The mobile app marketing industry has made some incredible advancements since its early years. At first, app marketers were only paying for the ad clicks. Then the focus shifted to the installs that were being generated. Now app marketers have bigger challenges: Engaging and retaining users with high lifetime value (LTV). Thus, many have began to optimize their app marketing campaigns around retargeting concept with its two key strategies being cross-promotion and re-engagement.
If you have an app with high LTV users and have just launched another app in the same category, then you have a huge opportunity to benefit from cross-promotion. You can promote the new app to high LTV users of your old app and expect high engagement results since if the users are driving the return on investment (ROI) of your old app, they are highly likely to do the same for your new app. The reason is that the two apps are in the same category and are in the interest of the same user segment.
In the meantime, you can bring back users who have installed one of your apps but stopped interacting with it over a period of time. Re-engagement is the right path to go in this situation. Instead of spending your resources on acquiring new users who may not be quality users, you can spend the budget on re-activating lapsed users and grow the existing users’ LTV. This can be achieved by re-engaging users with new promotions or offers and through deep linking ads. Different ad creatives can be targeted to each segment, encouraging them to return to the app with sequential messaging and ultimately converting them into loyal users.
As the industry is changing rapidly, new challenges arise in front of app marketers. However, it’s also an impetus for finding new, more optimal solutions which, actually, is the core part of driving a successful app marketing campaign.