app marketing

OK Cupid is a very popular dating app and on this episode I interview their director of marketing and communications, Michael Kaye.

He brings a ton of branding and PR experience to the table. We cover their most successful marketing campaigns and what the KPIs are for measuring them as well as how to know if your next big marketing move is gong to work.

Michael Kaye, OK Cupid
IG: https://www.instagram.com/michaelkayepr/
LinkedIn: https://www.linkedin.com/in/michaelkayepr/

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Hosted by Derek Videll

Get First 3 Lessons of Social Launch Formula for Free: My flagship social media growth program that has been exclusively paid for since 2018... until now!

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Book Complimentary Consultation Call: Get a free review of your current social media strategies on a 1 on 1 call with me

Instagram | YouTube | Website

OK Cupid is a very popular dating app and on this episode I interview their director of marketing and communications, Michael Kaye.

He brings a ton of branding and PR experience to the table. We cover their most successful marketing campaigns and what the KPIs are for measuring them as well as how to know if your next big marketing move is gong to work.

Michael Kaye, OK Cupid
IG: https://www.instagram.com/michaelkayepr/
LinkedIn: https://www.linkedin.com/in/michaelkayepr/

-----

Hosted by Derek Videll

Get First 3 Lessons of Social Launch Formula for Free: My flagship social media growth program that has been exclusively paid for since 2018... until now!

Coffee with Creators: Monthly mastermind for social media creators at all levels to network and grow

Book Complimentary Consultation Call: Get a free review of your current social media strategies on a 1 on 1 call with me

Instagram | YouTube | Website

In this episode of the Marketing Slice by Hurree, Content Marketing Executive Dominique will be discussing push notifications and how to keep your customers happy and engaged when using this tactic.

What is a Push Notification? 

A push notification is a message sent by app marketers to deliver offers or call-to-actions (CTAs) to users who have opted-in to the service. This can happen in-app or while using a device. Finding their home on the lock screen, push notifications prompt users to take action with the goal of building user-brand-relationships whilst increasing engagement.

 Push notifications can be the key to skyrocketing your app engagement by a whopping 88%.
But Localytics report that 52% of app users find push notifications to be an annoying distraction.

From sending too many messages to sending irrelevant messages, it’s easy to become a push notification pest. So, to help you avoid this fate, we've outlined 5 ways you can ditch pestering your audience and instead delight them with every notification.

Read the full blog post here.

If you liked this podcast then you can subscribe for free via any podcast app or on Spotify. Feel free to share with a friend if you feel they might enjoy it! And don’t forget, you can find other resources like guides, videos, blogs and infographics over on our website at www.hurree.co.

If you’re struggling to become an omnichannel brand, why not book a demo of Hurree’s data unification and segmentation platform here or email any of your questions to me at dominique@hurree.co. It’s time to get your tools talking and we can help you do it!


Thanks for listening! 

Welcome to the marketing slice by Hurree, the show where the team at Hurree give you marketing insights, hints, and tips that will help you improve your results right now. I’m Dominique Daly, and in today’s podcast, we’ll be talking 3 Awesome Onboarding Push Notifications To Welcome New Users.

What is Onboarding?

Customer onboarding consists of a series of methods and elements that are used to assist a new user in becoming familiar with a digital platform or product.

Welcome emails enjoy an insane 50% open rate, so it makes sense that push notification welcome messages follow suit.

You should endeavour to send every new user a welcome message in the first 24 hours after they have downloaded your app. After all, 74.4% of customers expect some form of welcome.

There are many different motivations for sending your users welcoming push notifications. In this podcast, we take a look at how some big-name apps use onboarding push messages and how you can incorporate their approach into your push notification strategy.

If you liked this podcast then you can subscribe for free via any podcast app or on Spotify. Feel free to share with a friend if you feel they might enjoy it! And don’t forget, you can find other resources like guides, videos, blogs and infographics over on our website at www.hurree.co.

If you’re struggling to become an omnichannel brand, why not book a demo of Hurree’s data unification and segmentation platform here or email any of your questions to me at dominique@hurree.co. It’s time to get your tools talking and we can help you do it! 

When it comes to app marketing, there's one tactic that beats out the rest to gain the top spot, and that's push notifications. These small but mighty messages have the ability to grow your apps active user base by 10% and increase your revenue by 15%! If you use them correctly, that is!

What are push notifications?

Push notifications are visually similar to SMS messages; they appear on a user's lock screen when they are not currently using the app. In order to send push notifications, you will need users to first download your app and then give their permission to receive these messages. This process varies depending on the OS service you use; the
two most common OS systems are iOS (owned by Apple) and Android (owned by Google).

iOS has a success rate of 43.9%. In contrast, Android has a 91.1% opt-in rate.

The art of writing perfectly crafted push notification is not something that comes easy to everyone. The nature of push notifications means that the writer has very little words to work with to inspire action from their reader. Skilled copywriting is required to ensure each push packs a persuasive punch.

But what is copywriting?

Generally speaking, copy is the written text created for promotional materials. This text can come in many forms; advertising, magazines, websites, podcasts,
and, of course, push notifications. All of which require a relatively high-level of copywriting.

In this podcast, we will cover copywriting techniques that will help you to improve the persuasive ability of your push notifications.

Technique #1: The Power of One

Always pick one thing to highlight in your messaging. Be it one story, one deal, one theme, one emotion; the Power of One focuses your copywriting to ensure you don't waste vital words.

Technique #2: Show, Don't Tell

Use descriptive language to show an event rather than simply telling the reader what happened.

So, here are our 3 tips for writing short copy:

1. Know your goal
2. Pick ONE factor only
3. Choose your words wisely

To read A Copywriter's Guide to Push Notifications in full visit our website here, or to find out even more about the art of push notification marketing, see our ultimate guide, it's free! 

Thanks for listening. 

Steve Young of App Masters is our special guest this week to discuss marketing your app! Josh, Erick, and Steve chat about the importance of focusing on the main feature that will set your idea apart. Having a narrow target audience and being able to have people understand your pitch in a few words are two other important topics covered in this episode. Josh and Erick also chat more in the postshow about what Steve discussed. Learn more about Steve and App Masters here: https://appmasters.com/

Our special guest this week is Sean Casto from PreApps, a leading app marketing agency. We discuss what it takes to have your young app grow and gain the traction that you're looking for and validating app ideas. Sean also talks about the pros and cons of marketing an app during the COVID-19 pandemic.

Learn more about PreApps here: https://www.preapps.com/

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:

• “What has kept you at Zinio for so long?”
• “Is it hard to keep people’s attention?”
• “Is shopping cart abandonment something you guys come across in a big way in mobile space?”
• “Does Zinio have any strategies in place that help you fight cart abandonment?”
• “Outside of Zinio, is there anything that made you excited for the future of mobile space?”

Timestamp:

• 00:15 Mirela’s introduction
• 00:45 Mirela Cialai’s background, where she came from, and her career at Zinio
• 02:16 Factors that led Mirela to stay at Zinio for 10 years
• 04:14 Audience’s attention span
• 06:13 Zinio’s business model and cart abandonment
• 07:34 Different strategies to fight cart abandonment
• 10:05 Retargeting
• 10:24 Other ways to engage consumers
• 11:25 Technology partners that helped Zinio to execute push campaigns
• 13:43 Growth in marketing messaging
• 15:21 Best way to reach out to Mirela

“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

Questions Andy Answered In This Episode:

• “How’s your transition been? Going from the vendor side to now being the client, do you enjoy one more than the other?”
• “In working at Jam City, how would you describe the level of insights that you gain? Do you think that you have more knowledge at your disposal or there’s more resources or you’ve gained insights by just broadening up the team in general? ”
• “Would you be willing to share your insights at a conference or was there a limit based on whos asking you for insights?”
• “Is there a limit to what insight you might end up sharing with an advertiser?”
• “What is your determinant of success?”
• “At Jam City, do you focus on the programmatic space? Is that part of your specialty?”

Timestamp:

• 00:18 Andy’s introduction
• 00:40 Andy Wong’s general background, where he is now, and what is his goal
• 01:33 Andy’s transition from being the vendor to now being the client
• 03:16 Sharing of insights, resources and tools
• 05:46 Creative learning as a conversation starter at conferences
• 08:13 Andy’s limitations when sharing an insight
• 10:03 An example of associating things outside the game to the actual creatives itself
• 11:00 Jam City’s testing process
• 12:09 Growth performance using ROI metrics
• 13:25 Importance of quality data visualization
• 15:11 Making data easy to understand
• 18:47 How personalization might impact user acquisition
• 20:45 Andy’s perspective on the possible change of programmatic landscape in the future

“I usually think that the easiest way to start a conversation is to ask people about their creatives. And I think that people are much more willing to share their creative learnings than their bidding strategy.”
Andy Wong

Mentioned:
Periscope Data
Jam City

Questions Rockford Answered In This Episode:

• “How much expertise from your UI team at Tilting Point goes into identifying new app opportunities?”
• “Is there a common theme that runs through all these years of work where you’ve seen quite a development in one particular area in this industry?”
• “What kind of strategies have you learned and applied to identify click fraud?”
• “Has the change of KPIs in mobile development made it harder for publishers, network, or whoever to actually get away with fraud?”
• “How important is it to market outside Google and Facebook?”
• “How do you go about electing where you’re going to invest next?”

Timestamp:

• 01:01 Rockford’s background
• 07:33 How Tilting Point functions and how the business runs
• 10:35 Partnership evaluation process at Tilting Point
• 12:54 Things that changed dramatically in the mobile development industry
• 14:39 Strategies to identify a click fraud or a click bot
• 23:38 How Tilting Point decides where to invest next
• 26:54 Tools to protect your company against fraud
• 28:20 Rockford’s perspective on future trends in the industry

“We’re taking on the risk because we’re confident that we are going to be able to run ROI-positive campaigns and help you improve the monetization and metrics of your games while scaling you in a profitable way.”
Rockford Yapp

Mentioned:
Grubhub
AdAction Interactive
Chart Bursting
Facebook
Google

Questions Gideon Answered In This Episode:

• “Did you always have an affinity for math or data that allowed you to work successfully in the digital marketing space?”
• “Getting a comprehensive view of how your digital marketing might impact your retail stores - is that a challenge that you guys face regularly and do you feel like you have built out a marketing stack that allows you to overcome challenges like that?”
• “In mobile app marketing, a lot of campaigns are predicated on what is reported by a third-party attribution source. When it comes to mobile apps, is that how you determine success as well?”
• “Could you lay out what a delightful experience looks like in your eyes for your customers?”
• “Has the mobile app become a more important part of the JO-ANN business over the last 3 years; has this become a focus for you?”

Timestamp:

• 01:07 Gideon’s background
• 03:55 JO-ANN’s presence all of the country
• 04:37 Tying online to offline experiences
• 08:38 Defining their mobile app success
• 09:39 Importance of time when running a incrementality test
• 10:54 Gideon’s perspective on what is a delightful experience for customers
• 15:04 Gideon’s perspective of the JO-ANN’s app
• 18:53 Gideon on customer feedback
• 20:18 Gideon’s future plan as a Digital Marketing Manager at JO-ANN Store

“That’s what we’re shooting for. That’s the last checkmark on any list of whether we should do something or not - Is this going to be an inspiring great experience for the customer?”
Gideon Toman

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:

• “In changing roles, how do you go about learning about the consumer journey and how might that impact your marketing?”
• “Because B2B marketing takes long to get someone to make a decision based on your marketing and advertising, do you think that change the way you looked at B2C marketing?”
• “Is it required that you take a broader approach in the sense that you enlist the efforts of multiple teams in order to align the strategy to drive users down the funnel?”
• “Do you find that each team has their own agenda that arrives them directly at the idea of making more money for the company, thoes agendas are really challenging to get in the same place, is that one of the challenges you might face?”
• “Does consumer feedback play into your strategy as a mobile marketer?”
• “Is it important that in your retention that you have a unified yet personalized message across different platforms or do you speak to your consumers differently on email?”
• “How challenging it is to get someone rate your app? ”

Timestamp

• 01:04 Dora’s mobile marketing journey
• 02:29 Introduction to Dora’s current career
• 04:01 Dora shares her experiences in dealing with three different vertical throughout her career
• 05:14 Dora’s perspective on B2B and B2C marketing
• 06:43 Difference of B2B and B2C when it comes to educating its consumers
• 08:20 Necessary steps after a consumer downloaded the app
• 08:58 Challenges as a Growth Marketer
• 10:49 Revenue should not be the only goal
• 12:34 How customer feedback can be used as a strategy for mobile marketers
• 13:55 Challenges of anecdotal experiences vs data
• 14:30 What is a cluster user
• 15:40 Personalize content for user retention
• 16:51 Why Dora is more interested in long term strategy when it comes to growth
• 17:51 Performance based advertising
• 19:58 How to protect your product against consumers going to different platforms
• 24:02 App optimization
• 28:36 Ways on how you can get people to rate your app

“What I noticed is that users are like products that are very easy to use because they have such fast paced life and so everything should be very well thought. So I think that the UI/UX experience is very important. Keeping users I think is the hardest part.”
Dora Trotsanetsky

Mentioned:
Soundcloud
HERE Technologies

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:

• “Going from a booking appointment apps to brain training, did you find that shift kinda daunting and challenging? Was there a lot to learn?”
• “What are some of the biggest differences and challenges you found in bringing Quixel Logic and Rise to the market?”
• “You guys chose the strategy of high volume low cost, why choose that strategy as opposed to lower volume high cost?”
• “How do you go about educating your consumers or your perspective consumers in order to raise a probability that the download would be quality?”
• “Do you guys have any process in which you are kinda automating the development of the creatives or automating the deployment, how does that overall process look?”
• “When you launch a new title, how long does it take you and how do you go about determining what your KPI should look like?”

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.”
Thiago Monteiro

Mentioned:
Peak - Brain Training
Rise - Sleep Better
Quixel - Logic Puzzles
Facebook
Google UAC
Voodoo
Aquapark.io

“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
“Are there any other methodologies you can implement to find interests within a consumer group?”
“After a user installs an app, it can be difficult to get them through the funnel. What can you learn about them to influence their journey?”
“How often do you test out the free trial period? Is that something you are constantly iterating?”
“How does an app like yours fight redundancy?”
"Do the licensing fees factor into your acquisition strategy?"
“Does using licensed content make it easier for you to get people down the funnel initially even? Does that play a role into your actual advertising campaign and getting people through the front door?”
“If there was a single core topic that you would hang your head on in your experience, what would that be?”

Timestamps
00:42 Sam’s background
02:58 How Yousician developed its product
05:48 Facebook targeting groups
07:19 Methodologies for finding interested consumer groups
08:57 Big changes in Google UAC campaigns
10:17 Differences between gaming (app purchasing) and app subscriptions
12:05 How to keep users engaged with the app
13:24 Incurring costs to license a content
14:40 Role of licensed content in Yousician’s advertising campaigns
16:20 Exciting news for Yousician this coming year
22:00 Availability of Yousician in other countries
23:02 Parting thoughts

“You’ll always want to give them enough time to be able to experience the app and you obviously don’t want to give away your product for free at some point.”
Sam McLellan

Mobile marketing is a mix of creativity and algorithms. You cook with recipes, but those recipes need craftsmanship and constant updating. And there are two major contributors to your creativity and algorithms: software and people.

Thomas is currently working as a consultant and adviser for a number of startup apps and organizations. Thomas has worked during the last 10 years as a specialist in digital marketing, with more than 6 years of experience in different European startups.

Questions Thomas Answers In This Episode:

• “What were you initially looking for? Where would you start if you were building out a team from a user acquisition perspective?”
• “Looking back on 8fit, what do you think is your biggest take-away or the biggest piece of knowledge that you’ve gained in the work environment?”
• “What were you looking to achieve and learn about your consumers by building out your data stack?”
• “Are you guys consistently testing out different pricing models to test against your audience in order to determine what is the right free-trial length and what is the right price point for us to maximize the rate at which people going through the free-trial subscription?”
• “With any of the companies you worked at that are on competitive landscape, how do you go about differentiating yourselves in the context of performance advertising?”
• “Based on your experience at 8fit, is calling out the free trial the best mechanism to get people through the door or was it calling out the ability to help shape their lives and help them lose weight, or was it a mixture of both?”
• “Have you found that some of these same strategies that you used at 8fit have worked for you at other companies that you advised or consulted with at all to this point? ”

Timestamp:
00:54 Background info on Thomas
01:42 Thomas’s first role in the mobile space
03:43 Thomas’s perspective on building a team
04:56 Biggest take-away from working at 8fit
06:49 What were Thomas’s goals in building a stack for handling data
08:45 Perspective on subscription based app
11:12 Constant testing different pricing models
13:12 How can you make a company look different than its competition?
15:05 Pointers on building brand messages
17:51 Best mechanism to get people through the door
20:13 How to educate and engage your audience
23:20 Difference between mobile and web app
25:14 Thomas’s insight on using Taboola and Outbrain
27:40 Bringing your learning elsewhere
28:52 Different technologies that Thomas is excited to test
32:00 How quickly a machine can determine which of creative in advertising is better or worse

Key Quote
“I just hired based on mindset more than experience.”
Thomas Petit

Mentioned:
8fit
Amplitude Analytics
Apple
Google UAC
Tinder
Taboola.com: Content Discovery & Native Advertising
Outbrain
@Thomasbcn

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.