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Three ways mobile marketers can make privacy their hallmark

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The launch of Apple’s ATT framework has impacted mobile marketers’ access to user-level data. To navigate this change, they need new tactics and mentalities. Drawing inspiration from brand examples, Gal Ekstein, President and GM at AppsFlyer, outlines three actionable steps marketers can take to succeed in the privacy-first landscape. 

Almost seven in ten UK consumers express high concern for their online privacy and over the last year, only two in five opt in when shown Apple’s ATT prompt about sharing their app activity. Although this has created challenges for marketers looking to optimise and measure their mobile campaigns, many are rethinking their approach to engaging users.

Almost half of consumers claim they are comfortable exchanging data with businesses if there is a clear benefit for it, and mobile marketers can tap into this receptivity. With these three actionable steps, marketers can build strong consumer connections, maximise opt-in rates, and place privacy at the centre of their mobile experiences.

Customise pre-prompts to boost ATT opt-ins

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Apple’s ATT framework works by allowing apps to display a pre-prompt message immediately before the ATT notification is shown to users. This presents marketers with a valuable opportunity to win user trust prior to asking if the mobile app can collect and share their data. Unlike the ATT notification, the pre-prompt is completely customisable, enabling marketers to adapt its design and messaging. Delivering a branded pre-prompt is an effective tactic for building a cohesive mobile experience.

Sky News, for example, uses its pre-prompt to communicate that ads support its quality journalism and allow users to access its app for free. By explaining the value exchange to app users, the pre-prompt clearly informs them of how they benefit from opting in. Domino’s UK, meanwhile, cooks up a short, engaging message for its pre-prompt which reflects its brand identity. When highlighting what the outcomes of opting in will be for users, the messaging also touches on the use case for its app — ordering pizza to customers’ doorsteps.

These customisations can deepen consumer connections and earn trust, increasing opt-in rates. With this, marketers can collect high quality data to measure mobile campaigns and inform their strategies while respecting user privacy.

Use deep links to drive customer acquisitions

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Deep linking is another tactic marketers can adopt to streamline the mobile experience, grow their customer bases, and retain current users, which allows them to enrich their pool of consented data. A deep link can be embedded in an online or offline environment — including social media posts, an email, or even product packaging with the use of QR codes — and instantly take prospective or existing customers to specific in-app content from wherever they are.

The advantage of deep links is that users get frictionless access to app content that aligns with their intent. Deferred deep linking is especially useful for the onboarding process, as it recognises new users, “remembers” the content they are engaging with, and delivers them to a relevant destination after they download the app.

By doing so, it creates a smooth, frictionless journey from consideration to app install and conversion, whether that’s placing an order or making a booking. Deep links let mobile marketers create a strong first impression with their apps, which is the best chance to win user trust and boost ATT opt-in rates.

Build impactful creative to connect with consumers

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Privacy-conscious approaches go beyond the opting-in stage, because in exchange for user data, marketers must deliver a personalised, relevant mobile experience that consumers find valuable. Prioritising creative optimisation should therefore be top of mind, especially when looking to re-engage consumers.

Ads are extremely useful for encouraging existing users to open apps and conduct specific in-app activities, such as renewing a subscription. Marketers should consider each element of an ad as a variable that can be optimised, including its colours, copy, design, font style, images, and call to action button. Testing three to five variations over the same number of weeks will enable marketers to identify which elements perform the best and consistently refine their creative to drive stronger outcomes.

An entertainment app, for instance, can tailor an ad to focus on its latest crime podcast when re-engaging customers who have previously tuned in to similar content, creating a timely message that is relevant to the user’s preferences. With global demand for entertainment streaming apps increasing by 13% year-on-year, marketers in this space need to build creative, engaging, and personalised online journeys to capture this rising consumer interest.

By following these steps, marketers can build valuable mobile experiences for both new and existing users, quickly gain and keep their trust, and maintain consumer connections while continuing to drive app engagement. In return, they will be able to maximise ATT opt-in rates, access user data in a privacy-centric way, and leverage these insights to further enhance their mobile strategies.

Images by Cristiano Matricardi

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