As we approach the end of the year, app marketers are at the brink of a transformative period in mobile marketing. The landscape is evolving at an unprecedented pace, and staying ahead of the curve is imperative for continued success. The year twenty-twenty four promises to bring forth a wave of mobile marketing trends that will reshape consumer interactions and engagement strategies. 

Preparing for these changes early will not only ensure a competitive edge but also position marketers to leverage emerging opportunities and navigate the mobile marketing ecosystem in the year ahead. Here, we unpack the mobile trends to look for in twenty-twenty four to provide foresight and strategic planning for an impactful mobile marketing strategy in the new year.

2024 Mobile Trends

The mobile industry is constantly changing and evolving, especially over the past few years. From changes in privacy set by Google and Apple to innovations in artificial intelligence, app marketers are constantly shifting their strategies based on the newest trends. 2024 is expected to bring about even more in artificial intelligence and app collaboration, shifts in voice user interfaces, significant developments in augmented and virtual reality, and the growth of on-demand apps. 

Harnessing the Power of Artificial Intelligence

Twenty-twenty three brought a significant advance in artificial intelligence that doesn’t appear to be slowing down as we enter the new year. One-third of McKinsey survey respondents say their organizations are using generative AI regularly in at least one business function. Additionally, 40% of respondents say their organizations will increase their investment in AI overall because of advances in gen AI.

As we enter 2024 and technology advances and user expectations continue to rise, utilizing AI to analyze vast datasets and discern user behavior patterns is an indispensable tool for app marketers across the globe. AI not only enables unprecedented levels of personalization, allowing apps to tailor experiences based on individual user behaviors and preferences, it also empowers marketers to make data-driven decisions with efficiency. AI has the ability to delve deep into user data, decoding consumer behavior with unique accuracy. It’s not just about knowing what users want, it’s about anticipating their desires before they even surface. 

The future of app marketing lies in creating dynamic, responsive, and anticipatory user journeys. AI facilitates this by delivering real-time insights, optimizing content delivery, and automating repetitive tasks, allowing marketers to focus on strategic initiatives. With AI-driven chatbots, predictive analytics, and personalized campaigns, apps can forge deeper connections with users, enhance engagement, and stay at the forefront of a competitive market. 

Voice User Interfaces (VUIs)

The rise of Voice User Interfaces (VUIs) signifies a profound shift in how we interact with technology. The use of voice assistants like Siri, Alexa, and Google Assistant has become increasingly popular in recent years. In fact, the VUI market is expected to grow from $21.16 billion in 2023 to $25.78 billion in 2024. This rising technology allows users to interact with devices using natural language, making them more accessible to a wider range of people. VUIs are poised to take center stage in 2024 and usher in an era of conversation-based interactions.

VUI technology has the potential to significantly enhance app user growth by fostering a more accessible, engaging, and user-friendly experience. By incorporating VUIs into mobile applications, app developers can tap into a broader audience, including those who may face challenges with traditional touch-based interfaces, such as individuals with disabilities or users in situations where hands-free interaction is essential. For example, 64% of consumers make use of voice commands while driving. The intuitive and natural nature of voice commands can attract new users, making the app more appealing and user-friendly. 

This advanced technology also enables seamless multitasking, allowing users to interact with the app effortlessly while on the go or engaged in other activities. This expanded accessibility and ease of use contribute to positive user experiences, encouraging user retention and positive word-of-mouth recommendations, ultimately driving app growth as more users are drawn to the convenience and innovation offered by voice-enabled interactions.

Augmented Reality (AR) & Virtual Reality (VR)

Augmented Reality (AR) and Virtual Reality (VR) technologies are evolving into transformative forces that will reshape users’ digital experiences. Currently, AR and VR have been leveraged primarily for mobile gaming. However, AR and VR innovation is set to expand  in sectors like travel, education, medicine, entertainment, retail, and e-commerce in the new year. This will fuel immersive shopping experiences, enhanced navigation, and interactive educational tools. 

In 2024, VR and AR will play a huge part in building the immersive internet. For example, a live concert could also have a digital twin running in parallel as a virtual event. The virtual audience might enjoy the show via VR headsets, while in-person attendees could put on AR glasses and see the virtual attendees standing in the audience alongside them. This convergence of immersive technology to create blended mixed-reality environments where the barriers between the real and the digital are blurred will become increasingly common.

Next year, developers will increasingly focus on building applications that leverage edge computing, resulting in faster data processing and reduced latency. Leading to even more robust applications incorporating Extended Reality (XR) technologies, offering users a spectrum of experiences, from fully immersive VR to subtle AR enhancements.

Prioritizing User Retention is a Must

As marketers enter a new year, it’s paramount to prioritize user retention. According to Gartner’s CMO Spend and Strategy 2023 Survey, about 75% of marketers say they’ve been tasked with doing more with less. User retention has a critical impact on long-term success, therefore waiting neglects the immediate opportunity to solidify relationships with existing users, who are often the most valuable assets. User retention efforts in Q1 allow marketers to address potential post-holiday drop-offs, capitalize on the momentum generated during year-end campaigns, and establish a foundation for sustained user engagement throughout the year. Marketers are 40% more likely to sell to a returning customer than to a new one, making user retention critical for 2024 growth strategies. 

By implementing targeted retention strategies early on, such as personalized communication, feature updates, and loyalty programs, app marketers can prevent user churn and build a loyal user base. Prioritizing user retention in the first few months of the year sets a positive trajectory for the rest of the year, laying the groundwork for increased user satisfaction and overall app success in an increasingly competitive market.

Takeaways of Mobile Trends to Look for in 2024

2024 is expected to bring about even more in artificial intelligence and app collaboration, shifts in voice user interfaces, significant developments in augmented and virtual reality, and the growth of on-demand apps. Preparing for these changes early on will not only ensure a competitive edge but also position marketers to leverage emerging opportunities and navigate the mobile marketing ecosystem in the year ahead.

  • Harnessing the Power of Artificial Intelligence: As we enter 2024 and technology advances and user expectations continue to rise, utilizing AI to analyze vast datasets and discern user behavior patterns is an indispensable tool for app marketers across the globe. 
  • Voice User Interfaces (VUIs): The VUI market is expected to grow from $21.16 bullion in 2023 to $25.78 billion in 2024. VUIs are poised to take center stage in 2024 and usher in an era of conversation-based interactions.
  • Augmented Reality (AR) & Virtual Reality (VR): Currently, AR and VR have been leveraged primarily for mobile gaming. However, the real magic is set to 
  • Prioritizing User Retention is a Must: According to Gartner’s CMO Spend and Strategy 2023 Survey, about 75% of marketers say they’ve been tasked with doing more with less. User retention has a critical impact on long-term success, therefore waiting neglects the immediate opportunity to solidify relationships with existing users, who are often the most valuable assets.