Top App Marketing Trends of 2024

Our world is becoming more and more centered around mobile applications. With millions of apps competing for users’ attention nowadays, successful marketing techniques are essential to app success. Moreover, the mobile app marketing scene is still changing, offering chances and challenges to marketers and developers alike.

Using tried-and-true strategies is essential if you want to succeed in this changing environment and differentiate yourself from the competitors. 

Let’s take a brief look at what mobile app marketing is first, though, before learning about the current Trends.

What is App Marketing ? 

The practice of advertising and raising awareness of your mobile application with the goal of drawing in more people for downloads and usage is known as app marketing. The App Marketing encompasses various strategies aimed at promoting mobile applications to a broad audience. The primary goals are to attract and retain users, boost engagement, and establish a strong, profitable user base. With millions of apps seeking attention across multiple platforms, making an app stand out is crucial.

App Marketing involves several stages: introducing a new app to the market, promoting it to potential users, and enhancing its reputation to drive downloads and user engagement. This multifaceted process includes pre-launch, launch, and post-launch strategies, each designed to maximize the app’s visibility and success.

I) The Impact of Privacy Changes on App Marketing

Apple’s announcement of a new privacy policy for SDKs and apps at WWDC (Apple Worldwide Developers Conference) in 2023 marked a significant shift in app privacy, impacting app development, distribution, and App Marketing

Historically mobile app user privacy was not a primary concern for developers. However, after multiple high-profile data breaches in early 2016, privacy has become a crucial issue to address responsibly

In late 2020, Apple announced a new rule for apps. This rule, which started in early 2021, limited how some advertising companies like Facebook Ads and Google Ads could track people and collect user data across different apps 

App marketing, constantly evolving, is influenced by rapid technological innovations and changes in consumer behavior. In 2024, several trends stand out, transforming how developers and marketers approach app promotion

1. Revitalizing mobile assessment through innovation

Mobile measurement initially faced challenges with the introduction of ATT. Traditional attribution declined and marketers were slow to adopt privacy-safe evaluation solutions. However, over time, traditional attribution has recovered and marketers are exploring more sophisticated models and using predictive analytics. With greater adoption of secure measurement platforms and greater permission to track, mobile measurement is poised for recovery

2. Rising User Acquisition Costs

Privacy changes have led to increased user acquisition costs. Reduced availability of data and tracking has led to a greater emphasis on non-organic installations and higher budgets for mobile user acquisition. While the rate of cost increase is expected to slow as the industry adapts, app marketers be prepared for higher acquisition costs 

3. Shift to Owned Media Channels

App marketers are depending more and more on owned media channels as retargeting becomes more difficult as a result of privacy regulations. Emails, in-app communications, and push alerts are now crucial for bringing back former users. In order to maximize their owned media strategy, marketers are now looking into integrated audience segmentation and marketing automation tools

4. Adaptation in the Gaming Industry

The gaming industry, heavily reliant on user-level signals, is particularly vulnerable to anti-tracking changes. Gaming apps have seen a decline in in-app purchase revenue due to reduced availability of granular data. To overcome these challenges, gaming apps are investing in first-party data collection and using predictive technologies. The gaming industry’s rich experience in data-driven optimization gives it an edge in the privacy era, fostering creative solutions

5. Increasing Tracking Consent Rates

Privacy changes have compelled data collectors to justify the value they provide to consumers and improve their consent processes. Although consumers initially resisted, there has been a steady increase in tracking consent rates. As businesses become more adept at explaining the benefits of data sharing and adopt best practices, further growth in tracking consent rates is expected

6. Future Outlook for Mobile App Marketing

Despite initial concerns, the privacy era presents opportunities for mobile app marketing to evolve and build 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 consensual processes. Mobile apps will continue to play a pivotal role in consumers’ digital lives, ensuring a bright and sustainable future for mobile marketing 

II) The AI Revolution in App Marketing

Since its explosive arrival on the global scene in 2022, artificial intelligence (AI) has only grown in popularity, and mobile app marketing is no exception. Artificial Intelligence is an entire business, not simply one technology.

It’s an artificial intelligence that does all of the same tasks as a human, including thinking, making decisions, solving problems, looking for information, and analyzing it. AI’s potential will only grow with time because machine learning is a continuous process. We can and ought to take advantage of this feature, as it is consistently operational and on.

With more than 5.5 million apps available right now (3.7 million on Google Play and 1.8 million on the Apple App Store), the mobile business is fiercely competitive. Human resources and capacities should unquestionably be enhanced with AI’s potential in such a setting.

Short Introduction to AI in Mobile App Marketing

To better understand this topic, let’s dive into some theory first.

AI (artificial intelligence) encompasses technologies and methods aimed at creating machines capable of performing tasks that require human intelligence. It’s akin to a copy of the human brain’s cortex. AI uses various approaches – rules, logic, algorithms, and machine learning (ML).

ML (machine learning) involves algorithms and models on which AI is trained. 

LLM (large language model) is a sophisticated algorithm trained on vast amounts of textual data, capable of handling complex language tasks, understanding, and generating human-like text, translating, answering questions, and providing context.

From this stems generative AI, a more specific type of AI focused on creating text, images, content, and various media files based on human prompts. The most advanced example to date is ChatGPT.

Now that we’ve clarified the terminology, let’s explore AI’s capabilities and how they can be applied in marketing

1. Automating and Enhancing Data Collection and Analysis

Data gathering and analysis are two repetitive operations that are frequently included in marketing. These tasks are boring for humans and prone to inaccuracy because of this human aspect. AI can handle these responsibilities, freeing up human experts to concentrate on strategic and creative work. AI also lessens the possibility of data handling errors. AI’s specialized algorithms for handling massive data sets enable it to manage implementation more effectively than humans, following data collection and analysis.

2. Optimizing UX

Every marketer knows that UX (User Experience) is crucial. Optimizing the user experience with an app can be delegated to AI. Instead of bombarding users with intrusive push notifications and email spam, AI can provide genuinely personalized approaches by continuously studying and understanding human behavior. AI analyzes user behavior based on previous actions and optimizes UX processes according to client preferences, resulting in useful, relevant, and enjoyable information for users. Enhanced satisfaction and loyalty follow. Platforms like YouTube and Netflix exemplify high-quality personalization by recommending new content based on past viewing habits.

3.Marketing

In the mobile app market, traditional methods such as user evaluation, focus groups, and marketing platforms are becoming outdated. AI is capable of analyzing the entire app market in addition to the target demographic. AI takes marketing to a new level by providing access to enormous databases of demographic groupings, pertinent texts, marketing queries, and customer reactions. To stay ahead, modern app marketers need to take advantage of AI’s potential.

4.Content Creation

Content creation, often a marketer’s headache, is no longer a problem. AI can 

analyze user behavior and generate push notifications, promo texts, and any other necessary content. It suggests topics for client interaction, offers text options, and personalized messages based on prompts provided by marketers. While complex images are still challenging for AI, it handles icon and logo creation effectively. The marketer sets the task; AI completes it. Mission accomplished.

5.Monetization and Advertising

AI is great at app advertising and monetization. Before the app is released, it can determine the best income paths by carefully outlining tasks in programs like ChatGPT. By using large data sets to discover paying customers and applying customized strategies, AI also manages the monetization of already-existing apps. AI is used in advertising to target audiences, develop and improve adverts, and create user profiles and push notifications. For advertising purposes, it is best to mix AI with other techniques.

6. Localization

Broadcasting locally expands the number of viewers. Apart than simply translating an app into the local tongue, proper localization takes customs, mindset, and culture into account. Thanks to LLM, AI is really good at this. Generative AI uses large local databases to generate high-quality content and accurate translations based on sophisticated language models. This saves marketers a great deal of time by producing a grammatically accurate and acceptable product.

Final Words

One of the tasks of a marketer is simple – find the user, grab their attention, push them to think about buying and make them buy regularly. With users spending more and more time on their smartphones, a sound Mobile App Marketing strategy is a significant advantage for a brand in the race for revenue and user attention.

FAQ 

1) What’s the difference between Mobile App Marketing and Mobile Marketing ?

↳Mobile marketing and mobile app marketing both use mobile devices to reach people, but they have different goals 

• Mobile marketing is to reach a broad audience on their phones with general messages. This can involve things like SMS and email marketing campaigns accessible on smartphones like a store sending a text message about a sale
• Mobile app marketing on the other hand, focuses specifically on promoting a single app to get people to install and use it and ideally keep using it

2)  What budget should I allocate for my app marketing?

↳ An app marketing budget can vary depending on many factors, including the app’s niche, competition, and business goals. It’s important to invest enough to cover ASO, paid advertising, social media campaigns, and influencer partnerships, adjusting the budget based on campaign performance.

3) How can I stand out in a crowded app market?

↳The app market is competitive, so it’s important to differentiate yourself. Here are some ideas:

• Solve a specific problem: Identify a unique need and provide a solution that users can’t find elsewhere
• Focus on user experience (UX): Make your app user-friendly, intuitive, and enjoyable to use
• Offer a great value proposition: Clearly communicate the benefits your app offers to users

4) How can I measure the success of my app marketing efforts?

↳ You may monitor a wide range of metrics to assess the effectiveness of your app marketing campaigns. Here are some important ones:

• Installs: Track the number of times your app is downloaded
• Active users: Monitor how many people are actively using your app
• Engagement: Examine user behavior on your application
• Retention rate: Track how many users continue to use your app after installing it

5) How important are reviews and ratings in app stores?

↳ Users’ decisions to download are greatly influenced by reviews and ratings. High ratings and favorable reviews can improve the app’s reputation and ranking in app store search results. It also demonstrates that developers are involved and attentive when they reply to feedback, both positive and bad

6) How can I get more people to try my app?

↳ There are numerous approaches to connect with prospective customers and pique their interest in your software. Here are some suggestions:

• Make it easy to find your app: Optimize your app store listing with relevant keywords and screenshots to improve search visibility.
• Spread the word: Create engaging content about your app on social media and other platforms. You can also partner with influencers who resonate with your target audience.
• Show off your app: Use high-quality videos or demos to showcase the coolest features and benefits of your app.
• Offer a taste of what’s to come: Consider providing limited-time free trials or special promotions to entice users to give your app a try.

7) How can I keep consumers using my app once they’ve downloaded it?

↳ Offering an amazing user experience, sending relevant and targeted push alerts, releasing frequent updates with new features, and utilizing loyalty programs or prizes for frequent users are all effective ways to increase customer retention.

8) How can I create a strong app community?

↳ Developing a vibrant app community helps increase user retention and engagement. Here are some pointers:

• Encourage user interaction: Integrate features that allow users to connect with each other, like chat or forums
• Reward user engagement: Offer incentives for users to participate in the community, like badges or exclusive content Actively respond to user feedback: Show your users you care by addressing their feedback and suggestions

9) How can apps effectively use push notifications?

↳ Apps can use push notifications as a very effective way to communicate with their users. But it’s crucial to make good use of them because there are a lot of notifications competing for your attention. Here are some suggestions:

• Provide timely reminders or updates: Notifications can be used to remind users about upcoming events, new content, or helpful tips related to the app’s function
• Trigger actions at key moments: Notifications can encourage users to take advantage of features they might not have discovered yet, or complete tasks they started but haven’t finished
• Offer personalized recommendations: Notifications from apps can be customized to the interests of the user, offering features or content that they are likely to find interesting
• Create a sense of urgency or excitement: Notifications can announce limited-time promotions or exclusive content to pique user interest

10) What resources can help me learn more about app marketing trends?

↳ There are many resources available online and offline to learn more about app marketing trends. Here are a few recommendations:

• App Store and Google Play developer resources: Both app stores offer guides on the latest trends and best practices
• Industry blogs and websites: Many websites and blogs specialize in app marketing, offering valuable insights and strategies
• Online courses and tutorials: Consider enrolling in online courses or tutorials to gain in-depth knowledge of current trends