The mobile marketing landscape is constantly evolving to keep up with changing technology and consumer behavioral shifts. Events that bring together mobile app thought leaders, like MAU Vegas 2024, have never been more vital.

At Mobile Apps Unlocked this year, CRAFTSMAN+'s President, Nancy Roberts, joined the panel "Don't Get Left Behind: Future-Proof Your Mobile Acquisition Mix" to share insights on adapting and thriving in a privacy-first, mobile-centric world.

Moderated by Lindsey Witmer Collins, CEO and Founder of WLCM App Studio, the panel included:

• Nancy Roberts, President of CRAFTSMAN+

• Sarah Neill, CEO & Founder of Mys Tyler

• Taylor Marcus, Growth Expert & Head of Business Development at Berkeley SkyDeck

Here is a round-up of their insights on the trends shaping mobile marketing in the privacy-centric era.

The Importance of Top of Funnel Creative Strategies

In a world where privacy regulations like SKAN and Privacy Sandbox limit traditional data-driven targeting, Nancy Roberts emphasized the need for compelling creatives that grab attention immediately. "Instagram has trained us to engage quickly or not at all," she said, underscoring the shift from deep-funnel targeting to a broader approach that captures brand messaging from the start.

How Community and Trust Drives Performance

Sarah Neill shared insights into the power of community and authentic connections. By fostering a genuine brand-consumer relationship from the outset, companies can create a strong foundation for acquisition and retention. This leverages organic advocacy, which is crucial as paid reach becomes more restricted.

Leveraging Data in a Constrained Environment

Despite privacy constraints, available data remains a potent tool for refining creative content. Sarah Neill discussed the use of "zero-party data"—information users give on purpose to influence their experience. At Mys Tyler, this data allows them to build personas and match users based on specific preferences in lieu of traditional tracking.

Following Trends: From Affiliate Marketing to Micro-Influencers

While often viewed skeptically, affiliate marketing has proven to be a scalable, cost-effective acquisition strategy. Additionally, there is a significant shift away from macro-influencers toward micro and nano-influencers. Users increasingly view content from smaller creators as trustworthy recommendations from a friend rather than a corporate endorsement.

The Potent Power of UGC

Nancy Roberts highlighted that consumers are seeking relatable, user-generated content (UGC) over polished advertisements. The raw, unfiltered nature of UGC allows brands to forge genuine connections. Taylor Marcus reinforced this, noting that whether it's a customer testimonial or an influencer post, the value lies in the authenticity of the voice.

What’s Next: Digital Out-of-Home Advertising

The integration of programmatic technology into Digital Out-of-Home (DOOH) has transformed a static medium into a dynamic tool. "Digital out-of-home now combines the eye-catching appeal of traditional billboards with the precision of digital advertising," Roberts noted. Its ability to update content in real-time based on traffic or weather patterns ensures relevance that static billboards cannot match.

Reflections on MAU Vegas 2024

The event was a celebration of the community driving the mobile marketing industry forward. Every gathering, from the Mobilekase dinner to Women in Leader(sip), was a testament to the innovative spirit of our industry.

Interested in elevating your mobile marketing strategy with cutting-edge creatives? Connect with CRAFTSMAN+ and let’s create impactful connections together.