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Mobile Advertising

Is Traditional Advertising Still Effective in the Digital Age?

Nov 13, 2023

Mobile Developers spend countless hours developing and perfecting their applications. It may be the game-changer everyone’s been waiting for, and then, they are excited to break the news to everyone. The goal of every developer is to reach as many users as possible of their target audience, through their mobile application. As the mobile app market continues to grow at an exponential rate, the competition has become more fierce. Acquiring new users can be challenging and even expensive.

Global mobile ad spending rose and is expected to reach $362 billion this year, according to in its annual State of Mobile 2023 Report. One ad click may cost as little as a few cents or as much as $40, depending on the industry and type of media. These figures can seem quite high for most of the Mobile App Developers.

There is a common misconception among app developers that a user-friendly app is all that is needed to attract new users. It’s not that simple. This is where having a user acquisition strategy is crucial - a blueprint of the target market, the number of global app users they want to reach, and the mobile app installs they hope to achieve from them. Mobile App Developers need to hire experts in mobile user acquisition in order to save a lot of money and efficiently use their marketing budgets.

What is Mobile User Acquisition?

Mobile app user acquisition (UA) refers to the strategies and processes that App Developers and marketers use to attract and onboard new users to their mobile applications. The goal is to increase the number of app installs and active users, which can subsequently lead to higher revenue and large app distribution. Mars Media Group successfully employs UA strategies for many years. The best strategy for any application will depend on the developer’s target audience, KPI’s and budget.

How Does It Work?

There are multiple ways to drive new users to your app. Each option has a proven track record of success when used correctly. Here are some of the most common activities:

  • Organic Acquisition:

    This involves users discovering and downloading apps without any paid promotions. This can be achieved through:
    • App Store Optimization (ASO): Optimizing the app's title, description, keywords, screenshots, and reviews to improve its visibility in app stores. It is an ongoing process for every app, because every change can affect app discovery, and there is also a lot of competition in the different app stores.
    • In-app Referrals:Encouraging existing users to invite their friends to download and use the app, often in exchange for rewards.
    • Cross-Promotion: Promoting the app within the developer’s other apps or partnering with other app developers to promote each other's apps.

  • Paid Acquisition:

    There are many methods to promote applications using paid advertising campaigns. We’ll name the main ones:
    • Social Media Advertising:Platforms like Facebook, Instagram, TikTok, and Twitter offer targeted ads to promote mobile apps.
    • Search Ads:Platforms like Google AdWords and Apple Search Ads allow developers and/or agencies to display their app at the top of search results and get app installs.
    • Display Ads:Banner ads, interstitials, and video ads displayed on websites or within other apps.
    • Affiliate and Referral Programs:Partnering with other companies or influencers to promote your app in exchange for a commission or other incentives.

Mars Media Group successfully offers a wide range of solutions to mobile app developers, with a holistic approach, advanced technology and sophisticated reporting system.

  • ASO

Also known as app store optimization, ASO is the art of making your app more visible and discoverable in app stores. It involves optimizing your app's title, keywords, screenshots, and description to attract more users to download it. Mars Media Group offers its unique ASO capabilities as part of its mobile advertising solutions to help app developers improve their organic reach.

UA Mobile Campaign Metrics

Key metrics are the bedrock of any mobile user acquisition strategy. App owners must constantly monitor their data, assess how their strategy is performing, and optimize accordingly. Here are some key metrics we track in our clients’ UA mobile campaigns:

  • Cost per Install (CPI): This metric represents the amount an advertiser pays every time a user installs their app from a paid advertisement.
  • Cost per Acquisition (CPA): measures the cost incurred to acquire a customer through a specific marketing channel or campaign.
  • CTR% (Click Through Rate): Measures the percentage of people who click on an advertisement or link after seeing it.
  • Cost per 1,000 impressions (CPM): the price an advertiser pays for 1,000 views or displays of their advertisement.
  • Lifetime Value (LTV): calculates the total revenue a business can expect from a single customer over the duration of their relationship.It helps businesses determine how much they can spend on acquiring a customer and still be profitable.
  • Install Rate: the percentage of users who install an app after viewing an advertisement or landing on an app store page.
  • Conversion Rate: measures the percentage of users who take a desired action, such as signing up, purchasing, or any other defined goal.
  • User Engagement: how actively users interact with an ad, an app or website, considering factors like CTR, session duration, frequency, and depth of interaction.
  • Down-funnel optimization: This refers to strategies aimed at improving conversion rates at later stages of the customer journey, such as from trial to purchase.

6 Actionable Ways to Acquire New Users

In the dynamic world of mobile app development, creating a stellar app is just the beginning. For app developers, the real challenge often lies in getting their masterpiece into the hands of users. Without a meticulously crafted user acquisition strategy helmed by professionals, developers risk pouring money down the drain on ineffective marketing efforts. Engaging experts not only ensures a wider reach but also saves substantial funds in the long run. Here are 6 techniques that can give you the edge you need to stay ahead of the competition:

  1. Identify your ideal customers. The first step to any successful user acquisition strategy is to understand who your target audience is. What are their needs and pain points? What are they looking for in an app like yours? Once you know who you're targeting, you can tailor your marketing and messaging accordingly.
  2. Define your goals. What do you want to achieve with your user acquisition strategy? Are you looking to increase downloads, boost engagement, or drive sales? Once you know your goals, you can develop a strategy that's aligned with them.
  3. Choose your channels. As described in this article, there are a variety of channels available for Mobile App User Acquisition. The best channels for you will depend on your target audience and budget. It is advisable to work with a team of experienced professionals, who will save you a lot of time and money, and.
  4. Develop a unique strategy for each channel. Don't just use the same strategy across all channels. Take the time to tailor your approach to each one, so that you're reaching your target audience in the most effective way possible.
  5. Communicate with your customers. Don't just acquire users and then forget about them. Keep in touch with them through email, social media, and other channels to build relationships and encourage repeat engagement.
  6. Measure and improve your strategy. It's important to track the results of your user acquisition strategy so that you can see what's working and what's not. Use this data to make adjustments and improve your results over time.

Boosting App's Distribution & Revenue

Even if you have the best app on the market, if nobody knows about it, let alone uses it, what's the point? You can bolster the number of users of your app by developing a mobile user acquisition strategy. As competition in the mobile landscape heats up, advertisers are constantly looking for new ways to reach their audience. Choosing the right partner with the right technology and expertise can make a huge difference.

With over 18 years of driving innovation in the digital marketing landscape, Mars Media Group offers a wide range of mobile marketing solutions, along with holistic and customized UA strategies, to help app developers efficiently reach their core audience and drive new users to their app.

If you want to cut through the noise and get your app out there, we are here to help. Get in touch with us today!