Top 4 Mobile Marketing Trends 2024

As we enter 2024, the world of mobile marketing is experiencing exciting transformations influenced by changing consumer behaviors and technological advancements. To make the most of this dynamic environment, marketers must keep up with the latest mobile marketing trends.

That’s why we’ve put together this article, which explores the key trends shaping mobile marketing in 2024, such as automation and AI-powered personalization, mobile OEMs, Privacy Changes, and DMA (Digital Markets Act). We hope you’ll find it helpful in understanding these developments.

Automation

Mobile marketing automation uses technology to automate manual processes, analyze user behavior, and deliver personalized messaging and in-app experiences to ultimately drive more revenue. It helps build and use cohorts, run A/B tests, spread the word through referral programs, personalize content, and predict future behavior. By revealing patterns in user behavior, it can help marketers better understand their audience and make informed decisions based on accurate data.

Automation can be categorized into three types: user-based, event-based, and predictive automation. User-based automation creates a tailored user experience based on audience characteristics, event-based automation triggers campaigns based on real-time user behaviors, and predictive automation identifies patterns in user data to engage users proactively.

A major advantage of automation is time-saving for employees: routine tasks can be automated, thus saving time and, consequently, money.
Here are just a few examples of how automation can simplify and speed up work: an alert system can allow for faster identification of problems or opportunities, automated bid management saves time on optimization, automatic uploading of ads/creatives, and auto-creation of accounts saves time on campaign setup. Services for building predictions save time for analysts or even the budget allocated for them.

According to Anaconda’s report, data scientists still spend 38% of their time on data preparation and cleansing. Automated solutions can manage a lot of this work. However, many organizations continue to employ manual methods, demanding substantial input from data analysts and data scientists. Proper data preparation guarantees that the data accurately reflects critical business elements and can be utilized to produce precise, reliable analyses and forecasts.

AI plays a significant role in automation. In this article (link to another article about AI tools), we have highlighted several AI services that can help you automate your tasks easily.

Mobile OEMs

There is a subtle change happening in the fast-paced mobile world today. Several Original Equipment Manufacturers (OEMs) like Xiaomi, Huawei, OPPO, and more are establishing their own app stores, offering marketers and app developers new channels.

Fragmentation of the app store ecosystem presents opportunities for brands to expand globally, especially in emerging markets. OEM advertising offers cost-effective pricing models, reduced competition, and lower user acquisition costs. Advertisers can also benefit from the precision targeting offered by mobile OEMs, leading to enhanced engagement and conversion rates. With dynamic preloads and integration with mobile measurement partners, OEMs provide developers with monetization strategies and freedom of choice.

However, marketers should be aware of several challenges when dealing with mobile OEMs. Mobile OEMs can be confusing due to fragmentation and choice paralysis. Each OEM has its own offerings and strengths, making it difficult to decide which one to choose. Not all OEMs offer the same advertising options, leading to more fragmentation. It’s also important to understand OEM market dynamics and geographies: not all geos are equal, and some mobile OEMs are more widely represented in some areas than in others.

Privacy changes & DMA

Privacy has been a major concern in the mobile industry, and significant changes, including Google’s Privacy Sandbox, SKAdNetwork 4/5, and Apple’s Privacy Manifest, are expected in 2024. Non-organic installs (NOI) bounced back in 2023 due to improved marketing strategies, but the impact of upcoming privacy changes on NOIs remains uncertain. The implementation of Privacy Sandbox is expected to impact NOIs in 2024 significantly, but the industry’s adaptation to changes like this can take time.

The introduction of Privacy Sandbox, an upcoming privacy feature, is expected to cause a temporary transition period in the industry. This may result in a decline in the number of Android installs, just as it did when Apple implemented significant privacy changes a few years ago. Since Android installs currently account for the majority of global app downloads, the impact of Privacy Sandbox is likely to be felt. Yet, businesses can proactively tackle this issue by adopting various strategies, such as acquiring first-party data, using non-IP-based data signals, and establishing consented data partnerships.

Another change is the introduction of the European Union’s Digital Markets Act (DMA), a new set of regulations designed to promote fair competition and protect privacy within the tech industry. It aims to create a level playing field for smaller businesses while ensuring user data is kept safe and secure. The DMA is seen as a significant step forward in the ongoing battle to balance the interests of tech companies with those of consumers.

Gatekeepers like Google, Meta, Apple, and Amazon are at the heart of the DMA’s focus.

Google is updating its user consent policy to enhance data usage transparency and align with local laws in the European Economic Area (EEA). Advertisers must request and share consent signals for advertising and personalization with Google Ads through an authorized MMP. Two new consent-related fields have been introduced for every install, event, or user info that is uploaded as part of an audience (customer match) originating from a user within the EEA: ad_personalization=true/false and ad_user_data=true/false. These signals inform Google whether the user is within the EEA and whether they consent to data being used for advertising and personalization.

Meta’s approach to DMA’s requirements allows users to manage their services together or separately. This includes Facebook, Instagram, Messenger, Marketplace, Gaming, and Ads, which can be managed together or separated to avoid data sharing.

Apple is required to recognize iOS, Safari, and the App Store as “core platform services” in the EU. Developers now have the option for alternative payment processing and app distribution on iOS, including Notarization for iOS apps to ensure safety and trustworthiness. Apple aims to mitigate the risks of these new measures with various protections while adhering to DMA regulations. Despite heightened security efforts, Apple believes the DMA presents persistent concerns such as scams, malware, and user experience.

The DMA imposes increased transparency requirements on digital advertisers, impacting their business operations. Advertisers in the EU and EEA will need to reassess their operations across various tech companies.

AI-powered Personalization

AI-powered personalization in marketing is crucial for building customer connections. It automates personalized experiences across channels, improving campaign accuracy and effectiveness and delivering tailored experiences based on customer preferences.

It also improves customer targeting, resulting in more engaged audiences and successful marketing campaigns. By optimizing the customer journey across all channels, this solution enables businesses to address customer requirements and cut down expenses without human intervention.

Let’s explore how AI-powered personalized marketing can revolutionize advanced customer targeting.

• Cutting-edge AI technologies, such as natural language processing (NLP), natural language generation (NLG), sentiment analysis, and data mining, allow for the development of marketing campaigns that elevate the customer experience by catering to their individual preferences, behaviors, and brand interactions. For example, NLG generates personalized text based on user input or data sets, helping marketers craft messages that resonate with customers, and data mining techniques can uncover valuable patterns and insights from large customer data sets, assisting businesses to understand their customers better.
• Chatbots and virtual assistants have become crucial for personalized marketing. By incorporating the right components, they offer tailored customer service and engagement. With these solutions, businesses can provide highly customized experiences to their clients in real-time.
• With the help of AI-powered tools, marketers can easily and quickly identify customer segments by analyzing vast amounts of data. This automated real-time segmentation not only generates accurate segment profiles but also uncovers untapped campaign opportunities through hidden trend and pattern analysis. For example, Pecan’s Predictive GenAI “assists in customer segmentation using data patterns that tell a more nuanced story of who is buying what. It doesn’t slice your target audience into chunky, assumptive demographics. Instead, it paints a precise picture of how individuals fit into different categories.” (source https://www.pecan.ai/blog/ai-customer-segmentation-marketing/ )
• Businesses can benefit from predictive analytics tools that employ artificial intelligence to anticipate customer needs and deliver personalized content at every stage of the customer journey. By monitoring and analyzing customer interactions across various channels, marketers can identify patterns of behavior and make necessary adjustments to ensure a smooth customer experience.
• The marketing world is on the verge of a significant transformation thanks to the latest advancements in predictive analytics, conversational interfaces, and deep learning technologies. With the help of these cutting-edge tools, businesses can now anticipate their customers’ changing needs and offer tailor-made marketing campaigns, which can lead to more informed decision-making and highly personalized experiences.

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In conclusion, the world of mobile marketing is constantly evolving, and 2024 is shaping up to be a year of exciting transformations. Marketers need to keep up with the latest trends and adapt their strategies accordingly to stay ahead of the game. Automation, mobile OEMs, and privacy changes are some of the key trends to watch out for, and marketers who can navigate these changes will be well-positioned for success. By embracing these trends and using them to engage with their audience, marketers can build stronger relationships with their customers and drive more revenue.