Actionable insights, practical tips, and our latest thinking on marketing matters.

As a gift to early-stage app startups, the gods kindly offer a paradox - it is imperative that you do detailed research, but there is insufficient numerical data on users. How can you test your...

Once upon a time there were two prospective lifelong users for your app. One of them converted into an engaged, loyal user, while the other churned after just a few interactions. How can you begin to...

Scaling a mobile app is a complex challenge. 

Scaling a mobile app is a complex challenge.

Over the past few months, a clear divide has emerged in the positioning strategies of brands, apps, and digital platforms. The shifts in content moderation, DEI (Diversity, Equity, and Inclusion),...

Google’s decision to sunset Firebase Dynamic Links is forcing app marketers and founders to rethink their deep linking and referral strategies. But rather than viewing this as a challenge, we see an...

Effective referral marketing is not just about launching an invite system—it is about measuring and optimising its impact. Here, we break down K-Factor, Viral Coefficient, and Retention Rate,...

We are delighted to share with you a comprehensive guide that outlines an actionable roadmap for launching a new app on a shoestring budget.

Each section provides a step-by-step approach, complete...

Launching an app is only the first hurdle in the jam-packed mobile landscape. 

With millions of apps in the market, reaching your target audience is the biggest challenge app makers and marketers face.