Category: Best Practices


As the Mobile User Acquisition Manager at MileIQ, the leading automatic mileage tracking app, my job doesn’t end when a new user installs the product. Sure, driving new app installs is an important task, but in my role I am responsible for everything from install to purchase, retention and long-term engagement. That means investing a great deal of energy into re-engagement campaigns, to educate new users about the benefits of our app and encourage them to become a subscriber. (more…)

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Struggling to retain users over time, app marketers are on a constant hunt for ways to keep those users they’ve worked so hard to acquire coming back for more. In a space dominated by freemium apps and average 30-day retention rates in the low end of the single digits, focus is shifting to re-engagement. After all, it is the basis of app monetization and commercial sustainability. (more…)

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As a Customer Success Manager at Liftoff, I work with app marketers across a wide variety of non-gaming app categories, optimizing app install and mobile retargeting campaigns to drive high rates of in-app conversions. And while every app has it’s own unique characteristics – be it target demographic, in-app funnel or revenue model – when it comes to segmenting audiences for purposes of retargeting, most apps take a similar approach.

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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?

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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.

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We’re all familiar with the idea of paying a recurring monthly fee for some kind of service in our lives. The concept has been around as long as most of us can remember. Each month we happily pay for things like cable, an Internet connection, and electricity. All of these make sense because we enjoy the benefits of each service – entertainment, access to the web, lights, air conditioning, etc. – and at some point get so used to them that we can’t live without them.

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This post, written by John Michaeli from Medisafe, originally appeared on Mobile Heroes.

Unlike many of the mobile apps and games in the market today, we provide our app users with a service that they are less inclined to share with their friends. Our Medisafe mobile health app helps patients stay on top of all their medications – a private and personal piece of information that you’re unlikely to see in your friends’ news feeds anytime soon. Yet, like virtually all mobile startups, we cannot afford to strictly pay our way to the top.

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One of the most important things I’ve learned in my years as a mobile marketer is that my success often hinges upon the success of the partners I work with. A big part of the job is working with mobile user acquisition partners to make sure they’re delivering on their promise, that we’re setting reasonable expectations of each other, and that the line of communication is clear.

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Admit it. ASO is boring! And every app marketer worth their salt knows the basics of optimization to get their app discovered in the app stores. You have your favorite ASO tool to monitor your app’s keywords and your competitors’ and rank them for competitiveness and search volume. You stuffed in a few keywords that you hope will take some traffic from your competitors. You even did some link-building campaigns to increase traffic to your app’s Google Play page.

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