Everybody knows there’s fierce competition out there to get users, and to win, it’s necessary to seek out and test new channels. That was our motivation when we decided to try influencer marketing for apps back in 2016, and we were rewarded with a cost-effective new source of users.
Successful app promotion is all about finding new users who will be excited by what your brand has to offer. Constantly exploring new audiences and markets is the name of the game, but things get even trickier once a new opportunity is spotted, and the strategy building begins.
You can learn a lot about an app by hearing its marketer explain what they consider to be an “Active User”. The performance metric crucially important for measuring the success of an app is not tied to an official industry standard or definition, so app marketers often create a custom definition of the term to reflect their app’s unique growth goals.
There are many reasons why you may need to begin to run marketing and advertising campaigns on multiple channels: you might be assigned a large budget and have to scale rapidly, or you might be advertising a niche app and find that the duopoly (FB and Google) are not efficient for scaling for your specific situation.
For the performance marketer, the industry mantra is that absolutely everything can and should be optimized. And although the mantra is fundamentally true, the 80/20 rule (that states that 80% of your results come from 20% of your efforts) suggests that knowing where to focus optimization energy is the most efficient way to maximize results.
In the last year and a half, influencer marketing for apps has transitioned from a trending topic to a must-have performance marketing channel. The early adopters have been tinkering, and the results indicate there are a lot of opportunities. A CivicScience study found that among daily social media users, 23% to 34% of users had been influenced to make a purchase by an influencer on Instagram, Twitter, YouTube or Facebook.
Google and Facebook make the ad world go round. They’re the first two mobile app advertising channels that people think of if they are not in the industry, and they have a truly dizzying reach: 3.5 billion searches are performed per day on Google’s Search network, and on average 1.49 billion people log onto Facebook daily.
If you keep abreast of industry news, you might be feeling lately like everyone and their dog is starting a mobile programmatic mobile ad buying strategy.
This isn’t your first time experiencing the end of the year holiday shopping frenzy, so you are well aware of the seasonal boost in consumer spending and Q4 revenue that kicked off on Halloween and won’t slow down till well into the new year.