How will the iOS 14 update impact mobile app marketing campaigns?
It has been a few months since the iOS 14 update rolled out. One of the main highlights of the update was the addition of new privacy regulations. Anyone with an iOS app on the App Store now has to explicitly ask for user permission to track and link data back to users.
On its face, the update to privacy policy seems innocuous. It is great for end users because they can now choose whether to allow apps to collect and use their data.
A deeper reading would help you see the seismic impact this will have on the mobile app ecosystem, especially marketing.
Anyone can create an app these days using a free online app maker like AppMySite. The big challenge is actually getting app downloads. This requires overcoming every challenge that comes forth in the world of mobile app marketing. The following sections will provide an insight into the same.
#1 - An end to personalized app install ads?
One of the fastest ways companies acquire new users for their apps is running paid personalized ads driven by data tracking and collection. This update to privacy policy will essentially make apps get permission from their users to track, collect, and use their data.
Given the general scrutiny major platforms are under, most users are expected to withhold their data from the apps they use. This means Facebook will no longer be able to collect data freely from Apple users. The same is true for other major apps like Twitter, Pinterest, and so on.
These platforms are used by app marketers to run app install campaigns. With Apple restricting data tracking and collection for major apps, advertisers can no longer serve personalized ads to niche audiences.
This will significantly reduce the potency of social media ad campaigns to bring in app downloads. It is important to note that these restrictions are only active for Apple users. App marketers can continue using paid ads for running effective Android app install campaigns.
#2 - Collection in App Store results
Apple will start showing collections on App Store search results. These collections will be curated based on the search term.
The addition of collections presents another great opportunity for iOS apps to enhance discoverability.
Apple earlier used to dedicate large tiles for each app appearing in the search results. This naturally made it easier for apps appearing first to take away most of the downloads. Mobile users are notoriously impatient and thus apps appearing lower down the order get little attention.
Editorial collections will highlight some of the apps lower down the list that don’t get as much attention. 65% downloads on App Store start with search. It is thus vital for app marketers to make full use of the collections appearing in app store search results.
#3 - Introduction of App Clips
App Clips are essentially smaller parts of an app designed to perform a specific function. They solve a very central problem of mobile app marketing - convincing users to download the app.
Let’s assume you have a pharmacy app. The goal of your marketing campaign is to help people see all the benefits your app provides. It is difficult to accomplish this with simple marketing copy and creatives.
App Clips basically enable you to promote a specific part of your app. The best part is that your audience won’t have to download the app either. They can access the App Clip with a simple link and complete any given action, from making a purchase to playing a game.
Anyone promoting an iOS app can now allow the audience to experience the app before actually downloading it. Since it’s easy now to go from WordPress and WooCommerce to Android and iOS app, using these tactics to promote mobile apps is a no-brainer.
#4 - Auto-correct in search results
Apple will also auto-correct search results for spelling mistakes. A lot of ASO professionals target keywords that capitalize on spelling mistakes that users make. The new update will automatically show results for the correct spelling.
This will reduce app downloads for app companies that only target spelling mistakes. The reduced competition in misspelled keywords is a natural incentive for ASO professionals to target them. The new update will now take away downloads coming from this channel.
It is thus wise for ASO professionals to stop focusing on misspelled keywords with the arrival of iOS 14.
In conclusion
Tools like AppMySite make it very easy for anyone to go from WordPress to app in minutes for both Android and iOS platforms. App development is thus easy. The real challenge is responding to the obstacles that arise in mobile app marketing.
This piece provides a complete analysis on the impact of the iOS 14 update on mobile app marketing campaigns. Marketers promoting iOS apps should take these changes seriously to ensure they keep adding iOS users to their user base.
