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FORBES – Jan 8 – From time spent in mobile apps to revenues generated by in-app purchases and subscriptions, metrics broke the records in 2020. Downloads reached 130B, and consumer spending grew to $112B by year end. However, marketers will need to invest more than money to sustain current growth and engagement. Most markets are saturated, and many consumers are taking longer to convert.

#1 Amaze customers with coherent user journeys
While it's tempting to focus on top-funnel metrics to attract new users, it's critical to deepen engagement with existing ones, says Noa Gutterman, Director of Marketing at VSCO, one of the largest photo/video editing apps on the market. Marketers should also focus on high-value users, not high volume. Her advice: Create a coherent user journey with creatives.

#2 Educate consumers with contextual campaigns and cues
"In 2020, mobile payment apps turned from a nice-to-have to an essential in this pandemic," says AJ Wang, Head of Acquisitions and Performance Marketing for fintech app GCash. His advice: Marketers should shift gears to become "lifestyle enablers," showing consumers how they can continue to manage all aspects of their financial lives and well-being from home.

#3 Listen, act and innovate to drive customer connection
A December Morning Brew/Harris poll found that 40% are using dating apps more, and 44% have anxiety over lost time dating in real life. "Covid has changed the face of dating, ushering in a new era of video dating with more daters opting to video chat and date virtually than ever before," according to Jade Worobec, head of performance marketing at The Meet Group. Her advice: Adapt to user needs quickly to show you have their back.

#4 Unravel data to retain subscribers in a post-IDFA world
Costs to acquire app subscribers hover at the high end of the scale, which is why marketers must optimize the events that deliver high-intent users likely to stay for the long haul. Apple's decision to revoke its identifier for advertisers (IDFA) makes an even bigger challenge. Oliver Wang, a Senior Growth Manager at Elevate Labs, a company that offers a suite of brain-training tools to help users boost practical skills, disagrees. His advice: Optimize events to improve the signals you send ad networks.

#5 Get out of your comfort zone and leverage new channels
Depending on where you sit, TikTok is at the center of controversial debate or the epicenter of successful and viral campaigns. 2020 will go down as the year the video-sharing social networking service broke into mainstream media. "We found early success on TikTok through its influencer network, particularly as it relates to engagement with our ad creative", says Chy Seng, Mobile Marketing Manager GRAMMARLY.

by Peggy Anne Salz
See full article at Forbes

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