In 2019, mobile marketing promises to unfold with an emphasis on evolution rather than revolution. Adjust’s CTO Paul Müller explores the expected hyper-growth, spotlights five predictions every mobile marketer and advertiser should know in the coming year.
In the mobile marketing industry, 2019 promises to be a year of evolution rather than revolution. At Adjust, we still expect to see many of the current hot topics continue to be a focus in the new year.
However, with time spent on mobile about to eclipse all other media types in 2019, we also anticipate a year of hyper-growth when it comes to ad spend. But what knock-on effects might this have on the industry? Further, what can we foresee as we head into the new year?
1. Mobile: The new king of the living room
Mobile is moving up from a secondary screen to the primary one – as the channel increasingly becomes the easiest way to reach consumers.
In fact, mobile now represents a direct communication line with users, and all brands have much to gain by being mobile-first – even for those generally less focused on the channel.
That’s why in 2019 we predict a wider movement of traditional companies using mobile apps as their primary interface to communicate with clients. Essentially, for these companies, mobile will replace out-of-home advertising, direct mail, and even email as the key touchpoint that most effectively reaches customers.
2. Increased efficiency will create time for optimization
From a mobile analytics perspective, marketers have more and more data at their hands. But this data overload comes with headaches, as marketers need to work with a growing number of tools, platforms and dashboards.
At the moment, juggling a plethora of tools and dashboards takes up a huge amount of time – from reconciling data down to the nitty-gritty of studying publisher IDs. That leaves less opportunity for the internal mobile marketing teams to come up with important solutions to the issues that the data presents, like optimizing creatives or strategizing for new campaigns.
Building the tools that can consolidate data is key to increasing efficiency, and this will be a big focus for us at Adjust in 2019. We expect to see marketers spending less roundabout time slaving away at multiple dashboards or data sets, and that’s thanks to the emergence of efficient tools to help user acquisition managers. Automation of these tasks will mean that marketers no longer have to do the heavy lifting to see where they can optimize. With the data in the palm of their hand, they’ll be able to focus on the strategy behind optimization straight away.
Automation however won’t mean that jobs are at risk, but rather that mobile marketers’ work will develop. After all, machines may be good at crunching numbers – but humans will always be significantly better at coming up with clever, creative ideas based around the data findings.
3. Know-how, rather than tech, will move in-house
2018 was supposedly the year when many brands would bring their tech in-house – but we haven’t seen that happen on a large scale, and we don’t expect it to either in 2019. As such, we believe there’ll always be an important role for agencies to play in the ecosystem.
Yet as the tools for data management evolve, marketers will gain more time to educate themselves about a wider variety of topics. Brands will also create more expert in-house positions, helping them gain a greater understanding of their users and the effect their ads have on them. So, rather than moving tech in-house, 2019 will be the year of building know-how in-house.