Business of Apps Podcast

According to Statista, in 2021, daily, emails alone were sent a whopping 320 billion times. Emails - the first kind of digital messaging that was adopted at mid-90s and by now they exist almost solely for business and occasionally Millennials or older generations may share something via email when really don’t need or don’t want a quick turnaround. Now add on top of it 100 billion WhatsApp messages, countless number of FB Messenger, Apple’s iMessage, Telegram, Viber, WeChat messages and some more send via dozens less popular Instant Messaging apps. It’s an ocean of messages that circulate every day, every hour, every millisecond. In this episode we have Josh from OneSignal to share with you an insight from 100 billion messages sent by OneSignal. Today’s Topics Include: Josh’s story - born in Palo Alto, for the last 20+ years his career included working for Adobe, CBS Interactive, eBay, PubMatic and since 2018 at OneSignal Mobile messaging options for app marketers to use Email as the first mass communication tool Push Notifications In-app Messaging  Josh suggestions to app developers, marketers and brands for how to adjust to Apple’s ATT framework Android or iOS? iOS What was Josh’s first mobile phone? Hard to say, Josh got his hands on a lot of early smartphone models, working as CNET reviewer back in the day What features would Josh miss most leaving his smartphone at home? What’s missing from mobile app technology? iOS features to balance the use of a smartphone Links and Resources: Josh Wetzel  LinkedIn profile OneSignal website. Quotes from Josh Wetzel:  "So it’s really thing about those moments. Thinking about these critical points in that journey and building messaging around that. And then taking a step below, you gotta about what are the options best for what thing. If you gonna do an asynchronous kind of weekly update or some random promotion. That’s a great promotion for an email. If you send a note about “Hey, your order is taken” of  “Your order is on the way” it’s about to come or “Hey, come back we’ve got a promotion - in the next 20 minutes for a pizza”, you wanna use push.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Alright, so you’re looking at the number of daily and monthly active users for your app and wonder “is there a new app marketing channel I am missing?” You’ve heard about TikTok, you know that there is an advertising platform from TikTok - TikTok Ads. But you’re not quite sure that how to use it and if it’s actually capable to help you to grow your app’s user base. In this episode we want to help you out. We’ve got Ryan to walk you through driving app installs with TikTok Ads. Today’s Topics Include: What is Reflectly Creating TikTok Ads campaign How to create an effective video content for TikTok Ads How similar or different TikTok Ads from Facebook Ads KPIs to focus on Hype about TikTok What Ryan believes can be improved with the TikTok Ads platform Android or iOS? iOS What was Andy’s first mobile phone? Nokia What features would Andy miss most leaving his smartphone at home? Slack for work, messaging apps for communication with friends and family What’s missing from mobile app technology? Adding Time Tree app features to the iOS native calendar app Links and Resources: Ryan Thorpe  LinkedIn profile Reflectly’s website. Quotes from Ryan Thorpe: "The hype around TikTok at the moment is that it is easy to go viral. I don’t think it is easy to go viral. However there is a math to go viral. People think that after 5 or 10 videos that should hit of winning creative style but what you need to do is to create 30, 40,50 videos at TikTok to really understand  why there is hype about things going viral. The question you are trying to ask yourself is this creative going viral” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

No matter what it’s about, if you are serious about building something, like building a house / car / space ship or your mobile app product, you need a plan or what we call in IT - a stack. I’m sure you see where I’m going with it, I have Andy Carvell on the episode and I’ve just mentioned a stack… Right - on this episode we’re to talk about The Mobile Growth Stack to be precise, 2022 edition. I bet for many of you this situation may look familiar - either you are at the beginning of your app project or its well underway, you wonder what are my ALL options to build and launch a successful app business? As it happens quite often with many concepts or ideas that go viral, the Mobile Growth Stack was conceived by Andy out of necessity when he needed to put together all his ideas for an app project, working at SoundCloud. Now, to be clear, do not think of this stack as your ultimate To Do list. It service a different function of being a depiction, if you will, of the entire landscape of possible activities you may be involved with, working on your app project, including such stages as app user acquisition & retention, app engagement, monetization, tech solutions to use and more. Today’s Topics Include: Andy’s background - from a software engineer at Nokia, Marketing Lead at SoundCloud to Partner & Co-Founder at Phiture - Berlin-based 100+ strong mobile growth consultancy Mobile Growth Stack: definition and its genesis The Acquisition section of the stack The Engagement & Retention section of the stack The Monetization section of the stack The Tech section of the stack The Strategic Management section of the stack The Analytics & Insights section of the stack The Management Insights section of the stack Android or iOS? Actually both :-), to be up-to-date with what’s happening on both platforms What was Andy’s first mobile phone? Nokia 7110 What features would Andy miss most leaving his smartphone at home? Google Maps :-) What’s missing from mobile app technology? Even better Night Mode on an iPhone. Links and Resources: Andy Carvell  LinkedIn profile Mobile Growth Stack 2022 Phiture website. Quotes from Andy Carvell: "Than I ended up joining SoundCloud, who were a growing platform at that point, I think I joined at 29, I was employee number 89, I think. That’s one of the major misconception, actually, about the Mobile Growth Stack. There is lots of stuff in it, if  you’ve seen it you can see at mobilegrowhstack.com, it’s a quite a busy page, there is a lot of information on there. And I think one of the things that people often think is that they have to do all of these things in order to succeed and it’s absolutely not the case. I really do believe that app analytics and insights should be the foundation on which you’re building your whole growth efforts on.” Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Ok, what are your options today when it comes to marketing your app? I can tell you from a point of view of a guy who was in app marketing back in 2010-2015 time frame, the portfolio of app marketing tools has grown significantly. Today when you’re tasked to grow an app’s user base, you have App Store Optimization, paid UA, ads in podcasts, on TV, on radio, PR, social media marketing, influencer marketing, content marketing. And there is one more app marketing tool, which isn’t always applicable but once you’ve got a number of apps in your portfolio, you can turn your attention to cross-promotion and this is what we’re gonna talk about today with Cameron and Matej. Today’s Topics Include: Cameron and Matej’s background in mobile What is cross promo for apps What it takes to promote mobile apps via cross promotion What mobile games are compatible to be paired for a cross-promotion campaign Parting words for app marketers to make cross-promotion work for their apps Android or iOS? What was Cameron and Matej’s first mobile phone? What features would Cameron and Matej miss most leaving his smartphone at home? What’s missing from mobile app technology? Links and Resources: Cameron Thom LinkedIn profile Matej Lančarič LinkedIn profile Adikteev website. Quotes from Cameron and Matej: "It’s always a tough job to run a cross-promotion, other from a valuation standpoint or just from a point of talking to the game team. You can cross-promote players across different games and can be successful. It’s about trying to identify user segments and trying to find sweet spots where they might churn. I was always a big fan of cross-promotion, it’s been thought to evolve it properly." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

This week is a special one - the Business Of Apps podcast has reached episode #100. For this special occasion we’ve invited Gessica Bicego, one of the most well-known mobile app marketers, with years and years of experience in app growth, and talk about what we call “The 60 shades of App Growth”. During the conversation, we cover what it takes to increase a mobile app user base and, of course, the revenue it generates. Every app marketer and every brand that launches a mobile app is focused or should be, on its growth. A brand new app brings a bunch of challenges to an app marketing team, a well-established app has its own challenges that somewhat overlap with the former but for the most part, are unique. Today’s Topics Include: Gessica’s background What is Paired app Growing well-established app versus a brand new one What app marketing channels Gessica considers the most effective TikTok Ads The impact of Apple’s ATT and Google’s Privacy Sandbox on app marketing Gessica’s parting word for app marketing newbies What features would Gessica miss most leaving his smartphone at home? Google Maps, Instagram Links and Resources: Gessica Bicego LinkedIn profile Gessica’s podcast - Mobile Growth Nightmares. Paired’s website. Quotes from Gessica Bicego: "I would say that there is no such thing that is like the best app marketing channel. I think it really depends on the product you are advertising. I have this passion of working for mobile products that are building something new. And so the issue is that people are not really looking for what you do. TikTok for me is like this question mark platform, I open it once a month - I get lost in it. I watch like a thousand videos about dogs and I close it again and I forget about it." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

In every industry there are periods of slow gradual changes and very rapid ones, when companies have to adopt quickly and deal with the consequences of those changes to keep their business afloat. Last April, Apple finally released its ATT framework, ATT stands for App Tracking Transparency that implies for app marketers to be able to track app users' actions across multiple apps they need to ask for permission first. This February, Google introduced its Privacy Sandbox for Android with a similar function. All in all, today we’ve got two major mobile platforms that have drastically changed the app tracking and this is the topic for my conversation today with Brett. Today’s Topics Include: Brett’s background How privacy changes hurting app marketers today How we got into this trouble What app marketers need to do to move forward in the post-IDFA world What side of the Android & iOS duopoly Brett is? iOS What features would Brett miss most leaving his smartphone at home? Google Maps What’s missing from mobile app technology? Overall smartphone performance speed Links and Resources: Brett Orlanski LinkedIn profile. Bango’s website. Quotes from Brett Orlanski:  "Very few places that offer product that actually allows to define payers. It’s a double-edge sword, I think we can say it’s for end user in a sense it gives more privacy and control of your own data. It’s bad for mobile marketers that use these signals to send you really good ads you maybe interested in. The best way of thinking about is people always worry about is my phone listening to me or Facebook is listening to me. Sometimes I get an ad so early on point…" Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Earlier on this year, data.ai, perhaps you still better know them as App Annie, published the State of Mobile 2022 report which is the ultimate bird-view on the app industry. Take any field, any market - being able to have a holistic view is what allows you to see a complete picture and compete with other players on the market. The app industry is one of the brightest examples for this approach. In this episode, to talk about what app categories are the most popular today, how much money people spend on mobile apps, what are app trends in different countries and more we have Lexi, she’s been on the show couple times before and is always welcome back. Today’s Topics Include: The story behind App Annie’s rebrand to data.ai The snapshot of the report - major data points Waking hours benchmark Consumer spend on apps App categories people spend on the most Number of new apps released in 2021 App blockbusters App categories by generations - Gen Z, Millennials, Baby Boomers Links and Resources: Lexi Sydow LinkedIn profile. The State of Mobile 2022 report. Data.ai website. Quotes from Lexi Sydow:  "We are spending around a third of our waking day on mobile." "We are spending around seven of every 10 minutes in a combination of either social, communication or photo and video apps, so very heavily media-oriented". Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

On one hand, ask your teenage daughter how her girlfriends spend time, quite often including school time, and she will tell you “well, they are fooling around with TikTok”. On the other hand, ask any brand marketer about TikTok and she or he will tell you whether they already use its advertising platform, try to go with it natively, or consider using it. So for the latter case wouldn’t be great if there was an analytical tool to tell you what’s trending on TikTok? Well, lo and behold there is one and it’s ViralMoment and we have Sheyda to tell us all about it. Today’s Topics Include: Being a software engineer by training and liking to tackle hard problems, in early 2021 Sheyda was introduced to the idea to develop an analytical tool to measure video virality on TikTok subjectively, outside of the silos that the platform creates for individual users What is ViralMoment Does TikTok replace other ad platforms or compliment them for brands? How does TikTok influence consumer behavior? What is TikTok's impact on Influencers? How ViralMoment can help to mitigate TikTok's externalities? Sheyda's overall assessment of TikTok's impact on society What side of the Android & iOS duopoly Jason is? iOS First mobile phone owned by Sheyda - Nokia mobile phone with everyone's favorite Snake game on it :-) What features would Jason miss most leaving his smartphone at home? Not being able to get in touch with people, it's not about a specific app but the function What new app technologies is Jason most excited about? More tech that would regulate smartphone usage (Think Siri telling you you should spend more time off your smartphone) Links and Resources: Sheyda D LinkedIn profile. ViralMoment website. Quotes from Sheyda D:  "Back in January 2021, my co-founder Chelsey came to me with the idea for ViralMoment. She's been working in the Social Listening industry for a while and noticed that there was really no solution for visual-based social media." "We also work with non-profit organizations and we are also currently working with a research group out of Carnegie Mellon centered on identifying hate speech on TikTok." "If you are trying to buy a pair of shoes and I see a billboard for Nike - that is an advertising and once my friend tells me I have this pair of shoes, these are great! Which ones am I'm gonna left with? I'm gonna buy the ones my friend told me to. It's the same on TikTok - you're looking at these people as a part of your community that is telling you about what they are using." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

There is a good, very well-established principle in marketing - know your customers. Whatever app you need to market, your first priority needs to be to get to know people you’ll be marketing your app to. It is how you will be able to find places online where to approach them, what ad creatives to use, and what tone of your ad should be to speak their language. You need to answer the following question for yourself - what do your customers want? Well, this is the question that is at the basis of the MoEngage, the leading customer engagement platform, recent research, built on the survey data gathered from 1,000 consumers in the United States, Canada, UK, and Germany. Today’s Topics Include: Being a true tech geek in heart, Jason went a long way from being a software engineer in times when mainframe computers were a thing to  becoming VP of Sales in a leading mobile engagement platform The major unexpected insight that came off the report is that people want both don't want to be tracked online and yet ads they see are personalized The key figure from the report: 21% of consumers from North America and Europe have adopted mobile apps for shopping, 33% of North American and European consumers prefer email for communication. What frustrates customers and how it varies between women and men Kind of messages that help solidify brands' relationships with customers Most popular value-added services Top 3 preferred communication channels How shopping behavior has changed since COVID-19 hit the world in 2020 New communication channel(s) adopted by consumers What side of the Android & iOS duopoly Jason is? iOS First mobile phone owned by Jason - the early Panasonic model available in 1988 What features would Jason miss most leaving his smartphone at home? A constant buzzing in his pocket caused by a stream of notifications What new app technologies is Jason most excited about? Nothing really, everything is cool as it is. Links and Resources: Jason Smith's LinkedIn profile. MoEngage website. MoEngage Personalization Pulse Check Report 2021. Quotes from Jason Smith:  "What was really interesting in this particular research is how tuned in is consumers are when it comes to their data and how it's best used for personalization. And the expectation is that it's still 50% of customers or consumers that were surveyed still expect their message to be personalized based on their interests or behavior. Inconsisent messaging really annoyes people, when men being targeted with female messaging and vise versa. If you look at North America and Europe, 21% now have adopted a mobile app and email as new digital communication channels." Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Alright, if you ever traveled somewhere by plane you’ve got a chance to hear this announcement “Boarding complete”. If you were lucky to buy a ticket on a cruise ship, that long process of staying in the queue and getting yourself and your stuff on the ship is called onboarding. Where else do you have a chance to encounter this notion? Well - mobile apps! To explain what exactly do we mean by that we’ve got Marissa from the mobile growth consultancy Phiture. Mobile app onboarding is one of the must-have components of every app marketing strategy. Today, with a rare exception, brands need to think through the entire interaction experience their users have with the app, otherwise, mobile app churn will ruin that app project. Today’s Topics Include: With a background in graphic design and social media marketing, three years ago Marissa moved to the one and only Berlin to do e-commerce and B2B What is onboarding The best practices for mobile app onboarding No-nos for app onboarding The shortest and longest app onboarding The key message to app marketers What side of the Android & iOS duopoly Marissa is? iOS What features would Marissa miss most leaving his smartphone at home? Google Maps What’s missing from mobile app technology? More apps to tackle big challenges our civilization has been facing. Links and Resources: Marissa LinkedIn profile. Phiture website. Quotes from Marissa Hsu: "Onboarding is your users first impression. The purpose is to guide the user activation, which is essentially the user's experience of the value of the app for the first time. I think just framing copy in terms of ways that it benefits the user, like not saying necessary look at this feature but saying this is how this feature can benefit you. I'm more excited to see technology kind of blossoming in ways that add clear value to our lives. " Brought to you by Business Of Apps App industry marketplace Insights App Growth videos App Data App Events A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/   London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024