App Marketing Shifts From Installs To Engagement

App Marketing Shifts From Installs To Engagement

Retention & Engagement
8 min read

More apps mean more competition for users. This dynamic is driving user acquisition costs into the stratosphere. Companies have a choice: They can pay higher prices to acquire app users, or they can invest more effort in retaining high-value customers. Reams of recent research reveal a seismic shift to the latter as more app marketers sharpen their focus on approaches that emphasize “quality over quantity.” It’s all about keeping users loyal. App marketers are beginning to understand that the customer-centric rules of online, digital and physical marketing also apply in the App Economy.