Top 5 App Trends for Growth Marketers
The app market we see today has drastically changed in the past few years, making it challenging for digital marketers to remain on top of trends. To give marketers a competitive advantage, the expert teams at M&C Saatchi Performance identified five trends that growth marketers should be aware of. These insights will help marketers navigate the shifting terrain and optimize advertising strategies.
Cookie Deprecation is delayed but is on the way
Cookie deprecation may have been delayed, but it will happen, and marketers will face significant challenges in targeting audiences and measuring campaign performance in the future. Therefore, this extension of the cookie deprecation deadline is perfect for preparing for a cookieless future. Advertisers must take advantage of it by strategically identifying what works best for their business and adapting to the cookie-less era. Read more about cookie deprecation here and how to prepare for a cookieless future here.
The advantages and challenges AI presents for marketers
Artificial Intelligence presents both opportunities and challenges for marketers. When combined with human expertise, AI can create impactful, data-driven, and personalized app marketing campaigns. This integration can optimize client campaigns and use AI-enhanced creatives to achieve tangible business results. This article covers how AI integrations should make targeting, analysis, measurement, and reporting more effective while outlining the need for a human touch. Read more here.
Capitalizing on the growing significance of Apple Search Ads
The global increase in iOS devices is a component of driving Apple’s ad revenue growth. With Apple Search Ads (ASA) becoming more sophisticated through advanced keyword discovery and Media Measurement Partner (MMP) integrations, marketers must stay updated on ASA and App Store Optimization (ASO) developments for efficient growth strategies. Read more about optimizing Apple Search campaigns here.
TikTok continues to see market share
TikTok’s Monthly Active Users have surpassed Instagram in most regions, driven by continuous innovation. New features like the launch of Digital Out Of Home ads and the Search Ads toggle indicate a growing ambition to expand discovery for TikTok. With younger consumers increasingly using TikTok for discovery, TikTok seeks to integrate Google search into TikTok’s functionality, offering a valuable tool for marketers. Read more here.
Ad-free social app subscriptions
The emergence of ad-free subscription models on social apps like Facebook and Instagram, enabling users to opt out of Meta’s data tracking for advertising, could alter how customers interact with these platforms and how marketers approach advertising. Adapting to these changes is essential for maintaining relevance and effectiveness with audiences. Read more about social app subscriptions here.
Further Reading
Future Proofing Measurement. Preparing for a Cookieless Future
Apple amplifies App Store Ads with AI buying tool
Please contact us if you want to learn how we ensure clients capitalize successfully on these trends or have any questions about how we help our clients succeed.
