Marketing silos are keeping mobile apps from being integrated into digital strategy

Despite the fact that mobile advertising and in-app consumer spending are expected to reach $190 billion and $120 billion, respectively, in 2019, many organizations still have yet to factor in-app ads into their digital marketing strategy, Ad Age reports.

"For many brands and agencies, incorporating a mobile app into the larger context of their marketing strategy is not an easy feat," Brian Quinn, U.S. president and general manager of marketing analytics and attribution platform AppsFlyer, told the outlet. "Connecting the dots between different consumer touchpoints is technically difficult, and marketing teams are usually not set up to tackle omnichannel marketing holistically."

What is needed to break down those silos between each aspect of a digital marketing strategy, then, is "a system that unifies all your marketing data around intelligent insights of growth," according to Gadi Eliashiv, CEO of marketing intelligence firm Singular.

Such a system — still lacking in the marketing sector — would better synchronize marketing efforts across all digital platforms, not only creating a more seamless ad experience, but also making it easier to monitor consumers' in-app behavior, which may hold the key to engagement.

"Marketers and brands are looking to engage their audiences in a mobile-first world, and apps — branded experiences on the most personal device with unique and rich functionalities — are to date the best way of doing just that," Mr. Quinn told Ad Age.

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