The Future of App Marketing: User Acquisition Trends to Watch

Finding new ways to captivate mobile app users has become quite the hot topic. Amidst fierce competition and evolving consumer preferences, even the most exceptional apps can struggle to gain traction. Navigating this dynamic landscape demands creativity and strategic targeting to secure high-intent users. Let’s uncover the latest trends in mobile user acquisition and strategies to maximize impact in the year ahead.

Optimistic Ad Spend Projections

Following a period of uncertainty, economic shifts, and evolving consumer behaviors, many brands scaled back on ad spend in 2023. However, the ad market has since stabilized, projecting an 11% year-over-year surge in mobile ad spend this year. 

This growth is fueled by an increasing number of marketers shifting their digital ad budgets towards mobile-focused channels. Moreover, integrating ad spend with organic growth strategies is becoming imperative as marketers aim to align budgets with performance. Forward-thinking marketers are embracing outcome-based pricing strategies to scale user acquisition with confidence.

Discover how you can maximize ad spend efficiency and optimize user acquisition in our Mobile Manual – download your free copy now.

Exploring New Channels

The future of mobile user acquisition relies on targeted channels and strategic optimization. By leveraging a data-driven approach, mobile marketers can identify top-performing traffic sources, test new channels, and optimize with outcome-based payment models. Explore the top emerging digital channels recommended for testing by Perform^[cb]’s Outcome Engine leaders.

With research indicating that using three or more marketing channels increases conversions by a remarkable 494%, diversifying acquisition channels is crucial. App marketers should adopt a multifaceted approach, leveraging a range of ad placements across in-app, social media, native, and more, to target potential users at different stages of the acquisition funnel. Learn more on how to maximize your mobile media mix in 2024 in Perform^[cb]’s blog in collaboration with AppsFlyer.

Check out some of the top user acquisition channels to watch in 2024:

Perform^[cb]’s strong partnerships and integrations ensure seamless access to diverse and high-quality inventory across 26 premium channels, empowering marketers with unparalleled opportunities for effective and targeted campaigns.

Navigating Tech and Privacy Changes

App marketing continues to experience a paradigm shift from traditional behavioral targeting to transparent, consent-based approaches aimed at fostering trust. With evolving regulations like GDPR and CCPA, app marketers must pivot their strategies and develop new measurement frameworks that balance privacy concerns with effective attribution.

Stringent privacy regulations pose significant challenges, requiring mobile marketers to navigate these complexities while still reaching their target audience. Overcoming these hurdles entails prioritizing transparency, compliance, and clear communication with users regarding data usage, along with implementing robust data protection measures. Here are our top recommendations for mobile marketers:

• Embrace transparency in data collection to foster trust with users.
• Advocate for the use of first-party data for campaign optimization.
• Diversify user acquisition channels to mitigate risk and enhance adaptability.

At Perform^[cb], we provide peace of mind with our patented brand safety and fraud prevention software, PerformSHIELD, along with our dedicated in-house compliance team.

Macroeconomic Factors

In an era where traditional advertising methods face diminishing returns, creating engaging and relevant ad content is paramount. This challenge looms particularly large for U.S. marketers in 2024, with political ad spend expected to surge. With experts forecasting a staggering $10.2 billion political ad spend for this election cycle—a 13% increase from 2020—the competition for user attention is set to reach unprecedented levels.

To combat ad saturation and banner blindness, user acquisition managers must prioritize creativity, relevance, and precision targeting in their campaigns. These efforts ensure that they resonate with users amidst the noise of competing messages.

Navigating the Future of App Marketing

Success in the mobile marketing world hinges on creativity, relevance, and precise targeting to stand out amidst fierce competition. By staying informed, agile, and strategic, app marketers can navigate the challenges and capitalize on the opportunities that lie ahead in 2024 and beyond.

Unlock the secrets to a thriving user acquisition campaign with our latest ebook, The Mobile Manual: Your Complete Guide to Mobile App User Acquisition. Download now for essential tools and expert tips tailored for success in the year ahead.