EDITOR ’ S QUESTION
PAUL WRIGHT , MANAGING DIRECTOR UK , FR , ME AND TURKEY AT APPSFLYER
With vaccines being rolled out across the UAE , businesses have started the work of rebuilding for the ‘ new normal ’. For many , this will include reclaiming lost ad spend and adapting their marketing strategy to navigate new challenges . the most of your brand ’ s owned channels first , minimising marketing costs and driving growth and retention goals .
Retargeting existing users to drive revenue
At a time when brands are still taking a hit to their marketing budgets or possibly just starting to recover from cuts , it is more important than ever they minimise costs and tap into innovation and creativity to drive growth . But this can feel overwhelming when your budget is limited – how to start , where to begin ?
A great example is Snapchat , which has debuted its first brand-facing campaign – using innovation and creativity to draw advertisers ’ attention to its ad products . The Snapchat campaign was created in-house with a limited budget , with the innovative decision to target marketers directly for the first time in a B2B campaign . Snapchat ’ s parent company experienced a tough quarter in which brands cut spend because of COVID-19 restrictions ; attracting new business by drawing attention to its advertising products is a crucial tactic as it looks to reclaim some lost ad spend .
Here are my top four tips to help app marketers navigate the challenging environment .
Tapping into owned channels
Retaining existing users is crucial even in usual circumstances . With poor retention rates , intense competition and rising user acquisition costs , re-engaging with existing app users has become a key component of an app marketer ’ s toolbox .
But throw a pandemic and challenging economic conditions into the equation , and customer loyalty takes on an even more vital function .
Brands can adjust their marketing strategy to avert focus from engaging new users and instead increase the potential to re-engage existing users to drive growth and retention goals .
Prioritising ad budgets
It ’ s best not to ‘ go dark ’ by freezing ad spend entirely ; brands that do risk being forgotten as competitors take over . Instead , app marketers need to use existing data and tools to extract rich insights from their ad campaigns – allowing them to learn what works best , optimise future campaigns and ensure budgets are spent most efficiently .
Work that inbox
We all know that a decent marketing plan involves a blend of earned , owned and paid channels . While it ’ s tempting to use paid media from the get-go , many marketers have such tight budgets that this just isn ’ t an option .
App marketers shouldn ’ t underestimate the power of email marketing . eMarketer found that 83 % prefer email for communication , far and away the top choice over text , SMS , messaging apps and social apps .
Frankly , if you haven ’ t any budget whatsoever , then your only choice is to capitalise on your imagination and creativity to win . If you ’ re faced with this challenge , it ’ s a smart move to make
We also know that the vast majority of emails are opened on mobile devices , making this an attractive channel for directing customers to your app store . www . intelligentcxo . com
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