In today's hyper-competitive app market, user acquisition is a critical challenge for app developers and marketers. Building a solid user acquisition strategy is crucial to the success of any app, and it requires continuous optimization and innovation.
In this panel discussion at APS London 2023, titled Rebuilding User Acquisition, experts shared their insights on how to rebuild user acquisition strategies in the current app market.
Panelists included Michael Balogun from InMobi, Samuli Saares from Replay Gaming, Jessica Gotti from Paired, and Catherine Poole from UNiDAYS, engaging in a high-level discussion on several key points that app developers and marketers need to keep in mind while rebuilding their user acquisition strategies.
Here are a few top-line takeaways:
- Reassess the metrics that matter: User acquisition metrics have changed in recent years, and app developers need to reassess the metrics they use to measure success. In addition to traditional metrics such as cost-per-install (CPI) and return-on-ad-spend (ROAS), developers need to focus on metrics that reflect user engagement such as retention rate, time spent in-app, and user lifetime value (LTV).
- Diversify user acquisition channels: Relying on a single user acquisition channel can be risky, as changes in algorithms or policies can affect the effectiveness of that channel. The panelists emphasized the importance of diversifying user acquisition channels, including both paid and organic channels. Developers should also explore new channels such as influencer marketing, content marketing, and app store optimization.
- Experiment with new ad formats and targeting options: The panelists encouraged developers to experiment with new ad formats such as video ads and playable ads, as well as new targeting options such as lookalike audiences and interest-based targeting. By testing different ad formats and targeting options, developers can optimize their user acquisition campaigns and improve their ROI.
- Leverage data and automation: Data is a critical tool for optimizing user acquisition campaigns. Developers should leverage data to understand user behavior, identify trends, and optimize their campaigns accordingly. Automation can also help streamline the user acquisition process, allowing developers to focus on creative and strategic aspects of their campaigns.
- Prioritize user experience: Finally, the panelists emphasized the importance of prioritizing user experience in user acquisition campaigns. Developers should ensure that their ads and landing pages are relevant, engaging, and easy to use. By providing a positive user experience, developers can increase user engagement and retention, ultimately leading to higher ROI.
Listen to the full interview to hear more from our panelists on how they’re building user acquisition strategies, and to learn more about InMobi sign up for our newsletter here.
In conclusion, rebuilding user acquisition strategies requires a holistic approach that involves reassessing metrics, diversifying channels, experimenting with new formats and targeting options, leveraging data and automation, and prioritizing user experience. By following these principles, app developers and marketers can stay ahead of the competition and achieve long-term success in the app market.
ChatGPT was used to create this blog post.
