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.
So how do we deal with this changing landscape? The two key approaches are retargeting and re-engagement.
Retargeting allows app marketers to expand their user base by promoting a new app to the users of their existing or old app. This can be accomplished by finding users that are similar to your existing active users then targeting these lookalike audiences. Rather than trying to find users blindly you can spend your budget on acquiring users who are most similar to your high LTV users. This can help drive your mobile app marketing return on ad spend (ROAS).
Re-engagement is another technique that should not be underestimated. Re-engagement campaigns are designed to bring back users who have installed an app but stopped interacting with it over periods of time. It enables you to drive engagement across the entire app usage lifecycle. You can define user segments and display targeted ads to each segment, encouraging them to return to your app with sequential messaging and ultimately convert them into loyal users. Instead of spending your budget on acquiring a new user who may not be a quality user, you can spend the budget on re-activating lapsed users and grow users’ LTV. This can be achieved by re-engaging users with new promotions or offers and through deep linking ads. For example, retarget users who click on the ad to the app store page if they no longer have the app installed or launched the app if it’s already installed.
To learn more about how mobile retargeting and re-engagement, please reach out to us at firstname.lastname@example.org.