App marketers are bullish and expect their budgets to increase, according to an App Annie survey. This is in spite of a backdrop of optimism in the app economy.
Around 800 app marketers, including product managers, senior executives, and marketers, from more than a dozen industries, were surveyed by an App Annie study. 63 percent of the respondents expect budgets in marketing to increase. and 65 percent believe that there is an upward trend in the market overall. The company forecasted last June, that the global economy will reach $6.3 trillion by 2021.
In the report, App Annie stated: “Given the overall growth and intense competition in the app market, it’s no surprise that marketing budgets were expected to increase.”
“It’s critical for marketers to clearly identify their goals in order to determine how best to allocate these dollars.”
The top goal, supported by more than 80% of the respondents, is to acquire new users. But there were some differences when it comes to second place.
For social, video, and health and fitness applications, their second priority is retaining and re-engaging current users. Whilst, improved customer engagement was the second choice for gaming, music, maps, navigation, retail and productivity apps.
Driving new revenue streams, improving branding, supporting and promoting a company’s other mobile apps and reducing costs from other channels are among the other goals of the respondents.
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