Look around, wherever you’re listening to this episode, many products you can see have three people associated with them - consumer, marketer, and developer/builder/designer - you get the point. So hence the following questions are always involved. What does the consumer want? How to make sure the product is what the consumer is looking for? And how to build the damn thing to meet those needs? Trying AppTweak too. In today’s episode, we welcome back Josh to talk about consumer-driven app development.

• The impact of the economy on mobile apps

• Josh Wetzel on LinkedIn

"OneSignal is a customer engagement platform, it's currently installed in approximately 1 every 5 new mobile Android and iOS mobile apps. We support businesses across the globe. We deliver about 11.5 - 12 billion messages a day.” “I see it both as a consumer and in my role here [in OneSignal]. There is a decline in the efficacy of user acquisition due to some things happing with app targeting and the costs are rising in general." “I think there is a great example [Netflix] when adding the ad component, I think it was a big mistake."

• App industry marketplace

Throughout the year we host around 50 episodes to introduce you to an app marketing technique, explain how app subscriptions work, dive into app monetization strategy building, to share tips and tricks for app marketing on holidays, and much more.

But at the beginning of the year, we get together with people from Data.Ai (formerly known as App Annie) to give you a bird-view perspective on the app industry and provide a recap for the previous year.

Now, Data.Ai commissions the State of Mobile annual report, which is about 100 pages, in this episode, we will cover with Lexi only its macro mobile trends, you can find the link below to read the entire report yourself.

• The app industry in 2022 vs. 2021 - a brief look

• Lexi Sydow on LinkedIn

"We saw record app downloads, 255 billion new app downloads, so a lot of user acquisition happening, up 11% year-over-year.”

“On a per user basis, that's where it's really interesting. Globally, among the Top 10 mobile markets, we saw 5 hours per day spent on average person per device."

“Within the download space we saw a lot of more utilitarian, sort of  tools and anti-virus apps, productivity tools, VPN and downloaders."

• App industry marketplace

One of the biggest causes of our fears and worries is uncertainty.

Ask any app marketer “What’s on your mind more than anything else?” and chances are you will hear something like “how well do I know what are the channels that bring me most of my app users today?”

App attribution is important like never before, I know it may sound like a cliche but it’s true.

In this episode, we have Mateusz talk about the future of attribution - where we stand today and where we are going to.

• The state of mobile marketing today

• Mateusz Bochenczak on LinkedIn

“A lot has changed since 2007, the competition grew. It's not that featuring on any of the apps stores will guarantee you a success. Depending on the genre and category you're operating, you need to try to, first of all, to be open to testing of different ways of acquiring those users, but we definitely see the surge of  user journeys like, for example, web-to-app - trying to get the users into the mobile app."

“We see a big surge of things like Influnecer marketing, referrals, user intives..."

“Interesting enough, just for the second half of this year we saw an increase of more than 20% of clicks and installs when it comes the Connected TV to mobile app experiences. "

• App industry marketplace

When you think about the Internet, what words come to your mind? Essential, cross-cultural, crucial for governance, and the word free would pop up as well. Yes - we pay for many online services, these days primarily for subscriptions, and mobile apps are a huge part of that.

But on the other hand - there is a free part of the Internet. But what do we mean it’s free? How do you monetize a free mobile app? There is a number of business models to do that but how do you decide on what model to apply to your free app? In this episode, Andriy will tell about how to create the best monetization strategy for your free apps.

Today’s Topics Include:

• The landscape of app business models

Links and Resources:

• Andriy Sambir on LinkedIn

Quotes from Andriy Sambir:

“However, in a case when we look at the application development from an owner standpoint of view and somebody who wants to make money on that, you actually have 9 different ways of getting money out of your app."

• App industry marketplace

Today I’d like to continue the Influencer marketing theme, covering with Marion running an Influencer marketing campaign. Now previously on this podcast, we covered this topic conceptually multiple times, and I bet you read about its pros and cons on blogs, watched presentations, etc but this time I want to focus specifically on launching your own campaign, I want to give you an example of how it should be done so you can avoid costly mistakes. Today’s Topics Include:

• What social media platforms does Marion suggest to run ad campaigns for mobile apps?

Links and Resources:

• Marion Balinoff on LinkedIn

Quotes from Marion Balinoff: “It starts with understanding the audience that we want to target like with any other acquisition channel. We need to understand where the audience is." “In TikTok you can place the link that it's going to be only in the bio of the influencer, hence you aren't going to get a lot of trackable traffic. On YouTube, on the contrary, you have the link that is directly in the video description, it's right below the content and it's going to be much more accessible " “...that means you need to increase the Conversion Rate. To do so you can have, for example, gift code links that will grant your audience some free goodies.”

• App industry marketplace

We’ve just passed the holiday season, perhaps some people are still under the impression from the gifts that they got this Christmas.

Hence my question - how do you decide what to buy?

Of course, your mental journey of making a decision probably starts with “what does she or her like?”, “what does she or he need?” - totally fair. But how do you decide what brand to buy from? Can’t say definitely about you but for many people, the decisive factor is an influencer she or he trusts.

Yes, you’ve guessed it - today we have Jennifer on the show to talk about Influencer marketing.

Today’s Topics Include:

• What is Influencer marketing

Links and Resources:

• Jennifer Sudo on LinkedIn

Quotes from Jennifer Sudo:

“Don't just partner with influencers who you think is your target audience, try to deviate outside of that pool"

“The genius of the platform [Tiktok] is that there is two different feeds. One of them is for people you actually follow, and the other is For You page."

“Will probably gonna see more advertisers using them [influencers] as the force for creative production. Not just using influencers but content creators at large to create assets.”

• App industry marketplace

This is the first episode we record in 2023, so Happy New Year everybody!

It was another turbulent one, to put it mildly, and so let’s talk about something light - like games.

Specifically mobile games.

To be very specific - gaming apps marketing.

People turn to games during holidays as one of the best ways to give their minds a bit of a break and in fact, this is what they tend to do when they commute, sit in an airport and wait for their flight, and on and on.

But given the time constraints and the typical mindset people have in those situations, it’s usually about casual gaming. In a contract, today we want to talk with Kate about marketing for hardcore and mid-core gaming apps, which time-wise have different flavors.

Today’s Topics Include:

• Kate spent the last decade between a global media agency, online audio & video media, mobile advertising, and top app re-engagement platform

Links and Resources:

• Kate Lovejoy on LinkedIn

Quotes from Kate Lovejoy:

“Retargeting can help throughout the funnel but really what you want to focus on, primarily and first off, is on targeting your payers.”

“Absolutely and what's who we recommend to go after.  The first strategy I was describing is about creating whales - getting more users to exhibit whale behavior."

“I think what's really most important, when you start out with re-targeting is your foundation. So, who you are targeting, and how you're going to measure the results.”

• App industry marketplace

Apple launched subscriptions on the app store back in February 2011. Today, when you think about what apps are powered by this business model, it’s obvious that it’s way more than paying to stream media content on a monthly basis. It’s about gaming, fitness & health, photography, education, and much more.

The reason why Apple introduced this model was to give app developers a new way to generate revenue. Its introduction took place right after Apple launched The Daily app for News Corp and they saw an opportunity for all app developers on the platform to make money in this new way. Btw, the idea with The Daily app didn’t go very well but App Subscriptions stayed and thrive today.

It made absolute sense to give developers an alternative to solely being focused on acquiring more and more users for the apps to power their business. So now they could financially support their app business on a monthly basis with existing customers and be more financially secure to grow their apps’ user base.

Today, we’re talking with Jeff about how to sustain your app subscription business, by improving your app subscription funnels.

Today’s Topics Include:

• Jeff's path is from being one of the first 500 beta testers for iOS 2 back in the day to running Purchasely - a no-code paywall builder for in-app subscription maximization

Links and Resources:

• Jeff Grang on LinkedIn

Quotes from Jeff Grang:

“I really like to say that subscription starts even before the paywall, it's when you're on the app's page on the app store.”

“It's very important that from the first paywall that you will be showing to your customers to raise their awareness on your business model and to explain your value."

“You can also choose to toggle on and off that trial period or offer trial only in some cases so that you create that fear of missing out.”

• App industry marketplace

In every technology, and mobile is not exception, there are transitional moments when a new tech comes in that drastically change the game.

For mobile Augmented Reality is that technology and by now it is way more than Pokemon GO - admit when you’ve heard the term, it was what popped up in your mind. Today AR is about education, shopping, navigation and more.

To me the best application for Augmented Reality so far is what Google Translate AR does - when you can just point your phone somewhere on a subway station in China and quickly figure out where you should go or why the train is not on schedule.

But today Doddz will tell us about the AR potential for digital advertising and app marketing in particular.

Today’s Topics Include:

• Dodds's path - an artist becomes a top Augmented Reality visual designer

Links and Resources:

• Doddz on LinkedIn

Quotes from Doddz:

“AR is the ability to add a digital layer on what is a physical environment in real time”

“One of the stats digital marketing agencies love is the dwell time. For social media an average time on digital content these days isless than a second. The average time on Meta effect of Facebook and Instagram is 75 seconds. "

“I think there are need to be a point where the experiences [AR experiences], the use cases for wearing headsets are better than whatever we're doing at the moment."

• App industry marketplace

Something tells me that among people who listen to this show there are some who do remember how a dial-up modem should sound like when you’re connecting to the Internet. These people witnessed the fight for dominance between the Internet Explorer browser from Microsoft and the one from the Mozilla Foundation.

Now, I’m not sure people are that familiar with terminology like Web 1.0, Web 2.0, Web 3.0, let alone with Web3 Ads. But today we have Andre to introduce us to web3 advertising.

• the current state of the in-app advertising

• Andre Kempe on LinkedIn

“On the mobile phone our behavior very often changes, we do the same things (as on a desktop), emails - what not but we start using games, we start using social media, we surf on Twitter to check what Elon does lately.”

“Web 1.o was when big media companies were showing us something, web 2. 0 enabled us basically starting to create content, become part of the Internet, start blogging, becoming an influencer, Web 3 is an enhancement of that - it enables creators to start monetizing and control licensing."

• App industry marketplace