Intelligent Artifice, formerly the Mobile User Acquisition Show

Today’s episode is the recorded version of a webinar we hosted in association with Liftoff+Vungle. The webinar was titled “Winning Strategies for Subscriptions Apps in 2022” and the panelists were Carolin Rohte – Performance Marketing Manager at Yazio, Hichem Belouizdad – Senior New Business CSE at Liftoff + Vungle, Thomas Petit – growth consultant & Lisa Kennelly – CMO at Fishbrain. The panel was moderated by me, Shamanth Rao, Founder & CEO at Rocketship HQ.

We discuss a number of things around subscription apps like partnerships, exploring offline channels, measurement disruptions, web based flows and so much more in this episode.

If you’re working with a subscription app, I highly recommend this episode , because there are some great takeaways to help you with tackling head on the realities of subscription growth in 2022.

KEY HIGHLIGHTS:
⭐️ Challenges for subscription apps in 2022

🌨 Aggressive paywalls are not the primary way going forward.

🍉 How the advertising channel mix is changing in 2022

 How schemas for subscription apps differ

🧇 Dissecting post backs in iOS 15 and why they are not useful.

🥜 The effectiveness of probabilistic models

🥤 Understanding multiple measurement paradigms

🧉 Incrementality based measurements for subscription apps

🥎 Exploring web flows for subscription apps

🥊 The importance of first party data

🎨 App payment policy changes by Apple

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/subscription-apps-webinar-liftoff-vungle-rocketshiphq/
**
Note:
Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/

If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

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

Subscriptions are ubiquitous today. From streaming services to wellness to F&B and productivity, most of us have subscriptions to match our lifestyles. But have you ever wondered just how much thought goes into the layers of subscription apps - from pricing to marketing, to early user experience to ongoing personalization?

In today’s episode, we’re in conversation with Robbie Kellman Baxter, author of the books  "The Membership Economy” and “The Forever Transaction,” and founder of Peninsula Strategies. What’s fascinating is that Robbie has worked with offline and non-digital subscription services as well as SaaS and consumer subscription companies, including Netflix in the relatively early days of their subscription model. She is able to connect the dots of the elements that make for a great subscription business and experience, be it online or offline, in app or on the web.

KEY HIGHLIGHTS

🧮 What it means to “optimize the product for forever”.
🍯 People in an organization will optimize for whatever metric you give them, so it’s important to pick the right ones.
🥢 What made Netflix’s adoption of the subscription model pioneering.
🍀 How Netflix teams reflected their priorities in their internal dashboards.
🍄 The story of how an acquisition team’s strategy hobbled the retention team’s work.
🥮 How critical it is to offer the right incentives to newly acquired users.
🐰 Why pricing is not the most important issue when building a membership model.
🏄🏿‍♂️ Addressing the risk of cannibalization.
🌵 Free trial or Freemium? When to pick what.
🌨 How large companies pivoted their products to subscription models successfully.
🍶 How Adobe approached the transition to subscription models.

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/subscription-apps-growth-robbie-kellman-baxter/

**
Note:
Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/

If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

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

Your UGC video might be really well produced and slick, but does it have the necessary content and structure to ensure that it actually performs well and converts?

In our previous episode on UGCs we talked about how to plan a shoot right – and today we’ll talk about getting the content and structure of a UGC ad right. From messaging sequences to video cuts to ending a video right, we cover it all.

We share hard-won learnings from making, testing and analyzing over 1000 UGC ads. These insights are based on insights from Aditya Prakash Iengar, Creative Strategist at RocketShip HQ, who has worked on a lot of these creatives.

KEY HIGHLIGHTS

 📝 Determine the right sequence for your UGC
💡 How to incorporate visual cues into your video
📱 App walkthrough – yay or nay
🛺 Use the right number of actors
🪓 To cut or not to cut
🎁 Using the right motivator
🛋 The best way to show the CTA
🎙 Selecting the background music
💌 Deciding on an end card
📈 End with a high

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ugc-user-generated-content-live-action-videos-2-content-structure/

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

We’ve talked about Marketing Mix Models(MMMs) on this podcast before - and they can absolutely be an effective tool to combat the measurement loss post ATT. 

One challenge that we faced and heard about has been that MMMs and incrementality based models are really hard to implement. 

As it turns out, that does not have to be the case - and we can very much build an MMM using spreadsheets, as our Senior Mobile Marketing Manager Virendra Shekhawat found out. 

In today’s episode, we describe how we built an MMM using spreadsheets for post-ATT measurement. To dive in deeper, you can look at a Youtube video where Virendra walks you through an actual case study and explains the approach in much more detail. Although you can certainly go deeper using code and solutions like Facebook’s Robyn, this is a great way to get started in your efforts to measure performance more clearly post ATT.

Based on the model by Mike Taylor in his blog post: https://www.saxifrage.xyz/post/econometrics-gsheets

Link to Youtube video here: https://bit.ly/mmm-spreadsheet-model

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/mmm-marketing-mix-models-ios-14-att/

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

Every app is making UGCs these days. So how do you make one that not only stands out, but also helps generate strong ROAS, and helps your marketing to scale?

We’ve made and analyzed over a thousand UGC/live action videos - so we’ve made mistakes with grainy lighting, shaky cams and everything else so you don't have to. 

This week’s episode is the first of a series in which we give you a peek into our internal UGC process. ,  Today’s episode focuses on planning for(and nailing) the shoot - and includes the checklist we use internally to ensure we have strong, performant UGC style videos. Today’s episode is based on insights from Aditya Prakash Iengar, Creative Strategist at RocketShip HQ, who has worked on a lot of these creatives. 

KEY HIGHLIGHTS
🎥 What is UGC?
👨🏽‍🎤 Find the right user
✅ Determine the best UGC format for you
📱 Shooting with a camera phone 
💡 Finding the right lighting for your actor
📸 How to shoot the phone screen
🎥 No shaky cams
📞 How to get clear audio
🖼 The frame is important - so describe it
🖥 Describe the device to be used
👀 Making the UGC looks unscripted
🥽 Expect the unexpected

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ugc-user-generated-content-live-action-videos/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

Have you been fishing around for new channels to improve your UA?

This episode happens to be the perfect way to slide into spring. Today we talk to Lisa Kennelly, CMO at Fishbrain about her growth strategies on an app that caters to what would appear to a very niche audience - fishing enthusiasts.

Tune in to listen to Lisa discussing how she explored alternate channels to partner with offline and drive users to the app’s features, and how these sometimes are actually more trackable than digital channels. If you’re looking to dip your toes into offline marketing or partnerships, this is definitely an episode to check out.

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/going-where-the-fish-are-making-the-leap-to-offline-partnerships-lisa-kennelly-cmo-fishbrain/
**
Note:
Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/

If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

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

What happens to naughty SDKs that do what they aren't supposed to do?

In the second episode of our “Google’s Privacy Sandbox for Android explained” series, we talk about SDK Runtime - Google’s proposed solution to SDKs-gone-wild.

SDKs are a convenient feature for most app developers. However, some SDKs tend to gather user data in ways that app developers aren't privy to. SDK runtime is expected to be a step towards limiting the power of SDKs.

Check out this episode where our CEO Shamanth throws more light on this subject.

KEY HIGHLIGHTS

What is an SDK?

🔬 The components of an SDK code are unknown

🎈 Developers can’t control an SDK

🧮 How SDK runtime solves this problem

🔍 How SDK developers may evolve going forward

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/google-privacy-sandbox-android-sdk-runtime/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog

How exactly does #useracquisition work in Web3 games?

In this week’s episode, Stardust COO Atif Khan takes #theMobileUAShow host Shamanth Rao on a deep dive into the world of Web3 and blockchain gaming. How do Web3 games stack up against F2P and console games? How exactly does building a strong community help? And what exactly is the role of NFTs in blockchain gaming?

Check out the full episode for more.

KEY HIGHLIGHTS

💰 How to build a billion-dollar brand in just a few months

🧩 Community is important, but it’s one piece of the puzzle

🔗 Does community really define the brand, or the other way around

🔱 Successful UA involves using a three-pronged marketing strategy

🤑 The incentive you get for spending time in a blockchain game

💱 How NFT transferability can work in Web3 games

📊 The analytics that need to come to the world of blockchain gaming 

💪 The UA channels that will work well for Web3 games

🙌 How many people actually own NFTs

📈 What even multi-billion dollar companies must do to grow further

💡 The “aha” moment for blockchain gaming

📤 Takeaways on branding for an indie game dev

📢 How NFTs drive pre-registrations for a still-unreleased game

💕 Why Web3 game devs are more open to sharing than traditional game cos

👀 The most important factor from the LTV standpoint

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/growth-strategies-for-web3-games-community-is-only-one-piece-of-the-puzzle-with-atif-khan-coo-stardust/

**
Note: We’re excited to announce that we’ve had two BIG launches last week!

1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.

We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). 

Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/

2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/

If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

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

We have a very special episode lined up for you today. We invited some amazing women and asked each some questions about how they faced obstacles while shattering glass ceilings, and paved the way for more women to follow suit. 

We hope this episode helps women who may be facing challenges in their field of work. And with women leaders comprising nearly half of our guests on the show in 2021, we hope to keep The Mobile User Show Acquisition Show an inclusive and diverse show with actionable and tactical insights for everyone.

In today’s episode, our guests are,

Allison Schiff, Managing Editor at AdExchanger, known for her insightful writing in the ad tech space.

Aurora Klaeboe Berg, COO at Medal TV, who was formerly a key leader that drove the growth of the game series Fun Run that took the world by storm a few years ago.

Colette Nataf, CEO & Co-Founder at Lightning AI, who also dons the hat of Head of Growth at Mile IQ.

Faith Price, Head of Paid UA, who has worked on more app launches than most of us.

Mireia Rivero, Innovation and Growth Marketer at Social Point, who is at the bleeding edge of all new initiatives and innovations in marketing.

Paula Neves, Senior Product Manager at Square Enix, who is one of the most insightful folks we know when it comes to drawing out qualitative insights about games, and using them for growth. 

And

Peggy Anne Salz, Analyst & Founder at Mobile Groove who is an accomplished writer at Forbes. 

**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/shattering-ceilings-the-many-paths-to-leadership-taken-by-women-leaders-in-mobile-marketing-with-allison-schiff-adexchange-aurora-klaeboe-berg-medal-tv-collete-nataf-mile-iq-lightning-ai-faith-price-d/

**
Note: We’ve had two BIG launches last month!

1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.

We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). 

Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/

2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/

If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5