On September 30th, App Growth Summit held their AGS Berlin event, a first-of-its-kind hybrid virtual and in-person event. YouAppi’s Xavier Bourlard, General Manager EMEA, and Peter Koczak, Director of Partnerships EMEA, attended the event in-person where they connected with industry experts on a range of trending topics in the ever-changing world of mobile apps.
AGS Berlin was the first in-person event for many in the Mobile App industry in over 18 months. In a series of panels, mobile experts discussed topics including App Tracking Privacy, CRM & UA, Full-Funnel App Growth Strategies, and Apple’s IOS 15. After a long hiatus from in-person events, those who attended the event IRL were excited to gather. YouAppi also sponsored an Appi Hour following the panels. In case you weren’t able to attend, here are the biggest takeaways from the App Growth Summit Berlin event.
App Tracking Privacy
As it currently stands, the ATT APPocalypse has not yet arrived. The main question on many people’s minds is: will it ever? With Google on the same trajectory as Apple, it appears as though the GAID deprecation will be the next shake up in user privacy.
Similar to Apple’s removal of the IDFA, Google’s measures to align with privacy trends will have an impact on players in the mobile industry. That said, the current wave toward a more privacy-conscious ecosystem does not have to come at the expense of mobile marketers. There are many strategies for combating any negative impacts of IDFA deprecation, and the same can be used toward Google’s Advertising ID deprecation.
One such strategy is relying on technical advances to predict user behavior. In a world without IDFA or GAID, it is critical to leverage machine learning and predictive analytics. Another strategy involves engaging with users throughout each stage of the funnel, and building trust. With this method, transparency can help marketers obtain users’ consent to use their first party data. Lastly, contextual targeting algorithms can help marketers leverage diverse signals about how and why a brand’s audiences engage with in-app inventory. These tactics have been used by many marketers since the IDFA went away. They will continue to be relevant for Google’s GAID deprecation.
Apple’s iOS 15
In September, Apple rolled out the latest version of its iOS operating system, iOS 15. Some of the new features built into iOS 15 will give users greater control over how their data is used. These features are the latest updates in a slew of privacy trends that will make targeted advertising even trickier for mobile marketers.
These new features include VPN access via the new Private Relay feature, privacy “report cards” for apps, and anonymized email address generation for greater inbox privacy. These updates — in combination with the ATT framework — create more difficulties for advertisers. To navigate new privacy challenges, mobile marketers will need to focus on their CRM and full-funnel growth strategies.
CRM and UA
CRM and user acquisition are becoming increasingly inseparable. The user acquisition process doesn’t have a linear flow, but rather a cyclical one. This is because user acquisition doesn't end with the user installing the app. Therefore, constant engagement is key in driving revenue and achieving KPIs.
A CRM strategy helps mobile marketers identify their core target market. This is achieved by tracking and profiling core users throughout every interaction with the app. Effective profiling helps mobile marketers assess how and why users are engaging with the product. Marketers should make improvements within the product where necessary, in an effort to create a more direct line of communication with users. Such engagement measures enhances user journeys and customer loyalty. Creating an airtight CRM strategy, and engaging with users at every stage of the funnel, can therefore lead to more effective user acquisition.
Full-Funnel Growth Strategies
A full-funnel growth strategy is not limited to one approach, but rather requires two key elements working side by side: User Acquisition and Retargeting. Both strategies work simultaneously to deliver new installs and re-engage users at every stage of the funnel. While the marketing funnel may appear linear, a customer journey rarely occurs in a direct pattern.
It is an app’s goal to engage users at every stage of the customer journey, from awareness to purchase. But to do so, they will need to consider methods to acquire and re-engage users at each interaction point. The process begins with finding your target audience, and understanding where your most profitable segments are. While user acquisition is the first step in building brand recognition and loyalty, marketers need to continue engaging with their users at every stage of the funnel in order to retain and re-engage lapsed users. Thus, the most profitable full-funnel growth strategies often require a holistic approach.
In the App Growth Summit Berlin 2021 event, mobile experts discussed topics such as App Tracking Privacy, Apple’s iOS 15, the partnership between CRM & User Acquisition, Full-Funnel Growth Strategy. We dig into the major talking points here, so you don’t have to miss a beat.
- App Tracking Privacy: Many marketers in the mobile industry are wondering if and when the “ATT APPocalypse” will arrive. With Google on the same trajectory as Apple, the GAID deprecation seems like the next shake up in user privacy. The use of CRM and Full-Funnel Growth strategies can support marketers in this latest wave of privacy trends.
- Apple’s iOS 15: Some of the new features built into Apple’s latest iOS operating system, iOS 15, are the latest updates in a slew of privacy-focused changes Apple introduced earlier this year. These changes will be tricky for advertisers to navigate. They will also lead to a greater need for user acquisition and retargeting strategies.
- CRM & User Acquisition: CRM and user acquisition are becoming increasingly inseparable. Both strategies can enhance user engagement and experiences.
- Full-Funnel Growth Strategies: A full-funnel growth strategy involves two key elements working side by side: User Acquisition and Retargeting. Mobile marketers should strive to engage users at every stage of the customer journey, from awareness to purchase. To do so, they will need to build out methods to acquire and re-engage users within each interaction.