Shifting consumer trends and an industry-wide move towards contextual segmentation likely makes 2022 a defining year for mobile marketings evolution.
As reported on by AdAge, Gil Dudkiewicz, CEO of Start.io, shared his outlook for the near future and beyond.
According to Dudkiewicz, brands and marketers that are prepared to seize opportunities that arise from mass disruption put themselves in an optimal position to succeed.
Traditional advertising channels like TV are losing ground as consumption continues to shift to streaming services.
So for Dudkiewicz, it has become clear that mobile will be the front and centre of advertising after the pandemic caused digitization to accelerate.
He adds that Ad budgets that were once allocated to TV could be put to much better use in the mobile space.
Reaffirming his belief in the enduring success of mobile advertising, Dudkiewicz also cited IDC findings which state that the mobile app advertising industry has surpassed a $100 billion ($A139 billion) valuation.
Despite this dominating trend, some marketers hold reservations about Apple’s disruption in the ecosystem with their Identifier for Advertisers (IDFA) policy.
The IDFA is an opt-in privacy tool that Apple has recently introduced, it forces apps to explicitly ask each user to access their device ID.
Although there is a relatively high consent rate of about 40 per cent, it’s imperative organisations adapt to new technologies and regulations.
In this particular instance, Dudkiewicz advises for the construction of a platform that is future-proof, able to handle any segment or audience on a contextual basis.
Albeit disruptive privacy policy changes, for marketers, mobile targeting will be the most powerful tool in their toolbox today and going forward.
In 2022 specifically, Dudkiewicz expects to see a speeding up of digital interaction and service adoption.
This is because customers are adapting faster and also exploring new digital products and services.
Dudkiewicz concludes that this trend should lead brands to revisit their strategies and product offerings to meet emerging consumer expectations.
