For three decades, splashing the cash on user acquisition (UA) was a strategy mobile game publishers could count on to net valuable players and attract big spenders. The approach worked because the user data that oiled these efficient marketing machines was abundant and actionable. Today, privacy changes from Apple and Google limit the supply of granular data, pushing marketers to fundamentally rethink how they view and pursue performance goals and the role of AI in achieving them.
Seismic changes and enormous challenges across the mobile app ecosystem are driving “nearly 60% of app marketers to chase more aggressive KPI targets compared to 12 months ago,” according to the 2024 App Marketer Survey published by mobile marketing platform Liftoff. But framing these goals and gauging success without data is an uphill battle. The majority (71%) of marketers admitted access to more data would have helped their decision-making, and 62% said their campaigns were less successful as a result.
Fortunately, the survey says, budgets across all regions have increased, allowing marketers to experiment, adapt and diversify spend beyond the usual channel mix. Significantly, marketers plan to increase the resources they allocate to organic and social (50%), influencer marketing (50%) and community-building (31%).
Read the full article on Forbes.