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The role & skills of smart app marketers in 2021 by @thomasbcn

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AppPromotionSummit 2020
(c) Thomasbcn

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The role & skills of smart app marketers in 2021 by @thomasbcn

  1. 1. © thomasbcn 2020
  2. 2. © thomasbcn 2020 slideshare.net/Thomasbcn/aso-the-game-has-changed Part1 - ASO : the game has changed
  3. 3. © thomasbcn 2020 slideshare.net/Thomasbcn/whats-next-in-ua-thomasbcn-at-applause-2019 Part2 - What’s next in UA
  4. 4. © thomasbcn 2020
  5. 5. © thomasbcn 2020 Evolution of tools • Early days… No post install metrics, no problem! • Manual - Cross network vs MMP data: to the limits of Excel • • •
  6. 6. © thomasbcn 2020
  7. 7. © thomasbcn 2020 Evolution of tools Pix © consumeracquisition
  8. 8. © thomasbcn 2020 Evolution of tools • No post install metrics, no problem! • Manual - Cross network vs MMP data • All-in-one - FMPs, data aggregators • DIY - Complex BI tools (Redshit + Looker/Tableau) • DIY - Simple dataviz (BQ + DataStudio)
  9. 9. © thomasbcn 2020 Pix © Singular
  10. 10. © thomasbcn 2020 Pix © Singular
  11. 11. © thomasbcn 2020 Pix © Singular UA manager 2021 skill #1 BI tools “Excel” at dataviz
  12. 12. © thomasbcn 2020 Evolution of targeting options (FB) • Interest & Categories // CPI • Lookalikes // AEO • Back to broad… // AAA & VO
  13. 13. © thomasbcn 2020 The duopoly automated the UA manager slideshare.net/Thomasbcn/whats-next-in-ua-thomasbcn-at-applause-2019
  14. 14. © thomasbcn 2020 How it started… Source unidentified?!
  15. 15. © thomasbcn 2020 … how it’s going Source unidentified?!
  16. 16. © thomasbcn 2020 Evolution of targeting options (FB) • Interest & Categories // CPI • Lookalikes // AEO • Back to broad… // AAA & VO Creatives are the new targeting
  17. 17. © thomasbcn 2020 Pix © consumeracquisition
  18. 18. © thomasbcn 2020 UA manager 2021 skill #2 Creatives manager
  19. 19. © thomasbcn 2020 App marketing : art + science Pix © Bidalgo
  20. 20. © thomasbcn 2020 Source unidentified?!
  21. 21. © thomasbcn 2020 Evolution of metrics • CPI • CPA • ROAS • pROAS “The leading UA metrics will move further down the funnel towards complex p-LTV ROAS models to avoid short term focus”, @thomasbcn 2019 in MDM Pix @ Google
  22. 22. © thomasbcn 2020 UA manager skill #3 A+ARRR funnel/loops Think deeper
  23. 23. © thomasbcn 2020 What’s next?
  24. 24. © thomasbcn 2020 Evolution of metrics, continued • CPI • CPA • ROAS • Payback period • Cross device measurement (“people based”) • Incrementality
  25. 25. © thomasbcn 2020 Evolution of metrics, continued • CPI • CPA • ROAS • Payback periods • Cross device/platform measurement • Incrementality
  26. 26. © thomasbcn 2020 • The gold measurement of paid UA • “the hottest topic of 2020 : incrementality”, MADV 004 • A fundamental pilar in remarketing, a unicorn in UA • From the smartest in the space … to everybody’s problem with iOS14.4 “Incrementality”
  27. 27. © thomasbcn 2020 “Incrementality” Pix © Businessofapps
  28. 28. © thomasbcn 2020 Incrementality vs Cannibalization Pix © Incrmntal
  29. 29. © thomasbcn 2020 Incrementality vs Cannibalization
  30. 30. © thomasbcn 2020 Incrementality vs Cannibalization Pix © Nadir Garouche & AdExchanger
  31. 31. © thomasbcn 2020 UA manager 2021 skill #4 Understand paid/organic, ROAS vs ROI Think broader
  32. 32. © thomasbcn 2020 UA manager 2021 skill #4 Look at the big picture
  33. 33. © thomasbcn 2020 iOS 14.4?
  34. 34. © thomasbcn 2020 madv.substack.com/p/idfa0-the-time-is-now
  35. 35. © thomasbcn 2020 2012: LAT
  36. 36. © thomasbcn 2020 2014: IDFA warning Pix © Techcrunch
  37. 37. © thomasbcn 2020 2016: LAT enforcement
  38. 38. © thomasbcn 2020 2018: SKAdNetwork
  39. 39. © thomasbcn 2020 2019 2020: Kids apps
  40. 40. © thomasbcn 2020 “I told you” slideshare.net/Thomasbcn/whats-next-in-ua-thomasbcn-at-applause-2019
  41. 41. © thomasbcn 2020 mobiledevmemo.com/idfa-zeroing-ios-10-change-mobile-advertising mobiledevmemo.com/would-your-business-survive-the-elimination-of-the-idfa mobiledevmemo.com/will-apple-redefine-mobile-advertising-with-skadnetwork mobiledevmemo.com/mobile-post-attribution-era
  42. 42. © thomasbcn 2020 UA manager 2021 skill #5 Stay informed Be critical
  43. 43. © thomasbcn 2020 madv.io
  44. 44. © thomasbcn 2020 •There will be even less UA managers processing media buying, especially with Facebook’s incoming “AAA”; •Designers, data analysts and even engineers will stop servicing marketing teams to becoming their core pieces. Data analysis in particular will be even more highly sought after, for instance to feed algorithmic bidding with better predictive events / predicted value; •A new role will emerge: the “creative manager,” a mixed role unifying creativity and analytics, interpreting hard data into actionable insights, enhancing the ideation quality and automating testing process; •ASO reaches maturity and requires more senior roles, transitioning to broader organic growth management illustrating the holistic and cross-functional nature of the discipline; •From UA to marketing to growth: as acquisition, retention & monetization get more intertwined than ever, many marketing teams will somewhat merge with product & CRM into complex cross-functional growth teams, an organizational evolution that will be a tricky challenge to structure successfully; •The sum of all above will result in increasing complexity of senior marketing roles, and provoke massive turnover among VP Marketing/CMOs. mobiledevmemo.com/2020-predictions-for-mobile-marketing
  45. 45. © thomasbcn 2020 The 2021 UA manager is… … less of a UA manager • Data analyst • Creative manager • Paid + Organic • “Growth team member”
  46. 46. © thomasbcn 2020 From UA to growth – Own the full funnel Paid acquisition Paid UA => Acquisition + organic/ASO => Marketing + branding/awareness + virality/referral +CRM/lifecycle => Growth + onboarding + monetization UA Marketing Growth
  47. 47. © thomasbcn 2020 “Another trend in 2020 is the death of the CMO role, as the monetization and direct response marketing functions merge into the broader Growth operation … marketing teams that do not control monetization design and strategy will simply be ineffectual”
  48. 48. © thomasbcn 2020 Apply the MGS to yourself, build your T-shape
  49. 49. © thomasbcn 2020 UA manager 2021 skill #6 Cross-functional Think bigger than UA
  50. 50. © thomasbcn 2020
  51. 51. © thomasbcn 2020 twitter.com/eric_seufert/status/1309153603588952064
  52. 52. © thomasbcn 2020 2021 : think beyond the app stores web vs app skills never mixed well… ASO Deferred deeplinks MMP SDK IAP UAC & AAA SEO Landing pages Pixels Checkouts Keywords & Display
  53. 53. © thomasbcn 2020 “The IDFA earthquake is accelerating evolution. Apple was already able to handicap FB/Google /et al even before implementing the ATT popup, but this may come and bite back. Harming the effectiveness of mobile performance marketing may not benefit Apple in the long term : its tight control on the platform could very well be weakened by the awakening of app marketers that there’s an entirely world outside theirs. I know very few professionals who excel in both web & app environments, but I’m convinced cross-platform marketing is going to be a high- demand skill next year.” madv.substack.com/p/idfa0-the-time-is-now
  54. 54. © thomasbcn 2020 UA manager 2021 skill #7 Cross-platform Think beyond the app stores
  55. 55. © thomasbcn 2020 • Storyteller + Data scientist • Funnel/loops Look deeper • Incrementality Look broader • Cross-functional Beyond UA • Cross-platform Beyond the Appstore • Critical thinking Stay informed & skeptical UA manager in 2021
  56. 56. © thomasbcn 2020 The only constant is change Embrace it! Quote © Heraclitus
  57. 57. © thomasbcn 2020
  58. 58. © thomasbcn 2020 madv.io @thomasbcn thomasbcna@gmail.com linkedin.com/in/thomasbcn

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