Mobile Marketing changes with the wind, and in recent years it seems the wind has been blowing stronger than usual. Making predictions about the future of this ever-evolving industry can be difficult, but here are five essential tips to keep in mind as we head into another dynamic year of mobile marketing.

1. Be aware of privacy regulations

If 2021 and 2022 have taught us anything, it is that change is inevitable. From Apple's deprecation of the IDFA to the (still in flux) Google Sandbox, privacy is front and center when it comes to mobile marketing, but what that will look like in 2023 remains a mystery.

Apple's release of iOS 16 also brought us SKAdNetwork 4.0, which precipitated changes in the timing and number of returns received, and gave it another probabilistic breather. But even with continuous updates, the SKAdNetwork is becoming a household name. Google's proposed replacement for cookie-based targeting in Chrome has been pushed back to the second half of 2023 at the earliest. On March 22, Google announced that developers could “start globally testing the Topic Reporting, FLEDGE, and Attribution APIs in the Canary version of Chrome.” April brought the first developer preview of Privacy Sandbox for Android. Updates since then have been few and far between, so mobile marketers and developers need to keep an eye on developments to be prepared for what's to come.

2. Stay flexible so you can adapt quickly

The only thing we can say for sure about 2023 is that the changes are yet to come. Adaptability is key to thriving in the ever-changing mobile landscape. However, that requires companies to stay agile, whether that means being open to new tactics or working with technologies that can be flexible in the face of change. With a bit of foresight and flexibility, companies should strive to solve challenges before they really start.

3. Keep an eye on ROI

With inflation raging and a recession looming, all budgets are under scrutiny, including advertising spending. Marketing teams need to keep a close eye on marketing costs and ROI, something that is more difficult to do in the age of privacy. That's why it's more important than ever to evaluate one's marketing channels to determine which ones are delivering the best results and most valuable users. That also means deciding what is essential for individual case points and what KPIs really matter to ensure marketers are using their budget effectively.

Having the right tools in place can help marketers analyze their marketing campaigns and extract more value from them.

4. Put affiliate marketing in the mix

Affiliate marketing spend is projected to reach $13 billion by the end of 2022, making it a key channel for mobile marketers in 2023. A study by Awin and Digiday found that “80% of marketers see affiliate marketing as a major source of revenue, with nearly half (46%) saying it will become more important in 2023 as they allocate more budget to the channel.”

The right affiliate network can provide a significant mix of channels that go beyond the limitations of Google and Facebook. Respondents in the Awin and Digiday study said they are working with a variety of affiliate partners, including influencers and creators (40%), media houses (39%), comparison shopping (36%), bloggers (35%) ) and technology partners. (3. 4%). It's clear that affiliate networks can be a valuable part of any mobile marketing strategy.

5. Automate everything you can whenever you can

Automation has been on marketing trend lists for years and for good reason. Automating tedious manual processes frees people up for more creative and general tasks. This is especially important for small teams looking to maximize every penny spent on advertising. The AI ​​behind automation improves every year, making it easier to work smarter instead of harder, freeing up a team to perform business-critical tasks.

So what can we expect from mobile marketing in 2023?

The mobile marketing landscape is changing, forcing advertisers and service providers to keep up. The companies that will thrive in 2023 are the companies that see these changes as challenges rather than setbacks. Keeping an eye on mobile industry trends will help you prepare for what's next and stay ahead, even when you don't know what's around the corner.

The right technology is more critical than ever to help businesses navigate what's to come. Innovative solutions can improve customer performance and demonstrate ROI, making them indispensable partners for the road ahead.

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