The following is a guest contributed post from Florian Lutz, co-founder of Trademob.
Apple’s annual product update featured the anticipated introduction of the iPhone 5s and iPhone 5c, which means the mobile sphere is in influx again, presenting new opportunities and new challenges for app marketers.
As past years have proven, a new iPhone device triggers an inundation of iPhone purchases and new iPhone users. In the coming weeks, app marketers can thus expect more downloads to happen by new users setting up their new iPhone and looking for new apps to use.
We’ve put together a step-by-step strategy for app marketers to follow while leveraging new iPhone users.
1. Now until End of October: Run well-targeted user acquisition campaigns across the entire iPhone user base — since there won’t be enough traffic only targeting iPhone 5c or only 5s devices in the beginning — to win over the new iPhone users and grow your app user base. Make sure you have an iOS 7 compliant app to maximize your conversion and iOS 7 compliant tracking integrated before you start so you can monitor your users’ behavior. Under iOS 7, Apple has banned all device tracking solutions other than the IDFA. Monitor the iPhone sales, especially if you’re interested in tapping in those countries where the iPhone 5c was especially considered to trigger a surge in new iPhone users. If the presumed surge looms, make sure you have acquisition campaigns setup in those countries.
2. End of October: Run a thorough user analysis to identify different user segments and user profiles for your app. Evaluate if and how iPhone 5c and/or iPhone 5s users may be different from other iPhone users with regard to their overall monetization and their conversion on mobile ads.
3. Beginning of November: Leverage DSPs to run user acquisition and retargeting campaigns targeting your key user segments with bespoke mobile messages. It’s important to have the right marketing mix, and not only focus on acquiring new users, but also retarget your current user base as it’s much cheaper to re-engage a dormant user than it is to acquire a new one. Run A/B banner tests for the different segments to truly optimize your conversion and ROI. Closely monitor your KPIs and adjust your budget and targeting settings where appropriate. Continue analyzing your campaigns as well as your user profiles and use the newly found insights to have well-targeted campaigns in place for the Christmas rush in December.
4. December: Leverage the insights for new user acquisition campaigns that will help you win over the new iPhone users after Christmas. Use retargeting and special promotion campaigns to win back lost users and better monetize your dormant and active users during the increased app usage period around the Holiday Season. If you have a business model that benefits from the Holiday Season (for instance, a commerce app or a travel app), start before Christmas with special promotions and retargeting campaigns to remind your users to complete actions such as shopping or booking in your app – especially focus on your iPad users here, as tablet users are big spenders. Consider running an App Store boost before December 21st to be at the top in time for the Christmas shopping period and/or to be at the top during the holiday season between Christmas and New Year’s Day.
As is the case with any change, the latest editions of the iPhone present both new challenges and new opportunities. App marketers must rise to the occasion in order to take full advantage of the habitually changing mobile landscape.
About The Author
Florian Lutz is co-founder of Trademob and leads its sales department.