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What are the key mobile marketing strategies for 2021?

Administrator - MSP marzo 8, 2021 DAT# 1.338

The changes brought about by the situation of covid-19 in 2020, caused mobile marketing to be strengthened, becoming a fundamental tool for current commerce, therefore, it is necessary to know the key strategies of mobile marketing for 2021.

This new year’s mobile marketing is characterized by the consolidation of attribution promoted in machine learning, specific attention to user privacy and probabilistic processes.

Mariano Miculitzki, the sales director of the leading company in the mobile attribution segment AppsFlyer, mentions that; «In 2021 there will be changes that will lead to challenges for those involved in the marketing sector. The common denominator will be that the digital transformation will continue to accelerate, generating growth opportunities within the mobile applications market. As a result of these changes, the Industry professionals will need to adopt a solid strategy for mobile marketing, with a clear omnichannel marketing approach, aimed at both attracting new customers and retaining those with the potential for growth. «

Key Mobile Marketing Strategies for 2021

AppsFlyes company shares the highlights to achieve an optimal mobile marketing process based on the new needs and changes that the world faces today.

Probabilistic Attribution and Consumer Privacy

This year it is expected that the IDFA (Identifier for Advertiser) compilation process will be more complex in terms of accurately measuring the effectiveness of the advertisements of marketers, carrying out retargeting campaigns and valuing their work, especially in iOS users.

This is because, in a few months, Apple will launch the framework called «AppTracking Transparency» or ATT, which consists of disabling the advertising identifier by default for all brand devices.

Consequently, these conditions will push companies to adapt and innovate for the implementation and development of these solutions, providing new opportunities for trade in 2021.

«While this may seem harsh for marketers, it is timely to note that the changes Apple is making are in line with a growing paradigm that places consumer privacy at the forefront. In principle, these changes have been driven by regulations such as RDGP in Europe and CCPA in the United States. Changes around IDFA in iOS will help drive the adoption of techniques and processes that will give preference to aggregation of data for analysis or to achieve user consent to allow the use of your data «commented Miculitzki.

Likewise, professionals in the area affirm in a survey carried out worldwide by the Mobile Marketing Association (MMA) that the data used to develop probabilistic methods will gain enormous weight as a solution for mobile marketing, this being a response to the changes produced by the IDFA.

Omnichannel measurement

There is no doubt that, with the passage of time, users feel more comfortable interacting with companies through the available devices, which will make the conversation process more difficult when observing that users will move more fluidity between mobile and web.

So, Miculitzki adds, «marketers will be challenged to measure user actions across different channels and devices, but understanding that they represent a whole.»

«» The go-to-market focus will be on omnichannel go-to-market, leveraging data-driven insights to drive a holistic understanding of the customer lifecycle. «»

Main objective: TikTok

Facebook and Google continue to be the leaders in the mobile advertising sector, in addition to having an outstanding dominance in terms of the non-organic installation market, however, the leadership in social networks of 2021 is taken by TikTok, having a total of downloads in 2020 with 817 million, according to data from the consulting firm App Annie.

«The arrival of TikTok implies a radical change in the rules of the game. While marketers already know how to effectively communicate their brand-related message and how to target ads to reach potential users, a strong Need to adapt to this new reality in the sector. We will have to go beyond the traditional approach to advertising towards one that places the audience in the foreground, «said Miculitzki.

«» The base of TikTok are users who generate content. With channels saturated with content, in TikTok the rule of the shorter the better «prevails.»

Miculitzki concludes that «this will be a year of change, both in terms of consumer behavior and in establishing privacy as a priority objective. In an industry that is constantly evolving, change becomes fertile ground for innovation. Without a doubt, 2021 will be a year of coexistence between the need to provide a great user experience and the mandate to put privacy at the forefront of importance. Measurement will adapt to this paradigm that eliminates the bad and maintains the good of personalized advertising to enable data-driven performance marketing to continue to grow both in the short and medium term. «

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