Apptivate: App Marketing Explained

Optimizing “Brandformance” in Mobile Marketing - Gessica Bicego (Blinkist)

Episode Summary

Today’s episode takes you behind the scenes of one mobile app company’s marketing team makeup. We’ll touch on paid social, paid content, offline, and display and search performance marketing strategies, and how they mix with branding for optimized “brandformance.”

Episode Notes

Gessica Bicego is the director of performance marketing at Blinkist. Blinkist is a mobile app that provides 15-minute summaries of bestselling nonfiction books so that people can discover the books they want to read next and fit more reading into their lives. 

Questions Gessica Answered in this Episode:



(10:32-10:53) “In general the people that we acquire through big content, they have a higher LTV so they stay with us for a longer time. In general, they have a better understanding of the product, because of course, they read an entire article about -- I mean the article isn’t just about us, it’s an interesting piece of content; it’s also an explanation about Blinkist and how it works. So, it’s really, really good to pre-qualify your audience, as you say.” 

(21:55-22:04 ) “If you have a brand and a performance team, put them together in the same room. Make sure that they talk the same language. Make sure that they work on the projects together.”

Mentioned in this Episode: