Building Global Presence: Sergey Konovalov of Mobio on Self-Branding, Weak Ties, and New Market Adaptation

Social media influencers and digital entrepreneurs paint a pretty picture: it looks like success is mostly tied to having millions of followers and instant visibility. Yet, reality is much more complex. Sergey Konovalov’s journey to the United States as the CEO of Mobio, a leader in mobile app marketing, is an excellent case study. Despite leading a company with millions of dollars in turnover and a strong presence in markets like China and Eastern Europe, his move to the U.S. urged him to rebuild his personal brand and business from the ground up.  

In this exclusive article, Sergey shares how he’s adapting to the new market by learning to leverage weak ties, crafting his media persona, and driving relentless innovation. 

Mobio Group: A decade-long journey to the top of the mobile app marketing industry 

Since its founding in 2013, Mobio has carved out a solid presence in dynamic, competitive markets such as Eastern Europe, China, and more recently, the United States. What started out as Sergey’s vision of a robust mobile growth marketing service has grown into a team of 80+ professionals that has already partnered with Google, Facebook, Xiaomi, and Unity Ads.

This journey is continuously fueled by a blend of innovation and time-tested approaches in mobile marketing and strategic decisions. ​​Mobio offers a multifaceted, ROI-driven approach to help achieve various business goals, from a boost in conversion rates to a jump in revenue. The 2020 merger with Vox Capital is just one example of a key move that has expanded Mobio’s capabilities and market presence. On top of that, the merger allowed Sergey to tap into the synergy between AdTech and mobile app developers. This enabled Mobio’s team to deliver even more powerful results for their clients. Sergey was also instrumental in taking Vox Capital public with its 2022 IPO on the London Stock Exchange.

Speaking of clients, the company has some impressive names under its belt, including Burger King, Aliexpress, Leroy Merlin, and Yango. Sergey underlines: “There’s no room for cookie-cutter solutions in our company, we customize everything, from user acquisition strategies and in-app engagement tactics to monetization models and retention plans, to ensure that each client’s unique needs and goals are 100% met.”

It’s not surprising then that Mobio achieved significant growth, drove impressive ROI for clients, and secured long-term relationships with industry leaders.

Venturing into the U.S. market and what continuous learning has to do with it 

Mobio’s expansion into the U.S. market was yet another strategic decision made by Sergey Konovalov in 2022: “We knew it was a challenging market, but we also saw immense potential.” Indeed, the challenges were numerous: the B2C mobile app market was facing rising user acquisition costs, monetization problems, and technological shifts that were — and still are — tough to navigate. High competition was another major hurdle, with established players making it difficult for new brands to gain traction and capture market share.

Sergey Konovalov quickly realized that the adaptation to this new market required continuous learning. To empower his team and gain a personal understanding of the new business setting, he took courses at Stanford University, including “Principles of Product/Market Fit” and “A Crash Course in AI,” learning strategies and insights that he could directly apply to Mobio’s expansion efforts. In the process, Sergey sharpened his skills in identifying market opportunities and using AI-driven technologies.

Thanks to Konovalov’s deep educational dive, Mobio managed to come out on top by leveraging its expertise in media buying, growth marketing, and the intersection of product development and audience acquisition. In over a year, the company has gained a presence in the U.S. market and continues to grow. Sergey is constantly on the lookout for new learning opportunities such as courses, workshops, and industry conferences. “It’s about keeping your finger on the pulse: I want to ensure both I and my team stay updated on the latest trends and best practices in mobile app marketing,” he shares.

The instant success myth: Why a million followers isn’t a must for brand growth 

Another obstacle Sergey Konovalov faced when he relocated to the United States went beyond purely business-related challenges. Konovalov realized that previous successes and established networks carried little weight in a new market. Despite the notches under Mobio’s belt, including top positions in the AppsFlyer Index and App Growth Awards, Sergey’s personal brand needed to be rebuilt from scratch to resonate with U.S. audiences.

While many influencer-entrepreneurs seek quick fixes like viral fame or chasing millions of followers through flashy collaborations and paid shoutouts, Sergey decided to focus on a more nuanced and sustainable approach to rebuilding his brand. He set out to prioritize genuine connections and long-term growth over immediate popularity.

Konovalov has been meticulously growing his LinkedIn, Instagram, and other social media profiles by providing real value to his followers. He shares his professional insights, talks about the strides Mobio is making in the industry, and openly discusses the ups and downs of mobile app marketing — all while staying actively engaged with his followers.

Even with a smaller audience than some of the more visible media personalities in the industry, being genuine in his interactions has built loyalty among those who follow Sergey’s business journey. He has more time and resources to focus on meaningful connections and offer personalized advice, which fosters a dedicated community around his personal brand.

On the power of weak ties 

Sergey emphasizes that one of the most powerful strategies he employs for brand growth is exploring weak ties. Those casual acquaintances and connections can be incredibly influential in a new setting where established networks aren’t in place yet. Konovalov likes to refer to The Power of Weak Ties by Julia Boz and Kate Levenstein and says that weak ties often surprise you by opening doors to opportunities that strong ties might not.

Casual meetings, industry events, and online communities introduced Sergey to key players in the industry in a matter of months. He has already attended such events as TechCrunch Disrupt, Affiliate Summit West, Startup World Cup Grand Finale, and App Promotion Summit NYC. Step by step, Sergey has been building a solid network and positioning himself and Mobio as industry experts.

What’s next for Sergey Konovalov and Mobio 

Sergey Konovalov’s journey to the United States reinforces a lesson that may be revolutionary in its simplicity: success doesn’t hinge on millions of followers or loud PR campaigns. It requires the right strategy, a commitment to authenticity, and the ability to tap into new networks. Sergey is living proof: he has already established his footing in a competitive market and is planning to continue expanding Mobio’s presence in the U.S. Konovalov’s focus remains on sustainable growth through strategic partnerships and innovative marketing approaches.

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