As the number of apps continues to grow, competition between apps to acquire and retain high quality users intensifies and growing revenue becomes an uphill battle. As a result, the way app developers market their apps to users evolves to keep up with this maturing market.
In one of our previous articles, we discussed the differences and similarities of user acquisition and retargeting strategies for marketing your app. In this article, we will show you the benefits of running these two strategies simultaneously.
Start with User Acquisition
Acquiring mobile users who actively engage and spend in your app is unquestionably the number one challenge when you launch an app. At Aarki, we can help you find more people to install and use your app through these three easy steps:
- You define your goal
- We identify which users would love your app most through our machine learning algorithms and target them with relevant creative ads
- We analyze the performance and scale the campaign
Enhance User Acquisition with Mobile Re-Engagement
Once you have an extensive user base, you can enhance it with a re-engagement strategy. Why? App marketing doesn't stop when an advertiser receives an install for their app. A study by Localytics shows that 25% of users abandon apps after just one use. Why not use the data you already have while running the user acquisition campaign and bring back high LTV users to your app?
According to eMarketer, every app shows a drop in engagement and retention after the first day. This is where you maximize the data gathered from your user acquisition strategy and create a plan to entice and bring back good users to the app.
Run Both Strategies Simultaneously: Is it Worth it?
Performance may be statistically different between Re-engagement and User Acquisition yet both are equally important. With the right balance of these two app marketing strategies, you can attract new installs for an app, learn from the data (user behavior) and at the same time amplify the whole app performance by winning back users who are known to love the game. Incrementality lift could serve as proof that running re-engagement clearly improves campaign performance and successfully drives growth.
In our recent campaign for a gaming app, we were able to rapidly exceed client expectations by delivering a considerable increase in return on investment (ROI) leveraging user acquisition and re-engagement strategies simultaneously. The analysis showed that we went +39.28% above the client’s ROI goal for the user acquisition strategy and +37.09% above the ROI goal for the re-engagement strategy.
When planning your next app marketing campaign, you can avoid the dilemma of whether it’s better to re-engage your lapsed users or to spend all your budget to acquire new users. You can run both to scale the app performance.