As the end of the year rapidly approaches, I can’t help but reminisce about what a year 2017 has been for Yodel Mobile.

To start off, the app space has considerably evolved this year and so has Yodel Mobile’s Fit to Market programme. We honed down on the essential ingredients needed to cook up true app marketing success, with multiple components ranging from organic discoverability (ASO, searchability and virality) through to user engagement and retention via effective onboarding and mCRM. It’s become really clear to me over the last few years that app marketing success is reliant on activity across multiple Fit to Market elements, and not simply on a hard-nosed focus on user acquisition.

Our philosophy of marketing success has ensured our clients are not just competing, but exceeding expectations within their app categories, and our efforts have been recognised by the industry. By demonstrating the value of the users that we have generated for app businesses, through our focus on organic user acquisition, Yodel Mobile has achieved two industry effectiveness awards.

Personally, I have been evangelising the importance of user retention rather than the industry wide obsession of acquiring downloads at all cost. With this integral message, I’ve taken the Yodel Mobile Road Show across Europe, the US and even into Russia.

Due to our evolution over the past year, the company has seen a growth of 50%. With our growth, came the expansion of our service offering…

We launched our mobile Business Support programme in 2017. This is a programme designed for newly launched and early stage apps as an essential toolbox offering branding, monetisation, comms and social strategies, amongst many other things. This comprehensive business support deep-dive has aided numerous successful app launches and campaigns for our clients this past year.

It has also been a year of really getting our hands dirty. We’ve produced more creative than ever before, created and shared more industry guides to key areas of interest such as ASO and mobile search and we launched our exciting Mastering Mobile Marketing video series. These are all resources that we look forward developing further in 2018.

I have also personally seen the Yodel Mobile team get smarter and more knowledgeable than I could have imagined. It supports my belief that they are the best in the market.

Turning my thoughts to 2018…

I am excited about the new developments to come in the mobile industry. I expect the fight against mobile attribution fraud will continue as those across the mobile advertising sector join forces to find effective solutions. I am also excited to see how Augmented Reality will evolve in mobile next year as it becomes more mainstream, and I am further intrigued about Apple’s investment in Spotify and the launch of Apple’s TV app as they delve into creating original content. Lastly, as GDPR regulations kick in for 2018, I am keen to see how this will be an incentive for marketers to get more creative with their users regarding consent.

In light of all this, I am pretty certain that it will be another exciting year for the mobile industry as a whole and consequently for the Yodel Mobile team too…bring on 2018!

Want to find out more about optimising your app and keeping up with the latest OS capabilities? Make sure to subscribe to our Mastering Mobile Marketing video series. You can also get in touch by visiting the Contact Us page. Follow us on LinkedIn, chat with us on Twitter @yodelmobile, and join our #mobilemarketingUK LinkedIn group