Interview with Sandra Wu from Blinkist - Applause 2019

Interview with Sandra Wu from Blinkist

Sandra Wu is a performance marketer who specialises in paid content. Having established content marketing as an acquisition channel for apps such as Blinkist and 8fit, she has seen many successes and failures, and isn’t shy about sharing them.

Get to know more about her!

Sandra Wu

Quick quiz Sandra Wu – Blinkist

Sandra will join us on Friday 7th of June at the W Barcelona Hotel. Do not miss the chance to learn from her!

1. How and when did you arrive to the mobile industry? Why did you decide to stay and work in this sector?

Before I got into user acquisition, I was just a copywriter. In 2015, I came across the opportunity to work with the Berlin-based fitness app 8fit. Since we were a small team, I was given the chance to launch campaigns with my articles, which is how I ended up specializing in Outbrain and Taboola.

2. What project are you working on now?

In the past three years, I’ve set up paid content marketing at Blinkist. I’m now focusing on taking this to the next level by turning into a user acquisition machine.

3. What is the most important professional quality an app marketer can have?

To embrace failure and appreciate any feedback that you get.

4. What KPIs do you control every day? Which ones are the most important?

ROI and scalability are by far the most important metrics in my day-to-day operations.

5. What problem do you face in your day to day as an app marketer?

Coming up with advertising that is both conversion-driven and promotes a message that is in line with our brand.

6. What is the best option to monetize a mobile app?

The most successful apps I’ve worked with charge a membership fee for exclusive features. While this might slow down the growth, it is the most sustainable strategy. You could make your app free and rely on investors, but that makes the future of your company very volatile.

7. What advice would you give to a company or startup before launching a mobile app?

There are so many apps who go all in with user acquisition without a good product. This is a very short-sighted strategy. If you want to create a world-class app, you’ve got to get your product right first.

8. What are the biggest challenges facing the mobile app industry?

Stricter data privacy laws means that we have to prepare to give up some of our targeting options in advertising.

9. What trends will mark 2019?

Data fluency is a must in this day and age.

10. How do you keep up to date with all the news in the app marketing industry? What sources do you consult?

I would recommend that you follow Thomas Petit on Twitter at @Thomasbcn, and subscribe to the Mobile Growth Nightmares Podcast.

11. To finish, what apps or games have surprised you in the last year?

Mindfulness apps such as Headspace have made meditation a much more mainstream topic. These apps are done very well and introduce a healthy habit to its users.

Emma Olivero

Author Emma Olivero

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