Investing in apps remain top priority for CMOs

Investing in apps remain top priority for CMOs Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

More than half (53%) of businesses without an app plan to launch one in the next 12 months, according to a new survey of 101 UK CMOs.

The growth of the app market continues to go from strength to strength with more than seven million apps now available across iOS and Android. In fact, the research found that almost half (48%) of businesses currently have an app.

The survey, from digital marketing consultants ConsultMyApp, questioned 101 CMOs of businesses with more than 250 employees on their mobile marketing priorities for 2023.

It found that almost a third (29%) of CMOs will be increasing their mobile app marketing over the next 12 months, with over half (52%) outsourcing their marketing requirements to consultants and agencies instead of hiring internally.

The top services CMOs will be using agencies for include martech platform implementation and migration (32%), digital strategy & consulting services (32%) and SEO (31%).

Despite understanding the benefits of apps, there continues to be a lack of knowledge internally within businesses on how to get the maximum value from them. Less than 5% of CMOs have the skills internally to improve app store optimisation, according to the survey. Meanwhile only half (52%) say they have knowledge of mobile-first messaging platforms.

Mike Rhodes, founder and CEO of ConsultMyApp, said: “The growth of the app market is showing no signs of slowing down, but that also means it’s more difficult than ever to stand out from your competitors in the app store.

“Businesses that are investing in apps, particularly against today’s challenging economic backdrop, need to make sure they’re getting the biggest bang for their buck. That means enlisting specialists who can deliver maximum value through app store optimisation, customer acquisition and engagement and design.”

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