Although marketers specializing in app development and deployment have aggressive key performance indicators (KPIs), new research suggests they are facing tighter budgets.

Liftoff recently published its “2022 App Marketer Survey” results, and statistics indicated that the majority of app marketers (56%) now have more aggressive KPI targets, but just 33% are achieving these KPIs. Most respondents (37%) stated that they are working with a smaller budget than last year, and only 33% claimed that they are reaching their KPIs. That being said, they have an optimistic outlook for the next 12 months.

“Marketers are more positive about 2023 than about the previous year,” wrote the researchers behind the survey. “In our first chart of the report, only 22% said that marketing in the present day is better than 12 months ago. But 37% think the future is bright for marketing, 15 percentage points higher than when asked about the past year.”

Marketers and the Challenges of Budget Constraints

As app marketers struggle with budget constraints, previous research indicates that marketers, in general, are expecting budget cuts within the next 12 months.

Integrate teamed up with Demand Metric to conduct “The State of Marketing Budgets” report, and statistics suggested that about one-fourth of marketers predict that their budget will be reduced in 2023. That being said, the majority of respondents (40%) still expect to achieve or exceed their goals for 2022.

In 2023, most marketers (54%) will dedicate more of their budget toward content creation/strategy, in addition to customer marketing. The same percentage will focus on digital initiatives.

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