How Are Mobile App Trends Helping Indian Brands?

From introducing AI-powered recommendation models to adding live commerce integrations, Indian mobile app marketers are keeping up with the mobile trends. Here are a few mobile marketing trends that will continue to surge in 2024. 

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  • A survey by revealed that Indians downloaded over 25.96 billion apps on their Android and iOS mobile devices in 2023. This ever-growing interest in mobile apps is constantly opening the doors for all tech-savvy mobile marketers. 

    From introducing AI-powered recommendation models to adding live commerce integrations, Indian mobile app marketers didn’t miss a single chance to catch up with the trend. These trends will continue to surge, helping brands create exceptional digital experiences for their target customers. 

    Here are a few ongoing trends that will continue to revolutionise the mobile marketing ecosystem in the next few years: 

    5G Technologies will continue to capture user attention

    The rollout of 5G networks promises to transform the mobile experience as we know it. With faster speeds, lower latency, and greater bandwidth, 5G opens up a world of possibilities for marketers. From immersive augmented reality (AR) experiences to seamless live streaming, 5G technology enables richer, more engaging content that captures users’ attention like never before.

    For instance, From Sugar Cosmetics introducing its Virtual Try On features to Lenskart integrating its AR capabilities to showcase its glasses, the market is already taking a massive ride. 

    Besides that, in 2023, Amazon pushed live commerce streams in India, where ecommerce brand, Myntra joined the race by introducing its AI influencer, Maya. 

    Integration of “Invisible App” to become the usual practice

    Forget bulky apps clogging your storage. We’re moving towards a future of lightweight mini-programs accessible within existing platforms like WeChat or super apps. This means your brand presence needs to be adaptable and integrate seamlessly within these ecosystems.

    Incorporation of hyper-personalised models to foresee a significant shift

    As consumers become increasingly discerning, personalisation has become a cornerstone of effective mobile marketing strategies. In 2024, we can expect to see a shift towards hyper-personalisation, where brands leverage data-driven insights to deliver real-time tailored experiences.

    Whether it’s personalised product recommendations, targeted offers, or customised messaging, marketers must harness the power of data to engage users on a one-to-one level.

    For instance, in July 2023, Swiggy integrated an AI-powered “What to Eat” feature to offer personalised food recommendations to its users based on their moods and cravings. 

    Recently, Fabindia also partnered with Netcore Cloud to introduce GenAI-powered solutions across its digital channels. 

    AI-powered Assistance and voice search to dominate the market 

    With the rising popularity of voice-enabled devices like smart speakers and virtual assistants, voice search is poised to become a dominant force in mobile marketing. 

    Marketers need to optimise their content for voice search queries and adapt their SEO strategies accordingly. Additionally, AI-powered chatbots and virtual assistants present new opportunities for brands to deliver personalised customer support and streamline the buying process.

    For example, SBI bank uses Ask ila, its AI assistance, helping customers resolve their issues 24/7. 

    AR and VR-powered immersive mobile commerce experience to evolve 

    The convenience of shopping on mobile devices has fueled the growth of mCommerce in recent years, and this trend shows no signs of slowing down. In 2024, we can expect to see a surge in mobile transactions driven by frictionless payment methods, integrated social commerce features, and immersive shopping experiences powered by AR and virtual reality (VR) technologies.

    For instance, Van Heusen partnered with Heftyverse to redefine the online shopping experience for their customers. This collaboration is a confluence of fashion and entertainment in the world, offering consumers with unparalleled shopping experience. 

    Marketers to join the race of first-party data collection 

    With growing concerns over data privacy and security, consumers are becoming more cautious about sharing their personal information online. In response, marketers must prioritise transparency, consent, and ethical data practices to build trust with their audience. By adopting privacy-centric data collection and management approaches, brands can foster stronger customer relationships and differentiate themselves in an increasingly competitive landscape.

    For example, Dabur is implementing event registration functionalities on its web assets as an initiative to eliminate unconsented customer data sharing. Consequently, this will enable the company’s marketing team to use first-party data for targeting. 

    How will these ever-growing mobile marketing trends help the brands? 

    Essentially, these emerging mobile marketing trends underscore the need for agility, innovation, and customer-centricity. To succeed in the mobile-first era of 2024, marketers must stay ahead of the curve, embrace emerging technologies, and adapt their strategies to meet evolving consumer expectations. 

    By leveraging the power of 5G, personalisation, voice search, mCommerce, and privacy-conscious practices, they can create meaningful connections with their audience and drive tangible business results in the mobile space. As the mobile revolution enters its next phase, the opportunities for marketers are limitless – it’s time to seize them.

    • Embrace Agility and Adaptability: Be prepared to experiment and adapt your strategies to keep pace with the ever-changing mobile landscape.
    • Invest in Data and Analytics: Leverage data to understand your audience and personalise your marketing efforts.
    • Think Beyond the App: Explore innovative ways to reach your audience within existing platforms and super apps.
    • Prioritise User Experience: Create frictionless, personalised experiences that add value to your audience’s mobile journey.
    • Focus on privacy-first marketing: Build trust by being transparent about data collection and respecting user privacy.

    The next phase of the mobile revolution is upon us, presenting challenges and exciting opportunities for marketers. By staying informed and adapting your strategies, you can ensure your brand remains at the forefront of the mobile marketing wave.

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