Summer has been dedicated to the mobile app business for more than eight years. She joined SocialPeta seven years ago and was in charge of business development and marketing. In the first four years, she helped the company grow its domestic business. Since Spring of 2020, Summer has been focused on expanding the company’s overseas operations. Before joining SocialPeta, Summer worked in companies across multiple verticals, including Domob and BlueFocus.
In your own words, what’s your role in the app business right now?
I am the bridge between the app user acquisition team and marketing insights on paid ads campaigns. SocialPeta is eager to win a wider brand awareness in this regard. This is pretty much the work I am doing now.
How did you end up working in apps? / get started?
I work for SocialPeta which is a marketing intelligence platform, so whenever an application wants to grow and get more install through advertising, we are the best choice for them to analyze before actually spending money. SocialPeta provides over 1.2 billion ad creatives on mainstream ad networks like Facebook, Google, and even Tik Tok, and Kwai. We have hourly update efficiency and multiple dimensions to help evaluate creatives. With our dashboard, UA managers and creative designers can have first-hand insights into new inspirations.
What are you most excited about in apps right now? (tech, trends, people, verticals)
I have to say, it’s tech. For example, ChatGPT now is bringing us into a new generation. Meanwhile, the total quantity of mobile users won’t grow fast anymore. So the future will be determined by the newest technologies. Who knows how it will change our daily and mobile lives?!
What other companies in the app space do you rate/ inspire you and why?
Discord, LinkedIn, and Tik Tok. My work is dealing with all kinds of people. From my point of view, people need bonds, people need connection, and people want to share. Those three apps are some of the most successful ones in their fields, I think. They wonderfully fulfil the needs I just mentioned.
What do you like most about working in apps?
Well, it changes all the time.
What one thing would you change about the app industry / market?
I want to change the way we think about advertising. App promotion approaches.
Where do you think there’s an opportunity for apps / or unmet needs?
Some niche markets like apps for elders or people with disabilities. Technology can really help vulnerable groups and make the world a better place. I really hope so.
If you weren’t working in apps what would you be doing?
Preschool teacher, I guess.
iOS or Android?
iOS!
What app(s) have been most useful to you over the last year?
Calm
What’s on your Spotify / Music party playlist?
Songs for kids, because I have a 2-year-old son.
Any Netflix/ TV show recommendations?
Succession
Is there anything else we should know about you?
My first job was in finance and my company worked with national banks, so I have got the chance to see how banknotes are printed.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
