Apps are increasingly unlocking brand success in a booming mobile market, but how can UK marketers get more upwardly mobile? A new report from Branch outlines how UK marketers can overcome market challenges to thrive in a booming market.
Over two-thirds (68%) of UK marketers say that a third of their audience engages with their brand through mobile apps, according to a new report from Branch, ‘Unlocking Mobile Growth: Strategies for UK Marketers to Thrive in a Booming Market’. And their investment reflects mobile’s growing importance: 74% allocate at least a third of their budget to the app marketing.
However, the app marketing landscape is always on the move, with new trends and emerging tech reshaping growth opportunities all the time. Add to that the proliferation of channels, complex user journeys, fierce competition, and changing privacy regulations and it’s not surprising that Branch reports faltering confidence among marketers.
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But marketers need to get a handle on this massive and growing opportunity: by 2030, the global mobile market will be worth $288bn, with $5.3bn of that spent in the UK. And Branch’s global data shows that app users are significantly more valuable than non app users: for every one dollar a non app user spends, an app user spends $3.30 on average — that’s over three times more.
So, what’s the answer? Paula Mantle, vice president of marketing at Branch says: “Navigating today’s app marketing landscape can feel overwhelming, but the key is to stay adaptable and focus on what truly matters — guiding users to key points of action that drive impact. The journey is complex, but with the right strategies and partners in place, marketers can cut through the noise and make real, measurable progress.”
The Branch report helps UK marketers take the guesswork out of app growth as they start to navigate the year ahead. Key learnings include:
1. Map out mobile growth maturity
Understanding a brand’s mobile growth maturity level means marketers can optimize their strategies and budget more efficiently. Branch advises assessing mobile maturity across three key pillars: acquisition and engagement channels, in-app experiences and personalization, and measurement and attribution. By evaluating these areas, marketers can identify strengths and gaps in their current mobile strategy, allowing for a more targeted approach to driving growth and maximising return on investment.
2. Incorporate deep links across marketing touchpoints
Successful app user acquisition, engagement, and retention rely on delivering seamless pathways to the app at every stage of the customer journey. And that’s a challenge with today’s digital nomad consumers who hop across a variety of potential app touchpoints. Deep links address this by guiding users directly to relevant content inside the app, rather than a generic homepage, while also capturing critical user context for that all-important personalization.
3. Get a single pane of glass
Siloed metrics and data are the curse of every marketer trying to justify their budgets to the C-suite. But it’s increasingly hard not to get stuck in a silo when consumers dart across brand touchpoints over multiple channels, and 65% of marketers worry they don’t have the skill sets in-house to deliver the data insights they need.
Successful brands are turning to linking and measurement solutions to bring owned, earned, and paid campaign insights into one, central reporting location. These solutions provide deep linking and attribution capabilities that cover both paid advertising channels and organic ones, including email, QR codes, organic social, smart banners, and SEO. This integration simplifies the measurement process, making it easier to track and optimize the effectiveness of all app marketing efforts.
For more advice and insights on how to unlock award-winning mobile growth strategies, contact Branch.
