Intelligent Artifice, formerly the Mobile User Acquisition Show

Our guest today is Nataliia Drozd, Marketing and UA Lead at Fabulous - an app focused on building healthy habits. 

In today’s conversation, Nataliia shares her first hand experience in operating as a marketer in the midst of the war in Ukraine. While this episode isn't about tips-and-tactics on mobile marketing, we hope that it offers perspective that can only come from having lived through the midst of death and destruction.

For an open, candid and transparent conversation about the reality of working and functioning through a war, we're thankful to have had this conversation.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/marketing-wartime-ukraine-nataliia-drozd/

KEY HIGHLIGHTS:
🗓 The first day of the war in Ukraine.

📯 The 21st century is apparently not very different from the 20th.

✂️ How the relationship with work was impacted.

🚿 What it takes to keep morale high during dire situations.

🕯 The shift in priorities since the beginning of the war.

💰 Time is the most important non-renewable resource we have.

🧯 Logistical disruptions that impact day-to-day life.

🛠 Hardships can make you inventive.

🌱 Reaffirmation of life despite death.

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

We’ve gone days wondering why ads that you typically expect to perform extremely well tank for hyperlocal apps. 

If you’ve been in a similar situation, we have some tried and tested hacks for you. 

In this episode, we explain why Meta likes to penalize hyperlocal ads - and we also share some strategies to mitigate the impact of this penalty.

Check out this episode for more: https://mobileuseracquisitionshow.com/episode/how-to-solve-hyperlocal-ads-meta/

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

Our guest  is Joshua Lu, Investing Partner with Games Fund One by Andreessen Horowitz. 

In this episode, we talk about all about games, their early days, various elements that contribute to designing great games, including habit forming experiences that contribute to the games experience, and Josh’s personal opinions on making, growing and learning about games. 

Today’s interview is a masterclass on games and what happens behind the scenes in the contribution of making these games, such as Farmville or Words with Friends, a long term enjoyable experience. 

This episode is a re-release of an older episode from our podcast How Things Grow

Check out the show notes of the episode here: https://mobileuseracquisitionshow.com/episode/gaming-growth-joshua-lu-andreessen-horowitz/

KEY HIGHLIGHTS
😜From liberal arts to gaming.
🎮Learning about social gaming.
🤔Why is viral cycle important and how to optimize it?
💯Experimental results and observations of early Facebook times.
😎The Wild West of virality.
🔡Relaunching Words with Friends.
🔑The key to longevity.
❓What is the core loop design and where does it apply?
✌How Spotify aces the core loop design.
📧Games on messaging platforms.
❓Tic-tac-toe and why people still play games like it.
✔The players are the content
👑What makes a great product manager.
🎮The games ‘book club’ and deconstructs
🎮Artificial intelligence and its role in games.
📚The 3 books that Josh recommends to PMs
💯Josh’s approach to networking to seek advice

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

 We have two amazing guests to offer two very different perspectives about a theme that has always been very fascinating: Influencer Marketing and the Economics of Internet Fame.

Sophia Yeh, is a YouTuber, TikToker, influencer and Influencer Manager. Sophia literally grew up with YouTube and started making videos in high school and took off on the YouTube platform as a teenager, making really cool beatboxing videos.

Later, she moved over to the business side of influencer marketing helping influencers strike deals with brands. 

Adam Hadi is the VP of Marketing at Current and is known as one of the foremost experts in the world at influencer marketing, particularly for mobile apps.

Sophia and Adam,  bring very unique perspectives on influencer marketing, on what it's like to be an influencer, on what it takes to grow an audience as an influencer, on the unique and peculiar challenges of being a creator as well as a business person, on how deals are made on influencer marketing platforms and so much more.

This episode is a re-release of an episode from our older podcast How Things Grow.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/influencer-marketing-sophia-yeh-adam-hadi/

KEY HIGHLIGHTS
🐧 First steps into the world of influencer marketing.

🐣 The first influencer collab with FIFA and FIFA fans. 

🤹‍♀️ Understanding the commercial viability of being a creator on YouTube.

🎾 How naivety can take you far in marketing. 

 ☄️ What takes an influencer from the first few followers to the first million.

🐾 Passion for content apart from consistency is what helps influencers grow.

🥀 It's important to be honest with your audience.

🩰 Create content based on feedback or by "reading your audience"

🧝‍♂️ Testing one theme of content over another

💄 How influencers decide whether to produce content for multiple platforms or just one? 

🧤 What point in time does a new platform become viable for a marketer?

🧶 Expanding to other channels by reading your audience.

🎩 Some common elements that make a video work.

How do advertisers vet influencers?

🎢 Platforms are open to the open source nature of content creation that the influencer economy symbolizes.

🛰 How tools for influencer marketing are evolving.

👠 All about the adpocalypse

💼 How does demonetization on YouTube work?


Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

In today’s episode we discuss the ideal schema set up on SKAN for subscription apps.

Why is the 24-hour timer in SKAN of any particular importance to subscription apps? Because the later an event happens, the lower the chance of it being captured by SKAN.

We’ve also included a sample conversion schema in the show notes.

You can check out our episodes around SKAN here: https://mobileuseracquisitionshow.com/start-here/#post-identifier-strategy

The show notes for this episode is here:
https://mobileuseracquisitionshow.com/episode/skan-conversion-value-schema-subscription-apps/

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

In this episode, Lexi takes us through her process of getting to the bottom of trends that shape the mobile app economy. She talks about how she and her team form hypotheses, how they choose which ones to pursue, the datasets they look at for different verticals and hypotheses, and much much more.

This is a fascinating episode on how to think about and deconstruct macro-level data to understand how it might impact all of us on a micro-level.

Lexi and her team have also released The State of Mobile 2023 Report that offers great insights into mobile app trends in the year 2022 - and talks about where the mobile app economy can go in 2023. 

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/2023-app-trends-lexi-sydow-data-ai/

KEY HIGHLIGHTS:
🎢 The first few steps in the analysis process of coming up with a trend

🛰 The key metrics to evaluate while drilling down on a trend - and how these differ by vertical. 

🤹‍♀️ Common pitfalls with statistics and how to avoid them

🎾 Why the ‘decline of app store spend’ narrative needs more nuance to be fully understood.

 Attributing trends to their root cause: market movements vs. product movements

🐾 Deciding which trend to pursue

🥀 Learning through experience: the initial uptick doesn't always translate to widespread consumer adoption.

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

Apps and marketers are increasingly paying attention to UGCs and live action videos to leverage the candor and spontaneity of these videos that drives massive performance and engagement.

Yet so much of this is a blue-sky space, and the playbook is being written in front of us - be it scripts, structures, layouts and much more.

Check out this episode with Ngozi Ogbonna, VP Marketing at Mosaic Group, Nick Candler, Consultant & Advisor, Crystal Duncan, Senior VP, Influencer Marketing at Tinuiti, Nataliia Drozd, Marketing & UA Lead at Fabulous and Kristine Prigarska, Senior Creative Director at Liftoff where we discussed the current ecosystem of UGCs and how we’re navigating through thousands of talented actors to find and direct the ones that fit our brands.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ugc-live-action-creatives-webinar/

KEY HIGHLIGHTS
💡 How UGCs came on the horizon

🖼 How UGC strategy differs across different apps and different verticals

🕹 How the approach differs for gaming and non-gaming apps

🧰 The most effective formats for UGCs

💃🏿 UGCs with content creators vs. influencers

⚡️ Best practices to hook users in the first few seconds

🎭 Challenges when working with influencers

🏜 What does the actual process of recruitment look like?

💵 Planning budgets for content creators

🎞 The process of directing a shoot remotely

📑 The legal aspects of working with UGCs

📔 What does the brief look like?

 🧮  UGCs, animated ads, display ads or influencers - how to prioritize?

🔱 How does the approach differ across channels?

**

Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

How is SKAN 4.0 going to be favorable to subscription apps?

What’s going to change? (And just as importantly: what won't change?) How are the postbacks going to look in SKAN 4.0?

In this episode we dive into all of these details and also outline how subscription apps can prepare to leverage SKAN 4.0 - and how it might just let you track conversions from trial to payment, as also first renewal.

KEY HIGHLIGHTS
📓 SKAN 4.0 is not a clean reset of conversion schemas

🧸 What is "fine conversion value"

☎️ 2 additional postbacks that are triggered 7 and 35 days after install

📯 Set coarse conversion values to reflect plans on subscription apps

Check out this episode to learn what our experts are looking out for in 2023.
The show notes are here: https://mobileuseracquisitionshow.com/episode/skan-4-conversion-schemas-subscription-apps/
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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

Happy New Year! 

We’re excited to be back after our break for the holidays.

At the Mobile UA Show, we had a great 2022 with some amazing guests that shared their ideas and insights with us. 

We’re excited to kick off 2023 with our iconic prediction series: the Mobile Growth crystal ball. This year, we have forecasts from pioneers in the industry like Peggy Anne Salz, Reggie Singh of Adjust, Bessie Byeon of Liftoff, Alex Bauer of Branch, Nataliia Drozd of Fabulous, Daniel Tchernahovsky of Applovin and Marianne Clerc of Adikteev.

Our guests have spoken about a range of topics like UA, media mix modeling, UGCs, measurement models, SKAN 4.0 and much more. 

Check out this episode to learn what our experts are looking out for in 2023.
The show notes are here: https://mobileuseracquisitionshow.com/episode/2023-predictions-user-acquisition-mobile-growth-mmm-ugc/

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Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

Just a quick note from the team at the Mobile UA show that we’re taking a short break for the holidays - and will be back in the new year!

We’re cooking up the 2023 Mobile Growth Handbook - and also a number of cool and interesting projects that we’ll be excited to share with you soon!

Have a great holiday season and happy new year!