In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Maryna Pavliuk, Regional Marketing and Growth Head at Glovo. Glovo is the food delivery app that will get you anything you want to your door.
Maryna shares her experience as the Regional Marketing and Growth Head with the apps launching in different markets.
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Connect with Maryna and Glovo here:
00:12 Maryna’s Introduction
00:25 App successful launch in a country
Transcript & Key takeaways from the episode:
The main criteria - to set a target in terms of what penetration level you want to get, how far would you go to get a desirable user base and to penetrate the market to the point where you can be number 1.
The channels are actually built. Many things depend on the media landscape of each market. The upper market of the funnel is awareness. You have to find the proper channels first to create and then maximize awareness and reach.
Usually TV and OOH work best. On top CMP and CPA campaigns, which will help to penetrate further and to go into more frequency, more consumption occasions and build the proper presence of your app at the market.
George: What are the main criteria of app successful launch in a country?
Maryna: Actually the main criteria is what you wanna get and how much you wanna get from the market you are gonna launch it. And from my experience from launching in different markets you have to set a target in terms of what penetration level you wanna get, how far would you go to get a desirable user base and to penetrate the market to the point where you can be number 1 or something like that. And upon that the channels are actually built. And many things depend on the media landscape of each market. So basically the upper market of your funnel is awareness. So anyway you would seek proper channels to create this awareness. And taking into account my experience we are seeking for maximum awareness and maximum reach. And it’s why we are using mostly TV and OOH as the biggest parts of our investments. And also we are using smart CMP and CPA campaigns, which help us to penetrate further and to go into more frequency, more consumption occasions and build the proper presence at the market.
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