#180: Fitness app growth marketing lessons with Mansi Sharma, VP, Growth Marketing at MyFitnessPal

Business of Apps Podcast

Happy 2024 everybody! It’s time of the year when we think about resolutions like keeping yourself fit and so fitness can be one of the things on your mind right now. How about keeping your fitness app fit? I bet just like with keeping yourself in shape you wouldn’t mind to learn from other folks’ experience, wouldn’t you?

In this episode, I have Mansi to tell you about the lessons she’s learned growing and keeping the MyFitnessPal app in shape.

Today’s Topics Include:

• Mansi Sharma's background
• What is MyFitnessPal app
• How to conduct a proper research
• The role of ad creative and targeting in running an app ad campaign
• A scaling of a mobile user acquisition campaign
• Assessing user acquisition budget spending
• Testing app marketing campaign hypotheses
• How do you compete effectively?
• Takeaways
• Android or iOS?
• Leaving his smartphone at home, what features would Mansi miss most?
• What features she would like to see added to his smartphone?

Links and Resources:

• Mansi Sharma on LinkedIn
• MyFitnessPal app
• Business Of Apps - connecting the app industry

Quotes from Mansi Sharma:

" So, for example, if the category is not big enough, we need to come up with category expansion campaigns, which would be much more broad reaching and sort of educational in nature. However, if the category is okay and our budgets are still small and we need results in the short term, I'd focus on growing my market share by reaching out to people who are already in the category right and win them over to my side. "

"So creative wins over targeting because what I found is that a good creative can break the targeting barriers. So for example, if you have designed a creative for a 25 year old male, if it is designed well, it can also work for a 45 year old male."

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