무슨 발표인가
- AI 요약과 추천이 브랜드·앱 발견 방식 변화 주도
- 앱-웹 여정 통합 심화, 플랫폼 정책 변화 지연·방향 전환
- 마케터 18%만 성과 측정과 데이터 기반 의사결정 능력에 자신감
원문 (영어)
2025 didn’t follow a predictable script.
AI summaries and recommendations started shaping how people find brands and apps. App and web journeys continued to intertwine. Some long-expected platform and privacy changes stalled or shifted course. Everyone’s Firebase links broke.
Not to mention, TikTok almost disappeared, Taylor Swift got her masters back, and plenty of people quietly started asking “Chat” for everything from deep strategy to dinner ideas.
The year marketers actually experienced
All of that change took a toll on confidence. In Branch’s State of App Growth research, only 18% of marketers said they felt confident in their ability to measure performance and make decisions based on the data they had.
But for most marketers, there wasn’t time to wait for clarity. Growth still had to happen across web, app, QR codes, email, paid channels, and offline touchpoints, even while the rules kept changing.
What we focused on to keep marketers moving
With so much in flux, we focused on removing friction where marketers feel it most: understanding how journeys actually unfold, activating experiences across every touchpoint, and keeping measurement usable.
That focus showed up in key product updates we were excited to bring to customers.
Funnel Analysis gave marketers a clear view into what happens between first touch and conversion. Instead of stitching together reports from different tools, teams see where users drop off, which touchpoints move them forward, and how different paths perform.
Branch Activation finally brought an end to juggling different tools for short links and QR codes that perform across SMS, app, and web. Marketers can now create clean, branded links in one place and know that they’ll work across all touchpoints.
Major updates to our MMP off
원문: Branch Blog — "2025 in Review: What We Saw, Built, and Learned | Branch" (2026-07-26) 공식 원문: https://www.branch.io/resources/blog/2025-in-review-what-we-saw-built-and-learned/