It appears that mobile app marketers are optimistic about the future. Whilst research from comScore in 2016 showed that 49% of US smartphone owners had not downloaded any apps within a month, a new study by YouAppi, the mobile marketing platform, finds that 60% of marketing professionals are not concerned or have even heard of app overload.
Among the priorities for mobile marketers are user acquisition (86%), engagement (68%) and segmentation (55%). Just 50% mentioned app re-engagement as a priority for 2017.
Indeed, 78% of respondents said they were already employing user acquisition strategies and app re-engagement tactics (51%) to meet consumer needs.
Diane Hagglund, Founder and Principal of Dimensional Research, says:
“The results of the research surveying 327 in-house, agency and ad tech provider mobile marketing professionals clearly show that those in the trenches of mobile marketing are optimistic regarding the future of app marketing when User Acquisition is still the leading tactic as well as the one delivering the best ROI, and so few are concerned about App Overload.”
YouAppi also showed that video is a growing trend this year, with 74% of respondents saying they would increase their investment in mobile video. Just 9% are planning to decrease spending on mobile video.
For mobile video, the leading types are Video for Social Media and In-App Video according to 48%, followed by Brand Video Advertising (38%) and Video for Mobile Web (36%) as well as Rewarded Video (31%).
The leading video-related concerns include the ability to effectively measure the impact of video (40%) as well as fraud (33%).
Meanwhile, Facebook is still delivering the best ROI with 89% of advertisers saying that it was working out for them, followed by Instagram (41%) and Twitter, Snapchat and Pinterest.
64% of respondents are now using social media to meet consumer journey demands, whilst 51% use app re-engagement. However, overall, re-engagement outperformed social media by 50% when it comes to delivering ROI (18% versus 12%).
Agency respondents appear to be producing the best results from re-engagement campaigns.
Interestingly, marketers would invest in data-driven technologies with proven business values and revenue potential led by Machine Learning (37%) and Mobile Payments (25%) as well as Artificial Intelligence (23%).
Moshe Vaknin, CEO and Co-founder, YouAppi, adds:
“As a data-driven company, we’re excited to see that most mobile marketing professionals plan to invest in technologies like Machine Learning and Artificial Intelligence, which will enable them to better analyze and use their data to improve campaign performance. We are increasing our investment in mobile video advertising and look forward to many successful product launches in 2017.”