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Mobile apps have become a major industry in recent years. In 2018, its revenue for both the App Store and Google Play Store is $54.7 billion.

As hundreds of mobile apps are released every day, the competition becomes stiff. Back in the early stages of mobile apps, users can scan the entire app store to find apps. Now, they’re at the homepage and they’re already bombarded with new apps each day.

How can new apps expect to get noticed in a sea of mobile apps? That’s where mobile user acquisition comes in to save the day. What exactly is this complex term? We’re going to give you everything you need to know about it in this article.

What is Mobile User Acquisition?

What is Mobile User Acquisition

In simple terms, Mobile User Acquisition is the process of driving new users to a new mobile app through marketing. It’s just a fancy term for driving traffic to your new app.

How does Mobile User Acquisition Work?

The way Mobile User Acquisition works is that game developers pay advertisers only when there are results in their marketing efforts.

But how do you measure results for mobile game advertising? Performance is realized when a new user downloads the app. This is a great advertising model for developers for certain reasons.

Why Mobile User Acquisition is the way to go

Mobile performance marketing is ideal for getting people to download new apps because of several reasons:

Easier results – Mobile performance ads run on apps and mobile websites. This makes it easy to convert these customers since they are already using the mobile platform. Compared to when your ads are displayed on a computer, it’s easier to convince users to download your app from a mobile device.

Advantageous for developers – Since you only pay the advertisers for every new user download, you’re giving yourself your money’s worth. Unlike the traditional marketing strategy where you hope that someone buys your products as they’ve seen it in a billboard, sometimes there are no sales.

Mobile User Acquisition Strategies

Mobile User Acquisition Strategies

To understand Mobile User Acquisition, we’re going to take a look at the different strategies used in this marketing model.

App Store Optimization (ASO) – If browsers have what we call Search Engine Optimization (SEO), ASO is its equivalent in mobile. App stores remain the number one driver of app discovery. For this reason, it’s in the best interest of the developer to optimize his mobile app to increase his likelihood of being downloaded on the app stores. They do this by optimizing the following:

  • Title
  • Keywords
  • Ratings
  • Other ranking factors

Since this marketing strategy doesn’t rely on paying, it’s the most common form of Mobile User Acquisition strategy. However, there’s a big learning curve for new developers when it comes to this strategy as there’s so much to consider. “How will you make your app more downloadable in a sea of apps?”

Organic Mobile User Acquisition – Another free Mobile User Acquisition strategy is the use of organic marketing. These can be through the form of articles and videos that focus on giving value first to the users. In turn, they hope that users will be enticed to download the app that’s being promoted.

Paid Advertising – Paid ads are commonly used by big developer companies. They can do this via targeted posts, banners, or ads on social media sites: Facebook, Twitter, and Instagram. They can also advertise via Google Adwords, other apps or YouTube. This gives the app more visibility faster, but the only downside is it can be expensive. Not all apps have the budget to run consistently paid ad campaigns, especially small developers.

Influencer Marketing – Another type of paid ad that’s common nowadays is the use of big influencers on Facebook, YouTube or streaming sites. A new app can find it extremely difficult to garner the trust and attention of a large audience. By paying influencers to use your app, you’re gaining visibility thanks to their huge reach. Users are much more likely to download an app if it’s recommended by a person they follow and trust. Developers need to be careful which influencer they approach though, not all of them have a high-quality audience.

Digital Video – One of the most increasingly popular marketing strategies for apps is through digital video campaigns. Even if a developer-only uses YouTube for this, he still has a potential audience of millions of people thanks to YouTube’s large user base. In fact, most apps nowadays are relying on these digital video marketing channels to gain new users to their apps.

Email Marketing – If you don’t know, email marketing is one of the most underrated marketing strategies not just for Mobile User Acquisition but for any marketing tactic. Up to 70% of emails are opened on mobile devices so developers can take advantage of this. The best part about having a huge email subscriber list is that it’s like a free advertisement for your app. You just need to build your email list.

Referrals – Another way that developers acquire new users for their apps is through app referrals. Essentially, they would reward each user for new friends that install the app because of the referral. This strategy can be completely free and developers will have more new users to their apps.

Final Thoughts

Now that you know what Mobile User Acquisition means, you’re much more aware of the tactics that advertisers use to entice you to download their apps. Keep in mind that most apps usually use more than 1 Mobile User Acquisition strategy listed above.