{"id":14413,"date":"2022-10-20T06:50:27","date_gmt":"2022-10-20T06:50:27","guid":{"rendered":"https:\/\/customlytics.com\/app-marketing-is-changing-these-3-expert-tips-help-you-deal-with-it\/"},"modified":"2022-10-20T06:51:46","modified_gmt":"2022-10-20T06:51:46","slug":"important-advice","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/important-advice\/","title":{"rendered":"App marketing is changing – these 3 expert tips help you deal with it"},"content":{"rendered":"\n

Author: <\/strong>Steffen Meyer, Mobile Marketing Content Specialist<\/h3>\n\n\n\n
<\/div>\n\n\n\n

A group of online marketing experts<\/span><\/a> (watch this video from 29:30 onwards<\/span><\/a>) shared their knowledge and predictions on what online marketers should start, continue and stop doing, at the Mobile Growth Summit 2022. It was valuable advice that helps to prepare for the changes of the app marketing world. <\/p>\n\n\n\n

To let you quickly absorb this information, we digested the most important pieces into three main points:<\/p>\n\n\n\n

<\/div>\n\n\n\n

1. Question your data<\/h2>\n\n\n\n

\u201cWe should stop blindly trusting and comparing figures that you cannot really trust anymore\u201d, said Customlytics CEO Christian Eckhardt. He referred to the changes in the attribution world<\/span><\/a> because of privacy initiatives by big players such as Google, Meta or most (in)famously Apple with ATT and SKAd Network<\/span><\/a>.<\/p>\n\n\n\n

Due to these changes for example, Google\u2019s and Facebook\u2019s metrics are both modeled, which basically means they are based on educated guesswork (watch this video by Google to get the gist of it<\/span><\/a>). \u201cThere are many more examples\u201d, Christian said. \u201cBut all in all you should stop comparing data without questioning it.\u201d<\/p>\n\n\n\n

Instead, you should look for the actual conversions in your funnel if you can still track them and not so much rely on data by external sources. Bruna Borges de Oliveira, Head of Performance Digital Marketing at the e-commerce company Mercado Libre, added quite pointedly: \u201cIf you believe in data, you are doing something wrong\u201d.<\/p>\n\n\n\n

<\/div>\n\n\n\n

2. Look at more than just conversions<\/h2>\n\n\n\n

Anthea Muller, Director of Business Development and Marketing at the news app Upday, stressed the point to look at more than just conversion numbers. <\/p>\n\n\n\n

Some companies don\u2019t even know all the features their Mobile Measurement Partner (MMP)<\/span> <\/a>has to offer and ignore key metrics such as retention rate. \u201cThey just look at the downloads,\u201d she said. But what good is it, if many people have your app installed but don\u2019t use it?<\/p>\n\n\n\n

She advised to focus on the customer lifetime and thus prevent spending money on features or platforms that actually barely anyone uses.<\/p>\n\n\n\n

Customlytics CEO Christian agreed with having a good focus on customer loyalty and added that marketers should look beyond traditional performance and paid online marketing. He underlined the need for a well-thought out customer journey. 
\u201cPut yourself in the customers\u2019 shoes, look at every step in the funnel and think about how you would like to be communicated to\u201d, he said. To easily follow up on this suggestion, we recommend our Marketing Master Map that you can grab here for free<\/span>.<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

3. Get creative with videos and user-generated content<\/h2>\n\n\n\n

Even if you have the best data, all is lost if you don\u2019t get creative with your ads. Bruna from Mercado Libre emphasized one of the key trends in online marketing in 2022: \u201cInvest in videos.\u201d 
Anthea from Upday is eager to experiment more with user-generated content. An advice that Christian surely liked to hear. In a podcast<\/span><\/a>, he talked about Customlytic\u2019s success (here\u2019s a case study<\/span><\/a>) with this kind of ads and said: \u201cThey are cheaper and they work better. So why would anybody still stick to old school ads?\u201d<\/p>\n\n\n\n

<\/div>\n\n\n\n

Don\u2019t stop believing<\/h2>\n\n\n\n

The general sentiment of the podium was that times for app marketing are changing, that marketers have to adapt but it\u2019s no use sticking your head into the sand. \u201cAccept the changes and know how to deal with them\u201d, said Christian. \u201cThe solution is not to stop online marketing.\u201d<\/p>\n\n\n\n

\ud83d\udca1 Knowledge sharing is at the core of what we do. Get our <\/em>Marketing Master Map<\/span><\/em><\/a>, sign up for our <\/em>newsletter<\/span><\/em><\/a> and become part of <\/em>our community on LinkedIn<\/span><\/em><\/a> to learn how to make apps succeed in the competitive mobile landscape.<\/em><\/p>\n\n\n\n

<\/div>\n\n\n\n

Helpful Links:<\/p>\n\n\n\n