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Volatile market conditions and economic uncertainties have posed new challenges for app marketers. Market changes brought about by the pandemic have accelerated digital transformation and made online marketing channels more competitive.
Apple’s AppTracking Transparency (ATT) framework has changed the way user data is collected, impacting ad targeting and attribution. Facebook’s announcement to deprecate the use of third-party cookies has further added to the complexity.
In such a scenario with budget constraints and rising competition, app marketers need to focus on user acquisition outside of the traditional search and social channels. This means exploring new channels and optimizing existing ones to drive growth and maximize return on investment (ROI). Let’s explore:
Probabilistic matching has become the default form of attribution for iOS apps due to ATT’s limitations. Given this, it may be tempting to allocate the majority of your budget to Android campaigns.
The reality, however, is that iOS still holds a significant share of the market and presents valuable opportunities for app growth. The key is to find the right balance between iOS and Android budgets, considering factors such as audience demographics, app category, and performance data.
One approach could be to allocate a larger portion of the budget towards Android campaigns while still maintaining a significant presence on iOS. A multi-channel approach can also be beneficial, allowing for diversification and reduced dependency on a single platform.
Channels such as influencer marketing, in-app advertising, and programmatic platforms provide new opportunities for app growth outside of traditional channels. A diversified approach can also help reduce reliance on a single platform, mitigating the impact of sudden market changes or disruptions.
Influencer marketing, for example, can be a great way to reach new audiences and increase brand awareness. Genz and millennial consumers are known to trust and engage with influencer content.
Similarly, in-app advertising is an effective channel for targeting users within specific apps or app categories. A programmatic platform like VenziMedia, for instance, offers access to a vast network of publishers and exchanges, allowing for precise targeting and efficient ad spend.
Optimizing campaigns outside of traditional channels requires a different skill set and expertise. App marketers may need additional training or hire specialists to manage these channels effectively.
For example, programmatic advertising involves complex algorithms and data analysis, which may require external expertise for proper optimization. Shrinking your budget should not mean sacrificing the quality of your campaigns. The right tools and knowledge UA Outside Search & Social can help acquire users outside of traditional channels.
More often than not, it pays off to invest in additional resources and expertise to achieve better results in the long run.
While exploring new channels and hiring additional expertise may seem expensive at first, it is essential to consider the potential return on investment. A well-optimized multi-channel strategy can increase app installs, higher retention rates, and overall revenue growth.
When you factor in the potential losses from relying solely on traditional channels, investing in alternative channels and resources can prove to be worthwhile. The key is to carefully evaluate the cost and potential benefits of each channel and make strategic decisions based on your app’s unique goals and target audience.
A volatile market and changes have forced app marketers to look beyond traditional search and social channels. By exploring alternative platforms, optimizing budgets, and investing in expertise, app marketers can achieve better app performance results.
VenziMedia, for instance, offers an all-in-one solution for programmatic advertising and can help you reach new audiences, increase revenue, and drive growth.
