App Marketing & User Acquisition

Please Welcome to this week guest Brett Jones

This guest speaker is former student who graduated from George Brown College with Strategic Marketing program in 2018. He is currently working at Game Hive as a User Acquisition Manager. He personally loves gaming a lot and that is one of his biggest reasons he applied for this company. Game Hive is one of the popular game-based company that runs digitally.

On the other hand, he is an expert in App Marketing and User Acquisition. He taught me a lot about the app market. For instance, there are 4,000 new apps daily on Android system while iOs has only 1,000 new apps every day. As a result, Android users have a higher demand in a comparison to Apple users. I found some facts surprisingly shocked me, 70% Google Play and 30% iOS Apple Store in the app market. This market share is being divided unevenly because of the low demand for Apple products. Based on the international market, Android is more popular and common. For example, Asia countries are mostly famous with their gaming apps. For app aspect, gaming app is dominant and owning 24% space in iOS system. He also mentioned about Demographic match for app and Cohort Analysis in the app market. 

SEO vs ASO (App store optimization)

Similarities: Both optimizations are aiming to increase the organic possibility.

Amazon: Struggling in organic rank on both App Stores and capturing only 2.12% of installs from “shopping” keywords.

Branding: App is for company’s business and marketing branding, but some companies does not need to rely on it. For instance, Wealthsimple is a famous brand in Canada who does a good job for its advertising posts both online and offline market. It is a successful company for branding. Another example is Lyft, it is a transportation type of company. This brand spent quite a lot of time of making its branding biggest while promoting the brand without the app. 

User Acquisition: I’m surprised that app store like Android and iOS, they are sharing client’s information and data through user’s mobile while using their apps.

Behaviour: We are always being tracked through the ID on our mobile devices, not just only algorithm, cookies, and others. 

Are my data being stolen from the App Store?

Conversion Event: KPI(Key Performance Indicator) based on stage of the funnel and the install rate that matter most to the businesses.

The Goal: ROAS (Return On Ad Spend)
Not ROI: The only measure of success that senior leadership will usually care about.

Do females have a harder time to get hired in gaming companies?
He replied no and there are many female co-workers at his gaming company and they are also very good at their job while being a game lover as well. It does not really matter.

What do you enjoy the most in your position?
Dream job for him, diverse group of people. Great visions. Creative and political position. Love going to work every day.

• 

• 

Brett Jones: LinkedIn