Letting The Customer Lead May Be All The Marketing You Need (PLUS My Pick Of Gamescom Parties)

Wow! – it was nearly 20 years ago that I had the great fortune to chat with Eric von Hippel , a professor at the 美国麻省理工学院 - 斯隆管理学院 and the living legend who pioneered the democratization of innovation. Von Hippel had just published his milestone book (aptly titled Democratizing Innovation ), showing how communities of users in fields ranging from software to sporting equipment have become powerful innovation engines and the source of breakthrough ideas and products.?

His point: People are smart, and they know what they want. So, why not empower them to express (and create) what they will appreciate? Companies don’t waste time and money trying to second-guess customer preferences and desires, and they avoid building products and experiences that fail to meet user needs. Consumers win, too. They get what they want, how they want it - because they provided input for it.??

Fast forward, and applying von Hippel’s principles to mobile apps and games is on the money. Letting users lead can even power a fierce flywheel of growth that takes on its own dynamic-- if companies let it happen.?

Surprising and successful shortcuts

When Marina Matveeva over at InAppStory asked me to share my unfiltered insights around winning approaches to onboard app users, it was a chance to share some pure gold from my podcasts and projects. I'm fortunate to connect with hundreds of marketers and mind-meld with the best.

These are also included in the newly released Practical Guide to Mobile Application Onboarding 2023 , and you can download your copy here .

[Full disclosure: I do not do content consulting for InAppStory –I got involved in the report because I like to say what I think – and I love to challenge marketers to see the bigger picture.]

The customer is your boss

At a time when product and marketing are morphing to become one, it makes good business sense to let users lead. In an app, that path starts in the onboarding phase.

This brings me back to my interview with Jillian Lee Stout , CPO & Operations at Mindful Mamas , a self-care and mindfulness app made specifically for moms and moms-to-be. She and her team get high marks in my book for an onboarding approach that asks moms outright what jobs they would hire the app for. ?

My take: Giving moms this agency and the opportunity to tell the app exactly why they want to use it lays the groundwork for a partnership between the app and the user. Mom has made it clear to herself (and the app) what she expects from the app. Letting users lead ensures this app is part of their daily routine.

Building app advocacy the simple-stupid way?

My upcoming webinar in collaboration with AppFollow shines a light on expert marketers moving in lock-step with their users to build compelling experiences, strong communities, and generate revenues. [Full disclosure: AppFollow has retained my services to produce and moderate this webinar.]?

In prep, listening to how Alon Rivel , VP of Marketing at Soothe , follows user behavior signs and signals to lets his users lead was nothing short of a gem. ?

Rather than broadcast services and features available just because they are available (which is what many other apps do to stay top of mind), Alon and his team proactively suggest features only when it makes sense. More importantly, they follow the lead of users? - through their behavior in the app - to communicate with users who have shown a high propensity to appreciate and use the services in the first place. Bombarding users with features, offers and discounts if they haven’t taken the first step is a no-go.?

My take: Following the lead of your user helps generate value, not destroy it. Moreover, directing their energy and advocacy is at the core of competitive advantage.

We would love to have you join us, and if for any reason you really want to attend but can't, then sign up, and we will send you the recording ???

https://appfollow.io/webinar/mastering-the-art-of-app-advocacy?utm_source=partners&utm_medium=MobileGroove&utm_campaign=webinar ?

Gearing Up for Gamescom Where Games Rule

A high-five to the brilliant product and marketing teams at mobile gaming apps – the true masters when it comes to gameplay that puts players in control at multiple levels. Another reason why I am meeting with so many marketers during gamescom is to learn more about how they translate what players do in the game into experiences that transcend it. (Message me on LinkedIn - I still have some open slots for meetings and friendly chats over coffee or beers.)

?? And if you want to take your Gamescom experience to the next level (pun intended), then you can still sign up (or request an invite) and make the most of networking opportunities at some of these amazing events ????????

Aug 21,18:00 to 22:00 CEST:?Xsolla ?Game Night >> Not tired of playing games just yet? Experience the latest and greatest tabletop games, from action-packed adventures to mind-bending puzzles. Whether you're a casual gamer or a seasoned pro, there's something for everyone at Xsolla Game Night. https://events.xsolla.com/gdcgamenight

Aug 22,18:00 to 23:00 BST:???? Zebedee x?adjoe ?IRL >> Gamescom warmup. There's no programming or set topic for this one, it's all about having a relaxing and fun gathering before the madness of Gamescom kicks off the next day. https://www.meetup.com/zbd-events/events/294719058/

Aug 22,15:00 to 23:50 CEST: Courage Cologne?devcom ?Developer Night >> It's a gaming get-together with a twist. Play one of the hundreds of indie games being showcased at the party - and perhaps find have a chat and find more from their makers - and you earn yourself a drinks token. https://courage.events/event/courage-cologne-2023/

Aug 22, 6:00 PM Reload & Unwind: GamesCom Happy Hour >> Join AppTweak for the ultimate Happy Hour event, where gaming enthusiasts, industry insiders, and players unite for an evening of unforgettable fun. https://www.eventbrite.com/e/reload-unwind-gamescom-happy-hour-tickets-689298569577

AUG 22, 19:00 Join Singular , two & a half gamers & MobileAction >> For an unforgettable evening of magic, cocktails and a live recording of the ‘2 and a Half Gamers Podcast’ - all set against the breathtaking backdrop of Cologne's stunning skyline. https://www.singular.net/lp/gamescom2023-event/

?Aug 23, 18:00 to 22:00 CEST: Steel Media Ltd ?Metaverse Mixer >> Gamescom Edition is your one-stop shop to rub shoulders with the game industry's finest and listen to (or even take part in) some carefully selected panels and informal talks. https://www.pcgamesinsider.biz/events/47584/metaverse-mixer-gamescom-edition-2023/

23 Aug 17:30 - 20:30 PM: Digital Turbine ,? 谷歌 ,? and? LoopMe >> These industry giants will share exclusive insights on the future of app monetization and growth, and give their perspective on the industry’s?future. https://view.ceros.com/digital-turbine/gamescom2023-apply/p/1

Aug 23 VIP Preview Evening + Aug. 24 Summit Day on the Rhine River

Saga’s Inaugural Multiverse Summit to Feature Speakers from Top Companies Including ESL Gaming, Com2uS, Polygon, Scopely, Unity

Memorable Event During Gamescom Offers VIP Panels, Fireside Chats, Networking and More! https://www.themultiversesummit.xyz/

Wed, 23 Aug 2023 at 7:00 PM (GMT+02:00) TERMINAL3 GAMESCOM 2023 - KENTUCKY DERBY BOAT PARTY

Paymentwall, Inc. FasterPay and Terminal3 celebrate the 10th year of hosting the Gamescom party cruise, which has now become a Gamescom tradition.

They highly encourage their guests to bring along their most extravagant hat with them to Gamescom. But if you are unable to, we’ll help you out ??

And it’s 1998! Shake off your legs and get ready to dance and sing along to the party hits from 1998!?

23 Aug 6 - 8 pm PRO?T! Publishers and Developers Happy Hour @ Gamescom! * Due to overwhelming demand, we are moving the meetup to RHEINGARTEN PARK in order to include everyone*

Come pro?t and cheers with us at the Publishers and Developers Happy Hour @ Gamescom! This event is the perfect opportunity for publishers, developers, and gaming enthusiasts to mingle and network in a relaxed and informal setting.

24th Aug?8:30 AM – 10 AM Breakfast with WINGS ?? Calling all women and gender-marginalized professionals in the games industry! Wings ,?Nordisk Games ,?Thunderful Group ?and? AppsFlyer have the pleasure of inviting you for?a breakfast networking mingle. Drop in, enjoy some refreshments, and connect with many other outstanding women and gender-marginalized professionals in the games industry. ??

https://women-in-the-games-industry-breakfast-with-wings.confetti.events/

24 Aug 5 - 9 pm: Cologne Web3 Networking by Flying Sheep Studios , iCandy Interactive Limited (ASX:ICI) , Playades and K?lnBusiness Wirtschaftsf?rderung host an exciting and unique evening around blockchain, metaverse, and web3 gaming https://lu.ma/pcyvzs04

AUG 24 5:00-8:00 PM: InMobi ??? Unlocking Mobile Happy Hour, join InMobi in Old Town with the 5 O’Clock Club for an evening of cocktails, great music, delicious bites and a ton of fun! https://fiveoclockclub.swoogo.com/inmobi-gamescom