customer segmentation

Are you the same person as your friends and family members? Do you also like, need and want the same things as your brother, sister, mother, or father? Obviously, this is all a big no! You’re your very own person.

So, why do some companies and brands expect to appeal to a diverse range of customers with the same content with their marketing campaigns all the time?

Marketing companies find it to be an integral part of their marketing strategy to divide their audience by a range of parameters. This is very useful to effectively approach different segments based on their needs. Additionally, the trends and technology prevailing today in the industry make it extremely important to personalize content for customers, for which segmentation is essential.

Moreover, artificial intelligence, machine learning techniques and analytics methodologies combined with cutting-edge online marketing automation tools will soon transform the way marketers see their marketing campaigns and the way customers evaluate them.

In this blog, we will be discussing some of the popular ways companies segment their audience.

Geographical and Personal Details

Segmenting customers by their geographical and personal details, like age and gender, makes it easy for companies to run location-based campaigns and offer products and services based on someone’s age or gender – think beauty products, clothes, even spa services.

Such segments are very common, and most companies probably have some level of geographical and personal details in their database.

Psychographics – Behavior, Opinions, Preferences, Choices

Every customer is a distinct individual who makes their own choices and has specific preferences and opinions. Customer behavior and preferences can be understood by the way marketers track web sessions and how people navigate certain areas of a website. This behavior can be easily tracked through analytics and search engine optimization tools and techniques.

 

Intelligent Segmentation through Machine Learning for Smarter Automation

In earlier times, it was counted as something extraordinary if a customer was greeted with a personalized text message upon purchasing a product or entering a hotel. Today, it is considered the norm, and the absence of such personalized communication is considered below standard. This is because the standard of marketing is constantly on the rise, thanks to technology. Artificial intelligence and machine learning play a huge part in providing customer experiences that are perceived as different and exclusively designed for them.

 

Conclusion    

The aspects of online marketing automation are very dynamic, and can never be taken for granted, especially knowing the lightning speed of advancements. Marketers must keep an eye on changing customer behavior and choices to always be in a position to figure out what changes they need to make in their marketing data and strategy. Being complacent about a perfect marketing strategy might get them in trouble.

How Technology Helps Marketers Address These Five Marketing Trends

Today, almost all aspects of human living have been influenced by technology. And when it comes to the digital side of human endeavors, technology seems to be ruling it. In that context, marketing looks to be overwhelmingly inspired by the rapid growth of technology.

Moreover, marketing trends are never serene, as they change too briskly. You need to have a multitude of strategies lined up so that you can always turn to the next strategy as trends change. This is where the technology plays a substantial role.

Let us see how the top five marketing trends in online marketing automation are addressed easily using technology. We’ll use Marketo for the examples, but you can apply to any marketing automation tool.

Never Be Predictable

The audience of today has become demanding, and there are reasons for it. The rise in the standard of marketing has developed a trend of asking for newer, smarter and more creative stuff. Moreover, the abundance of marketing content has educated audiences into what is innovative and exciting. Therefore, any conventional, predictable content is quickly ignored and left without being given attention.

Fortunately, technology takes marketers one step ahead from being seen as predictable by their audience – courtesy of web personalization. Instead of making generalized conversations and putting up traditional marketing phrases, marketers use customized content such as personalized messages, emails and images to engage smarter with the audience.              

Marketo implementation brings even more benefits to a marketing campaign. It provides you with options which take personalization to a whole new level. Marketo introduces Artificial Intelligence (AI) to the game, and generates tailored content after assessing customers’ information gathered by their behavior and handling. That doesn’t only stimulate lead generation but secures a positive customer impression too.

Adapt to the Domination of Mobile Phone

The few inches of the mobile screen is the most viewed window in the world for sure, and thus the most powerful medium for marketers to reach out to the masses. Since the number of mobile phone users across the globe is constantly on the rise, it would be unwise to align the significance of mobile phones as a medium with other media.

The industry has already adopted the trend and started to cater to a customer’s journey by exclusively emphasizing the mobile device user experience. Marketing content these days is exquisitely designed for mobile devices to optimize a visitor’s web session. Marketo synchs the data with lead profiles, saved in different social platforms’ mobile applications, and releases ads, alerts or emails instantly. This gives marketers exposure to potential customers.

Data Drives the Campaign

Handling data today takes some serious effort from the marketers. Marketers have loads of diverse data that they need to maneuver time to time for the execution of their dynamic marketing strategies. But the concern is, how to handle and make the most out of it.

The good news is, data handling has never been as easy as Marketo has made it. Marketo implementation ensures the eradication of any hindrances in the way to managing data by providing smooth to and fro transportation. It offers an ease of moving data over and over again, and great convenience to use it in accordance to the custom standpoints of customers or potential customers.

Account Based Engagement – A Focused and Calculated Effort

Simplifying the spectrum, identifying the target, and then aiming at it is more logical than roaming the market in hopes to find a yielding interaction. That is what Account Based Engagement focuses on. Attempting to impress a broad range of companies or individuals with the same content is utilizing more effort for little outcome.

Engage with the most fruitful profiles in terms of revenue rather than wasting time and money with the infertile ones. You can channel customers more quickly and even assess the success through Marketo’s remarkable analytic features. Marketo organizes the particularized campaigns in order, and paves a great way to respond to customers promptly.

United We Win

The truth of working in departments and teams is that the departments and teams are for the organization, not for the customers. A customer has an impression of an organization as a whole; therefore, it is crucial for an organization to bridge gaps among its individuals, teams and departments. A combined drive with sound collaboration is highly important to produce meritorious results.

The sales engagement technology of Marketo lays a perfect collaborative platform for marketing and other individuals not only to execute their techniques jointly, but also to analyze their outcomes. Furthermore, Marketo’s “Sales Insights” enables marketers to steer the leads effectively and generate higher revenue.

The trends in online marketing automation might change soon, but we can still rely on technology as it stays ahead of the trends moving at lightning speed. So as the race advances, so does the technology to come up with more futuristic solutions to cater the digital needs.

Website Content More Interactive

Are you looking for a digital marketing agency in NYC to help you make your website content more interactive?
Whether you are a food blogger, a travel agency or a digital marketing platform, we are all online and using the internet regularly. While we have all landed on a website that just speaks to us, we have also been to sites that are hard to use and visually unappealing. However, not many of us can pinpoint the very feature that makes a website work or not work.
However, we do know that visitors’ engagement is one significant feature that all good websites have in common and we also know that irrelevant content is one of the key reasons why website visitors don’t engage. Moreover, one of the most important strategies to improve engagement rates is to make sure your website content is interactive. It ensures that your website visitor isn’t only visually engaged, but they are physically engaged as well and are eager to navigate your website and find the content they want to consume.
In this blog, we will learn about seven effective strategies that will help make your website content more interactive.

1. Ask for feedback

Ask your audience for their feedback, whether it be through comments or ratings. It is a great way to interact with the visitor. Some websites may use pop-ups to ask for the visitor’s feedback, but often people find them annoying and disrupting and it goes against the seamless experience you want to provide your audience. A much better option would be to ask for feedback or ratings at the end of a specific content piece, as it is less intrusive and also give the person a chance to finish reading.

2. Incentivize with rewards

This concept is known as gamification, where you use points, rewards or levels in a non-gaming context. You can use this for your blogs and articles and encourage your audience to interact by giving them incentives. This can work in various ways. You can give users coupons or another reward when they collect certain points or reach a certain level. You can also publish your top or best commenters and keep them motivated to continue interacting.

3. Incorporate quizzes and polls

Use can use personality quizzes to make your website content more interactive. These quizzes have been very popular via BuzzFeed and many other websites. You can use WordPress plugins or the Lead Engagement Platform by NX3 to provide engaging and relevant quizzes on your website.

4. Encourage readers’ feedback

Encouraging comments is not always enough. You may have to come up with a creative call to action to bring in more comments. Comments don’t just give you feedback on your content, but it also says a lot about your content quality. In addition, people often linger longer on blogs that are full of readers’ comments.

5. Post user-generated content

Using user-generated content shows the users that their engagement and input is valued. This appreciation of their feedback works as an incentive for them to engage even more. You can write new articles that address your high-rated comments from existing blogs or you can directly quote users’ comments.

6. Include social media buttons

Remember, there should be an option to share on social channels with every valuable piece of content. You can strategically place your social media buttons to encourage sharing, like placing the buttons on the top or bottom of the post where they are easily visible.

7. Don’t forget about internal links

Once you get your users to one of your blog posts, you need to show them the easiest way to find more of your relevant content that they may like. You can provide relevant links within every blog post to other existing content to allow easy access. The best place to use internal links is by the end of each blog post or within the article where relevant.

Small things can end up making a big impact, so make sure you engage a digital marketing agency in NYC or anywhere else in the world to look after your website and online presence using best of their skills and technology.

social media

It can be quite overwhelming how much content is being produced today. According to MarketingProfs, over 2 million blogs are posted every single day.

For all the right reasons, today, marketers are coming up with more content than ever before, as the fight for consumers’ attention becomes more and more challenging. Hence, now is the best time to invest in highly engaging, original, fun and interactive content that can drive your audience to share it socially.

Moreover, according to a study by Altimeter, 78 percent of consumers will trust you more and believe that you are interested in building good relationships if you create more personalized content.

That’s why it is essential for your digital marketer to help you produce different types of content that can help drive more engagement and social sharing. Here are four types of content that can help drive more engagement on social media.

 

  1. Interactive content

Social media is the perfect platform to try posting fun and interactive content, as it gets you 4 to 5 times more page views than static content. Here are few examples of interactive content that is most likely to receive good feedback from social media audiences.

 

Quizzes

Brands can use quizzes to engage their audience, create brand awareness and determine their potential customers’ interest in products. Marketers can use digital marketing quizzes and social media marketing quizzes to keep up with what is happening in the industry and even get some new ideas. Moreover, according to a study, many brands receive 75 percent of their traffic from quizzes on social media. You can further encourage engagement by allowing users to share their scores on their social media channels.

Check out NX3’s Lead Engagement Platform, it allows you to create custom quizzes. You can also benefit from improved brand awareness and fun, engaging and original content for your social media channels.

 

Interactive Infographics

Visually appealing content or interactive infographics can do wonders for your engagement on social media. There is no end to the creative ways you can tell a story or communicate your message using infographics. Animated or GIF graphics are rather popular these days and they can be very effective in driving engagement on social media.

 

Surveys or polls

Conducting a survey or poll is a great way to understand your audience and what they care about. You can even incorporate polls on your Twitter and Instagram stories, and they are fun and fantastic for engagement.

You can use NX3 Survey App, a Salesforce survey app, to create your custom survey within minutes. You can use this app for market and consumer research, assessments, feedbacks reviews, surveys, and ratings. To learn more about NX3 Survey App.

 

 

  1. Live Streaming

The engagement from videos and especially live streaming has gone to the next level. They generate 1200 percent more shares on social media than text and images together.

Videos and live streaming are a personal, authentic and organic way to allow your audience to connect with your brand in a manner that would otherwise not be possible. You can use this medium of content to share an inside peek into your workplace, conduct live interviews, or host Q&A sessions that can help and appeal to your audience.

 

  1. Memes

It is tough to resist a great meme. Today, the average person spends over 100 minutes per day on social media channels and specifically on humorous content like memes because they can easily capture a person’s attention. The best memes are the ones that touch on real-time cultural references and give a quick laugh. Moreover, memes can be a great way to show the human side of your brand.

 

  1. Motivational quotes

Who doesn’t like a little uplifting quote to help them get through the day or get over their blues?

The truth is, people want to feel good and an original, relevant, motivational quote can bring you engagement in the most basic form.

Digital Marketing Agency

Are you looking for a digital marketing agency based in NYC or elsewhere?

Today, the majority of businesses that are doing well in their respective niches will agree that a robust digital marketing strategy can work wonders for reaching target markets and achieving business goals. From large corporations to small and mid-sized companies, all are working with a digital marketing agency to drive more opportunities from best practices, increased engagement and a competitive edge.

With increasing dependency on technology in all domains of life, regardless of your industry, geography and business size, going digital is necessary for optimum growth and business innovation.

Here are ten reasons for why your business needs the services of a digital marketing agency based in New York or in your locality.

 

Digital marketing is less expensive

Traditional marketing methods like print and television are more costly and it is difficult to track their return on investment. On the other hand, digital marketing campaigns use targeted research and analytics to quickly find the best approach that works best for you and is worth your resources. That’s why most of the digital marketing platforms are less expensive and help avoid overspending on underachieving campaigns.

 

Small businesses can increase their competitiveness

Digital marketing reduces the gap between a large, medium and small company by providing all entities basically the same resources. Even though tough, larger companies have larger budgets to utilize paid methods and better software, a good digital marketing agency can help small and medium size businesses be effective and create opportunities to engage, build audiences, improve brand image and become more competitive.

 

Facilitate easier A/B testing

Digital marketing platforms allow businesses to experiment with different elements of their marketing campaigns. With A/B testing you can experiment with the color of a promotional banner, the location of email sign-up, and more.

You can also easily track the results of these simple changes and use the insights to target your market more effectively and improve the performance of campaigns.

 

Mobile marketing increases engagement

Mobile marketing paves the way to a whole new range of opportunities for increased customer engagement, from reaching new market segments to creating a more personalized user experience.

According to Global Web Index, over 80% of internet owners use a smartphone. 90% of their time spent on smartphone is utilized on apps. Hence, mobile marketing can bring many opportunities you don’t want to miss by reaching your audience in their most natural environment.

 

Close bigger B2B accounts with account-based marketing

Many digital marketing agencies in NYC and around the world offer account-based marketing services which help effectively communicate personalized messages to individual accounts from your entire market. Account-based marketing is one of the most targeted strategies on digital channels that enables more efficiency of resources and is more substantial for B2B businesses.

 

Social media builds brands

Real-time comments, feedback, ratings, and referrals from real people instantly create a sense of trust among the target audience. Social media marketing helps your business interact with your existing and potential customers in their native environment, making your presence more real, felt and powerful.

 

SEO puts your brand where your target audience can find it.

We all use Google, and so does your target market. Search engine optimization helps your website and digital presence be more visible and rank high. SEO is very important for the success of your well-integrated digital marketing strategy.

 

Grow bigger with marketing automation

Many routine and repetitive marketing tasks can be automated to save time and increase efficiency, via a robust marketing automation platform. This gives marketers more space to focus on the creative, strategic and analytical processes.

 

Email marketing still works the best

The majority of people prefer to receive information from brands via email, which is a good enough reason to have a strong email marketing strategy. Using email marketing platforms like Marketo allows you to put personalized content in front of your target audience at the right time by using automated trigger emails, which would activate based on a specific customer activity.

 

Monitor performance and analytics

Unlike traditional marketing channels, digital marketing platforms, from marketing automation platforms to social media channels, have built-in analytics dashboards that provide data automatically. The easily available reports and graphics really help map out the best customer journey, measure business performance at every step and make more informed decisions.

Customized SEO

Confused whether your business needs customized SEO or content marketing services?

You are not alone in this confusion. When it comes to SEO and content marketing, people have many conflicting ideas and questions. Can they fit together? Do they nullify the need for each other?

They work side-by-side. They do fit together.

In this blog, we will learn exactly how SEO is actually all about content marketing or vice versa.

 

The problem: Content marketing and SEO are not connected.

The core of the problem is that people think of content marketing and their customized SEO services to be two very different things.

But, the reality is that they overlap, go together and are integrated. The only way to make content marketing success is to integrate customized SEO with it.

 

The truth: Content marketing and SEO overlap, a lot.

You can better understand the misconception and the actual integration of SEO and content marketing with these diagrams.

 

2

This is the incorrect view of content marketing and SEO.

 

1

This is the correct view. They overlap.

 

The difference between SEO and content marketing.

In many critical areas, SEO and content marketing are different from each other but the two are not entirely separate from each other.

Where SEO is narrower and more technically strong, the content marketing is broader and more holistic. The right way to implement SEO in a broader way is to integrate its special technical effects into content marketing. Similarly, the only way to sustain the success of content marketing is to implement SEO techniques.

 

How customized SEO and content marketing integrate:

  • SEO states the requirement. Content marketing meets it.

There is no SEO without content. SEO needs words, substance, articles, and keywords. No matter how cliché it must sound, content is king, and no one can argue with that anymore. It is the ground where SEO stands. Content marketing is about content. The very core element of content marketing, the content, is the practical implementation of SEO. So when SEO demands content, content marketing takes care of it.

 

  • SEO needs keywords. Content marketing is how to use the keywords.

Keywords are a fundamental component of SEO – researching them, using them and monitoring and tracking the business ranking in the SERPs. But, the question is: what is the practical implementation of keywords in your customized SEO?

It’s through content marketing. The only way you can utilize the keywords is by incorporating them throughout your content strategically. Content marketing means coming up with top-notch content written for your audience and using your targeted keywords.

Obviously, if you senselessly stuff keywords into your content and are over optimizing, it won’t go unnoticed by search engines and may result in a penalty. However, when SEO and content marketing work nicely in harmony, there won’t be any problem.

 

  • SEO demands backlinks. Content marketing produces backlinks.

Backlinks are another component of SEO, which can happen through content marketing. You can contract link building agencies, but the best way to produce backlinks is to publish quality content and let your audience link back to it for long-term SEO success.

If you want backlinks for your SEO campaign, content marketing is an essential element.

 

  • SEO requires onsite technical optimization. Content marketing demands great UX.

SEO is not just about blogs, keywords, and backlinks, but it is also about technical stuff like enhancing metadata, optimizing with proper tags and robots.txt, and building a strategic sitemap.

This technical optimization is necessary from the perceptive of a good user experience (UX). This helps the user in searching, finding and reading your content. Such technical SEO components serve the users and also promote your content.

It also helps search engines crawl your website, get your content indexed, showcase your content in accurate search results and get more readers for your content.

 

  • SEO requires consistent output. Content marketing demands consistency.

Google has always liked fresh content. SEO also values, rapidly indexes and ranks higher in the SERPs fresh content over older content.

Therefore, good SEO means consistent content output. Consistency in the content output means doing content marketing right. Content marketing is an on-going process and you can’t stop in between.

SEO and content marketing overlap again.

 

Conclusion

We could continue to discuss how SEO is actually all about content marketing and vice versa, but hopefully, the above examples make a strong case for the statement.

We can say that you are not an SEO expert unless you are also a content marketer and you are not a content marketer unless you are an SEO expert. This is why your SEO or content marketing campaign will fail unless it is integrated with content marketing and SEO, respectively.

 

For more on how customized SEO can help your business, click here.

 

Google analytics

In today’s marketplace, having the right analytics tools and dashboards is a necessity to determine where your marketing budget can be best allocated for digital campaigns.

 

To get the right perspective, many marketers rely on Google Analytics for reporting. However, today, this may not be enough. There are many tools now that offer more functionality and insights in comparison to GA. So the question is, which one is right for your business?

 

First, you will need to compare the features of these different platforms to assess which would make the best fit. Let’s take a minute to go over some of these tools, starting with Google Analytics.

 

  1. It’s free. Google Analytics will cost nothing, but is a very powerful reporting tool.

 

  1. It enables you to see where your traffic is coming from.  Besides the core set of keywords that you are optimizing, you will also be able to find out what other keywords your visitors type in to find your website. During the initial optimization campaign, the number of keywords may be low. But as time goes on, you will start getting more keywords on organic listings, due to your overall optimization effort.

 

  1. You will be able to determine which pages receive the most clicks. You will know which pages and links are popular and measure whether your optimization campaign is directing traffic to the correct pages.

 

  1. GA shows you how you should adjust or tweak your website.  With the analytics report, you will be able to fine tune your website and update the text, layout, and images on any page that is not converting well. In the end, it will bring you more quality prospects, and thus convert more customers in the future.

 

5.It helps audience segmentation. With GA, you will know how many new visitors your SEO campaign brings you. You can segment your analytics results by new/returning visitors, geography and referral sources.

 

How does Tableau stack up to Google Anaytics?

 

Tableau is a business intelligence system that helps companies visualize and understand their data.

 

  1. Tableau gives users the ability to quickly connect, visualize, as well as share data with an efficient and seamless experience all the way from the PC to the iPad. You can create and publish dashboards, then sharing them with partners, colleagues, or customers, without the need for programming skills.

 

  1. It has lightning speed and is easy to use.  Tableau’s productivity suite allows you to connect it to a number of data sources that you’re already using and import and visualize data in a matter of minutes. Thanks to the modernized technology and speed of operations, the company claims to have developed a ten to one hundred times faster data analysis mechanism than the one its competitors can offer.

 

  1. Tableau uses a multi-pronged approach to data insights. Tableau investigates data in many different ways, starting with large, traditional dashboards, and ending with complex cloud-based source explorations. Instead of conducting analyses with a single method, the user can combine approaches and data views to make insights richer. At the end, all conclusions are showcased in comprehensive data visualizations, made so simple that you can easily share them with clients and partners from different industries.

 

  1. Tableau has great customer service. Tableau gives users access to a reliable tech support team, and automates data updates to help companies get fresh information without wasting their time.

 

  1. Tableau’s ability to create packaged workbooks allows the user to create reports that can be sent to stakeholders, who can then view and change filters in a usable way.

 

When deciding which platforms work best for your organization, whether you are tracking clicks or conversions, it may be best to contact a consultant to advise on which solution would be optimal based on the needs of your business. At NX3, we have been recommending and implementing the right technology for businesses of all sizes.

digital marketing agency

Are you looking for ways to make your content strategy more effective?

Do you think the right digital marketing solutions can help make your content strategy more effective?

As brands, you put in a great amount of time, effort and often money to produce content and run campaigns that speak to your audience and help convince your customers to take the next step in the customer journey. However, there can be flaws that make your content and campaigns fail to bring the expected results and affect your audience in the way you wanted.

In this article, we will look at four reasons why your content isn’t working and how digital marketing solutions can help improve these shortcomings.

 

Your content is not relevant.

All of your customers and prospects are different in many aspects. They are at different stages of the customer journey and interacting with your brand, they have different wants and needs, and they will be appeased and put off by different things. Hence, it is impossible to come up with one effective message that is relevant for your entire audience.

Your digital marketer would come up with a more personalized content strategy using your customer and lead details and behavior, form filled data and calculated data. With the use of the latest technology, your digital marketing agency can help you address individual customers and the audience with the most relevant and effective message across all channels.

 

Your content is not timely.

Time is one thing people today are short of. No matter what people are looking for, they need content to get answers to their questions and they can look for content whenever it suits them. It can be rather frustrating having to wait for days to get a call back or to receive the right email.

Your digital marketing agency can help you use inbound channels for better results, by personalizing the experience of your audience. You can use web personalization for your visitors, provide helpful FAQs or contact information or use push notifications through your app, and make the experience engaging. It can also help you catch up on the latest technologies so that your visitors don’t have to wait and you can address their queries in the most effective manner.

 

Your content is not right for the channel.

Thanks to mobile phones, the basic channels of communication include emails, instant messages, text messages, phone calls and apps. However, the right use of each channel varies in context to the demographics of every customer or prospect. For example, you may prefer an email from your bank and a Facebook Messenger conversation with a local business you want to order from.

Even though everyone uses different communication channels differently, experienced digital marketers can help you find a balance to suit the needs and preferences of your specific audience. Moreover, you can also simply ask people how they want to be connected, either as part of your email sign-up process or sometime later, and adapt accordingly.

 

Your content is not consistent.

For an effective customer experience, it is important that the content your customers see on your website and are given when calling for support is as personalized as the content that ends up in their inboxes. Today, customers expect you to consider their information or history with the brand when communicating from any channel. Otherwise, starting every communication from square one can be rather frustrating. Hence, having related content is not enough anymore; it also needs to be consistent with every campaign and every channel.

Manual work is not enough anymore. Your digital marketing agency can help you use the right software, such as Marketo, for more effective results. They would also help you make best of your collected information, like who your audience is, what interests them, what their demands and needs are and their preferred channel of communication. Using such software, along with expert help, you can run campaigns with relevant, timely and consistent content across all channels.

App advertising

You may be using your calculator on your Galaxy 8 or iPhone and notice an ad at the top, as if you are on a website being served a sky scrapper or leaderboard ad. You get a buzz on your device indicating you have a notification on your Facebook Messenger app. It is an in-app advertisement delivered as message in Facebook Messenger.

Email has been the leading channel for one-on-one interaction between an advertiser and consumer for a long time, providing a personalized approach and user experience. Now, however, in-app ads often offer users a better experience.

While consumers generally don’t like advertising, some ads are more tolerable (and even likable) than others. Advertisers tend to have a greater ability to create better ad experiences with in-app ads.

Publishers of mobile apps, as well as mobile app networks, have designed ad formats that are ideally suited to mobile apps. Many are designed to integrate seamlessly into the UX of the mobile app.

Jupiter Research reports that in-app mobile ad spend will reach $16.9 billion by 2018, compared to $3.5 billion in 2013. While app downloads will increase exponentially by then, the majority of in-app advertising expenditure will be allocated to social mobile giants like Facebook and Twitter, according to the company.

As the app ecosystem has seen growth, though, the role of in-app advertising has changed. For a long time, app developers favored a “pay once and play” model, where users weren’t prompted with in-app advertising purchase options. Increasingly, as more free-to-download apps enter the market, the brand side needs new revenue generation models. That’s become more about in-app advertising and in-app goods and services.

This makes sense Score research has shown mobile users spend 66% of time in an app, which far exceeds the amount of time spent in mobile browsers.