App Promotion Strategy

Marketing technology 2022: predictions from 463 CMOs

app promotion through keyword installs

There’s an previous joke about find out how to make God snicker.

To make God snicker, the story goes, inform him your plans.

Since fools go the place angels worry to tread … right here we go. A minimum of for predictions, which aren’t precisely plans however (work with me right here) are shut sufficient.


Table of Content

First, a look again at our 2021 predictions

Earlier than asking virtually 500 chief advertising officers, executives, and leaders about their advertising expertise predictions for 2022, I took a fast look again to the 2021 predictions from a yr in the past.

And wow … how naive and harmless we had been in regards to the large modifications there have been in retailer for the cellular advertising trade over this previous yr.

We foresaw holistic digital advertising because the keystone for 2021, principally in response to large and ongoing client shift. All the pieces, in any case, was going digital with distant work, on-line ordering, video relationship, and Zoom weddings, and the fashionable advertising group wanted to go all digital together with every little thing else. The main focus: bringing great quantities of prospect and buyer knowledge collectively in a single place to grasp and affect the shopper journey.

We weren’t completely incorrect.

However we additionally thought Covid could be a phrase from our distant previous.

The issue was, we didn’t actually perceive how a lot influence one occasion in 2021 would have. Privateness was already an enormous deal, but it surely was fifth on the listing of predictions, with fewer than 20% of entrepreneurs contemplating it the first change to anticipate for 2021. iOS 14.5, nevertheless, adopted on the heels of GDPR, California laws, and Cambridge Analytica. And it harmonized with years of a broad and rising want for digital privateness, plus suspicion of huge tech with large knowledge, and hit us a lot more durable than we anticipated.

So we kinda missed the boat on an important expertise for final yr, which turned out to be privateness.


An important expertise, matter, or house for entrepreneurs in 2022


For 2022, this was the query I requested virtually 500 advertising technologists: what one matter, expertise, or house will likely be an important for advertising, and why? The preferred predictions are all centered across the concept of privateness and the execution of selling campaigns in privacy-centric methods.

Listed here are their solutions, in combination:

Advertising and marketing 2022 prediction 1: privateness

It seems that it’s a lot simpler to foretell the previous than foretell the longer term.

(Odd, that.)

After the yr that was, privateness and all of its permutations is the clear winner. Which matches to point out even our trade can be taught when it’s dragged, kicking and screaming, to high school.

However “privateness” is an enormous phrase with loads of meanings.

What CMOs imply right here is two-fold: first, that within the pre-customer or pre-user promoting and advertising phases of the shopper journey, device-level knowledge and person-level knowledge that ship granular insights on habits which have historically been acquired through IDFA on iOS, GAID on Android, and cookies on the net goes away. And second, that within the post-customer or post-user stage — in different phrases, when somebody has put in or signed up or bought — manufacturers are working more durable to win prospects’ belief so as to entry permissioned knowledge and use it to enhance service.

In different phrases: first-party knowledge.

Entrepreneurs have to be ready to speculate and get the correct tech in place to develop its first occasion knowledge,” says Walgreens SVP and CMO Pat McLean. “That is precisely how Walgreens has differentiated in advertising through our mass personalization technique and myWalgreens platform as we all know that is core to our future progress.”

Maybe, looking back, we weren’t so incorrect in 2020 about holistic digital advertising bringing collectively all our knowledge. Besides that the exact knowledge we are able to use could be very completely different than, maybe, many people imagined.

And it comes with new challenges:

All of us need to be mini knowledge scientists in at the moment’s tech-driven world.”

– Susan Somersille Johnson, CMO, Prudential Monetary

The transition in outside-the-castle-walls knowledge from granular to combination is a seismic shift, says Arun Kumar, chief knowledge and expertise officer at Interpublic Group, the model umbrella over Axciom, McCann, Weber Shandwick, and dozens of different advertising businesses. The truth that we’ve seen in Singular knowledge over 2021 suggests some entrepreneurs are having hassle making that shift. And issues might get more durable earlier than they get simpler, says LinkedIn’s senior director of product Abhishek Shrivastava.

We’ve talked in regards to the way forward for attribution and the future of selling measurement on this new actuality considerably advert nauseum.

Regulate’s Joshua Grandy places it succinctly:

The way forward for measurement will leverage aggregated knowledge pushed by machine studying, and constructed on transparency and belief.”

– Joshua Grandy, director of world communications, Regulate

More and more, as we see extra authorities regulation, extra fines for breaches, extra unhealthy press for actual or perceived points, and extra tech firms limiting knowledge assortment and entry, we are able to anticipate entrepreneurs to proceed to shift away from “unverified knowledge that they don’t personal or govern, focusing as a substitute on first-party knowledge acquisition and contextual promoting,” says DoorLoop CMO David Bitton.

“As we transfer to a extra privacy-first future and away from third-party knowledge, we’ll see entrepreneurs double down on constructing their very own audiences and communities, and embrace new forms of knowledge like intent-based options. We’ll see extra of an emphasis on actions and indicators versus private info like demographics and pursuits. Entrepreneurs may have no selection however to check new methods to arrange for the longer term, which can result in numerous experimentation and testing.”

Meaning enterprise not as typical, based on G2 CMO Amanda Malko.


Advertising and marketing 2022 prediction 2: the facility of story and content material

The dichotomy between model and efficiency advertising is essentially false, but it surely’s not stunning that in an period the place we’re main with privateness, entrepreneurs spotlight the facility of name through story.

That’s story-telling in video, story-telling by influencer, story-telling with thought management backed up by SEO (search engine optimisation), story-telling by social audio in Twitter Areas, and extra.

“Shoppers now spend 1/3 of their media time with audio … audio is now probably the most accessible medium,” says iHeartMedia CMO Gayle Troberman. “And entrepreneurs are waking as much as the huge potential of audio to ship extremely engaged, targetable audiences at scale.”

(And guess what: that concentrating on is contextual, due to the truth that podcasts have subjects. And it’s subsequently privacy-safe.)

Content material nonetheless means the written phrase, too. What are you doing proper now, in any case?

Make continued investments in content material advertising, suggests DigitalOcean’s Carly Brantz, including that “content material is a manner that entrepreneurs can preserve their model prime of thoughts.” That works in B2B, for certain — Digital Ocean is a cloud service with 600,000 prospects — but it surely additionally works for cellular video games or fintech apps or retail storefronts. Influencers is likely to be a channel, however how they work finest is actually content material advertising: displaying, sharing, talking, endorsing, and never simply placing the prototypical “hyperlink in bio.”

We’re additionally seeing retail transfer in very fascinating methods with China-influenced dwell procuring developments: the creator financial system model of Dwelling Procuring Community.

Social procuring is coming to all platforms: Fb, Instagram, TikTok, Pinterest (amongst others),” says Plant Mom CEO Jena Joyce, who says she’s seen 100% improve in income from social procuring and an enormous 1300% improve in Instagram referral site visitors to her web site. “Instagram procuring is changing into a worthwhile various to paid adverts.”

A whole lot of content material advertising occurs in your web site or in your app the place — guess what — you management the vertical and the horizontal (bonus factors should you get that Outer Limits reference). It’s an owned property, and identical to in web-to-app cellular app set up journeys which have turn out to be so well-liked in 2021, you possibly can add no matter you wish to the web page, and gather permissioned knowledge that your consumer or buyer needs to supply.


Advertising and marketing 2022 prediction 3: AI

Acute observers of graphical knowledge will observe that AI is definitely the fourth-most cited space within the chart above, however there’s a caveat: the third-most is elegantly titled “kitchen sink” as a result of it’s a grab-bag of uncategorized and uncategorizable subjects.

(Together with some very humorous ones.)

See extra about that beneath.

However for synthetic intelligence, this can be a soar up from the 2021 predictions, the place AI landed in seventh spot. Entrepreneurs are going all-in on AI and machine studying as a vital ingredient in a number of areas: advert concentrating on, perception technology, communications supply, artistic optimization, knowledge modeling, predictive analytics, message and provide optimization, conversion fee optimization, and extra.

It’s particularly necessary when there appears to at all times be extra work to do and at all times be fewer arms to perform it.

“As The Nice Resignation has proven us, groups  are overwhelmed and overworked: determined for some type of stress valve,” says David Council, CEO and co-founder of Drift. “For digital entrepreneurs, AI can present some much-needed aid, and turn out to be the workforce in driving income, creating relationships, and eliminating gaps in buyer expertise … with out placing added stress on groups. This implies advertising groups can now get some respiration room, additional time, and vitality to give attention to what issues most.”


By streamlining duties. Analyzing knowledge. Automating repetitive work.

“By way of an automation platform, entrepreneurs can automate core actions together with behavioral monitoring, personalization, electronic mail advertising, lead technology, lead administration, analytics, content material advertising, CRM and extra, saving workers as much as 3 hours per day,” says product supervisor Noa Form. “Entrepreneurs can higher create and perceive comparatively advanced fashions and extra successfully use synthetic intelligence to extend ROI.”

That’s presently at work in Singular’s platform to mannequin knowledge, predict outcomes, and optimize processes. It’s in most platforms entrepreneurs use. And also you’ll see AI be an more and more energetic a part of the advertising expertise toolbox in 2022.


Advertising and marketing 2022 prediction 4: Metaverse, VR, AR

Ask the identical query of prime applied sciences for entrepreneurs six months earlier and metaverse wouldn’t have gotten even one vote, in my (very) humble opinion. However entrepreneurs soar on bandwagons as quick as anybody else, and the metaverse is an enormous, noisy, and hard-to-ignore wagon.

Look: we’ve simply gone by way of two years of doing all our work just about, together with a lot of our procuring and socializing.

Is it any shock — particularly given Fb’s … sorry, Meta’s multi-billion-dollar pivot to the metaverse — that entrepreneurs, like many others, suppose virtuality has an enormous future alongside physicality?

It begins with one thing so simple as digital occasions. Or putting a settee in a front room through augmented actuality.

And even simply enjoyable, like what Snap and Viber are doing with AR faceswaps and filters. And that enjoyable can have business or advertising implications.

“Companies are searching for methods to spice up engagement with customers and improve visibility amongst a large viewers” says Viber’s chief progress officer Anna Znamenskaya. “We’ll begin seeing AR masks and filters as engagement choices … in addition to masks with an entire transformation of the article, geo-targeted parts tied to particular areas, and sophisticated 3D results.”

The World Wildlife Fund, FC Barcelona, and the Davis Cup have already achieved so.

There’s a sensible motive for all this give attention to metaverse and digital actuality, says CMO Sharon van Donkelaar: “The pandemic isn’t over but and we’re almost certainly to face a brand new lockdown. VR and AR will assist convey the merchandise to the shopper whereas preserving them protected.”

Plus, with Fb investing actually billions of {dollars} into metaverse and a number of different platforms and technologists following swimsuit, there’s sure to be alternatives for entrepreneurs.

Only a phrase of warning:

“It’d take as much as 10 extra years earlier than we see the primary metaverse mass adoption come to life,” Viber’s Znamenskaya says.

So sure, discover, however my private recommendation is to not wager the farm on metaverse simply but. The forefront is commonly the bleeding edge, and whereas it’s nice to seize early adopters, they’re as but few in quantity. And early adopters, by advantage of being early adopters, are sometimes fickle.

You’ll see extra recommendation like this within the coming months and years:

For those who’re not contemplating metaverse as a part of your advertising combine in 2022, you’re already behind.”


Corporations ought to be capable to exhibit by way of their advertising campaigns that they aren’t closing their doorways on this new expertise if they aren’t but prepared to interact in it.”

I’m intentionally not citing the authors of these quotes to guard folks. The primary is a you’re-a-clueless-idiot-if-you-don’t-hop-on-the-newest-fad-immediately kind of remark, and isn’t true of something within the first flush of recent expertise creation. The second is a it-might-not-be-there-yet-but-try-not-to-look-clueless warning, and is at the least considerably worthwhile. Bear in mind, search for early adoption alternatives, however until you’re a very area of interest software particularly linked to AR/VR/metaverse, don’t spend the entire price range right here.

That mentioned:

25% of our prospects are already strategizing about the perfect methods to leverage Metaverse and create charming content material and experiences for his or her prospects.”

– Nishant Patel, CTO, Contentstack