App marketing

Here are some key insights from trusted experts on app marketing:

1. AppLovin's Evolution:

   • Adam Foroughi, CEO of AppLovin, shared how the company evolved from developing mobile apps to creating a pioneering marketing platform. They started building marketing tools when there were limited options for app developers to grow their apps outside the App Store. This pivot allowed them to see significant month-over-month growth and focus on expanding tools to help app developers grow their business 1.

2. App Advertising Insights:

   • Foroughi emphasized that personalized advertising improves user engagement by showing relevant ads based on device information. This relevancy helps users discover valuable apps among millions in the App Store. AppLovin's close ties with major tech companies like Google and Apple help maintain strong business relationships and drive app discovery 2.

3. Early App Monetization:

   • Initially, app developers relied on basic utilities like flashlight apps to monetize through advertisements. AppLovin shifted the model by selling installs instead of impressions, helping developers monetize more effectively and attracting a large number of organic users 3.

     App Marketing Evolution

     Matt Reustle

     Adam Foroughi

     Adam shares the journey of Applovin from app development to a pioneering marketing platform, facing funding hurdles and pivoting towards profitability. The story unveils the evolution of app marketing strategies and the resilience needed to navigate the competitive tech landscape.

     

     Business Breakdowns

     AppLovin: Monetizing & Marketing Mobile Apps - [Business Breakdowns, EP. 55]

     Explore similar conversationsView full episode summary

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4. App Store Advertising:

   • Apple's App Store search ads offer high-quality, intent-based advertising but with limited volume. Unlike broader advertising networks, these ads target users actively searching for specific apps, making them effective but constrained by the number of searches 4.

5. Cash App's Impressive Marketing:

   • Kipp Bodnar, CMO of HubSpot, praised Cash App’s marketing strategy. They successfully marketed a commodity (money) by reaching younger demographics through platform-specific marketing on TikTok and in-person activations, turning a product with seemingly low potential into a successful business 5.

6. App Data and Ad Tech:

   • Nishant Kishore highlighted the role of software development kits (SDKs) in collecting user data for ad tech. This collected data is then used by multiple entities to enhance targeted advertising, which can also be leveraged for public health responses by tracking user movements and behavior 6.

7. Mobile App Attribution:

   • Matt Horiuchi, Director of User Acquisition at Calm, explained the complexities of tracking user behavior through app downloads. App attribution involves capturing device data when users click on tracking links and linking it back to their interactions in the app. This helps in accurately measuring cost per lead or sale and refining marketing strategies 7.

These insights illustrate the various strategies and complexities involved in app marketing, from the evolution of marketing platforms to the intricate data ecosystems that support targeted advertising.