The availability of different apps has made human survival easier, specially in the pandemic. However, with a broader spectrum of mobile apps, the mobile app ecosystem has become a battlefield wherein, app’s offerings and payment mechanisms are the key players. The different moderations evolving in the app market are creating more options for users but is becoming challenging for marketers.
A user wants “more in less” and prefers to choose the app that meets his requirements at less expenditure. This tendency has posed some significant challenges to marketers in meeting the growing standard of user’s expectations. Owing to this, marketers try to seize their marketing strategies of acquiring the quality of non-organic traffic with some paid campaigns. In this article will talk about how the growing app market has become an option for users but a challenge for marketers.
Churn & Retention: The progress of an app depends on the quality of its loyal users, determined by the retention rates. Sometimes marketers lack in fulfilling the bars of user’s high expectations and they get churned. Users retain an app till the time their purpose is met else they uninstall it and explore other opportunities.
Fragmented Threads: The recently rolled out Apple IDFA policy has also been added to the list of challenges for marketers. Influencing only the iOS platform, marketers will responsibly deal with privacy, shifting their advertising budgets towards Android by relying on Facebook and Google ad platforms. Alongside this, app size, device loads and ID’s also pose a series of challenges for effective targeting, strategies and measurement.
Budget Management: To differentiate oneself from others, the marketers need not acquire every user except the valuable ones who generate revenue. Whereas, acquiring users making in-app purchases demand more marketing budget while targeting and executing a campaign. Therefore, marketers need to rely heavily on data to confidently invest in marketing and drive profitable sales.
Loaded Offerings, Least Size: A user prefers to install the app that is least in size and is loaded with more varieties in its offerings. They uninstall the app that occupies more device storage, which becomes challenging for marketers to effectively monetize an app.
In spite of multiple challenges, there is always room to optimize the different components of the marketing strategy to make informed business decisions and to tap unprecedented potential revenue. A thorough analysis of strategy and performance measurement would surely help the marketers to effectively stand prolonged in the industry, catering users to discover product alternatives within the app despite multiple app’s options.
