Martechvibe, Branch Unveil Report on App Growth in Southeast Asia
48% of Southeast Asia respondents said accurate attribution is a top mobile app growth challenge. Read the report ‘The State of Mobile App Marketing 2025’ for more insights.
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Most Southeast Asia brands are already leading the way in mobile marketing. Nevertheless, they continue to fine-tune their strategies to stay ahead. As technology meets opportunity on an unprecedented scale, mobile marketing becomes a pivotal force that can make or break a brand in 2025.
Branch, the linking and measurement partner for growth-focused teams, today announced the launch of their report, ‘The State of Mobile App Marketing 2025’ in Southeast Asia, in collaboration with Martechvibe. The report reveals that mobile apps are now a core component of customer acquisition, engagement, and retention strategies.
Effective measurement and attribution are crucial for optimising app campaigns and achieving mobile goals. As marketers increasingly focus on understanding the impact of their efforts, the ability to accurately attribute app installs and user activities to various marketing channels has become a key determinant of success.
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“The landscape of mobile app marketing in Southeast Asia is evolving rapidly, driven by a dynamic interplay of technology, user behaviour, and regulatory considerations. As brands navigate these complexities, the role of data and technology in shaping app growth and marketing strategies has never been more critical,” said Vidhur Bhagat, Regional Vice President – APAC, Branch.
To gather real data-led insights, Branch and Martechvibe conducted a survey of approximately 400 marketing executives within app marketing, product development, and growth, including directors, C-suite executives, heads of departments, senior managers, and managers. The report also incorporates viewpoints and expert opinions from several senior marketers from the same industries.
Key findings from the report:
- 76% of respondents use attribution or analytics tools to measure app installs, reflecting the importance of tracking marketing effectiveness.
- 55% of respondents plan to add a mobile ad optimisation tool to their tech stack, aiming to maximise the effectiveness of their ad spend.
- 65% of respondents found influencers successful in driving higher user engagement and retention.
For more in-depth insights into the current mobile app landscape and the future goals of marketers, read the report here.
