Mastering Strategic Mobile App User Acquisition

Do economic uncertainties have your app questioning your spending habits? You’re not alone. In the mobile app space, privacy concerns, restricted data access, and limited ad budgets have resulted in user acquisition becoming increasingly expensive and competitive. With a carefully crafted plan, your app can continue to scale high-quality user acquisition even in the midst of uncertain times.

Understand the Current State of the Industry

The fear of a potential recession alongside data privacy changes has created quite a stir among app marketers. Assessing the environment, identifying potential obstacles, and developing effective acquisition strategies to overcome them is the surest way to succeed.

Get a better feel of the current state of the app industry with these top statistics:

• Marketers spent more than three times the amount to acquire a customer in 2022 compared to 2013.
• Apps globally spent $80 billion on user acquisition in 2022.
• Over 2,000 apps are released on Google Play every day and over 1,000 are released on Apple’s App Store daily.
• 77% of users who install an app do not use it again after the first month.
• 74% of users in the US are more concerned with their online privacy than they’ve ever been.
• Over 50% of users say they are more likely to share data if they receive something in exchange, like personalized recommendations.

So, how can mobile marketers navigate the current app ecosystem while staying within budget constraints and ensuring privacy-safe traffic? 

First, it’s important to question whether budget restrictions are really the answer. With an outcome-based marketing approach, marketers only pay when they acquire a qualified customer or user. This approach helps to create certainty in an uncertain environment by allowing brands to budget for their exact ad spend, no more or less, before a campaign even begins. This sets strategic marketers apart, enabling them to drive success in any economic climate.

Second, with anticipated user privacy changes on the horizon, a healthy traffic mix is crucial for protecting future marketing efforts. At Perform^[cb], we are committed to diversifying our clients’ media mix with privacy-safe traffic, such as SKAdNetwork. Check out the recording of our recent webinar with Business of Apps to discover how we help our mobile clients scale user acquisition while prioritizing user privacy!

Diversify Your Traffic Channels

As the app stores become saturated, diversifying your media mix is more critical than ever before. By recruiting, onboarding, and optimizing with diverse partners, your mobile app can reach users throughout the funnel, reduce risk, and expand overall revenue.

Explore these trending channels for unique opportunities to effectively reach users throughout the consumer journey:

• Over-The-Top TV (OTT): Stream digital content on various devices for highly targeted campaigns and personalized messages.
• Connected TV (CTV): Utilize devices like Amazon Fire Stick, Apple TV, and Roku to deliver interactive and personalized ad experiences.
• Contextual Display: Target users based on relevant keywords, topics, or themes on web pages.
• App Store Optimization (ASO): Optimize app listings to enhance visibility in app stores.
• Influencer Marketing: Leverage influencers’ audiences and credibility to increase app awareness and drive installs or engagement.

Take your mobile app to the next level with our comprehensive guide – How Three Apps Drive User Acquisition at Scale – featuring expert insights, resources, and success stories from our top mobile marketers, including FanDuel. Download now!

Prepare for the Future

Tightening marketing budgets means organic growth is quickly taking the spotlight, making it that much more vital to identify the “prime” seasons for your app and prepare accordingly. For example, marketers who experience seasonality during the Q4 months should consider running test campaigns in Q3 and using a burst campaign to kick-start the season. This can both boost visibility in the market and attract a high volume of interested users.

To achieve sustainable growth in the face of a potential “post-Covid digital slowdown”, app marketers must adopt a data-driven approach to user acquisition. Strategies to consider include prioritizing channels and audiences with higher retention rates, targeting users likely to engage long-term, paying only for desired results, and optimizing the funnel through personalized messaging and behavioral targeting. By embracing these approaches, app marketers can better prepare for Q4 and drive sustainable user acquisition growth.

Witness these proven strategies in action as we showcase the success stories of our top mobile marketers in our latest guide, How Three Apps Drive User Acquisition at Scale. Download now!

Accelerate Your Growth Today!

Economic uncertainties shouldn’t hinder your mobile app’s ability to acquire users. By staying informed about the current state of the industry, diversifying your traffic channels, and utilizing data-driven approaches to prepare for the future, your app can drive high-quality user acquisition regardless of the circumstances. Don’t let potential roadblocks hold you back – take control of your app with strategic planning and implementation.

Ready to get to work? Discover the strategies and tactics to scale your user acquisition in our expert-led webinar with Business of Apps. Access the recording today!

But why stop there? Take your mobile app to the next level with our comprehensive guide – How Three Apps Drive User Acquisition at Scale – featuring expert insights, resources, and success stories from our top mobile marketers, including FanDuel. Download now!