Apptivate: App Marketing Explained

Building a Strong Marketing Stack with Thomas Petit

Episode Summary

Today’s guest, Thomas Petit, thinks a lot about creativity in his marketing, and how to build a world-class marketing stack. It’s not just about digital tools though: the people are critical too.

Episode Notes

Mobile marketing is a mix of creativity and algorithms. You cook with recipes, but those recipes need craftsmanship and constant updating. And there are two major contributors to your creativity and algorithms: software and people.

Thomas is currently working as a consultant and adviser for a number of startup apps and organizations. Thomas has worked during the last 10 years as a specialist in digital marketing, with more than 6 years of experience in different European startups.

Questions Thomas Answers In This Episode:

• “What were you initially looking for? Where would you start if you were building out a team from a user acquisition perspective?”
• “Looking back on 8fit, what do you think is your biggest take-away or the biggest piece of knowledge that you’ve gained in the work environment?”
• “What were you looking to achieve and learn about your consumers by building out your data stack?”
• “Are you guys consistently testing out different pricing models to test against your audience in order to determine what is the right free-trial length and what is the right price point for us to maximize the rate at which people going through the free-trial subscription?”
• “With any of the companies you worked at that are on competitive landscape, how do you go about differentiating yourselves in the context of performance advertising?”
• “Based on your experience at 8fit, is calling out the free trial the best mechanism to get people through the door or was it calling out the ability to help shape their lives and help them lose weight, or was it a mixture of both?”
• “Have you found that some of these same strategies that you used at 8fit have worked for you at other companies that you advised or consulted with at all to this point? ”

Timestamp:
00:54 Background info on Thomas
01:42 Thomas’s first role in the mobile space
03:43 Thomas’s perspective on building a team
04:56 Biggest take-away from working at 8fit
06:49 What were Thomas’s goals in building a stack for handling data
08:45 Perspective on subscription based app
11:12 Constant testing different pricing models
13:12 How can you make a company look different than its competition?
15:05 Pointers on building brand messages
17:51 Best mechanism to get people through the door
20:13 How to educate and engage your audience
23:20 Difference between mobile and web app
25:14 Thomas’s insight on using Taboola and Outbrain
27:40 Bringing your learning elsewhere
28:52 Different technologies that Thomas is excited to test
32:00 How quickly a machine can determine which of creative in advertising is better or worse

Key Quote
“I just hired based on mindset more than experience.”
Thomas Petit

Mentioned:
8fit
Amplitude Analytics
Apple
Google UAC
Tinder
Taboola.com: Content Discovery & Native Advertising
Outbrain
@Thomasbcn