Report: Marketers Still Not Fully Engaged in App Development and Enhancement

Many marketers have started turning to mobile apps for everything from customer acquisition to user experience. However, new research indicates that they are still not fully included in the development of these apps. Additionally, they are not regularly focused on maximizing the potential of their apps.

Airship recently published the results of its “2022 Mobile App Experience Gap Survey,” and statistics indicated that most marketers (96%) still rely on developers to improve the user experience of their organization’s app. Furthermore, the majority (41%) only think about making improvements to better onboard, activate, and understand mobile app customers weekly.

Just 13% of marketers stated that all of their requests for enhancements are incorporated into their app. However, most developers (51%) said they work very well with marketers and mobile product owners.

The Growing Investment in Marketing Technology

As more marketers begin to turn toward new marketing technology (martech), such as apps, previous research has shown notable growth in this area.

Chief Martec conducted “The State of Martech 2022” report, and data suggested that over the past two years, every category of martech has grown. However, management martech (67%) appears to have grown the fastest, outpacing other forms of technology. It was followed by content and experience martech (34%), commerce and sales martech (24%), and social and relationships martech (17%).

“The growth in management tools is likely a result of marketing teams operating their day-to-day work in an ever more digital fashion — including greater support for remote work,” explained the researchers.