As the shift towards privacy gathers pace, brands will have to prepare for a future where online advertising yields radically different results. Most current knowledge around conversion, retargeting, and performance measurement may be obsolete in only a few years.
Despite these challenges, mobile use among consumers continues to gather pace globally. As it stands, almost 90% of time spent on mobile is spent on a mobile app. Although the future is still being written on digital privacy, brands don’t need to be caught on the backfoot, and it’s not too late to prepare for a privacy-centric future.
For starters, marketers can take a step back by understanding their entire app marketing funnel. It’s crucial to map out the end-to-end user journey from initial exposure down to retention – especially when there are increasing restrictions on the type of data marketers can track.
And when it comes to mobile measurement, brands have to cover all the bases. Tracking app downloads is only the beginning – marketers also need to account for granular user behaviour on the app, such as frequency of daily logins as well as bounded and unbounded retention rates.
Marketers can revamp their app user growth strategy with the following eight-step process:
Additionally, these three pillars can help keep marketers on the right track:
In an era of data abundance, being data-driven means building trust with customers around data usage and privacy. Marketers looking to leverage data should ensure their ecosystem partners are similarly invested in creating the best experience for users while respecting their preference on data tracking.
Learn how to grow your mobile app by watching the full video from our Re.Con on-demand webinar.