The progressive consolidation of mobile marketing in the market has been truly impressive, especially in the last year. It has always had higher smartphone penetration rates than the European and world average, exceeding the number of devices with an active line, 117 per 100 inhabitants. In addition, the new scenario caused by COVID-19 has made the way of interacting between companies and customers increasingly oriented towards the digital field. In response, marketers have had to quickly adapt their strategies, causing investment in mobile advertising to skyrocket as application use grows exponentially. And now, when local brands start to take the pulse of the market,
The driving force behind this change is the tightening of the laws protecting user privacy and the recent changes resulting from the leading advertising platforms, primarily due to the introduction of Apple’s App Tracking Transparency (ATT), scheduled for the start of spring.
Emerging measurement solutions: predictive analytics and incrementality
Measurement should be the number one priority for all marketers. In particular, one that allows to overcome the challenges and maximize the opportunities that will come from the hand of the following changes in privacy.
For example, one of the biggest challenges advertisers will face with SKAdNetwork is timing, whereby the measurement will be limited to the specific activity that occurs in the first 24-72 hours. How can advertisers make critical campaign decisions based on such limited data? The answer lies in predictive technologies, which will allow advertisers to take advantage of the first signs of engagement during that time and, therefore, predict the long-term performance of the campaign. This development represents a change in the game’s rules and is destined to become a powerful tool for any self-respecting marketer.
Another novelty is the solutions based on incrementality. While traditional models associate a click or impression of an ad with a conversion, total solutions work with two groups: test and control, to isolate many affected variables, and help marketers optimize the increase of campaigns. Remarketing. Thanks to this, they will understand the real impact of their investments with complete clarity by discovering which conversions are the result of marketing campaigns and which would have occurred organically.
Educating the consumer
While new measurement tools are essential for mobile marketing advertisers, they alone are not enough to guarantee success. A broader strategy will be needed to educate consumers about the benefits of sharing their data, whether in Apple’s new framework or in any other system that may emerge in response to data privacy laws. All the players in the mobile telephony sector have a great interest in undertaking this fundamental educational effort.
To do this, the sector can take three steps. The first is to work to improve understanding of the data. While marketers understand the difference between personalized and anonymous data, most consumers do not, which can affect what they are willing to share with brands. Mobile app developers can help build trust in the system by being fully transparent with advertisers and end-users about what data is being shared and for what purpose.
Second, it is essential to communicate the exchange of value. It is crucial to make consumers aware that data sharing benefits all stakeholders in the industry, including the user himself, as it enables advertisers to deliver more relevant ads and makes the entire ecosystem more secure and efficient.
Third, you need to prioritize the user experience. The information obtained from the data usually results in a better user experience. Application developers can take advantage of tools such as deep linking to optimally connect emails, social media posts, referral programs, and their website on the user’s journey from the web to the app.
Dealing with these changes will not be easy for marketers. Mobile metering is a complex puzzle, which will become increasingly complicated by the challenges around data and privacy. However, if we work together, all parts of the mobile ecosystem will benefit. The future industry will be more focused on customer needs, more transparent about data policies, and better able to provide marketers with the critical tools to ensure attribution success.
