In a market where 95% of users are likely to churn within 90 days, spending blindly on user acquisition is a sure-fire way to burn money as fast as you can make it. That’s why smart marketers are shifting away from app installs, surface data, and metrics that led app marketing to the brink of a mobile engagement crisis. Ten remarkable mobile app marketers whose expertise has earned them the title "Mobile Heroes" share their incredibly effective habits to boost mobile app marketing and user acquisition.
People are accustomed to doing loads more with their mobile apps, regarding them as the collective “go-to” for everything necessary to organize, optimize and enjoy the daily routine. As a result, consumers are primed for deeper engagement “in-app” at precisely the same time that more marketers are looking beyond the app install to drive conversions deeper in the funnel. It’s a dynamic that pushes down the cost to acquire users who will convert and boosts the chances of many app categories – especially booking apps - to win big.
A year after Apple announced the arrival of the subscription app model as part of a wider sweep of changes it made to its App Store policies, the size and scope of this new app category is exceeding analyst expectations. It is also paving the way for content companies to grow audience numbers and engagement. It’s good news that subscription apps are gaining traction. But not all media companies that can offer their app as a subscription model should do so. If you’re asking users to open their wallets, you need to offer value for money.
New data suggests companies may be leaving money on the table with pricing strategies that either undersell the value of the app they offer or underestimate how much money users are willing to pay - or both.
This is the surprise finding in the 2017 Subscription Mobile Apps report. In addition to breaking down engagement metrics by platform, user demographics and app category, the report also breaks new ground, highlighting the “ideal price range” that is highly likely to turn a user into a loyal subscriber.
Smart companies are looking beyond the iTunes App Store and Google Play, mapping out a multiple app store strategy to reach a larger market with their app. These alternative app store environments offer a variety of benefits, allowing app developers to boost brand profile, reach new audiences and expand to new geographies.