Mobile app marketing trends 2013: Six of the biggest
With 2012 being such an exciting year for mobile, with huge growth in the app industry culminating in incredible Christmas figures like 17.4 million new iOS and Android devices activated, over half of which were tablets; completely justifying our Christmas app marketing trilogy and making an extra effort into adapting your app marketing strategies for the busy holiday season.
But what’s in store for 2013? We thought we’d run you through our predictions for six of this year’s biggest trends:
Tracking was a big topic in 2012 and with the introduction and mass adoption of the Apple Advertising Identifier last year, more will be possible in terms of tracking app marketing campaigns in 2013.
- Make accurate and effective tracking of your app marketing campaigns’ success your priority.
- Aggregate your traffic sources, track across your display ad and social media campaigns.
2. New mobile user structures
As competition in the tablet and smartphone market increases, devices are becoming more affordable and accessible to low- and mid-earners as well as young people, resulting in a change in user demographics and app usage behaviour.
- Market your app with new user structures and behaviours in mind, update and optimize your app for new devices and new user types.
- Target the specific types of users you’re targeting, the device types they’re using and keep in mind their usage habits; track your campaigns to ascertain this and optimize your marketing.
3. Native versus hybrid versus web app
The native versus hybrid versus web app debate is still continuing into 2013. Without a doubt, native is the best choice for an unrivalled user experience, high speed and quality performance. Hybrid apps are a cost-effective happy medium, as web apps inside a native wrapper, but native apps perform better and quicker.
- Look at your business model and what you want your app to deliver, and decide on the best route for you.
- Remember: native and hybrid apps have the benefit of much greater discoverability than web apps. For the best user experience, performance and speed that you can provide, it has to be native.
4. Mobile payment
In-app payment via mobile devices will become simpler and more secure, and as a result we’ll see increased mobile purchases. M-commerce and booking apps will particularly benefit from this, and new mobile payment solutions will bring greater opportunities for mobile app monetization.
- Adopt the most up-to-date payment channels for your app to facilitate quick and easy transactions and a great user experience.
- Encourage your users to engage and purchase via your app, for example by promoting special offers which are only available through your app.
5. Big data
Big data is being used across all industries by companies wanting to carry out more intelligent, strategic marketing campaigns based on all the data available to them, to deliver relevant ads to potential and current users. With new tracking solutions, the kind of data necessary for big data usage are now accessible.
- Think which user behaviour, purchase history, preferences you can use to better entice repeat conversions.
- Devise and launch tactical marketing campaigns based on your user insight, tracking and improving all the time.
New tablets such as the iPad Mini, Nexus 7 and Nexus 10 mean adoption rates have gone through the roof, and tablet app marketing spend is set to soar. When planning your tablet app marketing strategy, bear in mind that tablet users tend to use apps for longer sessions while at home, fully engaged and likely to spend more. What’s more, there’s currently relatively little competition in the tablet app market due to relatively few tablet-optimized apps available.
- Optimize your app and app marketing to make the most of the larger screens and higher resolutions.
- Adapt your advertising (banners, publisher, location, time etc.) target and appeal to your stationary, engaged user and maximize the potential here. Track and optimize your campaign to identify and select your most profitable settings.
Which mobile app marketing trends are you anticipating in 2013?