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Mar 17 2022
For the promoters of the app market, mobile advertising is a topic that many app marketers are familiar with. In addition to ASO promotion plan, many marketers will choose mobile advertising and app store optimization together to boost the rapid growth of applications.
Change seems to be the only constant across the mobile landscape. Whether or not an upcoming trend can be foreseen and acted upon also make many marketers stand out.
Over the past few years, we've seen mobile marketers overcome numerous industry-wide shifts, including restrictive privacy policies, restrictions on targeting and attribution, and advances in artificial intelligence and automation. Looking ahead to the year ahead, it's clear that marketers will be forced to adapt their ads to the needs and behaviors of modern mobile audiences.
Personalization and relevance are no longer an expectation, but an obligation to reach and retain users. Marketers must refine their audience segmentation strategies while underscoring the call for a more diverse and inclusive digital marketplace.
Adopting and personalizing today's trends while anticipating tomorrow's trends is a prerequisite for how mobile marketers set up their campaigns for ROI success.
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Audience Segmentation and Privacy
Focus on minority targeting
Cater to modern smart technology and people’s changing habits
It's no surprise that if marketers want to remain successful on mobile, they'll have to adjust their campaign goals to accommodate growing privacy policies. First-party user data remains the biggest opportunity for mobile marketers. The entire digital marketing industry has become so reliant on tracking and third-party cookie data. However, there is one strategy, like a rough diamond, that many people start investing in - contextual positioning.
Contextual advertising takes a privacy-first approach to targeting, meaning marketers will work with digital ad networks to segment ads based on parameters such as keywords and page content. When marketers target contextually, their ad placement is directly related to the product or service being offered. Therefore, the content in the ad is directly related to the content on the product page and the corresponding page audience. A recent study found that 69% of mobile audiences are more likely to engage with contextually relevant ads than behaviorally targeted ads.
Beyond contextual advertising, those who prioritize personalization throughout their campaign strategy will have a greater chance of regaining users and further gaining their trust. By better understanding their consumer base, mobile marketers can create the best user experience, ultimately increasing conversion rates, customer lifetime value (CLV) and revenue. Learn how to further apply user insights to enhance the success of your mobile campaigns.
Although multicultural groups are small, they may be the niche of the target group of mobile marketing now that the market has been fully tapped. Racial equality in the marketplace is an untapped opportunity that mobile marketers can no longer ignore.
According to a recent study, it was found that multicultural mobile audiences make up nearly 40 percent of the U.S. population, but multicultural media budgets only account for 5.2 percent of total ad spend. There is a big gap in attracting minority audiences. A large segment of the world's population has felt underserved and underrepresented since the advent of digital and mobile advertising, and it's time to change that.
As mobile marketers look to the months and years ahead, meaningful messaging and diverse media channels will play their biggest role when it comes to connecting with marginalized users. Especially for some target audiences with certain regional characteristics, localized services or some industries with cultural characteristics. Doing a good job of research on this part of the population means an opportunity for traffic growth.
According to the latest study, 67% of ethnic minorities trust brands more when they appear in ads. Now is the time to develop a dynamic and inclusive campaign strategy to engage and convert these users. Marketers must recognize the potential impact of this underutilized consumer segment on their app's success. At the end of the day, these people aren’t just people waiting in the back — they’re users with a high degree of engagement and willingness to spend.
As apps continue to become a necessity in our daily lives, mobile marketers are at the forefront of the digital revolution. From food delivery and mobile banking, to career networking and educational services, today's mobile audiences expect useful technology and an intuitive user experience.
With the "big resignation" coming, it's especially important for brands to cater to their ads to meet the needs of users who spend time online looking for new careers and greater flexibility. The mobile industry has seen a 27% increase in mobile app usage for careers and employment.
Additionally, 5G remains a hot commodity that many app marketers should plan to address this year. Since mobile access will only increase with the addition of 5G services, this provides marketers with more opportunities to engage with users. As more mobile audiences access 5G on their mobile devices, businesses must adapt to users' increasing bandwidth and connectivity.
The adoption of 5G will drive consumer expectations to new heights, from the quality of digital products and the availability of cloud-based solutions to the simultaneous use of applications on multiple devices.
While 2022 may be an unknown year for some, the challenges and solutions for mobile app marketers are clear. Advances in AI automation and targeting capabilities are expected to have positive outcomes not only for the success of mobile marketers, but also for your users.
Reaching untapped audiences through a seamless, personalized user experience benefits both parties, increasing ROI. If you're ready to get ahead of these mobile trends, contact ASOWorld team of app growth experts to learn more about our smart ASO solutions and how to reach untapped audiences in 2022.
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