Let's Talk Retention #8
Posted on July 16, 2017
Welcome back to another one of our Remerge recaps, a monthly roundup of current news from the world of mobile marketing. This series will bring you up to date on all the latest launches and trends happening within Remerge, and the ever-changing mobile industry to help you to maintain an effective mobile retention strategy.
There was lots of talk about retention this month with heavyweights like Google and Apple revealing some important changes to their respective app stores to prevent practices like spam installs and fake reviews. Apple’s app store update will also provide provide app users with new ways to find popular apps with some new discovery features and an entire tab in the store dedicated to gaming apps. Another huge announcement this month was the merger of Singular and Apsalar to form a more unified marketing and analytics platform. According to a press release, the merger will allow marketers to understand the true ROI of each touchpoint in their app marketing strategy, from in app display ads to push notifications, the combined enterprise which will be known as Singular, promises to simplify the measurement process for marketers.
Newest Trends in App Retention
At the start of the month, and before the merger was announced, we were lucky to be joined by two mobile marketing experts in our Berlin HQ for a talk on the latest trends in app retention. Julian Schroll from Singular chatted about his company’s approach to measurement alongside Daniel Arroyave from gaming powerhouse Funstage, with the talk being moderated by Remerge CEO, Pan Katsukis. The main points of the discussion were ad fraud and new ad formats that promise to ensure higher retention rates amongst users.
Daniel discussed Funstage’s approach to fraud which he said was a huge concern for them because users hate the experience of intentionally or unintentionally clicking on an ad and being auto-redirected to the app store. The shady practice has led to the rise of ad blockers on mobile phones and a much wider discussion in the industry on how to create more relevant ads that users will want to engage with. Daniel talked through his experience working with Remerge on Funstage’s app retargeting campaigns and explained how Funstage now only works with partners that they trust who offer transparency and insights into each aspect of their campaigns.
Julian Schroll talked us through Singular’s approach to issues like fraud and how the fragmented mobile attribution ecosystem has led to the need for a more unified approach to marketing. Singular’s merge with Apsalar aims to address what Daniel, and many other marketing managers experience when they work with multiple marketing partners for their user acquisition, email marketing, TV ads and mobile retargeting campaigns.
The New App Store
In June, two of the biggest names in tech made changes to their app stores which demonstrated the importance of engagement and retention as performance metrics for app marketers. At the WWDC, Apple announced some updates to the design of the app store. Philip Schiller, Apple’s Senior VP of Worldwide Marketing said: “Now, we are taking everything we’ve learned from the App Store over the past nine years and putting it into a stunning new design. Every element of the new App Store is richer, more beautiful and more engaging.” The company also announced some changes to the ways users discover apps with recommendations, how-to guides, tips, video content and app charts to allow developers to produce impactful content to engage users in the world of their apps, and to encourage them to download.
Google also made some important updates to its Play Store to prevent app developers from manipulating the ranking system to improve their app’s popularity. The update should improve the user experience for Android users displaying only the best of the best in the Google Play charts. The update came right after another recent change the company made to take into account user engagement and retention, and not just downloads, when assessing the most popular titles. Both of these updates will come as a welcome change for users looking for unique and engaging apps and seem to prove the shift in focus within the mobile industry from acquisition to retention.
The Restless CMO
With the maturation of the mobile marketing industry, we’re starting to see some amazing adtech companies coming to the fore to cater for all of marketers gamification, AI and app retention needs. To be included alongside some of these innovative companies in The Restless CMO’s recent list of adtech and martech startups shaking up the industry, we were truly honored. Since the official launch of Remerge, we have always been focused on our goal to become the most efficient solution for app developers to engage and monetize their user base. With so many companies appearing each day claiming to be a one stop shop for all things mobile marketing, we are glad to be recognised alongside a list of companies who have focused on their niche and perfected their technology in an industry dominated by only a few key players.
If you’d like to know more about Remerge and how we work with app developers to help them retain their loyal app users, we will be hosting a workshop alongside our friends at Glispa in their beautiful HQ in Berlin in two weeks time. The talks will cover retargeting, native ads and user acquisition and will be led by some of the best names in the industry with our own Director of Account Management, Ela Krief offering her insights based on her extensive experience working with clients on their retargeting campaigns. Click here to register, we hope to see some of you there!