《Airship:2023年移动应用洞察与预测报告(英文版)(30页).pdf》由会员分享,可在线阅读,更多相关《Airship:2023年移动应用洞察与预测报告(英文版)(30页).pdf(30页珍藏版)》请在三个皮匠报告上搜索。
1、2023 Insights&Predictions2https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Introduction Opportunity often hides behind fear,uncertainty and doubt.In 2023 with geopolitical instability,economic uncertainty,rising customer acquisition costs,growing data regulations,and AI thre
2、atening to replace a swath of creatives and coders FUD comes easily.Layer on massive layoffs from tech giants and it seems everyone is getting squeezed.In the meantime,the pandemic is waning,consum-ers are spending again and theyre looking for bargains.Theyre also looking for great experiences.The b
3、est CX blends digital experience with real-world experience in way that makes life better.Customer behaviors and use of mobile apps have been reflected in earnings reports for years,but app experiences are only just beginning to be understood as the best avenue for creating and capturing value.To br
4、oaden that understanding,Airship spoke with 20 business leaders in January 2023 about the role of low-code and no-code,mobile advertising,data privacy,personalization,experimentation and other trends critical in the year ahead.Read on for insights,key trends and data that we hope will inspire your 2
5、023 strategies to better connect with customers.And dont hesitate to get in touch to discuss how Airship can help.2023 Insights&Predictions3https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.ParticipantsBrett Caine,Airship 3Forrester Research 4Victoria Dring,Studio Retail 5Gar
6、tner 6Tom Butta,Airship 7Jonathan Kay,Apptopia 8Mike Herrick,Airship 9Simon“Bobby”Dussart,Adjust 10Alex Bauer,Branch 11Virginia Llewellyn,Airship 12Forrester Research 13Frank van de Laar,Nederlands Politie 14Michael Lavoie,Airship 15Michael Katz,mParticle 16Shannon Cook,Movable Ink 17Daniel Ackerman
7、,Airship 18Jay Gyuricza,Wunderman Thompson 19Lauren Hensley,VMLY&R 20Gartner 21Corey Gault,Airship 22Jay Johnston,poq 23Jason Davis,Simon Data 24Steve Tan,Airship 25Ashley K.Jolicoeur,CNET 262023 Insights&Predictions4https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Brett Cai
8、neCEO Airshiphttps:/ no question that mobile apps will be at the center of customer experience.Brands that are great at mobile app expe-rience outperform those that arent,but best practices constantly evolve.New experiences anywhere reset expectations everywhere.Brands that become complacent,or trea
9、t mobile app experience as a cross-channel messaging exercise,will find themselves out-ma-neuvered by hungry competitors that are more agile in optimizing what customers experience in their key moments.2023 Insights&Predictions5Get in Touch to learn More 2023 Airship Group,Inc.All rights reserved.“T
10、he range between the best and worst CX in these industries will narrow as 25%of below-average brands improve and 50%of above-average brands decline or stagnate.To stand out from this tightening pack,companies must embrace customer obsession and pursue CX innovations that differentiate their brand,ra
11、ther than relying on CX strategies that consumers perceive as similar.”Forrester Research,Inc.,“Predictions 2023:Customer Experience,”October 25,20222023 Insights&Predictions6https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Victoria DringHead of Digital:Product,CRM and Marke
12、ting Studio Retail https:/ living in times of uncertainty so its important that businesses have a clear strategy,understand their competitors,use data effec-tively,and are clear on their brand proposition.Brand longevity is dependent on acquiring new customers and nurturing existing ones.Within this
13、 mix,apps will play an important role,supporting retention and loyalty of existing customers whilst creating relation-ships with those hard-earned new customers.2023 Insights&Predictions7Get in Touch to learn More 2023 Airship Group,Inc.All rights reserved.“Looking forward,73%of retailers plan to in
14、crease investment in their mobile app experience to impact digital commerce.Digital marketing leaders plan to invest in their apps more than in product personalization,virtual reality or exclusive discounts.Do not risk falling behind peers that are already planning,scoping and delivering on enhanced
15、 app experiences.Long-term engagement and the ability to retain or activate your customer through multiple channels will fade.”Gartner,“How Retail Brands Can Drive Mobile App Usage,”September 1,2022,by Kassi Socha2023 Insights&Predictions8https:/ in Touch to learn More 2023 Airship Group,Inc.All rig
16、hts reserved.TomButtaChief Strategy and Marketing Officer Airship https:/ win or lose depending on how well they create and manage app experiences.Most brands either ignore this fact or dont know how to address it.Or are trying to address it and,frankly,failing.Yes,its hard,but with Airships no-code
17、 solutions,non-technical teams can build customer relationships with their own hands.Its a process.The point is,you need to get started if you want to be in the game.2023 Insights&Predictions9https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Jonathan KayCEO Apptopia https:/ m
18、ost apps are used on your phone,many will become keys to interact with the devices and environment around you.For example,Dunkin rewards members might zip through the drive-thru without ever physically paying.Netflix subscribers might instantly log in to their pro-files on any smart TV within shouti
19、ng distance.Experiment with any-thing new,and use technologies like Bluetooth,NFC,and QR codes,as less friction clears the path to more market share.2023 Insights&Predictions10https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Mike HerrickSVP of Technology Airship https:/ 2023
20、,brands will shift from whats next to whats now,sidelining the metaverse for what drives value today:the pane of glass already in everyones hands.The value and efficiency gained from mobile apps will be a magnitude greater in the real world than in the virtual one for years to come.Annual innovation
21、s and entrenched ecosystems of Apple and Google will continue to expand whats possible,with AR and AI leading the way.2023 Insights&Predictions11https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Simon“Bobby”DussartCEO Adjust https:/ advertising will continue to take over glob
22、al digital ad spend.The potential to reach new users is at an all-time high for mobile mar-keters.eMarketer predicts that mobile advertising will comprise 76%of global digital ad spend by 2024.Money follows measurement and because of this,well see a major shift to mobile advertising as measurement t
23、echnologies evolve,offering marketers expanded abili-ties to prove ROI.2023 Insights&Predictions12https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.AlexBauerHead of Product&Market Strategy Branch https:/ and user privacy are becoming inseparable.The shift away from universal
24、unique identifiers like IDFAs,GAIDs,and third-party cookies will continue in 2023.Well see more separation between in-channel measurement and holistic measurement.The former is great for tactical uses(like how much do I pay my ad network this week?),but new innovation around the latter is what will
25、provide the cross-channel view that marketers need to make strategic decisions.2023 Insights&Predictions13https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Virginia LlewellynChief Legal&Administrative Officer Airship https:/ more than ever,brands must get it right with global
26、 data privacy standards.While many see this as a topic for lawyers and infosec teams,growth leaders will focus on enabling mobile capabilities to interact with consumers in ways that arent just compliant,but more appealing.Making it easy for customers to share information,when and where they want to
27、 will build a foundation of trust and bring them back for more.2023 Insights&Predictions14Get in Touch to learn More 2023 Airship Group,Inc.All rights reserved.“74%of customer-committed retailers find that their customers are likely to share personal data,and 83%say they are likely to recommend thei
28、r companys products and services to a friend or family member.All of these attitudes culminate in revenue growth that is an average of 2.4 times that of customer-aware firms across all industries.”Forrester Research,Inc.,“The State Of Customer Obsession In Retail,2022,”November 10,20222023 Insights&
29、Predictions15https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Frank van de LaarProduct Owner for National Public Safety,Emergency and Crisis Apps Politie(Nederland)https:/ us there is a growing importance to design and build mobile and digital services for the public with pr
30、ivacy and accessibility for all citi-zens being top of mind.We must prove to the public that we handle their personal data with caution and respect.Private and commercial technology service providers will encounter more and more pressure to improve their privacy transparency and their impact on the
31、public opinion.2023 Insights&Predictions16https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Michael LavoieSVP of Customer Success Airship https:/ of 10 developers and marketers agree that waiting to get app enhancements to market significantly impacts the business.And yet the
32、res plenty of waiting.Dependencies,differing priorities,capac-ity and complexity result in lost value across every stage of the mobile app customer lifecycle,limiting results.2023 will see renewed effort to drive improvements,as businesses double down on creating and cap-turing value from existing c
33、ustomers and strive to attract new ones.2023 Insights&Predictions17https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Michael KatzCEO mParticle https:/ acquisition is all but extinct.As brands are asked to do more with less,constraints will drive creative solutions.We believe
34、that starts with a strong first-party data foundation,and three major trends:1.AI-powered solutions for adaptive experiences that increase relevancy and customer lifetime values.2.Brands will double down on loyalty programs.Theres no better place for this than apps.3.Retention marketing,loyalty and
35、ad channel silos will become intelligently unified.2023 Insights&Predictions18https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Shannon CookDirector,New Channel Activation Movable Ink https:/ will take data consolidation and centralization as priority moving into 2023 and bey
36、ond to ensure customer data can be used seamlessly across all of their channels:email,mobile and web.With iOS changes affecting the collection of third-party data,zero-and first-party data for personalization have never been more important.2023 Insights&Predictions19https:/ in Touch to learn More 20
37、23 Airship Group,Inc.All rights reserved.Daniel AckermanVP of Product Management Airship https:/ advances in AI will seem to threaten the broadest swath of occupations in human history.Winners will view generative AI for coding and content as tools to advance value and efficiency,freeing up resource
38、s for strategic priorities.Combined with no-code app ex-periences,marketers can finally scale from personalized campaigns to individualized experiences.Marketers and developers alike will escape backlogged campaign and app enhancement requests and gain more space for difference-making innovation.202
39、3 Insights&Predictions20https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Jay GyuriczaVP of Sales Wunderman Thompson https:/ proliferation of low-code,no-code platforms will help non-tech-nical teams optimize app onboarding and customer data collection,while freeing developer
40、s to focus on strategic innovations and market-differentiating features.Well-written,performant code created by ex-perienced developers will become even more valuable as expectations for quality,performance and capability continue to advance.2023 Insights&Predictions21https:/ in Touch to learn More
41、2023 Airship Group,Inc.All rights reserved.Lauren HensleyDirector,Mobile App Marketing&Lifecycle VMLY&R https:/ many brands rely too much on development for their lifecycle and engagement needs whether its hard-coding an onboarding series,pushes or prompt-to-rate.This slows down engagement efforts a
42、nd keeps non-technical teams from experimenting and adapting outside the development lifecycle.Well see more brands start to lean on codeless solutions,like Airship,for lifecycle strategies that empower their product and mobile marketing teams.2023 Insights&Predictions22Get in Touch to learn More 20
43、23 Airship Group,Inc.All rights reserved.“By 2025,70%of new applications developed by enterprises will use low-code or no-code technologies,up from less than 25%in 2020.Companies with high success in building a digital business technology platform have procured low-code development platforms 5xmore
44、than those with low success.”Gartner,Inc.,“Harness the Disruptive Powers of Low-Code:A Gartner Trend Insight Report”,July 18,2022,by Jason Wong,Kyle Davis2023 Insights&Predictions23https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Corey GaultVP of Communications Airship https
45、:/ outside of the app experience only goes so far.Brands need greater agility to reward customers within their experience not just as a prod or a pop-up.To do so effectively,non-technical teams will turn to no-code experiences and continuous optimization,shedding todays near-total reliance on develo
46、pers to actively improve activation,onboarding,adoption and customer understanding.2023 Insights&Predictions24https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Jay JohnstonCEO poq https:/ and more of our customers are doubling down on apps for their obvious strengths in custo
47、mer engagement and retention.This be-comes even more relevant in 2023 in light of data deprecation and higher customer acquisition costs.Loyalty programmes that play to these strengths will grow in number and sophistication,and apps will continue to cement themselves as the hub at the centre of cust
48、omer experience.2023 Insights&Predictions25https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Jason DavisCEO&Co-Founder Simon Data https:/ cloud is enabling next-generation data platforms that are emerg-ing as a massively disruptive force,offering complete and accurate views o
49、f the customer across the enterprise.Many marketers have yet to take full advantage of cloud data platforms,and for many MarTech tools this represents an architectural shift in their core data capabilities.2023 Insights&Predictions26https:/ in Touch to learn More 2023 Airship Group,Inc.All rights re
50、served.Steve TanVP&General Manager,EMEA/APAC Airship https:/ companies continue to navigate economic uncertainties,theyll carefully evaluate and prioritize customer experiences and journeys that deliver the greatest value.The focus will be on customers not channels,shifting marketers primary concern
51、 from email to apps where an ever-present connection,first-and zero-party data and tightly integrated loyalty offerings will give brands the insight and capability required to deepen 1-to-1 relationships.2023 Insights&Predictions27https:/ in Touch to learn More 2023 Airship Group,Inc.All rights rese
52、rved.Ashley K.JolicoeurAssistant Platforms Manager CNET https:/ must put personalization at the forefront of audience growth strategies.This means tailoring SMS,email and push notifi-cations to users specific interests in order to cut through the clutter and ultimately drive engagement and monetizat
53、ion in 2023.Testing mobile app personalization methods and messaging will lead brands to content that works well with their audience and drives higher engagement.2023 Insights&Predictions28Get in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Thank YouWe would like to thank our partn
54、ers and clients for offering their insights and predictions for this eBook.So,how will you evolve 1-to-1 customer relationships in 2023?Will you focus on personalization,data privacy,app-enabled conveniences.or all of the above?No matter your strategy,make sure you have the tools and insights to hel
55、p you make decisions that your customers will love,resulting in strong ROI.As the only enterprise-class SaaS platform focused 100%on helping brands master mobile app experi-ences,Airship has powered meaningful interactions at every stage of the customer lifecycle for many of the worlds largest compa
56、nies and breakout startups for more than a decade and counting.Heres to your growth and success in 2023!Let us know how we can help.2023 Insights&Predictions29https:/ in Touch to learn More 2023 Airship Group,Inc.All rights reserved.Contributors2023 Insights&Predictions30Get in Touch to learn More 2
57、023 Airship Group,Inc.All rights reserved.About AirshipAt the dawn of mobile apps,Airship powered the first commercial messages and then expanded its data-led approach to all re-engagement channels(mobile wallet,SMS,email),app UX experimentation,no-code native app experience creation and App Store O
58、ptimization(ASO).With the Airship App Experience Platform and Gummicubes ASO technology and expertise,brands now have a complete set of solutions to optimize the entire mobile app customer journey from the point of discovery to loyalty driving greater value for everyone involved.Having powered trill
59、ions of mobile app interactions for thousands of global brands,Airship is proud to be at the forefront of what has become the digital center of customer experience,loyalty and monetization mobile app experience(MAX).No one knows more,does more,or cares more than Airship when it comes to helping brands master MAX.