By Margot Miller, Model Content material Supervisor, Adikteev

Apple’s ATT framework continues to make consumer acquisition and retention campaigns tougher to deploy, monitor and measure. In mild of this, app entrepreneurs should discover new avenues for sustaining an engaged viewers. The variety of out there promoting IDs on iOS (IDFAs) is reducing, and Apple’s native monitoring and attribution answer, the SKAdNetwork, has critical limitations for app advertising and marketing campaigns.

Cross-promotion has confirmed to be a extremely environment friendly solution to retain customers on the portfolio degree, particularly for gaming apps. However the problem is precisely focusing on the precise customers on the proper time with the precise app from the portfolio – with out cannibalizing monetization of the stock.

The cross-promotion guessing sport

The traditional strategy to cross-promotion deploys campaigns on an app marketer’s unsold stock to advertise different portfolio titles. But when not launched on the actual proper time, cross-promotion can inadvertently destroy the monetization worth of that stock.

If focused too quickly, customers from the primary app might obtain one other earlier than they’ve reached their full lifetime worth (LTV) potential within the first – or earlier than they’re prepared to begin a brand new app.

If focused too late, customers might not be in any respect and should have already downloaded a competitor’s app. On high of this timing problem, it’s a guessing sport to find out which vacation spot app can be greatest for every consumer.

Machine studying hones higher solutions for smarter cross-promotion

New applied sciences are utilizing machine studying to remove this guessing sport, making use of predictive analytics to offer higher solutions to the who, what and the way for efficient cross-promotion:

1. Figuring out the precise cross-promotion targets: The predictive capabilities of best-in-class instruments can predict the probability {that a} consumer will churn with a median of 90% accuracy. This correct focusing on creates a stable basis for the cross-promotion marketing campaign.
2. Matching these targets with cross-promotion presents: Harnessing the information an app marketer has about that consumer, the predictive instruments robotically suggest a number of apps from the portfolio.
3. Connecting these matches with efficient advert placements: Devoted advert placements permit app publishers to run their cross-promotion adverts with out interfering with the monetization of their very own stock.

Reengage customers with out counting on promoting IDs

Maximizing user-level LTV by way of efficiency retargeting will proceed to be worthwhile for the share of customers who opt-in to share their consumer information. Nevertheless, as customers more and more choose out of sharing promoting IDs on iOS, it’s unattainable to acknowledge them and encourage them to return to the app.

Conserving worthwhile customers throughout the app ecosystem turns into extra vital than ever given this information shortage. By maximizing consumer LTV on the app-portfolio degree by way of cross-promotion, app entrepreneurs can proceed to reengage their customers and hold them throughout the world of their apps – with out the necessity for system IDs.

Construct out a forward-thinking retention technique

Utilizing cross-promotion to maximise LTV on the portfolio degree, as an alternative of the person app degree, would be the important technique for app entrepreneurs in 2022 and past. The identical method can even make for a stable user-retention technique. However success will rely on app entrepreneurs’ capability to raised predict the when and what for cross-promotions — and get smarter about operating these cross-promotions whereas sustaining the worth of their very own stock.