AppLift recently hosted the “WHAT’S NEXT 2017: Mobile Marketing Trend Seminar” at the Google Campus Seoul in South Korea. WHAT’S NEXT seminar is AppLift’s global brand that we organize for advertisers, publishers, startups, developers and anyone else who is interested in the fast-changing and growing mobile and marketing industries.
For our global audiences, we have summarized the key trends and lessons that emerged out of the informative sessions.
The New Transition in Mobile Marketing
It is definite that mobile marketing is already facing a new transition called “Performance Marketing” and, it is important for the mobile marketers to adapt into the transition. So, combining the field of art that produces contents and the field of science and technology that can analyze data is needed. In addition, unlike traditional marketing, mobile marketing today exposes advertisements to various media, so optimization based on performance and well created personalized ads will become popular due to the advanced data technology field.
Marketing for new users are important but, remarketing for existing users are getting much more important. In particular, the mobile ecosystem is bound to limit the number of new users, and it is necessary to have marketing that can directly induce in-app behavior directly to the user who has touched the app. One of the most important aspect of remarketing is the need to build and validate multiples of marketing hypotheses through analytics and combination of in-app audience data and also, it is most important for advertisers to analyze the user behavior on their apps. This empowers the mobile marketers to give the users the right messaging at various steps of the funnel.
Track Each Step of Marketing
Tracking tools have become essential for mobile marketing and topics like retargeting, re-engagement, fraud and cross-targeting are the hotpot in the market. When focusing on the retargeting/re-engagement, user segmentation is critical, based on the in-app user flow to measure the user behavior within the app and tailor messaging. Tracking is also crucial to respond early for fraud patterns. Watch the data carefully and use various features provided by tracking tools. This is important for offline marketers as well via QR code. Use internal teams or tracking partners to remain ahead in the game!
Startups’ Way of Marketing
As a startup, marketing is one of the biggest concerns, and it is always difficult to find the most optimized way to reach to the users. A lot of startups have entered the industry, either as an answer to the gaps in the existing markets, or as disruptive ideas that promise to change the way things have been done in the past. Many have taken the app route to reach the potential customers. User data and user analysis are important for such startups too. Rather than a one-fit-all approach, the marketing strategies for such startups have evolved and are more technology and data-driven to target relevant users.
Stay tuned for more insights from our WHAT’S NEXT seminars from all around the globe! See you there!