ChatGPT from OpenAI, Bard from Google, Llama from Meta, and a decent number of smaller players are firing on all cylinders to power the Generative AI revolution that took off late last year.

Of course, for folks who had been watching the AI space, it was not a surprise but for the rest of us - it was. Generative AI based on Large Language Models is changing the business landscape. Today, we want to talk about its impact on mobile ad campaigns.

Today’s Topics Include:

• Levi Matkins's background

“As things stand today, I think it's in most cases it (Generative AI) is a very helpful tool for a design team to use both for ideation and production."

“We've been using deep neural nets for quite a few years at this point."

"This is an area (AI programmatic ad analytics) where we have done some investigations and thus far the insights we're able to see are not reliable enough today."

• App industry marketplace

One of the things that set mobile apps apart from desktop software is the scale. Since 2008, when the mobile app stores were launched, and on, scale has been a crucial ingredient for any iOS or Android app project success.

For both Apple’s and Google’s app ecosystems to grow mobile apps had to be affordable for lots of people. But for app developers and brands to make app enterprises profitable, they had to acquire a large number of users.

And there is more - in some cases when we talk about a free app from one of the most influential companies on the planet - Gmail app, we’re talking about roughly 1.8 billion users. This scale implies some unique challenges we’re going to be discussing with Rajesh today.

• Rajesh Janakiraman's background

“Having a product [Gmail] maintained that reputation for so long is a very difficult thing to do"

“It's such a massive set of users that you see this whole spectrum of how they use the product."

"Just from your device perspective, you see the latest $1,500 Samsung device running the latest version of Android with hundreds of Gb of storage, so it's not gonna matter how much space you take up of their phone, with multiple processors so it's gonna matter how efficient your app is, all the way to the $10 no-name smartphone."

• App industry marketplace

Frictions. “The resistance that one surface or object encounters when moving over another” - this is the dictionary definition of what friction means in science. When you ask a mobile app developer “What do frictions mean to you?”, the answer is “any obstacle that prevents my app users from doing with the app what I expect them to”.

This notion sounds great but as with everything in our life, moderation is the key and today, Chris will give you an example of that.

Today’s Topics Include:

• Chris Riva's background

“One thing we noticed is that this notion of what follower means on social media or on various music apps - it doesn't always mean you can reach your followers."

“Our process is evolved pretty dramatically over the last four years. When I started the Audiomack the onboarding process was a novel onboarding process, the idea was to let the person in the app, start listening to the music, they're gonna stick, they gonna eventually create an account, start saving music."

"We just look at each step of the onboarding to see where the people stumbling, are there ways that we can improve those pages."

• App industry marketplace

A long-long time ago, 16 years ago to be precise, there was the world before Mobile - the time when if you wanted to read the news, watch movies, pay your bills, plan your next trip and so on you had to sit down at your desktop computer or grab a laptop to open a browser window to go to a website.

Then Steve Jobs stood on the stage at Macworld Expo in San Francisco to introduce the iPhone. The rest is history. These days, as a mobile marketer, you expect the bulk of traction for your business to take place on mobile. But that’s not entirely true - today Andrew will tell you how important are customers' journeys between web and mobile for user acquisition.

• Andrew Tsui's background

“I'd say that it (web-to-app marketing) has worked quite well in raising the awareness of K Health and driving strong new user growth."

“It's a powerful technique that requires a few basic things - natural user entry points, delivering value on the web as well as in the app, prioritizing account creation and attribution tech, and obsessing over the analytics."

"Hindsight is always 20/20, and I suppose the easy answer is I just wish we had done the aspects of what we've talked about way earlier."

• App industry marketplace

I don’t think anybody in the app industry would argue with the fact that growth is what occupies app marketers’ and developers’ minds all the time. From Monday to Friday and, unfortunately quite often, from Friday to Monday as well, people do mental gymnastics for how to make their app’s growth more efficient.

But if you don’t measure it properly you can not improve it. What analytics reports are important to check regularly to measure your app’s growth? How do we do incrementality growth analysis? I invited Jeff to riddle these puzzling questions for you.

• Jeff Wang's background

“I can spend all day looking at the reports, especially when you have a lean team. It's really important to get a sense of your business impact to guide workflows as well as the strategical direction."

“One good tip I would give is to have a regular cadence for certain reports."

"I think since we're a subscription product, looking at churn is really useful, seeing what a month-to-month looks like."

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In this episode, we’ll be discussing how ChatGPT can help you create more effective digital marketing campaigns.

We’ll be exploring the latest advancements in language models and machine learning and how they can be used to generate persuasive marketing content tailored to your target audience.

Our guest speakers will share their insights on how ChatGPT can help you improve your digital marketing efforts by creating more engaging content, improving your SEO, and increasing your ROI. So sit back, relax, and join us as we explore the exciting world of Digital Marketing with ChatGPT!

Ok, if you ever heard my previous intros you would feel there is something off about this one. And you would be right - this intro was written by ChatGPT itself. I have no idea why it decided that I’ll be having not one but multiple guests on this episode and of course the topics run the whole gamut of what can be said about using ChatPGT in digital marketing but we only have like half an hour, not a week to discuss them all :-)

• Bryan Karas's background

“ChatGPT, when I think about it, I think it can be used for idea generation, output copyrighting."

“If you are thinking about translation service, as you are moving from one country to another, you could use ChatGPT"

"One of the things that drive me the most crazy about marketers, is they look at everything from last-click attribution standpoint."

• App industry marketplace

Think about it - whatever product or service you offer on a market your success always hinges on how well you know the people you sell your product to. There is just no other way around it - either you understand their needs and their problems so you can address them and succeed or - not a chance, forget about it.

How do we conduct research for mobile app users? It’s a great question and today we have Rosie to help us to answer it.

• Rosie Hoggmascall's background

“It really depends on what you're trying to find out. With user research, there is a number of different methods you can use and they fit with a problem that you're solving"

“It's really hard [to find participants for research], things are on the spectrum here. One end is cheap and free, and the other end is expensive. "

"Not doing enough [of mobile user research], sometimes people just listen to like app reviews and support tickets. And if that is your user research, it's not enough"

• App industry marketplace

PR - what does this acronym mean to you? If you moving from one country to the other, it’s definitely about Permanent Residency, if you’re launching a product, in our today’s conversation, a mobile product, it is about Public Relations and making a splash to grab mobile users' attention.

How big of a splash you can do with it? The size of a splash from the meteorite that killed off the dinosaurs in the Mexican Gulf 66 million years ago? Or barely noticeable? Today we have Jessica to share her experience of doing a PR campaign for her app So Syncd.

• Jessica Alderson's background

“I don't think that PR is applicable to all kinds of apps and I don't think it's applicable to even necessarily startups in the same vertical in different states."

“I think a good lens to think of it [is your app newsworthy for PR or not] through is how does this impact other people?"

"As you develop relationships then the journalists will start reaching out to you and you have a back-and-forth dialog"

• App industry marketplace

Here is a question you may not expect - do you remember yourself when you were 15? And the tough one for all parents - do you remember your kids when they’re 15? Today we’ll be talking about the very special 15-year-old “kid” - the App Store from Apple.

Time runs really fast, we all have passed wondering about the App Store as a unique mobile software ecosystem, we have other things to wonder about these days, like ChatGPT or the unstoppable growth of TikTok.

Today to talk about the App Store through the years and its evolution we have Simon.

• Simon's background

“What's interesting is that apps for a computer had been around, you could install them via a CD-ROM, you could physically exchange them and I think the real thing that the App Store changed was that it centralized all of it into one spot."

“On the mobile, you had to have the network to be developed to sustain developing apps. If you look at the streaming apps now, they all stream live data between your terminal, the mobile phone, and a server."

• App industry marketplace

Remember your first day in the office at your first job? Now switch mentally to today, think about what your work on a project looks like now. What’s the difference? Why do you feel way more confident now? It’s your experience, the body of knowledge in your brain allows you to be sure about your next move and avoid anxiety.

In today’s episode, I have Lisa to tell you about her 5-point approach to working on the project, she has distilled from her more than a decade of experience in digital marketing, to achieve more while spending less.

• Lisa's background in digital marketing

“You not gonna have all the answers, no one I know has a working crystal ball, we can't predict the future. The sooner can realize we not aren't going to get the answers, the sooner we can kind of get out of our own way."

“Working in digital products and apps is actually really great because the feedback loop times are pretty quick if you compare it kind of traditional media. You can pretty say within a few days if what you've done is worked."

"I' would just encourage you if you're starting out your career just to really invest in growing a really great network."

• App industry marketplace