Mobile and App Marketing

#WHATSHESAID Helen Keelan of LG Ad Solutions shares insights on audience targeting, AI-driven analytics, and the future of shoppable TV.

With 48% of marketers using 11 or more digital channels, the key to success lies in prioritisation, data-driven optimisation, and seamless cross-channel integration.

Despite heavy investments, many mobile apps fail to reach their full potential. Unlocking success in 2025 requires a strategic focus on user engagement, seamless experiences, and data-driven personalisation.

REWIND 2024: The advertising industry is transforming as brands adapt to mobile-centric consumer behaviours, confront challenges posed by MFA websites, and embrace privacy-first strategies to drive meaningful and ethical engagement.

Rewind 2024: The mobile app is now a primary medium of communication between brands and their customers. A critical channel for retailers, what is in store for its future success?

Better use of customer data with a strong hand on compliance will be the biggest shield against mobile app growth challenges.

Winning brands will prioritise generating cross-channel journeys that bring together touchpoints without disrupting customer experiences.

The interactive instant messaging features of platforms like WhatsApp are transformative. The capabilities enable seamless, bi-directional experiences, enhancing customer interactions and reducing friction.

RCS also enables media-rich messages and more engaging two-way interactions with consumers via chatbots.

Steve Tan, VP & General Manager, EMEA/APAC at Airship discusses strategies to drive long-term customer loyalty, and maximise the business impact of mobile apps.