MobileGroove

Brand building is making a comeback, but on new terms. After years of hyper-targeted, lower-funnel performance marketing, brands are returning to their roots: storytelling, connecting to culture, and long-term brand equity. Our guest this week, Nina Brit Brando, CEO of Carat Deutschland GmbH, calls this a "renaissance in brand commitment." In a time when brands are all "fishing in the same lake"—competing for attention on saturated platforms where visibility is dictated by algorithms rather than ad spend—narrative-led advertising is what makes the bait worth biting. Nina shares her favourite examples of brands getting it right and her strategy for balancing storytelling and data to hook, catch, and keep valuable audiences in 2025.

Nina Brit Brando - https://www.linkedin.com/in/nina-brit-brando-59916236/

Carat - https://www.carat.com/de-de

Effective marketing turns ads into experiences. But smart marketers go further—using AI to personalize those experiences and even predict the creative that will resonate most with valuable consumers at the moment of inspiration. In this special MobileGroove episode, powered by Appier, Peggy Anne Salz sits down with Robert Chen, CTO at Appier, to learn how the agent-powered adtech company combines predictive and generative AI to personalize everything from content to customer journeys in real time. Robert explains how this hybrid approach creates a flywheel of performance that learns and adapts with every user interaction. He says that the future of marketing is "agent-powered" and that by leveraging real-time contextual signals, brands can evolve their ads to user experiences that feel intuitive, not intrusive. Tune in now!

Robert Chen - https://www.linkedin.com/in/robert-chen-13270919/

Appier - https://www.appier.com/ 

CHAPTER TIMESTAMPS

00:00 - The benefits of full-funnel AI marketing

04:22 - How to combine Gen AI and Predictive AI 

8:00 - Solving the cold start problem

10:58 - Most exciting digital applications of AI

12:44 - AI that speaks SQL so you don't have to

16:15 - From journeys to data in minutes

18:35 - Right ad, right vibe, right now

23:50 - Make ads feel like Netflix

28:25 - The future of marketing is agent-powered

Great speakers don't start their presentations by trying to be funny, persuasive, or polished—they start by being themselves. Whether you're on stage, in a boardroom, or featured on a podcast like MobileGroove, authenticity builds trust and allows you to connect with your audience in a way that feels real, not rehearsed. Speaking coach Reuben Milne compares public speaking to a muscle you build over time. He's built his hosting the UA Society London and working with brands like Google, LinkedIn, and Pfizer. He joins the show this week to share the exercises, strategies, and tactics you should know before your next speaking engagement. Tune in!Reuben Milne - https://www.linkedin.com/in/reubenmilne/https://reubenmilne.com/CHAPTER TIMESTAMPS00:00 - Intro02:44 - Breaking the ice08:00 - Practice makes perfect10:00 - Reframing your presentation 13:41 - "Who's in the room?"14:38 - The "books down" moment21:49 - Take them on a journey25:12 - The curse of knowledge27:56 - When have you lost the audience? 30:57 - Adapting to stand out online36:30 - How to get over nerves39:30 - Misconceptions about speaking42:46 - Where to connect with Reuben

In a market saturated with FOMO and shame-driven lesson reminders, Zigzag shows that ethical UX and empathy-led CRM drive better retention and brand loyalty—especially for subscription apps. 

In this episode, Peggy Anne Salz is joined by Lorna Winter (Co-Founder & Head of Programme) and Ed Williams (Growth Marketing Manager - Lifecycle & CRM) from Zigzag, the mission-led puppy training app doing things differently.

Zigzag blends behavioral science, smart CRM, and a lot of heart—building real relationships through hyper-personalized journeys, AI support that doesn’t feel robotic, and a community that’s genuinely invested (Hi, Tate!). It’s a strategy that’s helped them double growth, boost lesson completions by 14%, and increase retention by 16% last year alone. 

Lorna, Ed, and Peggy dive into Zigzag's strategy behind hyper-personalized onboarding and lifecycle flows, how being B-Corp Certified shapes their growth, and what ethical, value-driven business practices look like in action.

CHAPTER TIMESTAMPS

00:00 - Intro

02:54 - Recognized for marketing

06:13 - Zigzag and Ziggy's origin story

11:27 - Balancing individual and the masses

14:51 - Generous marketing & b-corps

19:00 - Key KPIs & happiness research

25:42 - A winning "win back" strategy

33:10 - Shame-free CRM

40:35 - The vision for Ziggy

44:39 - What inspires Lorna & Ed

50:12 - Outro

It used to be that a marketer's tools defined their differentiation. But as AI democratizes the ability to craft compelling mobile creatives—and to do so at an unprecedented volume—Kenjy Vanitou, Lead Creative Manager at Voodoo, says it's brand, optimization, and a curiosity to learn that will determine what separates the good games marketing and the great. He joins Peggy Anne Salz at Gamesforum Barcelona to share how Voodoo sets the standard for AI and creatives and how marketers should shape their strategy for success in 2025.

Kenjy Vanitou - https://www.linkedin.com/in/kenjyvanitou/

Voodoo - https://voodoo.io/

CHAPTER TIMESTAMPS

00:00 - Intro

02:39 - Testing AI creatives

05:16 - Who will be the creative directors?

07:15 - Kenjy's approach to AI

09:41 - How to differentiate

11:40 - Voodoo's next steps

14:40 - Predictions for 2025

The games industry is in the “midst of a revolution,” and Shalom Michaeli, Managing Director of Alternative App Stores at Digital Turbine, emphasizes that how brands act now will directly impact their revenue and performance in the years ahead. This is a make-or-break moment for studios across genres, as developers increasingly turn to alternative stores as a growth strategy in 2025. In this exclusive Gamesforum Barcelona interview, Shalom joins Peggy Anne Salz to unveil the first-mover advantages developers can seize before the market becomes saturated—plus the actionable steps any studio can take today to position itself for sustained growth.

Shalom Michaeli - https://www.linkedin.com/in/shalom-michaeli-19b54742/

Digital Turbine - https://www.digitalturbine.com/

CHAPTER TIMESTAMPS

00:00 - Intro

01:20 - The opportunities in alternative stores

06:38 - Alternatives as a strategy not a tactic

When you think of Swaarm, think of James Bond meets Nikola Tesla.  A brand shaking up the app industry with bold, sleek, and seamless integrations to bring electrifying and actionable real-time data to marketers across verticals in search of a simpler way to track their campaigns. Swaarm Co-Founder and CEO Yogeeta Chainani speaks in this episode of Mobile Groove about how Swaarm combines automation, affordability, and baked-in privacy-compliant features in one award-winning no-code event tracking dashboard.

But Swaarm isn’t just redefining tracking—it’s reimagining performance marketing as a whole. Much like how Microsoft offers Word, Excel, and PowerPoint as an interconnected suite, Swaarm provides Perform and Monetization, giving marketers the flexibility to analyze, automate, and optimize their campaigns in real-time. In this episode, Yogeeta also shares how Swaarm’s innovations in search syndication bring clarity to one of the industry’s biggest blind spots, unlocking real-time data visibility and driving unprecedented ROAS improvements. Plus, a surprising case study that reveals how one company boosted organic installs by 66%—all thanks to a small but game-changing shift in their approach.

CHAPTER TIMESTAMPS

00:00 - Intro 

02:50 - Swaarm as a person

04:30? - How Swaarm started

08:35 - Swaarm's standout features

15:28 - Swaarm use cases

30:17 - Good vs great marketing

36:47 - Keeping up with complexity

39:10 - Describing Swaarm 

41:00 - Yogeeta in 4 words

If you ask anyone in the games industry which studios have undeniably shaped the adventure genre—and the industry as a whole—you’ll be hard-pressed to find someone who doesn’t mention Revolution Software. The British video game developer has been creating iconic point-and-click adventure games since 1990, most notably, Broken Sword.

In this episode of MobileGroove, Charles Cecil—co-founder and CEO of Revolution Software—sits down with Peggy Anne Salz to share his insights on building products that stand the test of time. As one of the industry's most respected veterans, Charles has witnessed gaming’s many metamorpheses, from the shift from PC to console and now mobile, to the rise of new monetization models and cross-platform strategies.

In this show, he shares his experience updating Broken Sword to 4K, revealing what it takes to modernize a beloved classic while staying true to the original. Through this process, he offers lessons in adaptation, expert tips on future-proofing, and a strategic approach to design that extends a hit product’s lifespan, so it can continue to captivate users across generations.

CHAPTER TIMESTAMPS

00:00 - Intro

01:32 - The early days of gaming

03:50 - Designing to improve gameplay

11:32 - Where it went south

17:30 - Lessons in legacy

20:55 - "Change but not too much"

26:32 - Where AI can help

29:30 - Predictions for 2025

Bootstrapping a brand that markets itself requires a three-pronged strategy. First, a clear vision of your target audience. Second, a foundation built on deep empathy for their needs. And third, a fierce dedication to delivering an outstanding product shaped by real user insights. YouCanBookMe (YCBM) stands out as a brand that hits the mark on all three. Over its 13 years, the online scheduling tool—recently acquired by Capacity—has leaned on customer listening and advocacy to lead its growth strategy and reach $5 million in annual revenue without VC support. Peggy Anne Salz speaks with YCBM Founder Bridget Harris on what it takes to scale a product-led business and the rebrand that brought YCMB back to its roots while rocketing growth.

YouCanBookMe - https://youcanbook.me/

Bridget Harris - https://www.linkedin.com/in/bridgetharris

Capacity - https://capacity.com/

CHAPTER TIMESTAMPS

00:00 - Intro

01:55 - Breaking down the rebrand

06:30 - The customer is always right

10:50 - A pivot toward small businesses

17:25 - Growing with empathy

21:16 - A guide to bootstrapping

23:41 - Staying connected as you grow

28:00 - Brand metrics

30:18 - Tools to being a better Bridget

32:56 - Rapid-fire Q&A 

Monetization, marketing, and the ad space that can boost your revenue without sacrificing retention. InMobi Advertising's Chief Business Officer, Kunal Nagpal, breaks down the biggest ad trends of 2025 and how publishers can escape the endless churn-and-burn of user acquisition with smart platform partnerships and performance-powered branding. Kunal Nagpal - https://www.linkedin.com/in/nagpalkunal/InMobi Advertising - https://advertising.inmobi.com/*** Related Videos ***👉🏻 You can watch more of our Groove Content here: https://www.youtube.com/watch?v=CXTrGPJvMlk&list=PLE8Ke9Ah2_Nk7PDT4ZIkd21abhFlNRTMz*** Subscribe for More ***👉🏻 https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1*** Let's Connect ***👉🏻 Twitter - https://www.twitter.com/peggyanne👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***Educating marketers on the latest trends in mobile marketing, helping companies navigate the complex landscape. Top 50 ranked destination providing analysis, custom research, and strategic content marketing to the global mobile industry, and mentoring and consulting to tech startups. Peggy Anne Salz is a Senior Forbes contributor and contributes to a variety of leading media outlets — including Harvard Business Review — where she shares her insights on mobile marketing, mobile apps, customer engagement, and business innovation.Named one of the Top 100 Influencer at Mobile World Congress. Podcast host on The Groove, Mobile Presence, Liftoff Mobile Heroes Uncensored, The Hive, Clevertap Engage, spotlighting the global mobile trends, tools, and tips that allow marketers to drive customer connection, dramatically grow retention, and generate new revenue streams on mobile using individualized campaigns and communications needed to harness & drive lasting loyalty.Author of hundreds of articles, dozens of white papers, and authored nine books about mobile, both as a lead author and in partnership with global companies including Gemalto, InMobi, SAP Mobile Services and the Mobile Marketing Association.Author of Apponomics: The Insider’s Guide To A Billion Dollar App Business with InMobi, which provides actionable insights into how companies can market and monetize their apps. It builds on the success of my first book on mobile apps, The Everything Guide To Mobile Apps: A Practical Guide To Affordable Mobile App Development For Your Business, a practical, crowd-sourced book providing businesses and developers with insights on how to make, monetize and market mobile apps. Also edited and produced the Mobile Operator Guide 2013: The Evolution of Mobile Services: Challenges, Strategies, Opportunities and the Mobile Commerce Guide 2013: Engage Customers & Build Loyalty In Developed And Emerging Marke