Top mobile marketing trends for 2022 revealed in new report

According to a new report by AppsFlyer, the top predicted mobile marketing trends for 2022 will likely see a significant change in the way companies conduct business.

It was found that going forward, marketers will likely move budgets away from bigger networks for raw postbacks conversions, to software development kit networks and to smaller social channels.

Marketers will also focus more on understanding and using different techniques for data analysis (such as portfolio-level data) that will help in allocating budgets efficiently to maximise return on ad spend.

Lifecycle marketing will also become more prevalent to help avoid remarketing and prevent further efficiency issues.

When analysing data, there will be a significant onus on embracing more non-SKAN measurement, using probabilistic measurement, modelled conversions, and incrementality instead to help deliver results.

The report continued by revealing iOS 14 has created a new era of privacy-centric marketing within the mobile ecosystem, and this has caused challenges as iOS users have to explicitly consent to granting access to their data on applications (due to the new App Tracking Transparency framework).

Implementation of SKAN has prompted the rise of mobile measurement partners (MMP) to reimagine campaign measurement solutions by integrating marketing metrics into a single platform. With MMP being the only party with an unbiased view of the entire consumer journey, an MMP is said to help marketers to understand which media source deserves credit for driving a conversion.

"App developers and marketers, mobile measurement partners, and other players in the industry need to continue testing creative ways, and optimising campaigns with smart data insights," says AppsFlyer director of growth ANZ Antony Wilcox.

"With ANZ  being an iOS dominant region, we encourage industry players to be on the lookout for more changes that will lean towards privacy-centric technologies such as privacy cloud.

According to AppsFlyer, the year ahead will signal significant changes on all marketing fronts. This will be seen through web-to-app strategies, SKAdNetwork and IDFA-induced limitations, and continued M-A that will lead to the creation of more 1st party data fortresses. Data science, data clean rooms, and non-SKAN measurement will continue to be crucial drivers.

"At AppsFlyer, our mission in this region is to empower app marketers and tech partners to create more meaningful interactions and personalised experiences to drive business growth for our clients and partners," says Wilcox.

AppsFlyer currently works with thousands of creators and 9,000+ technology partners across the globe to provide brand development and security through data.