. They rely heavily on historic behavior - what a user clicked on last week or which segment they’re in. But user needs change moment to moment. And when apps fail to adapt, users just leave.
The next evolution isn’t about personalizing based on identity - it’s about adapting based on intent. And that intent can
#230: “Beyond Downloads: App Engagement Strategies” App Promotion Summit Berlin panel
I think by now you’ve noticed that the last few episodes weren’t regular ones, on those we featured our discussion panels from App Promotion Summit Berlin 2024.
Why? Well, the physical space in the venue in Berlin was obviously limited and it’s not like you can fly to Berlin to visit the summit on a whim - time and money aren’t always there when you need them, right? But we don’t want you to miss
#229: “How top apps win at user acquisition” App Promotion Summit Berlin panel
Good news - the winter is finally over, and I’m sure you’ve missed the warmth just as much as I have.
Today, I’m thrilled to share with you another special episode featuring one of the discussion panels we hosted last December during the App Promotion Summit Berlin.
This panel covers a wide range of topics, including user acquisition strategies, incrementality and ROI measurement, retargeting and
#228: “Data-drive strategies for UA” App Promotion Summit Berlin panel
Another week - another bonus episode for you.
There is no other way to put it - data is the fuel that powers current economy. When we look at the mobile industry, we see that it is the absolutely essential part of the picture. You know it so well - acquiring app users was never easy but these days it is a real challenge. To win the game, you need to work out a data-driven strategy to acquire users
#227: AI UGC: Scaling Mobile Creative with Andy Willers, Co-Founder at Favoured
AI is reshaping the way brands create and test ads, and mobile marketing is at the forefront of this revolution. With AI-generated UGC (aka User Generated Content), creative testing at scale is no longer a challenge—it is an opportunity.
Today, I’m joined by Andy to explore how their partnership with HeyGen is unlocking new possibilities for mobile advertisers. How is AI changing the game, and wha
#226: “User Acquisition in 2025” App Promotion Summit Berlin panel
Today, we’re excited to feature a panel discussion we hosted at our App Promotion Summit Berlin last December. It focused on a crucial topic for all app marketers: User Acquisition in 2025.
The panel covered a wide range of topics, including optimizing ad channels, the shift from attribution to incrementality, exploring new growth channels, and more.
It was hosted by George Natsvlishvili, Co-Found
#225: Driving App Growth with A/B Testing with Tina Kim, Director of Product Management at Huckleberry Labs
Today, we begin with another trivia question for you - can you think of the best case for A/B testing? Are you thinking about a particular app, service, or product?
No - it’s bigger than that, I’m talking about the evolution of life on this planet. No, there is no a girl or a guy, sitting with a MacBook Pro and running A/B tests for all flora and fauna on this planet :-) My point is that testing i
#224: Breaking down the Subscription Value Loop strategy with Phil Carter, Growth Advisor at Elemental Growth
In the future, history textbooks will be telling the story of how, at the beginning of the second decade of the 21st century, we all collectively jumped into the world of mobile apps.
Now, you may be super excited about the growth of the mobile ecosystem or shake your head about its externalities, unintended consequences, but it’s undeniable - mobile apps take a huge spot in our lives.
Today, a
#223: “AI breakthroughs: revolutionizing mobile app marketing" App Promotion Summit San Francisco panel
The holiday season is practically around the corner. We can all hear The Jingle Bells singing and some nice gifts from Amazon are waiting underneath the Christmas Tree.
Anyway, this week, we have yet another exclusive bonus episode for you, featuring the panel discussion from the App Promotion Summit San Francisco 2024.
As you know, we organize the App Promotion Summit several times a year to brin
#222: App marketing success in the privacy-centric era with Nicoline Strøm-Jensen, Head of Program Management at Adjust
Last year, we celebrated the 15th anniversary of the App Store and Google Play. If you’ve been part of the app industry for all these years, you saw the sea of change in app marketing.
We all remember the exponential growth of both stores, and the moment when they hit the ceiling. We witnessed the rise of freemium and subscription models, the introduction of app store optimization, and the burst o
#221: Shaping the future of app distribution: trust, growth, and regulation with Shalom Michaeli, Managing Director, Alternative App Stores at Digital Turbine
A quick trivia question - what was significant about the year 2008 technology-wise? It was the year when Bitcoin was introduced, and Spotify was launched. Am I missing something here? Right - both the Apple App Store and Google Play stores were launched that year. It was about the introduction of the new software distribution model for developers. Then followed the witty slogan from Apple: “There
#220: Using cognitive biases to boost app engagement and revenue with Senior Product Manager at Cleo
One of the staples of app marketing is understanding of your customer. If you understand her needs, her likes and dislikes, her behavior, you can build a winning strategy to connect your app with people who will be your loyal users.
Now, do you think people behave rationally, logically? Sometimes they do but way more often their behavior is influenced by biases, cognitive biases. Wonder what this
#219: “Beyond 2024: innovative user acquisition strategies” App Promotion Summit San Francisco panel
This week, we are pleased to offer an exclusive bonus episode. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panels where industry professionals share their experiences and insights on emerging trends that significantly impact the sector.
During this year’s App Promotion Sum
#218: Future of advertising: privacy and AI with Gaylord Zach, Head of Mobile Product at Verve
In this episode, we delve into the evolving landscape of digital advertising, where privacy and precision intersect. Our guest, Gaylord Zach, Head of Mobile Product at Verve, brings his expertise to the forefront, exploring how the advertising industry can adapt to a privacy-first world without sacrificing effectiveness. With regulations like GDPR and Apple’s ATT reshaping the ad tech ecosystem, G
#217: Cracking international app pricing with Jacob Rushfinn, Founder & Author at Retention.Blog
For every mobile app out there there was this moment when somebody in its team was making a decision about the app’s pricing. Coding an app isn’t easy, designing an app is not easy either but when it comes to deciding how much money you’re going to charge for an app, it is more complicated then one would think. Charging for an app copy, in-app purchase or app subscription are all not easy things t
#216: Balancing profit, people and planet in mobile apps with Yves Benchimol, CEO & Co-Founder at WeWard
This episode will a bit usual. Previously, we covered a broad spectrum of app marketing topics that are on all people’s minds - user acquisition, app retention, app monetization, app subscriptions and so forth. Today, we’re going to touch on something that unfortunately isn’t appreciated as much as it should be.
If you ever watched the 2020’s movie The Social Dilemma, that explores the dangerous h
#215: Empathy-based onboarding: boosting conversions and user experience with Yeva Koldovska, Product Manager at Headway
A busy life of an app marketer is full of problems, you don’t need me to tell you this. But here is the special one that you may stumble upon. How can you do both at the same time - truly care about your app users needs, making their life easier and meet your financial bottom line?
I’m really glad if you already know the answer or you never encounter this dichotomy. Great - kudos to you. But if yo
#214: How online communities fuel app user growth with Sherwin Su, Senior Sales Manager of App Dev at Reddit
One of the most important skills in life is the ability to zoom out and take a holistic view on a problem. This approach is really instrumental in marketing as well. If you are an app marketer and your job is to drive growth, you should always take a broader look at where your potential or existing app users spend their time online.
On today’s web, there are many online communities where app users
#213: Building a cookieless future: mobile strategies for success with Ishan Singh, Activation Lead at Bunq
OK, this time my setting the stage begins with a disclaimer - the cookies we’ll be talking about on this episode have nothing to do with the ones you love on your dessert. The Oreo cookies future is just fine, it’s not going to disappear anytime soon:-)
No, today I have Ishan to talk about what happens in mobile marketing with the third-party cookies, small pieces of data for digital tracking that
#212: Gamify your loyalty: the secret to mobile engagement with Thomas Yannopoulos, VP of Revenue, Americas at adjoe
Running app marketing campaigns, marketers have several goals - I’m sure you know them better than the fingers of your hand.
So, it is to find new users for the app, convince them to install the app and…what’s new next? Right - make sure they are engaged with the app and do with it what you expect them to, thinks like placing orders, signing up, subscribe and so on.
In this episode, we want to tal
#211: Mastering mobile product development: data & agility with Jennifer Camacho, Mobile Product Lead at Nespresso
Think about it - every single day hundreds of millions of people around the world use mobile apps to do something. From checking a weather forecast to booking their next trip, buying something, or less pleasant things like, for instance, paying their taxes. Every app developer wants to keep her or his app users happy.
But in real life, your idea of the best experience for your app users doesn’t al
#210: Mastering ASA: Proven ASO Strategies with Simon Thillay, Head of ASO at AppTweak
Your phone has become an extension of your brain. You store a ton of information on it, you use it to get through your day or to plan something in advance. You’re working on it, you are spending your leisure time with it.
Every once in a while, when your existing 80-100 iOS apps (this is how much apps we have on our phones these days) aren’t enough and you need a new one, you go to the App Store.
#209: Quick-Track to User Loyalty: From On-boarding to Engagement with Jeremiah Runser, Marketing Director of Sandbox
Ok. A quick recap of the app marketing industry history. There was a time, circa 2008 - 2016, when all marketers were going out of their way to acquire as much installs for their apps as possible. Pretty much everyone was playing that game. Then came the moment when marketers realized that if they don’t retain their users as they acquire them, they can not build a sustainable app business. Right,
#208: From SKAN to AdAttributionKit: winning with privacy-first mobile campaigns webinar with The Verve, Kochava, Wavemaker, and Dataseat
This is one of our special episodes, when we share either one of our webinars or in-person panels from the App Promotion Summit.
This time we have a webinar with the fascinating topic on the table - running a successful privacy-first mobile campaign. Experts from DataSeat, Kachava, and Wavemaker discuss the challenges of privacy-first mobile advertising, including overcoming attribution hurdles su
#207: Maximizing growth with Web-to-App funnels with Anastasiia Karlova, Head of Marketing at PlantIn
Today, all businesses, brands and marketers are focused on mobile. It is no brainer - people spend two - three hours a day on mobile devices, so much of the action is there.
And yet - we still use laptops and desktop computers. Ask yourself - why would Apple introduce the macOS Sequoia iPhone mirroring app if desktop computers weren’t still relevant? We do work on our favorite MacBooks and iMacs,
#206: Evolving apps: Meeting user needs and staying intuitive with Paul Sakhatskyi, Head of Product Marketing at Readdle
I think for all of us this experience is familiar. We download a new app we’ve been looking for to fulfill specific needs and for some time the experience is great. Then your needs may evolve and now you need a new version of the app to cover it. If your updated requirements for the app are more or less in line with what other people need, and if the developer closely monitor these needs, soon you
#205: Unlocking app growth with Marketing Mix Modeling with Gary Danks, General Manager for AIM by Kochava
The field of app marketing is full of jargon. Just from the top of my head a few acronyms for you - ASO, CPI, CPA, LTV, FBI (sorry the last one was obviously a joke). Here is another one - MMM, which stands for Marketing Mix Modeling. Do you know what it is?
Well, in this episode Gary will explain it for you, showing how it works and why it’s important for you to use it in your app business.
Today
#204: Transforming ‘meh’ to magic: AI-driven app engagement boosts with Steve Toy, Chief Executive Officer at Memrise
How many languages do you know? Would you like learn a new one? Science unequivocally says that it is good for your brain to learn new languages. You will thank us when you’ll be in your 70s or 80s :-) The thing is that on top of immediate benefits, it will help you to keep your brain healthy down the road.
Now, today AI is on the path to impact our lives on so many levels. Learning new languages
#203: Helping retailers retain app acquisition gains with Thomas Butta, Chief Strategy & Marketing Officer at Airship
Do you like the holiday season? Yes - it is a hypothetical question, we all do. Why do we love this time of the year? Because this is the time when we all buy something nice, right? We download shopping apps and go ahead and pick up something we desperately need.
Ok - it’s all great but if you are a retailer and you launch app user acquisition campaigns during the holiday season, there is very imp
#202: App growth with affiliate marketing with Taras Kiseliuk, CEO at ClickDealer
I bet, as an app marketer, you are on a constant hunt for new marketing channels, right?
What do you know about affiliate marketing? If the answer is "zero", "not that much" or "I know what it is but what is your point" than you’ve come to the right place - we have Taras to tell us how affiliate marketing works for mobile apps.
Today’s Topics Include:
Taras's background
About ClickDealer
What is a
#201: Testing the app’s edge marketability with Deniz Kekeç, Performance Marketing Manager at InnoGames
I’m sure you would argue that the world of mobile apps is extremely competitive. By now, it seems like all business verticals have gone mobile and in some app categories, like games, e-commerce, social, the competition is really tough.
How do you stand a chance to win in this battle? This is the question we’ll tackling today with Deniz.
Today’s Topics Include:
Deniz's background
About InnoGame
Mob
🎉 #200: How to grow an app sustainably with Mike Rhodes, Founder and CEO at ConsultMyApp
On one of the recent episodes of this podcast, we talked about the app growth, claiming that growth is likely the notion that has been discussed by app marketers the most. It’s like - wake up any app marketer in the middle of the night and ask her “what is your name?”, she would tell you “Growth”.
And yet - sustainable growth is what exists app marketers and developers even more. I don’t think tha
#199: Data-driven mobile app marketing with Summer Liu, CMO at SocialPeta
I’m sure you’ve heard this adage “Data is the new blood of the economy”. When you operate on a big market with lots of competitors you better make sure you make decisions about your business based on hard data.
App marketing is one of the brightest examples where this adage and it is so close to home. When the number of users of your product is in thousands, tens of thousands or millions informing
#198: App Growth Strategy: the Deezer’s case with Sherina Khalidi, VP Performance Marketing at Deezer
Ok, a bit of trivia to begin with - what is the most common and most used word app marketers and app owners use in a conversation about their apps in pretty much any country you can think of? Well, if they have a conversation in English that would be growth.
It’s that notion that everybody is agree is extremely important for a mobile app project to succeed. There is a set of app growth marketing t
#197: Growing your app outside of the app stores with Jakub Chour, Mobile Growth at HER app
There is a decent number of ways to market your mobile app on app stores. I think by now we all know them so well - App Store Optimization to drive native traffic, paid user acquisition via Apple Search Ads or Google Ads, acquiring users via paid ad platforms from Meta, TikTok, Alphabet and some more.
But at some point - for savvy app marketers this point comes pretty early in their app marketing
#196: B.I.G ad opportunity in mobile games with Ravi Pimplaskar, Director of Marketing at Digital Turbine
Let’s state the obvious - people love playing games, especially on their smartphones, and they do love brands.
Now, if you ask a mobile marketer what does it imply she would tell you that it’s a great opportunity on one side to let brands reach more potential customers and on the other - for mobile game developers to generate revenue.
So far so good, right? But what if I tell you that there is a r
#195: Mobile apps growth marketing: best practices with Gilad Bechar, CEO and Founder at Moburst
One of the topics, that has been permeating this podcast over the years, is mobile app growth. And in general - year after year, conference after conference, countless webinars, white papers, and podcasts have been dedicated to this topic.
And it’s all for a good reason - if your app’s user base doesn’t grow you can not build a sustainable app business and because the app landscape has been changi
#194: Driving app engagement with empathy with Naksha Ruiz, Solution Consultant, UserTesting
Ok, a bit of a mental gymnastics - imaging you’re holding a smartphone in your hand and you’ve just purchased it. You’ve unpacked it, turned on and now browsing through its default apps and checking out its features. You’re consciously taking mental notes on features that tick off boxes for you - that is the rational part. Right, but don’t you notice that holding that phone in your hand makes you
#193: Subscription apps monetization in 2024: best practices with Léa Samrani, Product & Growth Consultant
Today, of all business models the subscription model is the one that rules the world of mobile apps. Long gone the times when you hear the word subscription in a conversation about mobile apps you could only think of apps for content streaming or online media. Today subscription apps are everywhere.
On this episode, Léa will share with you best practices for subscription apps monetization. She wil
#192: State of Mobile 2024 with Lexi Sydow Director, Corporate Marketing & Insights at Data.ai
We passed the Equinox a couple of weeks ago - the spring is here and, in kind of celebrating spirit, I want us to take a look back at 2023, a bird-view on the app industry via the one and only State of Mobile report from Data.ai.
The app industry is on scale of millions of apps used by billions of people, apps permeate the entire world economy. By now, you just can’t find an industry that hasn’t b
#191: TikTok App Marketing Best Practices with Inna Sumovska, Senior User Acquisition Manager, Hily
It’s 2024 and we are all suppose to talk about Generative AI 24/7 but remember what was at the center of attention for so many app marketers before the ChatGPT arrival? Right - TikTok and marketing your apps on TikTok. Well, the platform, despite a number of looming threats for it to be banned, most notably in the US, is there and thriving.
Today, I have Inna to share her best practices for doing
#190: Better App Experiences: How to Reduce App Crashes and ANRs with Colin Contreary, Head of Content at Embrace
This week we have another bonus episode for you, this time it’s the recording of our recent webinar with Colin Contreary, Head of Content at Embrace, app performance analytics platform.
Right now we use and rely on so many apps in our daily life, we don’t even register when you use all those apps - it’s just how you connect with your family, do your banking, getting around in a city, shop for a va
#189: SKAN 4.0: the 2024 hands-on insight with Pablo Pérez González, Performance Marketing Director at Admiral Media
Every change in the app ecosystem, especially when it comes to tools and solutions introduced by Apple or Google, goes through a cycle - first you get a mix reaction, some people are thrilled, some are shaking their heads and rolling up their eyes, then they learn to adapt to this change - you can complain as much as you want but you aren’t in a position to cancel it, you need to adjust your workf
#188: Smart Marketing for Smart Apps: AI Insights for 2024 with Günay Aliyeva, Co-Founder of Gamelight
We live the world of smart things - smart homes, smart cars (and I don’t mean the Smart car brand from Mercedes, in general - fleets of electric vehicles from Tesla, Rivian, Polstar and so on that are full of high tech that makes them smart). The list wouldn’t be complete if I wouldn’t mention, right - smartphones and apps.
Before late 2022 we thought we saw it all and than ChatGPT happened - boom
#187: Boosting App Growth with Ad Creatives with Jessica Gotti, Head of Performance Marketing at Paired
Science tells us that 80% of information we perceive every second we’re awake is visual. We make sense of this world around us by processing lots and lots of images and some of those images are mobile ads.
Now, there are ads you just want to go away and never come back, some make you smile and some actually give you an incentive to try a new app or grab a specific app you’ve been looking for.
In t
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