App install campaigns are one of the most effective ways to drive new users to a mobile service, but they’re far from being the only effective method. At RetailMeNot, we are always on the hunt for creative ways to reach our target audience and help them save money on their favorite products and brands.

This post looks at three user acquisition channels we use to generate a significant number of new mobile users, beyond app install ads, including: (1) the RetailMeNot website, (2) search engines, and (3) physical signage. (more…)

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If there is one thing that differentiates performance marketers of games and non-gaming apps, it’s the channel considerations they make when allocating their ad spend. A majority of mobile performance marketing is dominated by casual gaming advertisers with the benefit of a wide ranging audience. Casual gamers are made up of nearly any demographic and can be found anywhere.

However, non-gaming app marketers require more granular targeting capabilities when spending on new user acquisition channels. For instance, dating apps typically want to acquire users who are mature and single and must be more careful when buying users from publishers with a wide demographic range, such as gaming apps. (more…)

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Marketing an app means growing and fostering an amazing business. In an industry that is still so young, it also means that we will make mistakes along the way to success. Two of the most important lessons I’ve learned as a mobile marketer are:

  • Mistakes are okay as long as you learn from them
  • Always optimize your user acquisition campaigns for revenue or engagement

Below is the story of how I learned lesson #2 at MileIQ. (more…)

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Acquiring app installs is an important first step in building a mobile business, but it only a start. Growing a successful mobile business requires generating high quality users who not only install your app, but use it regularly. For most mobile marketers of non-gaming apps, user retention is a real challenge, with only 7% of people who open an app once still using it seven days later, according to the latest data from Swrve. (more…)

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Mobile Heroes is back! That’s right. Today we are kicking off the 2016 Spring Edition of Mobile Heroes. Each week we go in-depth with a featured non-gaming app marketer, learning about their work life, day-to-day marketing challenges, and insights into their user acquisition and retention strategies. (more…)

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Valentine’s Day is over, but the love in the air just beginning to show. Though you might associate February as the peak month for romance, the Liftoff Mobile Dating Apps Report proves that just isn’t so.

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This guest post, written by Matt Sadofsky from AYI, originally appeared on Mobile Heroes.

As marketers, we have a ton of targeting options at our fingertips when running mobile user acquisition campaigns. At face value, the option to target down to the most minute details seems ideal, but more often than not, getting too niche will limit the performance of your campaign.

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When someone installs and opens your app, it’s the beginning of a dialogue. They’re telling you that they’re interested in your product, or that your app might provide the solution to a problem they’re facing. But users don’t always convert right away, because most of the time they still have questions. Can I trust this app? Will it really do what it claims to do? Is it worth paying a monthly subscription fee for what I get in return?

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The following is a guest post written by Christine Beuhler, Content Marketing Manager at Mobile Action.

Today we’re going to talk about how to gather competitive app store intelligence and insights from the app stores to stay a step ahead of your competitors. The app stores offer a treasure trove of competitive intelligence, from App Store keyword search rankings to ratings and reviews. When analyzed properly, you can easily identify what your mobile competitors are up to and develop marketing strategies to compete more effectively. (more…)

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Q3 sustained a marketing-friendly trend in mobile user acquisition. Based on our latest research, the cost to acquire a new registered user in a mobile app reached a low of $8.72, the lowest it’s been in 2015. But don’t wait too long to act on the trend of lower CPAs, these costs are expected to rise headed into the holiday season as marketers bid up advertising costs vying for a larger share of the Q4 seasonal app rush.

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