Every day, consumers are turning to their mobile devices to do their shopping. In 2015, shoppers spent nearly $75 billion shopping on their phones, up from $56.6 billion in 2014. For retailers and eCommerce companies, this shift in buying habits opens up new opportunities to grow revenues.

At Boxed, our focus is on acquiring new shoppers who will install our app, browse our products and make a purchase. In order to continually improve our UA campaigns and acquire more shoppers, we regularly A/B test our ad creative to learn what works best. (more…)

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As the Director of Marketing at Smule, I invest a lot of money into user acquisition for our Smule apps. Acquiring new users is an important part of continuing our growth. But to make the most of our investment in user acquisition, we need users who actively engage and spend in the app.

One of our most popular apps is Sing! Karaoke. Sing! is a social entertainment app allowing users to engage in Sing performances with people all over the world. (more…)

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When you think about mobile marketing, does your product team come to mind? For me, constant collaboration with the product team at LifeLock is critical to marketing our app. Regular communication with the product team is beneficial for three big reasons:

  • The marketing team better understands our product
  • The product team helps us improve our message and consistency
  • Reviewing performance data helps both teams perform better in the future

You probably do not want to add yet another meeting to your weekly calendar, but if you’re not already meeting regularly with your product team, these are some compelling reasons to start. (more…)

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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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