In-App Marketing Strategies for Your 2023 Campaign Optimization

Elena Strappato
March 10, 2023
In-App Marketing Strategies for Your 2023 Campaign Optimization

You may have wondered many times why you decided to download an app rather than another among thousands of available options in the Apple or Google store. Was it meant to be? Was it the best possible choice? Or, to put it simply, it was down to a good marketing strategy. 


In such a highly competitive business, app developers cannot but rely on advertising strategies and in-app marketing activities to bring out the best in their products to acquire new users and win the competition. For this reason, and for you to emerge, finding the most effective in-app marketing strategy for user acquisition campaigns and investing in campaign optimization will be of crucial importance.


Moreover, in 2023, the number of app downloads is expected to grow up to 299 billion. It may seem obvious to state that organic user acquisition has become obsolete, especially nowadays when marketers are faced with such fierce competition. A user acquisition campaign, though, is not just a one-time bunch of activities. For this reason, you might need to keep up with it as a process if you wish to scale up and optimize your campaign. 

Among the benefits, you will increase your ROI and revenues, and grow your user base. However, to achieve such goals, your campaign optimization will need to invest in targeting operations and leverage personalization both in the acquisition and retention stages. 


There are three key factors intertwining with each other we cannot neglect to have a grasp on in-app marketing campaign optimization: 


-        Ad Networks and DSPs 

-        Programmatic Advertising 

-        Machine Learning Algorithms 


This article will discuss the essential role played by mobile user acquisition platforms  and algorithms as in-app marketing strategies for your campaign optimization.


In-App Marketing for Your Campaign Optimization: The Use of Mobile User Acquisition Platforms 


There are some specific performance-based mobile user acquisition platforms you can count on to boost your ROI and your revenues. We are talking about two key parts in the process of ad buying: ad Networks and DSPs. While working differently, these two platforms connect advertisers (app developers willing to advertise their app) to publishers (other app developers selling virtual spaces for advertising). 


Among in-app marketing strategies for your user acquisition campaign, ad networks represent the umpire in managing the exchange of ad inventory between publishers and advertisers. Advertisers will be matched to the publisher’s ad inventory according to their specific requirements (i.e., target, budget). 


For our purpose, far more important is to talk about DSPs (Demand Side Platforms), especially considering that these mobile user acquisition platforms are designed to run paid campaigns. Both ad networks and DSPs play a role in in-app marketing, not only for acquiring high-quality users but also for increasing revenues. 

Moreover, DSPs as software platforms employing AI and machine learning, allow advertisers to purchase high-quality impressions and carry out multiple ad exchanges automatically and through one single interface. Therefore, by managing several real-time bidding networks of ad space, DSPs enable programmatic advertising.


In-App Marketing and User Acquisition: Why Programmatic Advertising Will Change Your Campaign Optimization


In paid user acquisition, you might need to choose between two media-buying processes and in-app marketing strategies for your campaign optimization: programmatic advertising and affiliate marketing. In this chapter, we will focus primarily on the first option and its role in today’s advertising while dropping a few hints about the difference between the two. 


Programmatic Advertising 

In the last 20-plus years, the advent of programmatic advertising has become a landmark in digital and in-app marketing’s history for its “efficiency in targeting and placing digital advertising”.


Powered by AI and machine learning, programmatic advertising consists of software buying digital advertising without any negotiations, requests or proposals, or quotes. By using algorithms, programmatic advertising can automatically buy and sell digital space for ads online. 


The use of algorithmic software implies the availability of a huge collection of data interpreted for precise targeting operations. This strategy makes advertising effective, incredibly precise, measurable, and unambiguous. This is a crucial aspect to take into consideration when it comes to adopting an in-app marketing strategy for your campaign optimization.


It may seem obvious to state, but bear in mind you need mobile user acquisition platforms such as DSPs and algorithmic software for activating programmatic advertising. 


The Catalytic Function of Algorithms for In-App Marketing


First, algorithms allow advertisers to have a grasp on the ad formats bringing the highest number of conversions. In this way, you can keep investing in the most productive ads without wasting your money. Overall, you will increase and optimize your user acquisition campaign as well as your ROAS


Moreover, algorithms represent the in-app marketing crystal ball in which you can look to target high-quality users that are more likely to interact with your ads, install your app, and finally perform the so-called “post-install events” such as purchases, transactions, etc. Targeting operations are based on some patterns not depending on users’ personal information, but on their mobile’s internet connection, operating system, and their location. 


Affiliate Marketing and Programmatic Advertising

Over the years, affiliate marketing has grown important as a new marketing channel for advertising. What has contributed to the growing popularity of this option is rooted in economic advantages. 

As a matter of fact, it reduces the costs for online advertising since publishers agree to a fixed payout for the actions and the events they contribute to generating on their apps. On the other hand, advertisers do not have to pay for the traffic that did not help them get conversions. 


Affiliate marketing is not an island! It is new and reduces costs but never works alone. Programmatic advertising, for instance, and affiliate marketing can integrate with each other and cooperate with other mobile user acquisition platforms selected by marketers such as social media. 

Among all the aspects we may have considered, we preferred to focus on the most relevant in-app marketing strategies for your user acquisition campaign optimization.


If you rely on the catalytic function of algorithms and the revolutionary role played by programmatic advertising, we are sure that your in-app marketing strategy is bound to succeed.