Apple announced a new privacy policy for SDKs and apps at WWDC 2023. This move will have a huge impact on the privacy of apps as well as the app development, distribution and marketing.
As we approach 2024, it is evident that the mobile app marketing industry is adapting and finding innovative solutions to thrive in the new privacy landscape. Here are five trends to watch out for:
Initially, mobile measurement experienced some setbacks with the introduction of ATT. Traditional attribution fell, and marketers were slow to adopt privacy-safe measurement solutions. However, over time, traditional attribution has bounced back, and marketers are exploring more complex models and leveraging predictive analytics. With greater adoption of privacy-safe measurement platforms and improved tracking opt-ins, mobile measurement is expected to recover.
Privacy changes have resulted in an increase in user acquisition costs. The reduced availability of data and tracking has led to a greater emphasis on non-organic installs and higher budgets for acquiring mobile users. Although the rate of cost change is expected to slow down as the industry adjusts, app marketers need to be prepared for higher acquisition costs.
With the challenges in remarketing due to privacy changes, app marketers are increasing their reliance on owned media channels. Push notifications, email, and in-app messaging have become essential for re-engaging current users. Marketers are also exploring marketing automation solutions and integrated audience segmentation to optimize their owned media strategies.
The gaming industry heavily relies on user-level data signals, making it particularly vulnerable to anti-tracking changes. Gaming apps have experienced a decline in in-app purchase income due to the reduced availability of granular data. To overcome these challenges, gaming apps are investing in collecting more first-party data and utilizing predictive technologies. The gaming industry's history of data-driven optimization gives it an advantage in navigating the privacy era and finding creative solutions.
Privacy changes have prompted data collectors to communicate the value they provide to consumers and enhance their opt-in processes. While there was initial reluctance from consumers, there has been a gradual increase in tracking opt-in rates. As businesses become more adept at explaining the benefits of data sharing and adopt best practices, tracking opt-in rates are expected to climb further.
Despite the initial concerns, the privacy era presents opportunities for mobile app marketing to evolve and create more mutually beneficial relationships with consumers. As marketers adapt and explore innovative solutions, the ecosystem will be better equipped to deliver targeted campaigns based on data obtained through transparent and agreed-upon processes. Mobile apps will continue to play a crucial role in the digital lives of consumers, ensuring that the future of mobile app marketing is bright and sustainable.
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