How AI helps startups

An advertisement illustrating an AI feature on a smartphone. Photo: Bloomberg .

The explosion of AI is gradually changing the mobile app marketing market, alongside automation technology and changing user behavior.

In a market with many new trends, startups and developers need to have smart and effective app marketing strategies to maintain growth momentum.

AI Powers Mobile Marketing

“Traditional user acquisition methods such as manual adjustments and targeting are quite comprehensive. However, with AI algorithms, we can analyze real-time data to allocate budgets more flexibly, optimize advertising content and improve performance across different channels,” said Khai Le, Asia-Pacific Sales Director at Mintegral, a mobile advertising solutions company.

Along with AI, automation is also changing the way marketing campaigns are managed. Machine learning models can detect underperforming elements and redirect budgets to better opportunities in real time. AI can also improve creative strategy by personalizing ad content at scale.

Despite the opportunity, mobile app and game marketing is becoming increasingly complex due to fierce competition, rising user acquisition costs, and limited resources, especially for small businesses.

“With millions of competing apps, getting noticed and standing out in the market is not easy,” said Khai Le.

The mobile marketing landscape is changing. Photo: Bloomberg .

In addition, businesses also have difficulty producing quality advertising content, optimizing marketing strategies, and effectively retaining users. That is why many companies choose AI and automation solutions to optimize marketing strategies.

One such solution is programmatic ad buying, which helps businesses target precisely and optimize advertising costs. A typical example is Amobear, a growing game studio.

Mr. Tuan Nguyen, CEO of Amobear, said that there are many challenges when expanding into international markets. Penetrating new regions, adapting to market characteristics and optimizing business operations for sustainable growth requires appropriate strategies.

“With a relatively small team, we needed solutions to scale efficiently without exhausting resources,” said Tuan Nguyen.

For mobile advertising businesses, important metrics for marketing activities are downloads, retention rates, profits, and re-engagement. Some tools that can support businesses in these activities are Mintegral AppGrowth, Target ROAS, Mintegral Retargeting, etc.

What should startups do?

In today's competitive marketing landscape, the key to startups optimizing their marketing strategies and monetizing their apps comes from leveraging new tools, data-driven approaches, and user engagement.

According to Mr. Khai Le, startups should expand the scale of creative content production to meet the demand for high-quality advertising. In addition, it is necessary to focus on managing specific campaigns and using data for precise targeting.

Many factors determine the effectiveness of a mobile app marketing campaign. Photo: Bloomberg .

“In today's era, startups need to especially embrace localization and cultural adaptation strategies to connect with different user groups.

Expanding into new markets is not just about translation, but also requires adjusting content to suit the preferences and behaviors of local users,” added Mr. Khai Le.

On the revenue side, startups should explore a revenue model that combines in-app advertising with in-app purchases. Games are often heavily dependent on advertising, and integrating in-app purchases can help increase revenue without affecting the user experience.

Finally, startups should leverage AI tools to stay agile and adaptable in a rapidly changing market. Machine learning algorithms can enhance user segmentation, predict behavior, and optimize ad performance in real time.