TUNE Insights Uncover Key Mobile Marketing Trends
In 2016, for the first time in history, more than half of the world will become smartphone users. Our demands for quickly and easily searching for and viewing content on our mobile devices will cause apps to collide with the web. Mobile marketers will measure, perform, create and innovate better than ever before — because they have to. Because the mobile ecosystem is changing, and the best mobile marketers will adapt alongside it. Below are 10 key mobile marketing trends for 2016 and how to keep up.
1. Mobile web and apps are converging.
Deep links are quickly gaining popularity because they allow advertisers to send users to specific pages within apps, much like how people navigate the web. TUNE research shows people are also searching app stores similar to how they search the web, making app store optimization as critically important as SEO.
2. App store optimization will get more specific.
Speaking of app store optimization, it’s going to change. Up until now, an app’s rankings have primarily depended on keywords, names, descriptions, ratings and reviews. But Google and Apple are starting to look closer to see the content inside of apps, index it, and make it available universally.
3. All things are moving to mobile.
Mobile was the most transformative force in technology and business in 2015, as 47% of the global population—3.4 billion people—have acquired smartphones. In 2016, we’ll see that trend continue to grow.
How to keep up: Reach as many potential users as possible by using Attribution Analytics to easily manage and measure campaigns with new ad partners.
4. App users will be worth more than loyalty club customers.
Not only do customers who have your app spend up to 48% more, but they may be worth 2x your best loyalty club customers. In 2016, it’s going to be critically important to keep your app users engaged and coming back for more.
How to keep up: Check out In-App Marketing to ensure you are delivering messages at the right time to the right users — and getting the most value out of them in the process.
5. Ad blocking and ad limiting are on the rise.
Our upcoming report, “Mobile Ad Blocking 2016,” reveals that up to 80% of smartphone owners could be blocking ads by 2017. This has serious implications for marketers’ paid media strategy, which will in turn affect earned and owned media strategies.
How to keep up: Sign up for TUNE Marketing Console to keep tabs on how all of your media channels perform and influence one another in one unified dashboard.
6. Optimization will be the difference between millions of dollars.
A 10% cost optimization could save top publishers $500,000 per month on ad spend, while optimizing revenue per install by 10% could save $36 million per year.
How to keep up: TUNE BI helps marketers decrease user acquisition costs and increase long-term user value with advanced insights on user acquisition, re-engagement, multi-touch attribution, cohort analysis, geo, long-term value, and more.
7. Engagement is the new user acquisition.
Over 400,000 new apps appeared on Google Play and iTunes in 2015, which means you have to work harder than ever to stand out. Furthemore, people now spend 90% of their time in apps, so it’s important that yours is top of mind for your users.
How to keep up: Download “Using Re-engagement to Keep Your Users Coming Back,” then put your learnings into practice with In-App Marketing.
8. Attribution is moving from last-touch to multi-touch.
Ad-driven app installs are often influenced by more than five different clicks and ads, which makes multi-touch attribution a highly effective measure of which ads impact installs beyond the last click.
9. App download rates are stagnating.
Smartphone owners in sophisticated markets are getting app download fatigue. App download rates grew quickly from 2009 to 2011, but have plateaued at about 55 apps per user since 2013. More than ever, marketers have to earn the download. This leaves little room for error when determining where your marketing dollars are making a difference.
How to keep up: Use Attribution Analytics to show where impressions, clicks, installs, and in-app events are coming from, to evaluate campaign performance for each of your media partners.
10. Mobile is increasingly global.
You may have seen TUNE’s “Global Mobile 2016” report but have you considered how this impacts your app marketing? For example, TUNE research shows that m-commerce is on the rise in India, and app installs doubled in 2015. It’s important for your app to have an expansion strategy so you’re not left behind in mobile’s global expansion.
How to keep up: App Store Analytics provides you with keyword and Top Chart rankings in all countries for iTunes and 30 countries for Google Play. Get a free demo to see how it can help you expand into new markets.
. . . . .
So there you have it — 10 trends to stay apprised of in 2016 and beyond. Want to take these reports into the real world and connect with other mobile marketers of the future? Check out Postback, the mobile event of the summer.
Like this article? Sign up for our blog digest emails.
Before acting as a mobile economist for TUNE, John built the VB Insight research team at VentureBeat and managed teams creating software for partners like Intel and Disney. In addition, he led technical teams, built social sites and mobile apps, and consulted on mobile, social, and IoT. In 2014, he was named to Folio's top 100 of the media industry's "most innovative entrepreneurs and market shaker-uppers." John lives in British Columbia, Canada with his family, where he coaches baseball and hockey, though not at the same time.