The Big Lie of User Acquisition: Strategies That do not Work in 2021
summary
Argues that brand and creatives matter more than ever after ATT and IDFA loss — cites 58% opt-out overall and 66% in gaming — recommends starting with ASO and pre-launch A/B tests (aim for ~1,000 users per variation) before buying ads. Shows SplitMetrics cases: changing art raised interest by >30%, an ASA automation client boosts profit by 22%, some geos see CAC fall by 30x with Search HQ and search tab ads. Advises buying brand keywords on Apple Search Ads.
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chapters (8)
- 0:00Introduction and context
- 1:29Mobile marketing trends
- 3:26Importance of brand building
- 5:26A/B testing strategies
- 10:46Connecting organic and paid
- 13:03Apple Search Ads insights
- 17:01New growth opportunities
- 21:48Q&A session
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