The app marketing strategies that drive revenue and retention

venturebeat.com:

Presented by Adikteev

Retargeting is a critical component of any mobile marketing strategy in 2022, especially in an extremely crowded marketplace where everyone is competing for user attention. A solid retargeting strategy and measurement framework makes the most of an existing user base, and increases returns on UA investments.

There are three main areas where retargeting is important. First is preventing churn, which is a major challenge for the majority of app developers. You need to ensure users already in your app are staying engaged, and aren’t going anywhere.

The second area is activating new installs. These are the users who have downloaded your app, but still need to take the first step in engagement — whether that’s subscribing, making a deposit or other actions.  

And the third category is upselling your users. That’s hitting up a user who has already made one small purchase, and retargeting them to see if they’d be interested in making more, or a higher-value purchase, or both.

“There is no one-size-fits-all solution, but three main points of focus come up again and again for marketers,” says Kate Lovejoy, COO of retargeting at Adikteev.

Here’s a more detailed look at those three key strategies — plus insight into one that’s become a huge topic for app marketers in 2022.

Here, your goal is to show retargeting ads to high lifetime value (LTV) user segments — that small percentage of paying users who generate the majority of your revenue. It sounds counterintuitive, because these users are already active, but keeping these users engaged and happy is essential for increased revenue.

In hardcore gaming apps, targeting the small number of paying users (also called whales or VIP users) has been shown to result in high