Acquiring high LTV users is a big challenge but retaining and keeping them engaged is another. In fact, many apps are failing to maintain user’s interests and keeping them engaged for a long duration. A study from eMarketer reveals, “only 24% to 29% of iOS users who installed an app used it again within 24 hours of their first app session.” So, with all the efforts you put in acquiring new users, it’s crucial to have a plan in keeping them engaged. App marketing offers several strategies like user segmentation and re-engagement ads for maximizing the user value. Let’s review two tactics that are beneficial to app marketers.
The mobile app marketing industry has matured immensely over the past years. As discussed in part 1 and part 2 of this blog series, the industry has shifted focus from ad clicks to installs and post-install events. Now, many app marketers have also been testing new strategies such as cross-promotion and re-engagement. However, as this industry evolves, so does advertising technology. This evolution enables app marketers to leverage advanced technology for new strategies.
With more than 20,000 apps added to the app stores every month, it’s becoming increasingly difficult for brands to stand out from the crowd. Even if your brand manages to become one of the few apps used by mobile users every month, according to eMarketer, only 7% of users return to an app 30 days after they install it. In order to not waste the acquisition efforts, smart brands are using engagement strategies that are heavily driven by data analytics.
The mobile app ecosystem has always been quick to change. App marketing success used to be measured by the number of ad clicks. Then the focus moved to how many people installed the app. Now the industry is starting to realize that engagement and retaining valuable users is the key to success.
In the early days of the mobile apps phenomenon, the number one goal for most app marketers was to acquire as many users as possible. The more users they can get, the higher their apps rose in rank in the Apple iOS or Google Play app store’s’ charts. In turn, the visibility that the top chart apps get leads to a significant organic lift of installs. However, as the mobile industry continues to mature - many app marketers’ focus have also shifted. From focusing on just the quantity of users, app marketers are also focusing on the quality of those users as well. If you are an app marketer and have not already shifted your strategy to target quality users, now is the time to do so.
The mobile web vs. mobile app dilemma is perhaps one of the most common conflicts in marketers’ minds. If mobile advertising effectiveness is the goal, then there are prominent factors that need to be taken into account when making the decision between mobile web and app.
With mobile devices becoming a staple of modern society and the preferred way of accessing digital content, today’s app marketers need to understand how to connect successfully with mobile users. Proximity marketing can help with just that.
What Is Proximity-Based Marketing?
Proximity-based marketing or proximity marketing is a catch-all term used to describe any use of location technologies to directly communicate with users through their mobile devices.
In the recent years, programmatic techniques have brought speed and efficiency to media buying. Now, it’s time for the creative side of the ad business to follow suit and become more efficient, nimble and innovative. A new era of digital advertising is dawning - an era where programmatic and creative combine to create far-reaching and captivating campaigns. We call it “Programmatic Creative,” and it is a buzz among digital marketers.
Ad blocking continues to gain ground as more users discover how easy it is to install a plug-in that eliminates the ads they consider most intrusive. A study by eMarketer forecasts that ad blocker usage will grow by double digits this year and the next. It is forecasted that in 2016, 69.8 million Americans will use an ad blocker. That’s almost a jump of 35% over last year. Next year, that figure will grow another 24% to 86.6 million people.