From app monetization through subscription to data protection with iOS 14 – Adjusts analysis reveals clear trends for the mobile market in the coming year. The five most relevant are shown below.
2020, a year that will likely be marked in red in the history books, is drawing to a close. The corona pandemic has caused the cancellation of international conferences, the sending of countless workers to work from home after the shutdown and the shaking of entire economies.
Companies now look forward to 2021 full of hope. It will be a year in which many businesses are restarting at full speed to leave the effects of the pandemic behind. Therefore, it is worth taking a look at the trends we can expect in terms of mobile marketing in 2021. From the future of television and OTT to the new strategies of monetization of applications for iOS 14 and the topic of the protection of Data, the following are the top five trends that mobile marketers will have to grapple with in the coming year.
1.Brands can no Longer Ignore OTT as a Channel
Video streaming sales continue to grow from year to year. Forecasts show that growth will not stop: by 2024, industry sales are expected to rise to US $ 30.4 billion worldwide. Therefore, over-the-top (OTT) formats offer enormous opportunities for mobile marketers that have not been widely used until now.
Mobile devices are an important part of the OTT mix, whether at home, in the living room or on the go to hire app developers. Current surveys conducted by Adjust have shown that younger consumers, in particular, primarily use mobile. While mobile marketers will significantly increase their OTT ad spend in the future, the main question for 2021 will be transparency: How are budgets being used and how can performance be measured? Even companies that invest heavily in OTT often have no way of determining the added value of the channel.
2. Subscription Models for App Monetization are Becoming Increasingly Important Across Industries
Applications with subscription models have seen significant growth this year as users now use their mobile devices for a variety of activities. Whether it’s entertainment, e-commerce, fitness, or banking, everything is now done through the app. This trend is also driven by changing habits. Subscriptions are becoming a constant problem, especially with Millennials and Gen Z. Most likely, they are ready to pay for a premium app product or endorse their favorite brands. Recent research by Adjust found that 25-34-yearold spent the most on subscription apps at $ 25.85 a month. By comparison, respondents age 55 and older spent just $ 13.97 a month.
Subscriptions are becoming a very important new source of income for many app publishers and advertisers anyway, as ad targeting on iPhone becomes more difficult with the introduction of iOS 14. So, we hope more and more apps diversify their monetization strategies in 2021and rely on subscriptions in addition to ad revenue.
3. 2020 has Accelerated the Development Towards Application-Centric Everyday Life
In 2020, the pandemic very clearly showed the benefits that apps can offer both brands and consumers, not to mention the many government institutions that have developed apps to track Covid infection chains.
Therefore, applications are more focused than ever and we expect more and more companies to invest in applications in 2021 to make them their most important channel for customer interaction. If traditional brands want to keep up with their mobile-focused competitors, they will also have to invest in their applications.
For marketers, the new year will mainly focus on how they can link users earned in 2020 with applications gradually returning to everyday life. The central question is what additional value-added applications can offer. The pandemic has proven that user needs are worth considering, especially in tough times. Brands succeed when they can put themselves in their customers’ shoes and see the little things, they can do to make their lives easier and safer.
4. iOS 14 brings many changes: Collecting Accurate Data and, at the Same Time, complying with data protection regulations will be a central challenge in 2021
Regardless of the impact of these changes, we are confident that this is an opportunity for the mobile industry to create a sustainable ecosystem for application developers, advertisers, and users alike.
5. Marketing is Getting more Creative and More Customizable Thanks to Automation
Thanks to automation, mobile marketing processes, such as reporting, become significantly faster and more extensive. Automation has the potential to revolutionize the industry and will therefore also be a central theme for application marketers in 2021. Automation tools help tackle manual and time-consuming tasks that marketers often spend hours on. This leaves them more time to focus on topics like hyper-personalized ad content.
Even if marketing workflows are automated, the advertising motives should be unmistakably human. Marketing and product development must work closely together on an ongoing basis to attract users to the application with relevant, useful, and above all personal advertising. This is the only way for companies to be successful in the long term.