Trending Articles
Trending Topics
Trending
This article is part of our Opinions section, where we invite industry professionals to share their views on the most pressing technology questions of our time.
I previously shared with you my thoughts about generative AI and its importance in marketing and business, in general. That and the importance of the wider use of AI is still debated by many. In 2025, however, those conversations will be a relic of the past. At least in marketing and, more specifically, app marketing.
Let’s have a look at the wider tech and business landscape. The AI market is expected to reach $1,339 billion by 2030. A recent survey from MIT Technology Review Insights revealed that 94% of business leaders are adopting generative AI in some capacity when it comes to software development. A Forbes Advisor survey also found that 64% of businesses expect AI to increase productivity, while a Storyblok survey found that 63% of brands say AI is impacting their content marketing, SEO strategies, and how their websites work.
I will go further and say that AI is already no longer an optional add-on; it’s the beating heart of successful app marketing strategies. Here is the harsh reality: if your app’s marketing isn’t powered by AI, you’re falling behind. Time, money, and countless opportunities are slipping through your fingers with every passing day you choose to remain on the sidelines.
This isn’t a doom and gloom prophecy though. It is an invitation to embrace the future and harness the incredible power of AI to elevate your app marketing game.
With AI marketers can consistently deliver exceptional returns on investment. AI can already reduce marketing costs by 20% and boost revenue by 10%, and these benefits will only grow as AI adoption accelerates.
Gone are the days of pouring money into unoptimised campaigns. AI will analyse user behaviour, campaign performance, and market trends to automatically adjust bids and budgets in real-time. This translates to pinpointing high-performing channels while pulling back from those delivering diminishing returns. This dynamic approach ensures your marketing budget is laser-focused on driving the highest possible ROI.
AI’s analytical prowess goes beyond just bidding. It will delve deep into user data to extract powerful insights about your custom product pages and keywords. By uncovering hidden patterns and user preferences, you will gain a crystal-clear understanding of what resonates with your target audience. This empowers you to refine your messaging, optimise your app store presence, and deliver the kind of content that truly converts.
It is worth noting that the advertising networks app marketers use are already AI-powered with the goal of spending the set budget. This makes it even more important to use approved third party platforms to help you optimise budgets to ensure you get the best return on your investment.
Marketers are a busy bunch. Juggling multiple tasks can leave precious little time for strategic thinking and creative exploration. This is where AI assistants and copilot technology step in.
Struggling to brainstorm engaging content for your next campaign or content for your App Store Optimisation (ASO)? Let AI be your muse. AI can help you analyse user data to understand current trends and predict what kind of content will generate the most interest. This doesn’t mean AI will replace human creativity; think of it as a brainstorming partner churning out a constant stream of ideas to spark your imagination.
No more wasting valuable hours on repetitive tasks like scheduling social media posts or managing ad schedules. AI can handle these mundane chores, freeing you to focus on more strategic initiatives.
Personalisation is key to attracting today’s digital-first mobile users. AI assistants can help you draft personalised messages, recommendations, and in-app experiences based on user preferences and behaviour. This level of individual attention can lead to a more satisfying user journey, boosting engagement and loyalty.
Recommended: 19 martech recommendations by marketing leaders
Seasonality in marketing is nothing particularly new. However, it still is an under-leveraged area in app marketing. It can significantly impact your app’s performance and give you a boost in users. And this can be achieved without an advertising budget. It can all be done organically when you have the right calendar event, great graphics and A/B testing.
As in the case of the Wargaming mobile game World of Warships: Legends a comprehensive analysis and testing strategy of seasonal Christmas-themed screenshots increased its conversion rate by an average 15% across three focus markets. During this testing period, there were no in-app events or paid user acquisition campaigns, allowing the performance changes to be directly attributed to the updated screenshots.
2025 will see app marketers take more advantage of seasonality as they work with tighter budgets. With the help of AI, seasonality will take on a whole new dimension. It will enable you to leverage historical data and user behaviour to predict not just major holidays, but also smaller, localised trends – these could be back-to-school seasons, specific sports events or cultural holidays. Not every calendar event will be relevant for every app, which makes A/B testing important to see what works. This requires constant monitoring and optimising. In 2025 and beyond, AI will help you with that. By factoring in these seasonal nuances, your app marketing campaigns will maintain a constant level of relevance and optimise engagement throughout the year.
The above is just a fraction of what AI can and will do for marketers. The options and abilities will only increase as more businesses embrace AI. In app marketing embracing is a no-brainer. It is such a competitive landscape that one person – or even a team of multiple people – can’t do everything. Out of the million apps on the App Store and Google Play, only a fraction are successful and even more importantly, only a fraction generate any profits. As budgets are squeezed, businesses will have higher expectations of marketing. AI can fill the gap and help maximise that ROI.
But it is not just a case of “implementing AI”. As an industry, we have to rethink the whole marketing infrastructure based on new emerging technologies such as AI which have a great impact on many areas such as ethics, app analytics, monetisation, performance forecasting, incrementality and beyond.
