Apptivate: App Marketing Explained

Remerge host Maria Lannon talks to Anna Gruzina about her career as a Performance Marketing Manager for a mobile gaming developer and publisher. Together, they discuss why speaking up with confidence in the workplace is necessary – and how to do it. You'll also learn the worst and best career advice Anna ever received.Anna Gruzina works at InnoGames, a German video game developer and publisher based in Hamburg.Questions Anna Answered in this Episode:How did you end up in mobile gaming?What have been some of the biggest challenges transitioning from more traditional app publishers to gaming?How do you navigate the differences between marketing for mobile web (browser) vs mobile app?What does a typical day look like in your role?How do you work with your product team?As someone new to the field, how have you built confidence in the mobile gaming industry where women are typically a minority?How have you been able to find your voice and speak up?What’s the best and worst piece of advice you’ve received in your career?What resources have helped you?Timestamp:2:14 Getting into gaming7:04 Managing mobile browser users vs app users8:39 A day as a Performance Marketing Manager11:18 What I learned from my boss’s lack of feedback14:45 Double standards for speaking confidently17:04 How to speak your truth19:07 The worst advice I’ve ever received21:33 The best advice I’ve received25:05 Recommended resourcesQuotes:(17:30-17:48) “You have your truth, your voice, and you have your understanding of the situation. And sometimes, being silent is actually worse. If you feel like, ‘Well, maybe my ideas aren’t important,’ it can make the situation worse.”(19:24-19:39) “Even Cinderella asked for a dress and a ride to go to the ball. So, even she, hardworking, asked for something, to have an opportunity. If we want something, we should ask for that.” Mentioned in this Episode:Anna Gruzina’s LinkedInInnoGames

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?What does a day working in influencer marketing look like?What types of apps work well for influencer marketing?What KPIs do you use to measure a campaign’s efficacy?Do you conduct lift studies before and after the campaign to evaluate how the influencer marketing campaign performed?How long does a typical campaign run for?What’s changed the most in the field of influencer marketing in the last 4 years?Timestamp:2:16 Nadia’s background3:50 Jumping into influencer marketing6:27 A typical work day as an influencer marketer12:20 Influencers marketing for mobile apps14:28 Metrics for influencer marketing campaigns19:13 How to measure an influencer marketing campaign25:36 Run-time of influencer campaigns29:42 “Use Guarantee” with TikTok influencers32:54 How influencer marketing has evolvedQuotes:(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:Nadia BubennikovaFamesters

Jesse Lempiäinen, CEO of Geeklab, discusses the advantages of A/B testing app store pages and the key metrics to measure. He shares insights on app store optimization, leveraging AI, and the impact of privacy changes. The chapter descriptions touch on the challenges and successes of starting a company, A/B testing in app development, and analyzing user behavior in mobile marketing.

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. 

Learn ASO hacks for increasing app downloads from Simon Thillay, Head of ASO at AppTweak. Topics include custom product pages, SoundCloud case study, identifying app differentiators, A/B/B testing, and staying ahead of the curve with user motivation. Discover the benefits of working with AppTweak and the exciting changes in Europe's Digital Markets Act.

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:Who is Apptica’s target audience?What are some of the trends that Apptica has identified from its “Mobile Game: State of the Market Report”?What is your take on what revenue trends might come from major emerging markets, like India and Brazil, that are leading in downloads?Have you seen a trend in localizing creatives from app publishers?What does your day-to-day look like as Head of Marketing at Apptica?What’s the latest buzzword or hot topic for leaders in our industry?How has TikTok changed the way app advertisers are thinking about creatives?Who benefits the most from Apptica’s ad intelligence tool?Timestamp:1:00 A little about Apptica4:38 Mobile games: Data trends in the first half of 202310:46 Revenue potential from emerging markets14:10 Localization in creatives17:01 Ksenia’s role at Apptica19:11 Industry buzz23:18 Advertising trends for TikTok28:29 Who benefits from ad intelligenceQuotes:(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:Ksenia Yurkina’s LinkedInAppticaApptica’s 2023 “Mobile Game: State of the Market Report”

Jenny Pollock, Lead Monetization Program Manager at IMVU / Together Labs, discusses the use of ChatGPT in mobile marketing, the evolution of User-Generated Content platforms, and the potential future of AI in virtual worlds and podcasting.

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. 

Amanda Vandiver is the Senior Product Marketing Manager at Branch, a mobile attribution provider. In this episode, Amanda explains the importance of deep linking for user experience, measurement, and attribution in this post-IDFA era. She also discusses retention strategies that mobile marketers can leverage across owned and earned channels. 

Today’s guest says IDFA only ever gave mobile marketers the illusion of certainty. In this episode, John Koetsier, the CEO of Sparkplug9, discusses how to use the measurement tools available today, like SKAN, to arrive at what he calls “truthy,” or within the parameters of an accurate perception of reality. John encourages marketers to move on from the past and embrace the reality that’s always existed: Mobile measurement techniques aren’t always perfect.John Koetsier also writes for Forbes about technology, including mobile, AR/VR/MR, IoT, AI, and robotics, and he hosts the TechFirst Podcast. Sparkplug9 is a business consultancy that helps tech startups win via data, insights, branding, and attention.