Nicole Lumley

You can tell when an ad is AI…right? AI has transformed marketing over the last few years, teams are now able to generate ad copy, video concepts and creative variations in minutes. More ideas can be tested than ever before and for app marketers, this offers huge opportunities. Testing increases, optimisation is faster and so is the ability to react quickly to trends. However the question now arises: how do you scale production without losing authenticity that drives installs and...

The app economy is growing year after year. The industry is being reshaped by rising acquisition costs, stricter privacy regulations, changing consumer expectations and the rapid adoption of AI and these factors are changing how apps grow. As we prepare for the next edition of Appsforum London, these are the five trends that are at the forefront of app development. Whether you're focused on user acquisition, retention, monetisation, or product strategy, our Appsforum agenda will have...

On the surface, retention seems like a simple game: users leave, so the goal is to bring them back. However, at scale, retention is a lot more complicated. Users disengage at different points and for a wide range of reasons. It is imperative that companies are solving the right problem and targeting these moments. At Sweatcoin, User Engagement Lead, Adele Marevery, has seen this challenge firsthand. With hundreds of millions of downloads and millions of daily active users, the focus has...