The Future of App Marketing: Enhancing Strategies with Emerging User Acquisition Trends 

Capturing the attention of mobile app users in today’s crowded marketplace is no small feat. Even the most exceptional apps can struggle to increase traction amidst fierce competition and evolving consumer preferences. To find new opportunities for scale, app marketers must blend creativity with strategic targeting and leverage both existing and new performance channels to secure high-intent users. Let’s explore the latest trends in mobile user acquisition to enhance your marketing mix.

Optimistic Ad Spend Projections

Following a period of uncertainty, economic shifts, and evolving consumer behaviors, many app marketers scaled back on ad spend in recent years. However, the ad market is now stabilizing, with mobile ad spend projected to grow by 11% year-over-year.

This growth is driven by marketers integrating mobile-focused channels into their marketing mix and aligning their budgets with performance goals. Combining existing organic growth strategies with high-performing placements on an outcome-based model allows confident and efficient scale.

Learn how you can boost your user acquisition strategy by combining paid and organic efforts in our Mobile Manual – download your free copy now.

Exploring New Channels

The future of mobile user acquisition lies in a multifaceted approach that combines established channels with emerging ones. By using a data-driven approach, marketers can identify high-performing sources, test new placements, and optimize campaigns to target only the channels driving high-quality users.

Research shows that using three or more marketing channels can increase conversions by an impressive 494%. Diversifying acquisition efforts through channels like in-app, social media, native ads, and more ensures that users are engaged at every stage of the acquisition funnel. Discover how to start incorporating new channels into your mobile media mix with Perform^[cb]’s blog in collaboration with AppsFlyer.

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

Perform^[cb]’s Outcome Engine provides seamless access to 26 premium channels, giving marketers unparalleled opportunities to enhance their current strategies with targeted campaigns.

Navigating Tech and Privacy Changes

App marketers are navigating a shift from traditional behavioral targeting to transparent, consent-based strategies designed to foster trust. With evolving privacy regulations like GDPR and CCPA, adapting to these changes is essential to maintaining compliant user acquisition campaigns.

To succeed, marketers must incorporate privacy-focused measurement frameworks into their campaigns. Prioritizing transparency, leveraging first-party data, and diversifying acquisition channels can help mitigate risks and enhance adaptability.

With the Perform^[cb] Outcome Engine, you can have peace of mind knowing your campaigns are safeguarded by a built-in brand safety and fraud prevention software, PerformSHIELD (plus a dedicated in-house compliance team). These tools integrate seamlessly to ensure secure, effective campaigns. 

Macroeconomic Factors

With traditional advertising methods yielding diminishing returns, U.S. marketers face increased competition for consumer attention in years to come. Political ad spend was expected to reach $10.2 billion this cycle – a 13% increase from 2020 – creating a saturated advertising environment. 

Marketers can combat ad fatigue by combining precision targeting with creative, relevant content that resonates with their audience. Adding new performance channels alongside existing ones ensures campaigns remain fresh and effective, even amidst the noise of competing messages. These efforts ensure that they resonate with users amidst the noise of competing messages.

Navigating the Future of App Marketing

Achieving user acquisition success requires a balance of innovation, strategy, and agility. By enhancing your marketing mix with new performance channels and optimizing existing campaigns, app marketers can stay ahead in an ever-evolving landscape.

Unlock the tools and insights you need for a thriving user acquisition strategy in The Mobile Manual: Your Complete Guide to Mobile App User Acquisition. Download now to take your marketing strategy to the next level.