Digital Disruptors is Performance Marketing World’s annual mini-series, created off the back of its 30 Under 30 list. Across the series, PMW speaks to emerging marketing talent about their careers, industry perspectives and predictions for what comes next.
For the final episode, titled ‘The future of performance – what actually drives growth?’, host Bethany Lee, Senior News Reporter at PMW, was joined by Nat Abell, Senior ASO Manager at Yodel Mobile, Sarah Wan Yu Shum, Paid Performance Director at Brave Bison, and Charles Taylor, Senior Marketing Manager at Herdify.
Together, the panel explored how growth is changing across performance marketing, app discovery, paid media, data, behavioural science and customer decision-making.
Data, discovery and decision-making: the episode began by exploring the multifaceted nature of working in marketing, from understanding the moments which influence decision-making to the variety that comes with working across different brands, clients and sectors.
In this episode, they covered:
- Why the app store is often underestimated in performance marketing, with Nat explaining how users do not always arrive knowing exactly which app they want. Instead, many are searching for solutions, typing in longer queries and making quick decisions during the app store discovery journey.
- Why data needs to start with the right question, with Sarah discussing the importance of understanding correlation versus causation and avoiding getting lost in too many metrics.
- How behavioural science shapes purchasing decisions, with Charles exploring the role of word of mouth, social cues and physical influence, including more traditional channels such as door drops.
- Why growth needs to be viewed across the full customer journey, rather than through digital acquisition, paid media or app store conversion in isolation.
- How AI and changing audience targeting are reshaping performance marketing, including how app marketers can customise the app store journey with more relevant creative and user experiences.
- Career advice for people entering the marketing industry, including getting started instead of waiting for perfection, building a strong network, communicating openly and learning how to think critically without relying too heavily on AI.
You can watch the full episode here.
