#207: Maximizing growth with Web-to-App funnels with Anastasiia Karlova, Head of Marketing at PlantIn

Business of Apps Podcast

Today, all businesses, brands and marketers are focused on mobile. It is no brainer - people spend two - three hours a day on mobile devices, so much of the action is there.

And yet - we still use laptops and desktop computers. Ask yourself - why would Apple introduce the macOS Sequoia iPhone mirroring app if desktop computers weren’t still relevant? We do work on our favorite MacBooks and iMacs, watch movies, plan our next vacation and so forth. It is just, for a few years since the iPhone was introduced, mobile was sucking out all the oxygen in the ad space.

So, if you are an app marketer, for you the answer is clear - you need to work with both mobile and desktop ad spaces to grow your app’s user base and generate revenue. Web-to-App advertising is what we’ll be talking about with Anastasiia today.

Today’s Topics Include:

• Anastasiia's background
• About PlantIn
• Customized User Journeys
• Challenges in transitioning to a web-to-app funnel
• Internal tools and third-party solutions for ad campaign automation
• Android or iOS?
• Leaving her smartphone at home, what features would Anastasiia miss most?
• What features she would like to see added to her smartphone?

Links and Resources:

• Anastasiia Karlova on LinkedIn
• PlantIn
• Business Of Apps - connecting the app industry

Quotes from Anastasiia Karlova:

"When we talk about customized user journey for apps, we are talking mainly about Web2App funnel. It could be based on a funnel with the questions completely based on the web or about the funnel that consists only one landing page and then push you to the store to download the app."

"I think the best thing is that you don't need to deal with opt -in rates. You're just skipping that part because this is considering web campaigns and web experience. The limitations about iOS 14 are not working here. And you just have all the information you can get based on clicks."

Host

Business Of Apps - connecting the app industry since 2012