77% of App Marketers Say the Traditional Customer Journey Needs Rethinking
The research report examines how app marketers in Europe are rethinking growth, retention, customer engagement, and discovery in an AI-led landscape.
Topics
Martechvibe released The State of App Marketing: Europe Edition, a research report examining how app marketers are responding to changing customer expectations, rising acquisition costs and the growing influence of artificial intelligence.
The study found that 77% of respondents believe the traditional customer journey needs to be redefined for an AI-driven world, signalling a shift in how marketers approach app discovery, engagement, conversion and retention.
As competition for user attention intensifies, app marketers are reassessing growth strategies that have traditionally relied on paid acquisition, app store optimisation and campaign-led engagement. The report examines how AI adoption, contextual experiences, community-led growth and alternative discovery channels are influencing these priorities.
The findings are based on a survey of 100 respondents working across app marketing, growth, user acquisition, retention and digital strategy. The research examines their current practices, investment priorities, technology adoption and perspectives on the challenges shaping app growth in the European market.
Key Insights from the Report
The report identifies the opportunities and challenges shaping app marketing in the European region:
- 77% believe the traditional customer journey needs to be redefined in an AI-driven world, reflecting changing expectations around discovery, engagement and conversion.
- 68% identify retaining existing users as a bigger challenge than acquiring new ones, placing greater emphasis on product value and repeat engagement.
- 45% identify AI fluency as the capability that will define the next generation of app leaders, highlighting the importance of applying AI strategically.
- 59% expect AI and automation to receive the greatest increase in app marketing investment over the next 12 months.
- 55% say generic messaging is the factor that most quickly undermines authenticity with customers, underscoring the importance of relevant, context-aware communication.
- 36% believe AI Search and Discovery will have the greatest impact on app growth over the next three years, pointing to the need to explore discovery opportunities beyond traditional app stores.
The research also examines the role of early user experiences in retention, the use of behavioural context to improve personalisation, and the potential of community-led growth to encourage participation and commerce.
As AI reshapes how people discover and interact with products and services, the report explores how marketers can build more flexible customer journeys while balancing automation with human judgement, customer trust and long-term value.
Availability
The full report, The State of App Marketing: Europe Edition, is available for download at [Report Link].
About Martechvibe
Martechvibe is a global digital magazine and authority on marketing technology and customer experience. It covers how enterprises, marketers, customer experience professionals and brands are adopting marketing technology and shaping customer experiences.
Through industry research, expert perspectives and coverage of emerging technologies, Martechvibe connects marketing and customer experience leaders with insights into the trends, challenges and strategies influencing their work.
Learn more at martechvibe.com.
