Customer experience and channel diversification, the keys to understanding marketing in 2023

The digital wave, driven by the pandemic since 2020, has raised concern among business leaders from various sectors about how to adapt to the new reality and navigate 2023 in a flexible and agile manner. Thus allowing the creation of value for its partners and ensuring that supply and demand continue to be linked efficiently in the market.

So AppsFlyer spoke with mobile marketing leaders from companies like MoEngage, Tinuiti, Moloco Privacy, AccuWeather, Miniclip, Picsart, and M&C Saatchi Performance to launch Evidence from ‘Applications trends to 2023 and C-level forecastswhere experts concluded that prioritizing customer experience and diversifying channels will be key to understanding marketing in 2023.

The expected economic recession for this year has forced businesses since 2022 to plan and adapt in a centralized and strategic way. In exchange for resources devoted to diversifying its communication channels, in order to broaden the reach of its messages, which translated into a sector away from individual-based marketing (at the user level) and closer to the world of group-focused (macro) marketing.

Delivering an exceptional customer experience has become a top priority for brands looking to boost their user base and mitigate customer disruption.

De acuerdo with los experts in marketing, la creación de un nuevo Marco de Medici permitirá comprender un panorama que está siendo marcado por la privacidad, encabezado por la iniciativa ATT (App Tracking Transparency) de Apple and the próxima depreciation de cookies y Privacy Sandbox de The Google. to me Barack WitkowskiExecutive Vice President of Product at AppsFlyer, “There will be no more ‘full path deterministic data points’ in 2023, but more bottom-up measurement methodologies like SKAN, which when mixed with top-down measurements like increment and MMM (marketing combination).Modeling).Therefore, a single source of truth that unites and deduces all sources will be an integral part of the marketing strategy.

Similarly, delivering an exceptional customer experience has become a priority for brands looking to boost their user base and mitigate customer disruption. to me Ravitia DodaCEO and Co-Founder of MoEngage: “While acquiring new customers remains important, many brands have transformed and aspire to achieve sustainable growth by building customer loyalty, using personalization as a key tool to deliver rich customer experiences.”

Numbers from AppsFlyer show that in 2022 apps spent $80 billion on user acquisition (UA), and a downward trend of 20% year over year in recent months. In 2021, by comparison, there was a 40% increase in that spending.

agen ahnCo-Founder and CEO of Moloco, highlights a positive trend, where “Instead of eliminating marketing budgets entirely, marketers are recognizing that results advertising can be the economic engine that drives their business. Time and money are invested in developing a clear understanding of customer lifetime value (CLI). lifetime value), and correlate this LTV measurement with media campaigns. In other words, by now everyone is a performance marketing expert.”

And while the importance of offering added value to customers to build their retention remains important, in times of economic uncertainty, efficiency for customers must become a pillar. Investing in customer experience and increasing app retention rates, even by a small amount, can have a huge impact on the bottom line, not to mention user loyalty and brand awareness.

Moreover, experts agree to identify these moments as the perfect opportunity to adopt a multi-channel approach. The brands that embrace this diversified model, which combines in-product and out-of-product communication, are also the brands that achieve more installs, more purchases per user, higher retention rates, and better LTV.

Liz EmeryVice President of Mobile & Ad Tech Solutions at Tinuiti stated: “Lifecycle efforts involving email, SMS and push notifications will grow in importance. It is not enough to attract users. We must keep them engaged and turn the unique user into a loyal user. approval in mind) along with audience segmentation to build engagement, loyalty, and value.”

Although this year, according to the forecasts of experts around the world, the digital environment will be in constant motion, and this will encourage companies’ ability to adapt and generate more innovative processes, and train marketing leaders with the ability to solve problems creatively. Motivation to create rapport with users.