Phiture Blog Blog - Phiture - Mobile Growth Consultancy and Agency Multi award-winning mobile growth consultancy & agency working with the brands behind leading apps. Fri, 12 Jul 2024 09:33:51 +0000 en-US hourly 1 https://wordpress.org/?v=6.5.5 https://i0.wp.com/phiture.com/wp-content/uploads/2019/07/cropped-icon.png?fit=32%2C32&ssl=1 Phiture Blog Blog - Phiture - Mobile Growth Consultancy and Agency 32 32 How we fine-tuned PressPlay’s AI models for consistent visual assets https://phiture.com/blog/fine-tuning-pressplay-ai-models-for-consistent-visual-assets/ Mon, 01 Jul 2024 15:37:09 +0000 https://phiture.com/?p=95925 How fine-tuning AI models helps us create consistent visual assets for ASO testing, boosting app installs.

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Intro

PressPlay by Phiture automates the creation, deployment and analysis of A/B tests on the Google Play Store. It uses generative AI to create visual assets in huge volumes, leveraging Phiture’s decade-long expertise in ASO. These assets, in the form of icons, feature graphics and screenshots, are then tested on the actual Google Play Store, powering tens of simultaneous experiments, with close to none human intervention.

This is enabling gaming companies like Wildlife Studios and Lockwood Publishing to achieve millions of additional projected app installs, in just a few months.

However, one of the hardest problems in AI is reliable consistency. It’s one thing if you’re prototyping creative ideas in AI, but to actually publish an AI-generated image requires a level of consistency that’s hard to achieve with prompting alone. The image isn’t going to be approved if it doesn’t conform to the style used across a company’s brand assets.

Phiture came to me with this problem – having done remarkable work to automate the testing of new brand assets with their PressPlay tool, the new bottleneck was creating new assets to test. AI-generated assets weren’t cutting it, because it was an onerous trial-and-error approach to match a client’s style, and even then they were always noticeably off. If they could automate the generation of assets, PressPlay could automatically cycle through many iterations of tests using AI to generate new ideas, driving growth for their clients many times faster than would be otherwise possible.

Thankfully I had written in my prompt engineering book (published June 2024 through O’Reilly) about creating consistent characters with AI, including fine-tuning a model based on a specific style or object. In this post I’ll walk through how I approached it, so you can see what’s possible with AI.

Fine-tuning with Dreambooth

I’ll start with the hardest technique, because it’s what gets the best results. Dreambooth is a training technique you can use on open-source models like Stable Diffusion XL, which actually changes the parameters in the model – it ‘learns’ about the concept you teach it. That concept is typically either a style or subject, of which you need 5-30 images to upload for the model to train on. There is another popular technique for fine-tuning called LoRA, but I use Dreambooth because it gets better results on faces.

Here’s an example from my book, where I trained Stable Diffusion 1.5 to generate images of myself:

There are plenty of options online in terms of tutorials you can follow (I like this one), but I would recommend some technical ability if you’re going to try this method. You probably won’t have to write any code, but you will have to know how to run it. The good news is that you don’t need the latest M3 Macbook or gaming PC with access to a GPU (graphics processor used by AI models), as Google’s Colab Notebooks offer access to GPUs for free or very cheap (~$15 a month), depending on which model you’re using.

Note: you can also try out Replicate, which I’ve had great experiences with before. However, as of June 2024 their customer service team admitted to me that their training methods were somewhat out-of-date relative to the results you can get within Colab, and they will be revisiting this feature.

Here’s the training data we uploaded on behalf of the client: ~30 cut out images with no background, of a specific character in the game Avakin Life in different poses and positions:

The training only took around 15 minutes to complete, and at the end we had a new set of model weights we could prompt with the word “UKJ” (a made up word, that the new model associates with our images):

Compare this to what we got when we prompted the normal Stable Diffusion XL model that didn’t know about our character and brand style:

When Phiture used fine-tuned models to automatically deploy icon tests created by PressPlay’s generative AI, Avakin Live saw remarkable results. Ouni Kwon, Senior Marketing Director at Lockwood Publishing said: “Phiture’s PressPlay has been instrumental in scaling our experimentation efforts and deepening our understanding of how to effectively communicate our brand to players. We are seeing successes where we didn’t expect to and have been able to apply the learnings across other areas in our marketing while staying true to our brand identity.”

As you can see, fine-tuning makes an astonishing difference in the quality of the assets, and really nails the client’s unique style. AI-generated assets aren’t replacing human designers any time soon, and if you have good quality assets to use you should. However, AI being able to fill the gap in scenarios where you need assets over and above what would be possible for your team to produce, is a powerful edge. You can always take the winning variants from AI generated asset testing and then make human versions of them later, to achieve stronger performance in less time.

Deep-dive: Running Stable Diffusion XL In Google Colab

If you don’t code, you can stop here, because we’re going to go through how this technique works. If you have a developer in your team, you could send this post to them and they should be able to replicate my results in half an hour.

First, you need to check you have an Nvidia GPU, which you can accomplish by typing !nividia-smi and pressing Option + Enter on a Mac, CTRL + Enter on a PC. If you don’t have a GPU then you can assign one by clicking the dropdown in the top right corner, and choosing ‘Change runtime type’, before selecting one of the GPUs (I used the L4 one).

Next you need to install the diffusers library by HuggingFace, which is what helps you run Stable Diffusion: %pip install --upgrade diffusers[torch] -q

If you want to run the base version of Stable Diffusion XL, you can run it with the following code. Stable Diffusion is open-source, so it’s useful to be able to run it locally like this, and all you have to do is run on the code. Just change the prompt to be whatever it is you are trying to create:

from diffusers import DiffusionPipeline, AutoencoderKL
import torch
from PIL import Image


def image_grid(imgs, rows, cols, resize=256):
   assert len(imgs) == rows * cols


   if resize is not None:
       imgs = [img.resize((resize, resize)) for img in imgs]


   w, h = imgs[0].size
   grid_w, grid_h = cols * w, rows * h
   grid = Image.new("RGB", size=(grid_w, grid_h))


   for i, img in enumerate(imgs):
       x = i % cols * w
       y = i // cols * h
       grid.paste(img, box=(x, y))


   return grid

vae = AutoencoderKL.from_pretrained(
    "madebyollin/sdxl-vae-fp16-fix",
    torch_dtype=torch.float16
)
pipe = DiffusionPipeline.from_pretrained(
    "stabilityai/stable-diffusion-xl-base-1.0",
    vae=vae,
    torch_dtype=torch.float16,
    variant="fp16",
    use_safetensors=True,
)
pipe.to("cuda");

prompt = "sims3 avatar of a woman riding a horse"


image = pipe(prompt=prompt, seed=42, num_inference_steps=50, num_images_per_prompt = 3)
image_grid(image.images, 1, 3)

We found the closest prompt to the client’s style we could find was evoking the name of sims3 and specifying it was an avatar. Here’s the resulting set of images:

Here’s what the code does, step-by-step:

  1. Imports and Setup:
    • from diffusers import DiffusionPipeline, AutoencoderKL: Imports the DiffusionPipeline and AutoencoderKL classes from the diffusers library. These are used for setting up and using the diffusion model.
    • import torch: Imports the PyTorch library, which is used for tensor operations and as the backend for the model computations.
    • from PIL import Image: Imports the Image class from the Python Imaging Library (PIL), used here to handle image operations like resizing and merging into a grid.
  2. Function Definition image_grid(imgs, rows, cols, resize=256):
    • This function takes a list of image objects (imgs), the desired number of rows and cols for the grid, and an optional resize parameter to adjust the size of each image.
    • assert len(imgs) == rows * cols: Ensures that the number of images matches the expected number of grid slots.
    • Resizing images (if resize is not None): Resizes each image to the specified square dimensions.
    • Grid dimensions are calculated based on the number of columns (cols), rows (rows), and dimensions of the first image.
    • A new blank image grid is created with the computed width and height.
    • Images are placed into this grid in row-major order using a loop that calculates the position for each image.
    • The function returns the final image grid.
  3. Model and Pipeline Setup:
    • vae = AutoencoderKL.from_pretrained(...): Loads a pre-trained autoencoder model. This model is specialized for handling images in a reduced precision (float16) for efficiency.
    • pipe = DiffusionPipeline.from_pretrained(...): Sets up the diffusion model pipeline with the previously loaded autoencoder, specifying model settings such as precision and safety features to manage GPU memory efficiently.
  4. Moving the Pipeline to GPU:
    • pipe.to("cuda"): This command moves the pipeline’s computations to a GPU (if available), allowing for faster processing.
  5. Generating Images:
    • prompt = "sims3 avatar of a woman riding a horse": Defines the text prompt based on which the images will be generated.
    • image = pipe(prompt=prompt, num_inference_steps=50, num_images_per_prompt=3): Generates images using the defined pipeline and settings. The settings indicate that 50 inference steps should be used, and three images should be generated from the prompt.
  6. Displaying the Generated Images in a Grid:
    • image_grid(image.images, 1, 3): Calls the image_grid function to organize the three generated images into a grid with one rows and three columns.

 

Running Dreambooth Fine-Tuning In Google Colab

Now we have established a baseline, we can run the Dreambooth training process to fine-tune the model on our data. We’re going to use autotrain, which is another package by HuggingFace:

%pip install -U autotrain-advanced

Make sure you restart the Colab Notebook now, to free up memory from running the base version of Stable Diffusion XL, and to apply the autotrain library. The final thing you have to do before running training is upload the images to Colab. On the left-most menu, click the file icon, right click then click ‘New folder’, and call it image_training. Upload the images you want to train on to this folder by right clicking the ellipses on the right hand side of the folder, and clicking upload.

Note: You want to upload your image files to the folder without opening it, or you’ll run into an error – it will add an ipython-checkpoint file which annoyingly causes an error with the training script. If you accidentally open the folder then delete it, and try again with a different folder name.

Finally, you can run training, which can be done with the following code:

!autotrain dreambooth \
--train \
--model "stabilityai/stable-diffusion-xl-base-1.0" \
--project-name "DreamboothSDXL" \
--image-path "image_training" \
--prompt "photo of UKJ" \
--seed 42 \
--resolution 1024 \
--batch-size 1 \
--num-steps 500 \
--lr 1e-4 \
--mixed-precision fp16

Here’s what each parameter means:

  • !autotrain dreambooth: This initiates the autotrain tool specifically for the Dreambooth task, which is a method of personalizing generative models (like image generators) to specific styles or subjects.
  • --train: This flag specifies that the operation is a training run, as opposed to other possible operations like evaluation or inference.
  • --model "stabilityai/stable-diffusion-xl-base-1.0": This specifies the model to be used for training. In this case, it is using the stable-diffusion-xl-base-1.0 model provided by Stability AI, which is likely a large-scale version of the popular Stable Diffusion image generation model.
  • --project-name "DreamboothSDXL": This sets the name of the project under which the training run will be saved. It helps in organizing and retrieving the training run data later.
  • --image-path "image_training": This option points to the directory where the training images are stored. These images are what the model will use to learn from during the training process.
  • --prompt "photo of UKJ": This specifies the text prompt associated with the training images. The model will learn to associate this prompt with the visual content of the images in the specified directory.
  • --seed 42: This sets a specific seed number for the random number generator used in the training process. This is important for reproducibility, ensuring that training runs are consistent if they are started with the same seed.
  • --resolution 1024: This determines the resolution of the images that the model will generate during training. Here, it is set to 1024 pixels, which implies a resolution of 1024×1024 pixels.
  • --batch-size 1: This sets the batch size to 1, meaning the model processes one image at a time during the training. This is often used for more memory-intensive models or when GPU memory is limited.
  • --num-steps 500: This specifies the number of training iterations or steps the model will run through. More steps generally lead to better learning but increase training time and resource consumption.
  • --lr 1e-4: This sets the learning rate to 0.0001. The learning rate controls how much the model weights are adjusted during training in response to the error rate. Smaller learning rates can lead to more stable but slower training.
  • --mixed-precision fp16: This flag enables mixed precision training using the fp16 (16-bit floating-point) format, which can speed up the training process by reducing the computational demand on the GPU.

The training should take about ten to fifteen minutes, and when it’s done you could go into the files and download the pytorch_lora_weights.safetensors file, to use in AUTOMATIC1111’s Stable Diffusion Web UI, ComfyUI, or most other popular Stable Diffusion user interfaces. However, you also just run the new model weights directly in Colab, like we did with the base model.

from diffusers import DiffusionPipeline, AutoencoderKL
from PIL import Image
import torch


def image_grid(imgs, rows, cols, resize=256):
   assert len(imgs) == rows * cols


   if resize is not None:
       imgs = [img.resize((resize, resize)) for img in imgs]


   w, h = imgs[0].size
   grid_w, grid_h = cols * w, rows * h
   grid = Image.new("RGB", size=(grid_w, grid_h))


   for i, img in enumerate(imgs):
       x = i % cols * w
       y = i // cols * h
       grid.paste(img, box=(x, y))


   return grid


vae = AutoencoderKL.from_pretrained(
   "madebyollin/sdxl-vae-fp16-fix",
   torch_dtype=torch.float16
)
pipe = DiffusionPipeline.from_pretrained(
   "stabilityai/stable-diffusion-xl-base-1.0",
   vae=vae,
   torch_dtype=torch.float16,
   variant="fp16",
   use_safetensors=True,
)
pipe.to("cuda");
pipe.load_lora_weights("DreamboothSDXL", weight_name="pytorch_lora_weights.safetensors")


prompt = "photo of UKJ riding a horse"


image = pipe(prompt=prompt, seed=42, num_inference_steps=50, num_images_per_prompt = 3)
image_grid(image.images, 1, 3)

Here are the resulting images:

Most of this is the same as before, but there are two changes:

  • vae = AutoeratorKL.from_pretrained(...): Loads a specific pre-trained version of an autoencoder, set to operate in float16 for efficient GPU computation.
  • pipe.load_lora_weights("DreamboothSDXL", weight_name="pytorch_lora_weights.safetensors"): This line loads additional specialized weights into the model, to use our fine-tuned model weights.

As we have demonstrated, employing techniques like Dreambooth for fine-tuning AI-generated brand assets can significantly elevate their relevance and consistency with existing brand aesthetics. For companies like Phiture, building advanced AI tools like PressPlay can offer a real edge in improving performance through creative testing. Embracing these technologies not only enhances efficiency but also opens new possibilities for creative innovation in digital marketing.

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]]> Relevant Updates from Apple’s WWDC 2024 — and what they mean for App Marketers https://phiture.com/blog/wwdc-2024-updates-for-app-marketers/ Mon, 10 Jun 2024 21:29:45 +0000 https://phiture.com/?p=95869 Highlights from Apple's WWDC24: Apple Intelligence, iPhone notifications on Mac, home screen and control center customization, and more!

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Apple, holding significant market share, sets industry standards with its operating system updates. At WWDC (Worldwide Developers Conference), Apple annually announces significant changes impacting both businesses and consumers.

We watched the keynote for you and summarized the key updates from WWDC 2024 for app marketers.
We’re updating this article continuously as new updates are announced throughout the week.

 

iOS 18 introduces new customization options for the home screen and control center

iOS 18 and iPadOS 18 will bring updates like more flexible app arrangement, and customizable app icons, with dark backgrounds or tints. Icons on the home screen can now also be enlarged. Users can lock specific apps with a passcode or Face ID and hide apps from the home screen, which will then appear in a “Hidden” folder in the app library. Additionally, app names can optionally be hidden, leaving only the app icon on the home screen. Apple has already updated documentation around app icon variations for iOS and iPadOS 18 here.

The control center receives significant updates. A new Controls API now enables third-party apps to create controls that can then be placed into the control center or lock screens by users.

What the new customization options in iOS and iPad OS 18 mean for app marketers

Having recognizable elements in your app icon becomes more important than ever. Once tinted app icons get adopted by users, your brand colors likely won’t play a big role on all of your users’ home screens anymore. Make sure your users can still easily identify your app by including unique brand elements or text on your icon.

Especially apps in the utilities categories should take advantage of the new Controls API, which will let you add certain actions from your app in more places throughout iOS — like to the control center, or onto the lock screen. This is not only beneficial for your app usage and feature discoverability, it should ultimately be a UX improvement for your app users.

New home screen customization options in iOS 18. Source: Apple

 

New third-party controls in iOS and iPadOS 18 let you be front and center with your users. Source: Apple

 

MacOS Sequoia’s Continuity feature brings iPhone even closer to the Mac

Together with iOS 18, updates to the Continuity feature on Mac include iPhone mirroring — which quite literally brings your iPhone screen to your Mac, now effectively allowing users to use all of their iPhone apps seamlessly on their computer. This includes receiving notifications from iPhone while you’re on your Mac. Apple also made it easier to share files between devices using Continuity, which now allows you to just drag files from your Mac “into” an iPhone app you’re currently mirroring.

How macOS Sequoia’s update to Continuity benefit app marketers

These updates mean you can be close to your users in more situations than ever before — even if you don’t offer a dedicated Mac app. Users who use the new Continuity features will be able to receive your app’s push notifications directly on their computers, and can use your app in more situations.

The Continuity feature in macOS Sequoia lets you mirror your iPhone to your Mac — including notifications. Source: Apple

 

Apple Intelligence integrates AI deep into Apple’s devices — including third-party apps

Apple’s newly announced take on AI, Apple Intelligence, introduces advanced AI features across its entire ecosystem, enhancing OS-level features with large language models (LLMs), and offering sophisticated writing tools for generating, rewriting, and proofreading text. These features are accessible system-wide, including in third-party apps via the App Intents API.

Siri is now more personal and context-aware, capable of natural speech commands, in-app actions, and advanced queries, and can be invoked by simply double-tapping the home bar and typing a prompt or query.
New tools like Genmoji, Image Playground, and Image Wand enable custom emoji creation, on-device image generation, and photo cleanup or editing with the help of AI.

AI enhancements to iOS, iPadOS, and macOS also include improved semantic search for images and videos and direct integration of ChatGPT-4o with access to premium features if users connect their premium ChatGPT account.

Considering Apple’s focus on privacy, it’s no wonder processing for most features occurs on-device, while more demanding queries get sent to a server securely through a new architecture called Private Cloud Compute.

These updates will be available in beta with iOS 18, iPadOS 18, and macOS Sequoia. Learn more about individual Apple Intelligence features here.

What Apple Intelligence means for App Marketers

Users might soon interact with your app in a whole different way — through Siri acting as an AI agent, fulfilling requests and collecting information on their behalf. Explore the App Intents API and make sure to implement the API in time before the iOS 18 release in September to be ready from the get-go.

App developers can integrate Apple Intelligence deeply into their apps using the App Intents API. Source: Apple

 

AppAttributionKit expected to replace SKAdNetwork, supports alternative app stores

While the AdAttributionKit framework has been introduced with iOS 17.4 already, it is now expected to fully replace SKAdNetwork. According to Apple, AdAttributionKit supports re-engagement, click-through attribution (including support for custom creative), JWS formatted impressions and postbacks, and more.
A new developer mode for AppAttributionKit has also been announced, which makes debugging easier by shortening conversion windows and removing random time delays.

In contrast to SKAdNetwork, AdAttributionKit also works with alternative app stores.

 

Custom Product Pages (CPPs) to support deeplinks

A session description on the Apple Developer website indicated that Custom Product Pages will soon support deeplinks. Whether this applies to apps that aren’t yet installed remains to be seen — we’ll update the article as new information becomes available.

A session description suggests deeplinks for CPPs, and an option to nominate your apps for featuring in an upcoming version of App Store Connect.

 

Nominate your apps for featuring on the App Store

App Store Connect very soon will let you submit your apps for possible featuring on the App Store. A session description on Apple’s Developer website gave us an early hint, and now, members of our ASO Stack Slack Community have reported that the featuring nomination feature on App Store Connect is already rolling out to their accounts. Check your consoles and let us know if it’s already available for you too!

Featuring notifications and marketing assets via the App Store Connect mobile app

The App Store Connect mobile app also gets a welcome new feature: You can now choose to receive push notifications on your iPhone when your app gets featured on the App Store somewhere in the world. You can then even go one step further and generate and export marketing assets for important achievements or updates — right from App Store Connect.

The App Store Connect mobile app now sends you a push notification once your app gets featured in any market. Source: Apple

 

Win-back offers for subscriptions

Developers of subscription apps can now encourage churned subscribers to resubscribe with new win-back offers that appear in the App Store or inside the app itself. On macOS, developers can even offer discounted or free subscriptions for a period of time, this feature won’t be available on iOS yet.

New targeted win-back offers in the App Store. Source: Apple

 

 

Hear about these updates and more — Live on stage!

The ASO Conference is the ultimate knowledge-sharing event for mobile growth leaders. Today, we’re incredibly excited to announce the first wave of speakers!

Join us to hear from industry leaders sharing growth lessons that you can apply to your app or game.

→ Get your tickets here: https://asoconference.com

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]]> Phiture Briefing on Apple’s response to the EU Digital Markets Act (DMA) https://phiture.com/blog/phiture-client-briefing-on-apples-response-to-the-eu-digital-markets-act-dma/ Fri, 23 Feb 2024 12:30:01 +0000 https://phiture.com/?p=95361 Apple's recent proposed changes in response to the EU Commission's Digital Markets Act (DMA) mark a significant shift in its app distribution and payment processing policies.

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First prepared by the Phiture team for clients and partners, we’re now publishing our take on Apple’s response to the EU Digital Markets Act (DMA) publicly.

Update 03/29/2024: The European Commission has now launched investigations into Apple, Google, Meta, and Amazon for potential non-compliance with the Digital Markets Act (DMA), with possible heavy fines for violations. As a result of these investigations, we expect to see further changes to Apple’s policies and will keep this briefing up to date to reflect those in the future. Read more here: The Verge

For app publishers who choose to opt in to enable alternative distribution and payments, Apple’s recent proposed changes in response to the EU Commission’s Digital Markets Act (DMA) mark a significant shift in its app distribution and payment processing policies.  

The DMA aims to promote competition by imposing restrictions on “gatekeeper” companies (including but not limited to Apple and Google) that operate at a certain scale. 

Regarding app store usage, the DMA stipulates two important requirements for gatekeepers: one, allowing alternative in-app and out-of-app payments, and two, enabling the installation and use of third-party software applications or application stores. 

Google’s compliance with the DMA focuses more on alternative payments. This is because Android is a more open platform that has supported sideloading and alternative app stores on many iterations of its devices since it was first released. Google introduced user choice billing in 2022, which allows developers to offer alternative payment methods, but still charges a reduced platform fee on those transactions. 

Apple’s compliance with the DMA is more complex because it must support alternative payment methods as well as alternative app stores. 

Apple has introduced new business terms in the EU that give developers a choice. They can either abide by existing App Store policies or opt into new terms that allow them to utilize alternative app stores and billing methods under different commercial conditions. Under these new terms, developers will pay reduced commission fees for payments made through their apps distributed from the App Store. They will also pay a payment processing fee if they use Apple’s native in-app payments process but no fee if they use alternative providers or accept payments via an external website link. Additionally, all developers who opt into these new terms will be obligated to pay a Core Technology Fee (CTF) for every first annual install of their app above 1 million generated from either the App Store or an alternative app marketplace.

There is no deadline to enter the new business terms, and developers are encouraged to take their time to decide on what is best for them, as once they sign the addendum to change the agreement, the new terms will apply to all apps in the account, and developers can’t go back to the previous business terms.

Summary of Apple’s changes in response to the DMA

  1. New (opt-in) business terms, which unlock alternative app distribution
    These include a reduced commission on App Store transactions, an optional payment processing fee for using Apple’s system, and a highly contentious Core Technology Fee for apps distributed from the App Store or alternative marketplaces. This fee is €0.50 for each first annual install over a 1 million threshold on iOS in a 12-month period and includes first-time installs, re-installs, and app updates by iOS users with accounts from the 27 EU countries.
  2. Apple introduces a new set of business terms for app distribution and monetization, offering developers two options:
    Stick with the existing App Store policies, with no changes, or adopt the new terms to access alternative app stores and billing methods under revised commercial conditions.

    Source: mobiledevmemo.com / Eric Seufert

    Source: AppsFlyer
  3. Alternative app distribution and payments
    Developers can now distribute their iOS apps outside the App Store and use alternative payment processors within their EU apps across Apple’s operating systems.
    This could lead to an increase in reach, but costs associated with the new business terms are significant.

    Source: cultofmac.com
  4. Enhanced user protections
    Apple will introduce new safeguards to minimize risks associated with sideloading and alternative payment processing. These include notarization for iOS apps, authorization for marketplace developers, and disclosures on alternative payments.
    These safeguards are good news for both developers and consumers.
  5. EU-specific adjustments
    Apple will allow EU iPhone users to select a default web browser and contactless payments app, potentially bypassing Apple Pay.
    This could be interesting for e-commerce apps and others that wish to drive off-platform purchases while still distributing their app through the App Store.

     

    Phiture’s take

    • Apple has worked hard to make both side-loading/3rd party stores and alternative payment methods commercially unattractive to app developers. As Eric Seufert coined it: Apple is playing “Heads I win, Tails you lose” in what amounts to an attempt at malicious compliance.
    • Only very high average revenue per unit apps currently look like potential winners from accepting the new terms.
    • It’s still very early days, and Apple’s current response is just a proposal
      • Regulators will review the proposal, along with those from other gatekeepers, starting March 7, 2024. 
      • Apple may be required to modify its offering based on this review.
      • Aside from Epic, who have a well-documented ‘beef’ with Apple, we haven’t seen many developers showing enthusiasm about the chance to take Apple up on their new terms.  
      • The proposed new terms are not available to opt into yet: this is all still somewhat theoretical as of today (Jan 31, 2024).
    • It’s not a one-size-fits-all situation: Factors such as reach, development effort, revenue model, user base size, and other fees/charges incurred all need to be considered when deciding which model is best for your app.
    • Phiture expects other gatekeepers such as Microsoft – and possibly Amazon – to mull creating their own iOS app stores, which could significantly boost the reach of apps in the EU that opt into Apple’s new business terms.
    • Some niche-audience apps may be able to operate very effective businesses while staying under one million EU installs, but the App Store Small Business Program already offers a reduced 15% fee, which only drops to 13% under the new terms. However, this ties developers into the €0.50 Core Technology Fee once they hit one million EU installs: this fee will be a killer for most existing app business models.
    • Under the current rules, app updates (including updates for users who are inactive but still have the app installed) will be counted toward the ‘installs’ total. This implies that developers will have to pay the CTF annually even for inactive users. The CTF makes the economics very tough for most businesses.
    Source: AppsFlyer

    Industry reaction

    • Consumer concerns: There’s a mix of opinions among consumers. Some appreciate the EU’s stance on consumer rights while others express concerns about potential security risks and reduced user experience due to multiple app sources.
    • Regulatory compliance questions: There are uncertainties about whether Apple’s restructuring will comply with the DMA as the act requires fair, reasonable, and non-discriminatory conditions for access to app stores. The introduction of the CTF and Apple’s new business terms are central to this debate.

     

    Further Reading

    • Apple’s official announcement and business terms changes link
    • Mobile-centric analysis from renowned industry commentator Eric Seufert link
    • Mobile-centric analysis of Apple’s DMA response from the leading mobile measurement platform, Appsflyer link
    • Explanation of the DMA by CookieBot (UserCentrics sub-brand) – less mobile-centric link 
    • Reuters’ coverage of Apple’s response to the DMA and industry reactions link
    • 9to5Mac’s discussion on the new labeling of apps to inform and protect EU users link
    • MacRumors’ report on industry opinions and the App Store split link
    • TechCrunch’s analysis of Apple’s new ‘core tech’ fee and its implications link
    • MacRumours report on Apple’s recent non-compliance with EU rulings (related to Epic Games) requiring Apple to open up distribution to non-Apple store purchases link
    • Epic has declared they will launch an app store on iOS, mostly to distribute Fortnite, despite decrying Apple’s “Hot Garbage” EU business rules link
    • Developers call out Apple’s ‘malicious compliance’ link

    The post Phiture Briefing on Apple’s response to the EU Digital Markets Act (DMA) appeared first on Phiture - Mobile Growth Consultancy and Agency.

    ]]>         Mobile Marketing in 2024: Phiture’s Predictions https://phiture.com/blog/mobile-marketing-2024-predictions/ Fri, 22 Dec 2023 13:19:28 +0000 https://phiture.com/?p=95292 In this blog post, we'll explore the key trends and strategies that will help you navigate the ever-changing mobile app landscape and drive growth and engagement for your app in 2024.

    The post Mobile Marketing in 2024: Phiture’s Predictions appeared first on Phiture - Mobile Growth Consultancy and Agency.

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    As we step into 2024, the mobile world is going through some big changes. There is a race among marketers to use AI in their strategies, and come up with new and bold ideas. We are also facing economic challenges resulting in reduced consumer demand and higher prices. This is making businesses rethink how they spend their money on ads. Amidst all this, there’s a silver lining of new technologies that could reshape how we use our phones. So, let’s try to deep dive into what gets us excited these days here at Phiture.

     

    Your app as an ad network

    Adtech analyst Eric Seufert coined the phrase “Everything is an ad network”. As Facebook and Google lose access to unlimited access to user data due to privacy regulations, the media landscape is changing, and their dominance is being challenged. Any company with sufficient supply of customer data in a first-party environment is now presented with the opportunity to build an advertising network.

    The concept of retail media isn’t novel in itself: Think loyalty cards, vouchers or coupons. What’s new is the integration of these practices into both digital and physical worlds. Marriott, a hotel chain, is rolling out a media network leveraging its guest data to deliver targeted ads across its websites, apps, and even in-room TV sets.

    This trend is illustrated by tech giants such as Amazon, Uber, and Instacart, who successfully monetize the ad space within their apps. For example, Instacart raked in $740 million in ad revenue in 2022, making up an impressive 29% of its total earnings. Projections from research firm Insider Intelligence indicate a surge in net ad revenues for retail media advertising in the US: Surpassing $55 billion in 2024 from $41 billion this year.

    The potential for innovative and personalized advertising opportunities is endless. Imagine an entertainment company targeting airline passengers vacationing near its theme parks. This fusion of data and advertising opens doors to a new era of ad tech.

     

    Brand vs. Performance

    Apple’s privacy changes made paid media more expensive and less effective, so it’s only natural that CMO’s are shifting budgets to brand campaigns. Airbnb is a case in point: Pre-pandemic, its marketing strategy was primarily performance-driven. Yet, in 2020, Airbnb, facing an 80% business loss overnight, reinvented itself by ditching performance ads. The shift change has largely paid off, with their traffic levels reaching 95% of pre-pandemic figures. Would this work for less-established companies too?

    CEO of Eight Sleep, Matteo Franceschetti introduced “the rule of seven touch points”. In a world bombarded with stimuli, customers need to encounter a brand at least seven times before making a purchase decision. This shows that advertising shouldn’t be just aimed at immediate sales, but at leaving lasting impressions that result in future transactions.

    Take TikTok, for example: Their users largely don’t mind ads — they even like them. According to DISQO research, two out of three TikTok users view ads positively as “fun and engaging,” “trendsetting,” and “inspiring.” This is likely because TikTok ads don’t feel like ads; think of the traditional banners and carousel formats that would fall flat with their audience. The platform values authenticity and fun. Ads that work best are those that seamlessly blend with user-generated content in the feed.

    The lines between brand and performance, or organic and paid advertising are increasingly blurry. When teams become siloed, businesses suffer. This highlights the need for a dynamic and adaptable ad strategy in the coming year.

     

    Personalization beyond the download

    McKinsey’s research shows the rising demand for personalized interactions, with 71% of consumers expecting tailored experiences. And the story doesn’t end there: 76 percent get frustrated when this doesn’t happen.

    For mobile marketers, Apple and Google provide tools for personalizing the user journey through targeted ads and custom product pages. Augmenting these capabilities with AI, platforms like Aampe take it a step further, generating unique insights for each customer via in-app CRM.

    As we move into 2024, the ability to deliver personalized experiences from ad to purchase will be key to successful app strategies. Chinese shopping apps such as Shein and Temu are leading the way. By analyzing user history, browsing behavior, and interests, Shein can provide tailored product recommendations for each user, improving the shopping experience, increasing sales, and customer loyalty. What’s even more impressive is that they are using order data and in-app clicks to automate warehouse management and schedule delivery vehicles.

    The mobile app space is a saturated one — the average smartphone owner uses just nine to ten apps a day and 30 apps over a month. This stiff competition creates a need for ensuring not only initial downloads but sustained engagement and retention. That requires close collaboration across all Growth functions and resources. Embracing these trends will position your app as capable of navigating the evolving digital landscape and delivering experiences that resonate with the modern consumer.

     

    Happy holidays from all of us here at Phiture 💚

    We’re wishing you joy, warmth, and endless celebrations this holiday season! May your days be filled with love, laughter, and cherished moments. Here’s to a festive season that embraces the traditions that make us all unique. Happy holidays from all of us at Phiture — we’ll see you in the new year! 💫

    The post Mobile Marketing in 2024: Phiture’s Predictions appeared first on Phiture - Mobile Growth Consultancy and Agency.

    ]]>         A Glimpse into the Future of Mobile Growth: Welcome to Phiture’s AI Labs https://phiture.com/blog/welcome-to-phiture-ai-labs/ Thu, 14 Sep 2023 08:36:37 +0000 https://phiture.com/?p=94675 Explore Phiture's AI Labs: Shaping the Future of Mobile Growth with AI. Discover AI-driven solutions and stay updated on our progress for growth.

    The post A Glimpse into the Future of Mobile Growth: Welcome to Phiture’s AI Labs appeared first on Phiture - Mobile Growth Consultancy and Agency.

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    Listen along to the article with an AI-generated narrator. 

    Artificial Intelligence is changing the digital scene fast, and it’s here to stay. I’m super excited about a renewed wave of innovation for Mobile Growth, and therefore we’ve established Phiture’s AI Labs task force. The task force tests new AI Proof-of-Concepts, and scales, iterates or kills these projects based on the direct client revenue impact we can gain for our clients.

    Think of Phiture’s AI Labs as a playground. Our Engineers, Data People, Designers and Marketing Experts play with ideas and work together. We all want to see how AI can help businesses grow. And guess what? We’re seeing great things!

    In this piece, we’re giving you a peek into our AI Labs. You’ll see what we’re up to and how Phiture plans to use AI to help our clients succeed.

    Visuals by Mariano Briozzo, crafted using Midjourney.

    What are we trying to achieve?

    Phiture’s AI Labs is about more than just experimenting with a new technology; it represents a seismic shift that will bring AI to the core of our service proposition, and in effect, become an AI-first agency by 2026 – but always with a human touch.

    For this reason, the testing environment of the AI Labs rests upon twin purposes. 

    Purpose 1: Conceptualize and develop new AI-powered solutions that drive direct revenue growth for our clients. These big moves will deliver growth for mobile marketers.

    Purpose 2: Integrate AI into our existing service offerings. By automating repetitive tasks, our experts can spend more time on high-value strategic work.

    Another way of looking at these twin purposes is ‘big bets’ and ‘table stakes.’ The big bets will transform mobile growth marketing with solutions for personalized messaging, automated ASO, and bid optimization. ‘Table stakes’ can be thought of as the essential efficiencies, the minimum required to stay in the growth game, centring on automation, cost-cutting, and streamlined processes.

    Ultimately, these ongoing efforts will set us apart from the competition, enhancing the value we provide to clients and increase the efficiency and scalability of our services. 

    Who and how?

    Our AI Labs initiative is a blend of advanced technology and human ingenuity. Our team of Engineers, Data Scientists, and Consultants are working together to take machine learning and automation to the next level for our clients, all the while integrating cutting-edge AI into everything we do.

    The doors of the lab will be open for a further six months, and several enriching programs will run in this time. 

    Our AI Champions program, for instance, brings together team members from across various departments who act as liaisons between AI Labs and their respective teams, ensuring AI-driven thinking is integrated throughout the company. 

    Additionally, our AI Lunch Break Sessions offer a weekly platform for education and open dialogue on the latest AI trends and applications, serving as a breeding ground for new ideas. Through hackathons, bootcamps, and AI learning days, we’ll continuously foster a culture of innovation and creativity.

    Visuals by Mariano Briozzo, crafted using Midjourney.

    Strategic Initiatives

    The programs outlined above all rest on a ‘build-measure-learn’ approach focused on rapid prototyping. Already we’re working on several strategic initiatives for AI and mobile growth, and we can offer a glimpse into the lab here. All of these initiatives can be read about in more detail on our dedicated website here. 

    Automated User Acquisition Creatives at Scale: AI-generated campaign creatives to promise faster launches and lower customer acquisition costs.

    Personalized CRM Messaging: Tailored CRM with AI, to make user experiences more engaging and contribute to retention. 

    Experiment Insights at Scale: Analyze experiments using AI, and adapt your growth strategy based on proven results to drive impact faster. 

    AI-driven Keyword Optimization: Revolutionize keyword optimization with AI, to expand impact and global reach with increased efficiency. 

    Automated ASO Audits: Speed up optimization with AI-generated audits, providing faster insights to clients.

    Optimized Campaign Management: Continuous adjustment of bids underpinned by AI-optimized Cost-per-Acquisition goals. 

    Internal AI Guidelines: Foster responsible and ethical AI innovation with rigorous internal guidelines.

    The results so far

    Already we’re seeing rapid results from this dynamic, creative environment.

    Optimized ASA bidding: To find the optimal ASA bidding system, we’ve deployed a self-learning Machine Learning model in the Apple Search Ads campaigns of one of our clients.

    Creative campaign tracking: We’ve launched a dashboard for our creative team, so they can track what experiments the market is running, and which were most successful for ASO. 

    Keyword research & labeling: We’ve handed over all of our keyword research and labeling to AI, leading to new, more relevant keywords being found and used. We’re aiming to automate the entire process with our AI-first Keyword Optimization initiative.

     

    We’ve also recently launched our ASO Plugin for Chat GPT. This plugin was created in a hackathon with the AI Labs, and facilitates access to essential ASO information such as keyword search popularity for iOS, estimated impressions, and many more variables that we’re tracking directly from stores. 

    How to follow our progress

    There’ll be more results to share soon, as more real-world applications of AI emerge from the creativity of the lab. If you’d like to stay in the loop about how the results of the AI Labs can drive growth impact for your business, I’d highly recommend following me, Moritz Daan, and Merlin Penny on LinkedIn. 

     

    Merlin has already contributed a blog article on LinkedIn regarding AI Labs, and he’ll continue to share more updates in the coming months. You can also subscribe to our Growth Newsletters here, a fortnightly summary of updates to inspire growth which will report on the progress of our AI Labs. 

     

    Before you go

    The post A Glimpse into the Future of Mobile Growth: Welcome to Phiture’s AI Labs appeared first on Phiture - Mobile Growth Consultancy and Agency.

    ]]>         How to Create a Sub-Brand: the Design of Phiture Academy https://phiture.com/blog/creating-sub-brand-phiture-academy/ Thu, 11 May 2023 09:16:24 +0000 https://phiture.com/?p=93819 Discover the art of designing a sub-brand that strikes the perfect balance between honoring the parent brand's style and showcasing your unique service. Learn how Phiture Academy achieved this feat by delving into their vision, inspirations, and creative processes. Dive into the world of sub-branding in this insightful article.

    The post How to Create a Sub-Brand: the Design of Phiture Academy appeared first on Phiture - Mobile Growth Consultancy and Agency.

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    The award-winning Phiture Academy specializes in mobile growth learning. We distill our knowledge from the forefront of mobile growth to deliver comprehensive online lessons that build your knowledge of mobile growth marketing.

    Designing a sub-brand is no ordinary challenge. On the one hand you should be inspired by the parent brand and its style guidelines, but on the other, it needs to accurately represent your new service offer in a novel way.

    It’s a tough balancing act. Visuals, tone of voice, fonts and color schemes all need to stand alone whilst still trying to leverage existing brand recognition. 

    When we decided to build our own online learning platform, we wanted to achieve this balance in order to welcome a new sub-brand to Phiture’s already distinctive identity. In this article, we show how we went about this, explaining the vision, inspirations, and processes that ultimately resulted in Phiture Academy’s sub-brand.

    Our mission from the beginning was a new online learning experience

    Figuring out your sub-brand’s core mission and vision

    Where to begin? A natural starting point for any branding exercise is a solid understanding of the mission and vision. A mission typically entails the company’s business and objectives, and a vision incorporates the desired future state of a company. 

    We started out with an idea which quickly grew into our core mission: an e-learning platform, that could distill the wealth of knowledge we’ve accumulated working on the forefront of mobile growth topics. 

    Why? Our team has thousands of hours of experience, gathered from the countless experiments we have conducted working with some of the world’s most popular apps. 

    For our mission, we were determined any learning platform should be accessible to all – whether that’s the CEO of a blue chip company, a marketing professional, or a student just starting out. It’s for this reason, we decided early on that videos would be a cornerstone of the content, allowing for the presentation of complex topics with a human face. We also quickly adopted our name. 

    The word Academy for our project was a natural fit, denoting higher learning, while the name Phiture as a prefix denotes the source of this knowledge. We also decided to call it simply “Phiture Academy,” with its contemporary feel which alluded to the modern topics under discussion.

    At this point, we paused. The broad mission and vision were there, and we decided to focus on the tone of voice of Phiture Academy. 

     

    The Tone of Voice

    The tone of voice for any brand is crucial, guiding how a brand communicates and connects with its audience. We wanted to make sure the right people across Phiture were consulted on this, but in an ordered and systematic way which yielded concrete results that allowed for a variety of perspectives. 

    How? We settled on personality sliders as a brand strategy exercise to set the tone for the sub-brand. Very simply, you position your sub-brand between pairs of opposite adjectives, for example, ‘elite’ and ‘mass appeal,’ and ‘serious’ and ‘playful.’ Each participant is invited to indicate on their slider where they felt the brand should lie, whether learning towards one adjective or the other.  

    This was a fantastic way of building consensus in the team; while we didn’t always agree with each other on the positioning of each personality scale, each participant was invited to explain why or why not. By the end of the session, a clear picture had formed as to how Phiture Academy would communicate in the form of the average of our combined sliders. 

     

    The preliminary outcome of our tone of voice session.

     

    It was at this point, we worked with a professional copywriter, Will Campbell of Words on Brand, to refine this vision for our brand. The idea was to consult a fresh pair of eyes to assess the vision, mission, and embryonic sub-brand, who wasn’t already invested in the process. 

    Will only slightly edited our value propositions, the personality sliders had been a great success at distilling our brand. Will instead got to work on a lexicon for Phiture Academy. This was a vital step, which steered the future structure and form of our learning content with an agreed lexicon that was aligned with our tone of voice. 

    With our foundations in place for how our brand would communicate, we got to work on the design. 

     

    Designing a sub-brand logo

    Next designing a sub-brand logo was a natural place to start for our design team to apply their talents. It was vital that Phiture Academy have its own brand identity while paying homage to the established look and feel of our agency and consultancy.

    A simple way to achieve this for any brand is to repurpose aspects of an existing logo. We used the roof shaped element in the Phiture logo, rotated it 45 degrees and rounded off one edge to represent an “a” for Phiture Academy. 

    We thus had a logo which was close enough to be associated with Phiture’s brand, but distinct enough to be separate.

    The Phiture Academy logo takes shape

     

    The colors: green, dune, lilac (education, potential and renewal)

    The colors were the next step – and it’s an important one. Primary, secondary and accent colors for any brand help ensure that it’s recognisable and trusted. 

    We decided the primary color had to be chalkboard green to link in with the existing Phiture branding and create an association with education, ambition, and knowledge sharing. This shade of green is also distinct enough from the ‘Phiture green’ to establish its own identity.

    We decided the secondary color should be ‘Phiture Dune’, a natural tone that represents the untapped potential of human perception and brainpower. We also use Lilac; the thought process being that because lilacs bloom early in the year, they symbolize spring and renewal.

    To highlight important information, we use the original Phiture Green, tying everything back into the parent brand and a tone often associated with vitality and excitement. In a similar vein, it was also important to keep a similar font for Phiture Academy – another nod to Phiture’s overarching brand book.

     

    Phiture Academy’s color palette 

     

    The applied use of Phiture Academy’s color palette

     

    The visual elements of the sub-brand

    Graphic elements and imagery are a very good way to further reinforce your brand. Pictures used on the website, social media channels, newsletter, and other promotional materials should be consistent to be recognizable. In addition, elements of the learning experience, such as charts, graphs, or icons were consistent with the sub-brand aesthetic throughout Phiture Academy. 

    For the visual elements, we wanted to take as much inspiration as possible from the world of ASO. It was decided early in our vision that an ASO for Beginners course would be the first of our learning materials and as a core service of Phiture it was a natural place to find inspiration. 

    We wanted to include all the shapes, symbols and elements ASO practitioners would recognize and new learners would soon become familiar with. We made an effort to incorporate the star rating, app store style icons, and the same corner radius on our rectangle images as those in the app stores. 

    We used Blender to create the graphic elements. The open-source and free to use software was perfect for our needs not only in terms of cost efficiency, but also for the level of precision it offers. We took the new color palette and applied it to these elements from the world of ASO, creating a distinct aesthetic. 

     

    The visual elements were heavily inspired by the world of ASO, and combined with our color palette. 

     

    The Phiture Academy home page incorporating these visual elements

     

    Transposing the design to video content

    Developing a sub-brand for an e-learning solution meant the Design Team had to not only think how the visuals would look in static environments, but in motion design too.

    As the visual elements began to take shape, weekly cross-team alignment meetings were held between  videographers, motion designers, marketing, web design and ASO consultants. This was to ensure any potential snags in transposing the content were caught early, and served to give already a general impression of what Phiture Academy would look like for the Marketing Team. 

    Our in-house videographer then took the completed visual elements and reworked them in Adobe Premiere Pro for inclusion in Phiture Academy’s promotional videos and course content.

     

    An example of the new sub-brand transposed to video

     

    Animated graphical elements in the new aesthetic

    The brand guidelines

    The final step was to create documentation for Phiture Academy’s new sub-brand. This would ensure consistent design of the new sub-brand  on all platforms, as well as social media channels. 

    It is important to mention and realize that brands, and especially sub-brands, evolve. We fully expect the Phiture Academy sub-brand to develop in the future. Our brand guides are not set in stone, rather they will continue to be the most up to date documentation of the sub-brand available.  


    The sub-brand in action with our Instagram posts

     

    Instagram stories display our sub-brand. 

    The visual elements displayed on roll up banners for use at events

     

    Conclusion

    Every sub-brand brings its own unique challenges when defining its identity, however we hope our own experience of designing a sub-brand for Phiture Academy will inspire your own creative and developmental process. 

    Remember this should be a fun process and creativity happens when we are free to experiment and play. Think laterally about what you want to communicate with your new brand and use subtext and the subconscious to the full. 

     

    Before You Go

    • You can see our sub-brand for Phiture Academy in action now, by enrolling for the Advanced ASO course. Learners can expect to be equipped with the skills to plan, execute, and continuously improve an advanced ASO strategy. 
    • Adobe Express’s 2023 Guide to Brand Strategy is instructive in building a great brand strategy, and highly recommended reading to understand the importance of brand strategy, the key elements that make a successful brand, and how to create an effective brand strategy for your business.
    • 3D design is a powerful tool for creative strategy for mobile apps and games. Executed well, 3D creatives can elevate a brand and its product offering in the eyes of the consumer, helping you get the results you need. In this article we aim to demystify 3D design and share our best practice on how to get started and deploy 3D design effectively. 
    • Phiture’s award-winning Design Team combine creativity with systematic testing to get results for mobile, with eye-catching designs that boost ASO, Performance Marketing, and Retention efforts. Want to find out more about how we can help your branding efforts with stunning creatives? Write to us here. 

    The post How to Create a Sub-Brand: the Design of Phiture Academy appeared first on Phiture - Mobile Growth Consultancy and Agency.

    ]]>         Earth Day at Phiture: How Our Climate Team Inspires Change https://phiture.com/blog/earth-day-at-phiture/ Fri, 21 Apr 2023 08:46:45 +0000 https://phiture.com/?p=93740 Discover how Phiture is taking action to preserve our planet on Earth Day and every day. Learn about our sustainable initiatives and eco-friendly practices.

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    The Climate crisis is a global issue, and one we all face. Phiture is a global consultancy with the opportunity to use our position to make a difference. Today, our climate efforts are organized by our passionate and committed Climate Team. We organize in a variety of ways to make a difference in our hometown and community of Berlin, and also bring us closer together as a team of individuals concerned about the future of our planet.

    To mark Earth Day (April 22) here we lay out the various initiatives we are involved in,  and, based on our experiences, serve up inspiration and best practice advice for your own climate initiatives. 

     

    Leaders for Climate Action & Climate Neutrality 

    The starting point for our climate initiatives was joining Leaders for Climate Action. This non-profit organization aims to accelerate the transition to a low-carbon economy and a sustainable future by bringing together leaders from various sectors and industries to collaborate and drive climate action. 

    Their activities include organizing events and workshops to educate and engage leaders on climate-related topics, advocating for policy changes that support sustainable development, and supporting sustainable business practices through partnerships and initiatives. Leaders for Climate Action also provides a platform for leaders to network and exchange ideas, creating a community of change-makers committed to addressing the urgent issue of climate change.

    As part of this, we also support Time for Climate Action, a global social media campaign that aims to raise awareness about climate change and its impact on our planet. Through a series of online events and activities, the campaign encourages people around the world to take action to combat climate change, such as reducing their carbon footprint, advocating for policy changes, and supporting sustainable practices. 

     

    The Climate Team 

    Organizing environmental activities at Phiture not only benefits our local community but also brings us closer as a team. By collaborating and contributing our time, resources, and expertise, we build stronger bonds and deepen our relationships with one another.  

    Our Climate Team organized litter pick-ups in our local neighborhood to reduce pollution in the surrounding environment. In the past, we’ve also organized screening of environmental  films, and old clothing swaps, which promote sustainable consumption and reduce textile waste. We’ve found these charity activities provide an opportunity to step outside our daily work routines and engage in activities that align with our values, giving us a sense of fulfillment and meaning beyond our professional achievements. 

    These are our tips from our own experience of organizing activities.

    Keep it simple: When planning a volunteering activity, it’s important to keep things simple and manageable. Choose an activity that is easy to organize and doesn’t require too much time or resources. For example, a local park cleanup or a food drive for a nearby shelter can be effective ways to make a difference without overwhelming your team or volunteers. 

    Make it inclusive: It’s important to make volunteering activities inclusive so that everyone in your team or community can participate. Consider the needs and abilities of all potential volunteers and choose activities that can accommodate a range of skill levels and physical abilities. 

    Stay local: Finally, it’s important to stay local when organizing a volunteering activity. Choose an organization or cause that is in your immediate community so that you can make a direct and visible impact. Supporting local organizations not only helps to build a stronger community, but it can also foster long-term relationships and partnerships. 

    Another successful litter collection mission returns to base, led by Pickle. 

     

    Leveraging Our Expertise as a Mobile Agency and Consultancy

    Phiture also has the opportunity to leverage our expertise as a mobile growth agency and consultancy, providing services to non-profit organizations and apps wherever possible, helping these organizations optimize their strategies to boost impact.

    This year, for example, we worked with a Klimaneustart – a grassroots movement that promotes exchange between citizens, science, and politics on an equal footing. This was a well known campaign in Berlin, and one which many Phiturians were already involved in. 

    Klimaneustart approached Phiture with a singular, vital challenge: collect 175 000 signatures from Berliners over a three week period. The stakes were high; by reaching this threshold of signatures Klimaneustart’s campaign would help trigger a referendum to make Berlin climate neutral by 2030. We were able to help Klimaneustart reach the threshold for signatures, and although the ensuing referendum did not pass, it demonstrates the ability mobile has to organize and bring together groups of people to enact change. 

     

    Before you go

    The post Earth Day at Phiture: How Our Climate Team Inspires Change appeared first on Phiture - Mobile Growth Consultancy and Agency.

    ]]>         International Mother Language Day 2023 at Phiture https://phiture.com/blog/international-mother-language-day-2023/ Tue, 21 Feb 2023 09:33:35 +0000 https://phiture.com/?p=93177 How does your mother language impact the way you respond to advertising? We took a look at what localization and language means to some of our Phiturians.

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    What does reading something in your mother language mean to you? Does it change the way you relate to the content? Perhaps it feels comforting, familiar, or even nostalgic? For most, reading in their mother tongue goes beyond merely understanding the intended message. Native, well-localized content can be the difference between winning your audience over or alienating them entirely.

    This International Mother Language Day, we dug deep into how language and localization play an important role in how content converts. We’re lucky to have a team of Phiturians from all around the world, and we spoke to a few to gain their insights on how their mother languages influence their user behavior.

    Géraldine de Carné-Carnavalet – French

    What’s your favorite saying/expression in your mother tongue(s)?

    Faut pas pousser mémé dans les orties – don’t push grandma in the nettles.

    It basically means “don’t exaggerate.”

    Do you believe that advertising written in your mother language has a greater effect on you?

    I think it really depends on the advertisement. However, I have to say that English often sounds better, but I’d be more willing to read it all if it’s in my mother tongue.

    What’s one piece of advice you would give to brands looking to localize content in your mother language/for your country of origin?

    I think the most important thing is to hire someone that’s French. There are a lot of plays on words and references that non-native speakers don’t know. Their French might be good, but culture-wise, it won’t be as catchy as it could be.

    Sergio Martínez – Spanish

    What’s your favorite saying/expression in your mother tongue(s)?

    I think I would choose “liarla parda”, which is used when someone creates chaos or when they are going to get in trouble because of something they did, or “tronco or tronca” (literally “log”), which is the Madridilian equivalent of “dude”. ¿Qué pasa, tronco? – what’s up, dude?

    Do you believe that advertising written in your mother language has a greater effect on you?

    Absolutely! But only if it’s well-localized. For example, if Spanish from Spain is confused with one of the many Latin American variants, it just feels strange. That of course impacts the decision to purchase.

    Why do you think localization is important?

    It makes customers feel closer to the product, even if it’s imported.

    In Spain, Pokémon games are not only translated but also localized. They often include very typical Spanish expressions, which really makes the difference and keeps players reading those sometimes very long chunks of text.

    Edo Heijnen – Dutch/Limburgish

    What is your mother language(s)?

    I have two mother languages: Dutch and Limburgish. Limburgish is a regional language spoken in the Dutch province of Limburg (and Belgian province of Limburg). It fascinates me that the dialect spoken in the north of the province is very different from the south and varies widely from city to city. Back in the day, people even used Standard Dutch as a lingua franca between villages (e.g. my grandmother came from the south, my grandfather from the north, and they communicated in Standard Dutch). It’s also noteworthy how the dialect’s specific nuances seem to disappear as time passes — for instance, I sometimes need to ask for a translation for certain words my grandmother uses.

    What’s your favorite saying/expression in your mother tongue(s)?

    Dae kièk mich an wie eine boetsauto – he looked at me like a bumper car.

    Meaning: he looked at me with a surprised/incredulous expression. I just love it, as it sounds extremely stupid but it’s a very valid expression.

    Do you believe that advertising written in your mother language has a greater effect on you?

    Yes, for me personally, advertising campaigns both in Dutch and Limburgish (for local brands) do impact strongly. This especially holds if they embark on a strong human truth/local insight. I am personally a sucker for cheesy ads!

    Applying local insights — both in language as well as culture — definitely drives a much stronger appeal emotionally, and thus creates more affinity.

    Why do you think localization is important?

    Localization is key to drive proper affinity with “local users/consumers” — not just to get the message across, but to touch upon the underlying insights that are not directly translatable and offer certain nuances that can make or break a conversion.

    What’s one piece of advice you would give to brands looking to localize content in your mother language/for your country of origin?

    Speak in depth with the actual users/consumers of your product — especially for foreign brands. You will find insights and human truths that would typically remain uncovered, while they’re invaluable from an advertising/branding/storytelling perspective.

    Nadja Nickl – German

    What’s your favorite saying/expression in your mother tongue(s)?

    Wie man in den Wald reinruft so schallt es hinaus – what goes around comes around.

    Do you believe that advertising written in your mother language has a greater effect on you?

    Yes, definitely. Marketing is all about interjections (Zwischentoene), double meanings (Doppeldeutungen), and tonality. You can only grasp these if you grew up bilingual or speak the foreign language perfectly. My brain now automatically blocks out advertising in foreign languages. I hardly notice German advertising at all, but the really funny or catchy messages reach me. Often they are just stupid phrases that get stuck like an earworm.

    Why do you think localization is important?

    Because people can grasp it, even in passing, reading quickly, or by hardly listening. At best, people talk about advertising and discuss it. They laugh at funny slogans or are emotionally touched, or they recommend campaigns to others. For me, it also often triggers unconscious thought, and I only remember it again when I need it. BSR and SIXT always have great slogans to never miss!

    Raphaël Peltier – French

    What’s your favorite saying/expression in your mother tongue(s)?

    Se noyer dans un verre d’eau – drowning in a glass of water. Used when someone is exaggerating a problem.

    What does reading something in your mother language mean to you?

    It feels nostalgic when I read something in French when I’m abroad. If I’m home, it doesn’t have the same ring to it.

    Why do you think localization is important?

    It feels quite important for French, given the importance of culture as well as the lack of other languages spoken in the country.

    What’s one piece of advice you would give to brands looking to localize content in your mother language/for your country of origin?

    Hire someone who understands the culture, while being aware of the current atmosphere and news.

    Tessa Miskell – New Zealand English

    What’s your favorite saying/expression in your mother tongue(s)?

    No worries, mate!

    What does reading something in your mother language mean to you?

    I only speak English fluently, so I’ve never really reflected on how it must feel to switch between English and your mother language. I know when I read or speak German and then can switch back to English, I mostly just feel great relief. In saying that though, when I do recognize something is written in New Zealand English or in Te Reo Māori (New Zealand’s native language), it makes me really feel at home and familiar.

    Do you believe that advertising written in your mother language has a greater effect on you?

    Definitely! I think it makes me trust in the brand more. The language used by everyone in New Zealand is very, very casual. So especially when I see an international brand having localized to New Zealand (and even sometimes to Māori!) it has a much greater effect on me.

    Why do you think localization is important?

    Localization from American English to other types of English I think is important. I know that if something were advertised to me in New Zealand but had very American-type language and American spelling, it wouldn’t resonate with me at all and would feel sloppy. Same goes for localizing imagery in marketing/advertising. For example, at Christmas time we’re often shown imagery and copy about winter and snow etc., but actually, that’s our middle of summer.

    What’s one piece of advice you would give to brands looking to localize content in your mother language/for your country of origin?

    I would say it would make sense to at least consult someone from New Zealand to see if the language sounds natural. It’s hard to learn that if you haven’t lived it, I think. There is a massive push in New Zealand for more people to learn Te Reo Māori, so if a company localized some of their copy to some common Māori words (even just kia ora!), that would go a long way.

    Also, don’t mix New Zealand and Australia up!

    Dimitra Karagiannakou – Greek

    What’s your favorite saying/expression in your mother tongue(s)?

    Η γλώσσα κόκαλα δεν έχει, αλλά κόκαλα τσακίζει. – the tongue has no bones but bones it crushes. It means that speech can hurt someone emotionally and mentally rather than inflicting physical damage.

    What does reading something in your mother language mean to you?

    It certainly means clearer communication. I understand the context much better because the Greek language can be very lyrical and have many metaphors and idioms.

    Why do you think localization is important?

    Everything that has either been poorly localized or badly adapted to Greek usually makes me cringe and has the opposite effect on me (e.g. an ad targeting me).

    What’s one piece of advice you would give to brands looking to localize content in your mother language/for your country of origin?

    Don’t use Google Translate and do not translate word for word. Find a native speaker. Study material from Greece in the same sector. Depending on the age groups targeted, change the structure and the wording too!

    Sameer Ginotra – Hindi

    What’s your favorite saying/expression in your mother tongue(s)?

    नाच न जाने आँगन टेढ़ा – a bad workman blames his tools.

    What does reading in your mother language mean to you?

    Honestly, it’s nostalgic. Also, embarrassingly, I am not fluent in reading in my mother language. India was a colony, and the obsession about the English language exists everywhere in the country. So my focus from the very beginning was always to be fluent in reading, writing, and speaking English.

    Do you believe that advertising written in your mother language has a greater effect on you?

    Yes, it does! It reminds me of my country, my people, my home town, and my childhood memories. Living outside my country for a while now has accentuated those feelings/love for my country, culture, and language.

    Why do you think localization is important?

    It’s next to personalization, and it feels exclusive. Imagine an ad that’s so centered around me and appeals to me on a personal level, it could actually imitate the job of a salesperson (in offering a personalized experience).

    Paulo Golovattei – Brazilian Portuguese

    What’s your favorite saying/expression in your mother tongue(s)?

    Saudade. It means the feeling of missing something or someone. For example:

    Saudade do Brasil – I miss Brazil / Saudade de você – I miss you.

    What does reading something in your mother language mean to you?

    Articulating and interpreting something in my mother language feels familiar like nothing else. We communicate in an informal way in Brazilian Portuguese and our sense of humor is also very particular.

    Do you believe that advertising written in your mother language has a greater effect on you?

    Absolutely yes. Even though we share the same language, we use different structures and expressions than European Portuguese, so it’s easy to spot when a certain piece of copy was written by a Brazilian or when it was translated by a non-native speaker. Whenever I read text that’s written in European Portuguese, I’m able to understand everything but it doesn’t sound natural and fluid.

    Why do you think localization is important?

    Because localized content resonates much better with the target audience, improving both the relevance of the message and the propensity to convert.

     

    Before you go:

    Breaking into new markets using personal, informed language requires a team of localization experts and linguists. Here at Phiture, we use a solid methodology of transcreation in our vast network of local linguists. Reach out to us here, and tell us more about your localization aspirations. 

    The post International Mother Language Day 2023 at Phiture appeared first on Phiture - Mobile Growth Consultancy and Agency.

    ]]>         What does an economic slowdown mean for mobile growth? Actionable tips for apps in a recession https://phiture.com/blog/economic-slowdown-mobile-growth-tips-apps/ Thu, 09 Feb 2023 13:12:03 +0000 https://phiture.com/?p=93113 In this article we show why this recession will be different for mobile apps, and offer up our expertise to suggest actionable tips for apps.

    The post What does an economic slowdown mean for mobile growth? Actionable tips for apps in a recession appeared first on Phiture - Mobile Growth Consultancy and Agency.

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    It’s no longer a matter of if there will be an economic slowdown, but rather how long it will last. Across the world, inflation is eating into disposable incomes and consumers are tightening their belts. Much ink has already been spilled as to how this might play out, with frequent comparisons to previous decades. 

    For mobile growth, there are no like-for-like historical parallels. The launch of the App Store was in 2007, and since then there hasn’t been as severe a test of consumer spending as we’re witnessing now. Today, mobile technology is ubiquitous and we can be confident that apps are here to stay as a feature of everyday life, but even so, intelligent resource allocation is a must for apps to navigate this economic slowdown. 

    In this article we show why this recession will be different for mobile apps, and offer up our expertise to suggest some approaches to help your app weather the storm. 

     

    Everyday and here to stay 

    Since their launch, smartphones have gone from luxury items to essential purchases. Apple launched the App Store in 2007 and the Google Play Store was launched for Android devices two years later. During the 2008 recession the app stores were still in their infancy and too young to be compared to the market we have today. In fact, in 2009 Apple set revenue records on the back of the success of the iPhone. Many household names of today were founded and rose to prominence around this time, as millions of users experienced the ‘aha’ moment for these first movers. Netflix launched its streaming service in 2007; Uber was founded in 2009 as a cheap alternative to traditional cabs; Tinder was released in 2012 and transformed online dating. 

    This ubiquity in everyday life has helped subscription become the natural model for driving app store revenue, (with the exception of games, where In App Purchases, Ad Revenue, and virtual currency micro transactions are the main revenue drivers). By the time the COVID-19 pandemic struck, the app stores were well-established, but the ensuing surge of digital and remote-first behavior meant downloads and app usership grew in spite of stalling consumer confidence. Overall, COVID meant boom time for mobile app and game publishers; Android and iOS app revenue reached $133 billion revenue in 2021 – a 19% year-on-year increase.

    Furthermore, in the fourth quarter of 2021, 90 out of the top 100 top-grossing U.S. apps included subscription. It is subscription cancellations — and an associated reduction in new subscriptions — where we expect the economic slowdown to bite into app revenues the hardest. Already, many apps have shifted into a user retention phase and are grappling with the question of how to keep their users engaged.

     

    Focus on customer experience and journeys

    The answer to this question is only growing in importance, as macroeconomic events diminish consumer spending. In light of this, the downturn will inspire many companies to re-think customer experience and see what improvements can be made.

    The tech stack used to support your user journey is key. For subscription-based apps we recommend a subscription management platform, rather than relying on what app stores offer; they provide higher flexibility for your users to manage their subscription and could aid you in tackling involuntary churn and declined payments

    The winners in this downturn will be those who successfully identify the biggest opportunities or weakest links in the user journey to optimize their growth system and tackle these points with the most effective combination of growth tactics, data, and tech. 

    These opportunities will depend on your existing initiatives, but, at a top level, you should be goal-orientated with every stage of the user journey. 

     

    Onboarding stage: setting up users for success with your app. 

    Activation stage: helping users to the ‘aha’ moment, that is, the moment the user realizes the value of your app. 

    Engagement stage: Form habits to increase repeat users and increase feature adaptation. 

    Lapsed stage: Try to re-engage idle users, and pre-empt churn. 

    Churned stage: Win-back users (esp. payers) if possible. 

     

    However incremental, there are always improvements to be made, whether that’s a smooth onboarding before mandating registration or using targeted messages to boost opt ins, thus boosting engagement. Product data for this end is crucial, to personalize the CRM strategy. Indeed, during a recession a company has to understand the user segmentation better than ever to increase retention.

    At the same time, maximizing revenue potential from all types of users – whether potential, new, existing, or lapsed subscribers – is the primary goal of any strategy. Existing users already know your product and saw enough value in it to stick around. Offering loyalty deals and promotions while also communicating more effectively with these users will be key in the coming months. Taking care of your existing user base is always a good marketing investment during uncertain times as well as prosperous ones.

    We highly recommend focussing on the customer experience and journeys, with Alice Muir’s Subscription Optimization Framework an excellent jumping off point to do this.

     The Stack is broken down into user journey stages to emphasize that subscription optimization isn’t just paywall screens or churn prevention; to be truly successful you need to engage with customers at all touch points in the user journey, from acquisition to churn. 

     

    Look within your product for wins

    As well as ensuring frictionless user journeys, there are other ways you can adapt your product from within to boost retention during a recession. 

    If you don’t already have a referral scheme, we highly recommend implementing a creative referral programme that drives growth from the product itself. This is an excellent way to optimize for cost efficiency, as your users acquire new users without extra spend, and indeed can be used to reward your existing customers. It’s not a natural fit for every product though, so do take a look at the User Acquisition layer of the Subscription Stack for best practice advice. 

    Use elements of gamification in your app that encourage daily app opens, and interaction with less-used features might also be a solid avenue of approach to ultimately boost your retention rate. You can find out more about some common gamification tactics in this article here. 

    We also highly recommend improving your reach with in-app messages, to capture the email address and marketing opt-in permissions from anonymous users. Our in-app message tool B.Layer offers a simple way to do this, and by improving your reach you could increase the % of lapsed users you reactivate through win-back strategies. 

     

    Rethink your overall product offering

    A rethink of your product offering in light of consumer profiles could also be useful as spending behavior changes markedly in a recession. Harvard Business Review for example, identifies slam-on-the-brakes consumers, the pained-but-patient, the comfortably well-off, and the live-for-today segment, each of whom have their own patterns of behavior. This could be aligned with other demographic considerations. For example, some studies also show that younger audiences are less loyal to a brand, and they value a hyper personalized user experience and/or a seamless user journey over a logo, but also higher flexibility in managing their subscriptions (Subscription Economy: a Transformed World).

    That said, when rethinking your product and offerings, it should be grounded in the experience of your app rather than abstract consumer profiles. We recommend talking more with your users, understanding their pain points to make the best version of your app, and optimizing your subscription models accordingly. This should of course be underpinned by data insights into your cohorts. That is exactly what Netflix has done, with the launch of ‘Basic with Ads,’ a new subscription version with ads.

     

    Netflix’s new pricing structure. 

    Hybrid monetization models that incorporate subscription packages (as well as one-off in-app purchases, or advertising) are a great way to extract more revenue from the existing user base, including the majority of users who will never purchase a subscription. 

    Apps such as Planner5D employ such a hybrid monetization approach, proving that it’s not necessary to ‘pick a lane’ when it comes to monetizing your user base.  App developers that figure out how to effectively monetize different segments of users through the most appropriate methods may be able to increase revenues despite the tougher macroeconomic climate.

    Should user acquisition budgets be cut altogether? 

    As the saying goes, it’s easier to retain a customer than acquire one, and we’re already seeing marketing resources reallocated from user acquisition toward retention and subscription revenue optimization in many cases. 

    On the other hand, there’s also a school of thought that marketing budgets should actually increase in the event of a recession, and it’s a question that’s resurfaced in recent months in the app space. The argument goes that while short term cuts can help companies become more cost-effective in the short term, this will only create a longer term problem. After the recession, those companies that reduced their marketing initiatives may have to invest more to get back to where they were, while competitors who didn’t cut budgets may have gained a big advantage. 

    Harvard Business Review’s recent article on the subject demonstrates how and why certain companies have fared better maintaining or increasing marketing spend in the face of recession. The successful companies all had a strategy to underpin their approach, whether that’s Reckitt Benckiser (a multi-national producer of health, hygiene and nutrition products), increasing their ad spend to convince consumers to purchase their premium brands, or Singapore Airlines using marketing budget to demonstrate how their grounded crews were being redeployed for worthwhile causes – generating consumer goodwill in the process. 

    Again, there is no like-for-like comparison with the apps market. So much depends on the stage in each app’s own journey as to whether User Acquisition is the priority. 

    Furthermore, the field of mobile growth is dynamic with trends and best practices still emerging. The landscape we operate in is constantly shifting, whether that’s Android’s new push notifications policy, changes to the app stores themselves, with the increasing importance of Custom Product Pages, or the recent — and ongoing — privacy changes implemented by Apple and coming soon to Android. 

     

    Potentially lower Cost Per Click (or Tap)

    We are expecting, however, some pioneering apps to attempt bold User Acquisition strategies in order to consolidate market share. This could be aided by potentially better auction prices and lower costs, (in light of diminished competition from shrinking User Acquisition budgets). 

    Of course, it remains to be seen how Cost per click will track, but there are some promising signs, at the very least. Skai Digital Marketing Quarterly Trends Report, for example shows that average CPM costs have been below $9 all year, and fell slightly further in Q3 of 2022. In a similar vein, Google US Paid Search CPC continues to slow down. Even though CPC in Q3 2022 was 6% higher than in Q3 2021, it continues to show a downward trend.

    This is a trend we have noticed with many of our clients, and if we look at the chart below (from the SplitMetrics Apple Search Ads Benchmarks Report from H1 2022) the drop in Cost Per Tap (CPT) across regions is apparent.

    A similar downward trend has been recorded on Facebook with a declining Cost Per Click (CPC) in the US ( Source: Revealbot).

    New opportunities for User Acquisition

    Additionally, new placement opportunities offer an advantage to early adopter apps wishing to maximize UA budgets, namely for Apple Search Ads and using the recently introduced CPPs on Facebook. 

    The purpose of a Custom Product Page is to provide consistency of design and messaging with the original traffic source. The idea is that if both design and messaging are consistent between the source and product page, the user journey will have less friction, and, as a result, performance metrics like conversion rate will increase, leading to improved efficiency of user acquisition on the App Store and up the funnel. You can find out more regarding CPPs from our new CPP Playbook here. 

    Alternatively, you may wish to re-evaluate your approach to creative testing and ideation.  Being a trusted brand is especially important when consumer confidence shrinks, so it might be prudent to focus on the ‘trust’ element of the Persuasion, Emotion, Trust Model. 

    One avenue to help increase user confidence and relatability with your app is to use User Generated Content (UGC) and to partner with influencers and other content creators. According to Oracle, 37% of the consumers trust social media influencers over brands, while Gen Z and Millennials are two times more likely than the Baby Boomer generation to trust influencers.

    Platforms like TikTok and BeReal are becoming increasingly more sophisticated with their UGC and influencer content creation options, and continue to grow their user base everyday. At Phiture we have seen great results developing TikTok ads for our clients. If you’re thinking about advertising on TikTok, take a look at some of our actionable tips here. There are also plenty of platforms out there to help you find the right influencer for your product.

     

    Conclusion

    The prospect of recession will likely loom large over most app’s mobile growth strategy for 2023 and the foreseeable future. There is no direct historical parallel for the current situation, though there are a few instances where history rhymes. While cutting budgets as a cost-saving precaution may seem like a great plan initially, you could end up missing out on some amazing growth opportunities further down the road. 

    Whether you decide to consolidate and focus — for example on retaining existing users and optimizing subscription revenue — or instead pursue a bold expansionist strategy, you should not be sitting still. Even if you already have something that’s working for you with demonstrable, measurable results, and the best option is to double down, the current climate should inspire some introspection.  

    Ultimately, the way you go will depend on your product, target market, and customer base, as well as your appetite for risk. The Mobile Growth Stack and Subscription Stack are both good starting points to conceptualize where you could focus your efforts to ultimately push the needle on those metrics you care about. 

     

    Before you go

    • If you want help in any of these initiatives, reach out to Phiture. We can help you sustainably grow your business during these uncertain times.
    • Take a look at our case studies for inspiration on how other apps have managed to score wins with our help to improve user acquisition, journeys, and experience. 
    • The Subscription Stack by Alice Muir can help you visualize your user journey, and how to further optimize subscriptions. The Subscription Stack provides a suggested structure to assist with the planning and evaluation of growth initiatives.
    • Our Custom Product Pages (CPPs) Playbook lays out the specifics of Custom Product Pages: From the definition, to use cases, to design, and linking CPPs to various traffic sources.
    • If you’re thinking about advertising on TikTok, take a look at some of our actionable tips here. There are also plenty of platforms out there to help you find the right influencer for your product.

    The post What does an economic slowdown mean for mobile growth? Actionable tips for apps in a recession appeared first on Phiture - Mobile Growth Consultancy and Agency.

    ]]>         Where Data Meets Creativity: Reflections on My First Months at Phiture https://phiture.com/blog/first-impressions/ Thu, 02 Feb 2023 10:24:32 +0000 https://phiture.com/?p=93068 Phiture’s newest copywriter looks back on the first few months of his time at the company, reflecting on his journey to Phiture, the interesting work, and a culture of success.

    The post Where Data Meets Creativity: Reflections on My First Months at Phiture appeared first on Phiture - Mobile Growth Consultancy and Agency.

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    I’m Allan; I started as a copywriter last summer at Phiture in Berlin, where I’ve been living for just over a year now. My first few months of life at the company have been some of the most enjoyable and productive of my career, and now that I’ve settled into the role, it’s a good time to look back and reflect on what I’ve learned, the new friends I’ve made, and the culture at Phiture.

    I moved to Berlin after years of working for an environmental NGO as a parliamentary and policy officer. This meant years of research and writing reports, briefings, and articles that distilled complex, scientific, and esoteric information in a way that both the public and politicians could understand and connect with.

    I then worked with an educational arts charity that worked with disadvantaged young people on the west coast of Scotland. After that, I worked for a Scottish Independence campaigning organization. In both roles, communication, balance and an inclusive attitude were essential in order to deftly and empathetically communicate with people at all levels on any issue, something I find important to incorporate into copywriting.

    When I saw an opportunity to work as a copywriter at Phiture, I jumped at the opportunity to join such a dynamic, progressive, and forward-thinking company where I could utilize my skills and experience.

     

    New beginnings

    When I first moved to Berlin I worked as a freelance photographer and writer. As much as I enjoyed this, I really missed the energy that you get from a thriving office environment; like the one I would later find at Phiture. 

    I saw the role advertised on Indeed, applied immediately, and not long later, was invited for my first culture-check interview with Zuzanna, Phitue’s HR guru. This was an excellent opportunity for me to find out more about Phiture as a company and for Phiture to see that I was a good fit for their working environment.

    The interviews that followed were opportunities to get an insight into what life is like at Phiture and, of course, for me to present what my skills, experience, and personality could bring to the company. I was particularly appreciative of my final interview in which I had the opportunity to meet the team I would later become part of and was overjoyed to later accept the job offer.

     

    Where data meet creativity

    One of the first client projects I worked on was with a huge clothing company, with a rich history of quality products and award-winning advertising. I have an undergrad degree in science and a postgrad from art school, so using data and research from our insights team to develop creative concepts is something I thrive upon.

    After an ASO audit, we pitched our creative ideas; the client loved it and is now coming on board for further work with Phiture. It’s awesome pitching these concepts to the client and then getting immediate positive feedback. A great start and the first of many successful client meetings.

    Copywriting, like anything creative, has an element of subjectivity to what’s good or bad. However, having data and insights from colleagues really helps inform the direction we take toward successful outcomes.

    Learning about mobile growth

    My time at Phiture so far has been one of hard work, and good fun, but, overall, a time of profound learning and development. There was a real change of pace from my previous roles and a complete shift in terms of the content and context of the work we do.

    Mobile growth was a new industry for me, and I have since learned so much about the processes, insights, and application of mobile growth frameworks from real leaders in the field at Phiture. It’s been fascinating to see the inner workings of an agency and develop my skills as a copywriter.

    I have learned how to be very precise with the words I use. When writing copy for App Store Optimization, Performance Marketing, or CRM you’re often restricted on how many characters you can use, so to engage someone and tell them about a product in just a few words can be an interesting and compelling challenge.

    My main takeaway from the first few months is the significance and momentum that comes from an organization full of people passionate about their jobs. This outlook and attitude doesn’t happen by accident; it’s been curated through a hiring process that seeks the best talent to fit Phiture’s people-centric culture of knowledge sharing, innovation, empowerment, and a systematic approach to everything.

     

    A culture for success

    There are so many things that I love about working at Phiture. Of course, the day-to-day work is excellent — I love the variety that comes with working with so many clients and the process of crafting copy that is powerful yet succinct. There’s also this excellent, supportive working environment where everyone is available to help out with blockages, be a sounding board for new ideas, or talk about their work and how we can collaborate.

    What’s really great though, is that Phiture is such a forward-thinking company that’s open, transparent, and looking to the future. There are weekly company-wide meetings that are about learning from different teams or updates on where we are and where we’re going. This is really useful as it broadens your perspective from the minutiae of your everyday work and helps put what you do into a wider context.

    Beyond client work, the culture at Phiture is supportive of personal growth. Already there have been opportunities to develop new ideas, contribute to projects alongside my core responsibilities, and attend external events. 

    I have been given the time to develop a new copywriting framework, to help everyone write better copy. Initially, the idea started out as I wanted to consolidate my experience and new learnings into one document. In doing this I quickly realized the wider possibilities to help others write good copy for mobile growth. I’ll be publishing more on this later this year. 

    In addition to this, the flexibility of home working and the annual 1000€ educational budget every team member is allocated. There are so many courses to choose from to help you develop your career. It’s such an amazing benefit — indicative of a company that believes in investing in its people.

     

    Looking forward

    This is a short reflection on the beginning of what I hope will be a long career at Phiture. A career through which I can develop and grow with the company and make new friends along the way. Prior to moving to Germany I didn’t have a set plan and couldn’t imagine myself in a place as good as Phiture, but now that I’m here, it has helped bring my future into focus and shown me new opportunities on the horizon. I can’t wait to see what tomorrow brings.

     

    Before you go

    • Allan is part of our award-winning Copy and Localization team, who help the world’s leading apps adapt to local markets with slick and engaging design and copy. Read more about how we localize, with this guide to mastering the Japanese market. 
    • Interested in the topics Allan discussed? Enroll now for Phiture Academy Advanced ASO and spark your own career change into mobile growth!
    • Join our dedicated Mobile Growth Stack Slack community, to join other mobile growth professionals from around the world learning together and sharing best practice tips.

    The post Where Data Meets Creativity: Reflections on My First Months at Phiture appeared first on Phiture - Mobile Growth Consultancy and Agency.

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