Building Your In-App Community - Amadeus Norén (Amity)

Name: Goodpods
Rating: 4.8 (3721 reviews)

05/29/24 • 26 min

Amadeus Norén is the Director of Product Marketing at Amity. Amity’s platform provides customizable SDKs for every social feature imaginable so that app-based businesses can launch, grow, and monetize their in-app social community. In this episode, you’ll learn how to leverage this community, and why not doing so could be a missed opportunity for your brand.

Questions Amadeus Answered in this Episode:

Why should businesses consider moving away from social media platforms to build their communities within their apps?
Why is it important for apps to own the user data of their social network?
How can apps monetize their in-app communities?
How can you use the customer feedback collected from the conversations of your in-app community?
Does Amity’s platform address the challenges companies are facing right now?
What does your day-to-day look like when marketing Amity’s products?
Can apps track revenue or user engagement generated from within their in-app community?

Timestamp:

0:49 Amadeus’s background
1:27 What is Amity?
4:32 The decline of Facebook group organic reach
5:43 Why build your community within your app?
7:44 How to monetize your in-app community
9:17 Use cases for collected customer feedback
11:40 Amity’s AI tool
14:24 Marketing Amity’s products
17:13 Evaluating the performance of Amity’s platform
19:17 User expectations for social networks
22:23 What’s Amadeus excited about in the future

Quotes:

(4:42-5:01) “Ten years ago, your organic reach for a Facebook page was 20 to 15 percent. Currently, the organic reach for all of the following that you’ve built up on your Facebook page is one percent. So in order to reach your audience, you now need to pay for ads to reach those people.”

(9:37-9:46) “You can take all of the data from conversations that are happening in your in-app community, analyze it with AI, and make smarter decisions for the future.”

Mentioned in this Episode:

Questions Amadeus Answered in this Episode:

Why should businesses consider moving away from social media platforms to build their communities within their apps?
Why is it important for apps to own the user data of their social network?
How can apps monetize their in-app communities?
How can you use the customer feedback collected from the conversations of your in-app community?
Does Amity’s platform address the challenges companies are facing right now?
What does your day-to-day look like when marketing Amity’s products?
Can apps track revenue or user engagement generated from within their in-app community?

Timestamp:

0:49 Amadeus’s background
1:27 What is Amity?
4:32 The decline of Facebook group organic reach
5:43 Why build your community within your app?
7:44 How to monetize your in-app community
9:17 Use cases for collected customer feedback
11:40 Amity’s AI tool
14:24 Marketing Amity’s products
17:13 Evaluating the performance of Amity’s platform
19:17 User expectations for social networks
22:23 What’s Amadeus excited about in the future

Quotes:

(9:37-9:46) “You can take all of the data from conversations that are happening in your in-app community, analyze it with AI, and make smarter decisions for the future.”

Mentioned in this Episode:

Previous Episode

Inside the Mobile Marketing Industry’s No-ID world - Catherine Perloff (AdWeek)

Catherine Perloff is the platforms reporter at Adweek, an American publication covering news related to the brand marketing ecosystem. In this episode, Catherine gives us the latest news on what’s happening within the murkiness of cookie depreciation and the advertising industry’s no-ID world. She also discusses emerging trends from AI-powered media buying to retail media and more.

At Adweek, Catherine focuses on how media buyers and brands spend their marketing budgets, what channels are most effective for them, and what struggles they encounter in buying the best media to reach the right audience. She also covers how publishers monetize effectively with digital marketing tools.

Questions Catherine answered in this episode:

What does ‘platforms’ mean from the perspective of a marketing reporter?
What's the feedback from the industry on Meta’s AI-powered Advantage+?
Besides the impacts of privacy, what other trends do you foresee happening this year?
How do you stay up-to-date on what’s happening in the marketing space?

Timestamp:

0:52 Catherine’s background
4:39 Unpacking the platforms
7:33 ATT’s impact on Meta for advertisers
11:00 The scoop on Meta’s AI-powered Advantage+
13:46 What’s happening in the no-ID world
15:45 The future of AI-driven media buying
17:10 Retail media and connected TV
21:25 ID bridging: shady business?
25:44 Resources

Quotes:

(7:39-7:59) “I think that there was a mindset that you could build a whole business on Meta, like that would be your main channel – and after ATT, I think a lot of businesses, especially DTC brands, realized they had to diversify.”

(15:01-15:20) “The purveyors of premium inventory are always going to say that high-quality inventory will be performative. I don’t think that’s true, but it’s definitely harder to prove. It’s often said that if you can’t track it, it’s branding.”

(16:47-17:07) “AI is being used for creativity in the advertising space. Is generative AI going to replace creative agencies? Is it going to replace copywriters? It poses a real existential threat to media agencies if more of the technology is doing the decision-making.”

Mentioned in this Episode:

Catherine Perloff’s LinkedIn
Email: [email protected]
Twitter (X): @catherineperlo1
Adweek

Next Episode

Pioneering On-device Bidding for the Android Privacy Sandbox - Trenton Starkey (Google), Gaylord Zach (Verve Group), Pan Katsukis (Remerge)

How will mobile demand-side platforms (DSPs) and supply-side platforms (SSPs) bid on and sell ad placements via Google’s Privacy Sandbox for Android? Find out as Remerge’s CEO and Co-founder, Pan Katsukis, interviews Verve Group’s Head of Mobile Product, Gaylord Zach, and Google’s Android Privacy Sandbox’s Product Manager for the Protected Audience API, Trenton Starkey. Mobile advertisers and publishers can learn about the all-new on-device auction system, how it works, and how they can prepare for the rollout of the Android Privacy Sandbox.

Questions Answered in this Episode:

What is Verve Group’s approach to the Privacy Sandbox? And what led you to become one of the first SSPs in the industry to test the auction system?
How is early testing of the Protected Audience API going?
Can you describe the on-device bidding test between Verve and Remerge?
How did the test work? What challenges were there in the implementation and testing? How are you solving these challenges?
How can advertisers and publishers prepare for the rollout of Android’s Privacy Sandbox?

Timestamp:

0:26 Today's Topic: Privacy Sandbox
1:22 Meet the Guests: Trenton Starkey and Gaylord Zach
2:16 Verve Group’s approach to Privacy Sandbox
5:28 Why Google is collaborating with the industry to build the Privacy Sandbox
10:27 The importance of early testing of Android’s Protected API
12:55 Recap of Verve and Remerge’s on-device bidding test
20:09 Next steps: What’s changing for publishers and advertisers?
33.48 Final thoughts

Quotes:

28:26 - Pank Katsukis: ”These milestones for the Privacy Sandbox are the foundations for setting up, running and scaling campaigns in the privacy-first era.”

31:40 - Trenton Starkey: ”Now is the time to work on our privacy-focused solutions. It’s a great opportunity to rethink how advertisers and publishers can keep delivering great experiences.”

34:56 - Gaylord Zach: ”By having powerful technologies at hand, we can really develop advertising products that allow us to reach the right audiences.”