As companies make strides in their growth investments, it is important to prioritize reporting needs and resources to measure success. For growing mobile-first companies like Ibotta, accessing actionable, consistent and granular data is often challenging due to inconsistencies in acquisition source data or internal resource limitations. These challenges may lead to reporting trade offs for companies getting started, but it is possible to still drive growth.
As the Director of Marketing at Smule, I invest a lot of money into user acquisition for our Smule apps. Acquiring new users is an important part of continuing our growth. But to make the most of our investment in user acquisition, we need users who actively engage and spend in the app.
When you think about mobile marketing, does your product team come to mind? For me, constant collaboration with the product team at LifeLock is critical to marketing our app. Regular communication with the product team is beneficial for three big reasons:
- The marketing team gains a better understanding of our product
- The product team helps us improve our message and consistency
- Reviewing performance data helps both teams perform better in the future
If there is one thing that differentiates performance marketers of games and non-gaming apps, it’s the channel considerations they make when allocating their ad spend. A majority of mobile performance marketing is dominated by casual gaming advertisers with the benefit of a wide ranging audience. Casual gamers are made up of nearly any demographic and can be found anywhere.
However, non-gaming app marketers require more granular targeting capabilities when spending on new user acquisition channels. For instance, dating apps typically want to acquire users who are mature and single and must be more careful when buying users from publishers with a wide demographic range, such as gaming apps.
Marketing an app means growing and fostering an amazing business. In an industry that is still so young, it also means that we will make mistakes along the way to success. Two of the most important lessons I’ve learned as a mobile marketer are:
- Mistakes are okay as long as you learn from them
- Always optimize your user acquisition campaigns for revenue or engagement
Acquiring app installs is an important first step in building a mobile business, but it only a start. Growing a successful mobile business requires generating high quality users who not only install your app, but use it regularly. For most mobile marketers of non-gaming apps, user retention is a real challenge, with only 7% of people who open an app once still using it seven days later, according to the latest data from Swrve.
Valentine’s Day is over, but the love in the air just beginning to show. Though you might associate February as the peak month for romance, the Liftoff Mobile Dating Apps Report proves that just isn’t so.
According to the report, which analyzed user acquisition and app engagement data from some of a the leading online dating services from January 2015 – January 2016, February is actually the third worst month of the year to acquire new daters.
As marketers, we have a ton of targeting options at our fingertips when running mobile user acquisition campaigns. At face value, the option to target down to the most minute details seems ideal, but more often than not, getting too niche will limit the performance of your campaign.
When someone installs and opens your app, it’s the beginning of a dialogue. They’re telling you that they’re interested in your product, or that your app might provide the solution to a problem they’re facing. But users don’t always convert right away, because most of the time they still have questions. Can I trust this app? Will it really do what it claims to do? Is it worth paying a monthly subscription fee for what I get in return?
The following is a guest post written by Christine Beuhler, Content Marketing Manager at Mobile Action.
Today we’re going to talk about how to gather competitive app store intelligence and insights from the app stores to stay a step ahead of your competitors. The app stores offer a treasure trove of competitive intelligence, from App Store keyword search rankings to ratings and reviews. When analyzed properly, you can easily identify what your mobile competitors are up to and develop marketing strategies to compete more effectively.
Q3 sustained a marketing-friendly trend in mobile user acquisition. Based on our latest research, the cost to acquire a new registered user in a mobile app reached a low of $8.72, the lowest it’s been in 2015. But don’t wait too long to act on the trend of lower CPAs, these costs are expected to rise headed into the holiday season as marketers bid up advertising costs vying for a larger share of the Q4 seasonal app rush.