Mobile app marketing will move towards an integrated approach. It is important to consider all the metrics and understand their relationship with each other. We need to work more on building a sales funnel, automate processes and implement a data-driven approach.

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 Magical Marketing
It is important to periodically reevaluate the unit economics of the product, switch to alternative evaluation metrics and their additional accounting. Mobile app design and marketing should be performance driven.

New, "alternative" data must be found to track user behavior. I think we will hear about many hacks and tactics in 2021, but only a few of them will be able to back up their promises with data.

Due to changes in the IDFA rules, Apple Search Ads (ASA) will be almost the only channel on iOS where you can show ads to users who have not agreed to track their mobile activity. Traffic on Facebook will fall in price due to restrictions that will appear. The role of ASO in app stores will increase according to the London App Marketing agencies survey (2021).

UK App Marketing trends 2022

Users now see the data collected by the developer on the application page. To understand how this will affect the conversion, you need to conduct A / B experiments: test a version of the page with different amounts of requested data. To do this, you can use a tool like SplitMetrics.

The innovation will be a powerful driver for the development of new technologies for tracking user data. All platforms with their own data will acquire additional relevance: DSP, SSP, DMP.

Search engine auction whipping is inevitable. ASA will become more expensive, and there will be more brands on the site. But in 2021, prices in this channel will definitely not reach their limit values. Therefore, it is still not too late to test the site.

Naturally, limiting tracking will deal a blow to the promotion of gray-based applications, which are already going through difficult times.

IDFA rules

London App Marketing experts state that the introduction of new IDFA rules will lead to closer control and tighter application moderation.

We need to take measures now so that users are inclined to trust the application and give access to IDFA. Developers can talk about the benefits and security of IDFA in articles, app descriptions, on onboarding, and provide bonuses for consenting to tracking.

Tracking personal data is now perceived by some users as a threat, so it takes a lot of resources and time to at least slightly change public opinion in a positive direction.

Experts recommend investing in product improvement and brand development. In 2021, the role of the brand in the mobile market will increase. It will take a lot of effort to get attention for your product after the IDFA tracking policy has changed. Therefore, it is important to add new features to the application, work on the quality of advertising messages, implement automation and apply new metrics to track ad performance.

App Marketing in London

My most important recommendation is to focus on improving your product and the value it brings. Start thinking of your app as a brand. Otherwise, users will perceive it as a commodity. You cannot beat your competitors if you do not differ from them.

We need to move on to the "casual" and intuitive structure of the application. The winners will be those developers who take the path of simplifying the application and speeding up the processes of interaction with it.

We will see the development of superapps. For example, Russian users are still very ambiguous about the innovations of Tinkoff, Sber, Yandex.

Users want to quickly and easily solve any problem. This also applies to application interfaces - loading in half a second, any action is performed 100% intuitively.

Add customization options: dark theme, the ability to set your own background and icon, change the content of the main menu, make templates for basic actions.
In 2021, we may see an increase in user activity from 5G. The technology will accustom users to new speeds. The same capabilities will be required from applications.

Users will become even more demanding, as almost any application will have to adapt to 5G technologies and completely new speeds - without overheating devices and freezing. Nobody likes it when an app runs slower than they do.

5G tech

Mobile video and, in particular, broadcasting of games will lead in consumption. I think we will see a huge increase in esports and, in general, multiplayer activity with 5G. However, the bulk of the market will be in the hands of its largest players.

Mobile app marketing will move towards an integrated approach. It is important to consider all the metrics and understand their relationship with each other. We need to work more on building a sales funnel, automate processes and implement a data-driven approach.

Bring analytics to apps and improve your sales funnels. You need to learn how to pour advertising into a plus, but for developers of children's applications this point is questionable, especially when it comes to the App Store. Let's see if Facebook finds a compromise with Apple. I am sure that everything will be much more complicated, and therefore we need to work on sales funnels even more actively in 2021.

It is important to periodically reevaluate the unit economics of the product, switch to alternative evaluation metrics and their additional accounting. Mobile app design and marketing should be performance driven.