App Samurai | How to Run a Successful Marketing Campaign on OEM? |
| 8 Rewarded Campaign Strategies That Backfire on Long-Term Customer Growth Posted: 07 Apr 2022 06:59 AM PDT Rewarded ad campaigns can be a great way to increase user engagement and retention, but you must use these campaigns the right way. Rewarded campaigns offer numerous benefits when properly implemented. However, they can easily backfire if you don’t follow the best practices in place for them. If you use the wrong strategies, you might wind up turning users away as opposed to keeping them engaged. To help you ensure your rewarded campaign is a good fit for reaching long-term, lifelong audiences, the following are some strategies that may backfire, along with ways to fix them.
1. Lacking a Clear RewardWhen launching a rewarded campaign, you should make sure that users are aware of the benefit that they stand to receive by watching ads. While you can leave certain rewards as a mystery, you should make it clear that you intend those rewards to be a mystery. If people are given the chance to watch an ad in exchange for a reward and they don’t know what to expect, they’ll be less likely to choose to watch the ad. Whenever you prompt users to watch a rewarded ad, establish your value proposition and make it completely clear what users can expect to get. This will encourage them to engage with ads and more willingly continue using your app. 2. Not Offering Valuable RewardsThe rewards that people receive in an app should be valuable enough to get them to engage with ads. If rewards don’t provide enough value to make ads worth completing, particularly on a regular basis, users will be quick to stop watching those ads altogether. It can be challenging to determine which value proposition is ideal for an app, but there are some strategies you can implement. One way to calculate the appropriate offer is to consider the worth of the average user compared to the average reward. For instance, if you know that a user’s impression is worth around four to five cents, the reward should be worth around six to seven. Ultimately, rewards should be generous enough to keep users engaged and retained. On the other hand, you should avoid being too generous with your rewards, or this could keep many users from spending money on in-app purchases as they rely solely on rewarded campaigns. You can strike the right balance with rewards by testing different rewards and seeing which get great results without hurting your bottom line. The right rewarded campaign will give users an incentive to watch ads while helping maintain a high ROI. 3. Not Showing the Rewards ReceivedUsers may feel deceived if they don’t see that they’ve received rewards after viewing a rewarded ad. For example, a user may have a large amount of in-game currency, but they may not know exactly how much they have in their account when they opt-in for a rewarded ad to add more currency. If the user can’t tell whether they’ve received the reward promised in the ad, they may believe they didn’t receive the reward at all. In turn, they may not trust your app and many even neglect to opt in to future ads or drop your app entirely. Failing to show the rewards users receive through ads could also lead to negative reviews in the app store. Oftentimes, users may share that they never received a reward after watching ads, even if they actually did but were unaware of the added rewards. To eliminate any confusion and ensure that users know they’ve received their rewards, always include a prompt that confirms that the users received their rewards. You can even show items such as in-app currency pouring into the account and adding to the promised amount of currency with a brief but effective animation. 4. Using Irrelevant AdsTo make sure users consistently engage with ads, make sure the ads you display in your app are relevant to your niche and audience. Although many users may simply view ads for the rewards they receive afterward, you’ll get more people to engage with them more willingly if the content is something that interests them. When selecting an ad network for rewarded campaign ads, choose ads that your audience is most likely going to care about. This will not only help ensure more people watch to the end but they’ll also be inclined to interact with rewarded campaigns more frequently. In this way, the ads themselves can provide almost as much value as the rewards if the ad content appeals to users. However, you should also make sure the ads aren’t for competitors that might lead users away from your app. 5. Poor Ad PlacementTo get the most from your rewarded campaigns, you must optimize ad placement to keep ads from negatively affecting the user experience. Some rewarded campaigns may make the mistake of showing ads at the worst times or in the worst places. For example, users may encounter ads right before a critical moment in a game when it’s the last thing they want to see. Instead, it’s best to place ads between levels, once users lose their last lives and other places where the ads make sense to display. A couple of the best places for rewarded ads include the app’s home screen for optimal visibility or the app’s store. In the case of mobile games, you may also offer users the chance to double or otherwise increase their rewards by watching an ad. 6. Not Allowing Users to Opt-In for AdsOne of the cardinal rules for rewarded ads is that they must allow users to opt into them. Users should be able to enjoy the app experience without any requirement to engage with rewarded campaigns. If users feel as though you’re forcing them to watch ads and spend time to receive rewards they don’t necessarily want or need, this could deter them and prevent them from using the app. Always make your rewarded ads optional for users to view on their own time. When prompting users to engage with an ad in exchange for a reward, allow users to choose whether to view it or skip the ad, with clear buttons that allow for the two choices. In addition, you can consider including ads in a separate offerwall where users can choose to access different rewards by engaging in different activities. At the same time, you should highlight the value of your rewarded campaigns in prompts and offerwalls to entice users to engage with them. This will help you get the most from your rewarded campaign without making it a necessity in the user experience. 7. Showing Ads With Tricks to Get Users to Download an AppAs mentioned, it’s important for ads to avoid making users feel deceived in rewarded campaigns. In addition to proving that users have received their rewards after engaging with a rewarded campaign, you should make sure the ads you include are valid and don’t play certain “tricks” on users. As an example, an ad may attempt to convince users that they need to download an app to access their reward after viewing an ad, or the ad may conceal the “X” button in the corner to keep people from closing the app. While these instances may be uncommon, especially as companies like Google continue to crack down on deceptive ads, they can still occur, making it important for you to vet the ads that you use in rewarded campaigns. Although ads should be relevant and encourage people to download an app, any deception on the advertisers’ part could hurt your reputation as well. The ads you display should reflect the quality of your app and maximize trust among users. 8. Providing a Less Engaging In-App Experience Around Rewarded CampaignsIf your app doesn’t feature an experience that makes it worth it to engage with rewarded campaigns, this will only drive more people away. You can fully optimize your rewarded campaign to drive engagement, but if people struggle to use your app or don’t generally find value in it, they won’t go beyond those ads. Make sure your app provides users with the optimal user experience at every level. Optimize features and add any that people want or need, which can help differentiate you from competitors all doing the same thing. People should also be able to easily navigate your app with accessible menus and an intuitive experience. You should also consider using elements like push notifications and SMS text messages to get people to return to your app, which will further maximize engagement and retention. Regardless of your strategy, you must give people an incentive to use your app beyond your rewarded campaign.
Test Your Rewarded Campaign to Get the Best ResultsAs you can see, there are certain pitfalls of rewarded campaigns that you should do your best to avoid. By implementing rewarded campaign best practices and giving users an app that they love to use, you’ll be able to drive better results and continue to appeal to users in the long term. To test your campaigns, you can take a few key steps, including: Test the Incentives OfferedFigure out which incentives seem valuable to users while helping you drive more in-app purchases. You can test different incentives to see which get people to view ads or participate in other rewarded activities the most. One way to do this is through A/B split testing, in which case you can offer two different rewards. For instance, one campaign might offer one type of in-game currency as a reward along with another type of equal value, such as coins vs. gems. Another might offer two rewards of different value. You can then look at the analytics to determine which rewards perform the best while maximizing profitability. Test the Ads and Activities OfferedYou also need to make sure the ad and activity content is something that interests your audience. If you have a rewarded campaign in an entertainment news app that allows people to read a free article, for example, make sure the ad content and activities pertaining to this industry, whether they’re ads for entertainment-related apps or other news apps in categories that you don’t directly cover. Test Ad PlacementAds should appear in places where users are most likely to both see and engage with them. You can try testing ads in different locations to determine which placements make them entirely visible and which drive the most engagement. In the process, you might place a rewarded video opt-in on your home screen to get people to jump right in to your campaign, or you might create a dedicated offer wall on a separate screen with a list of rewards and corresponding ads or activities. Also, be sure to conduct plenty of research into your audience to find out what it wants to see from you. For instance, you can use social media channels to request feedback from users regarding the types of rewards they would like to see in your app. You can then take these into consideration when crafting your rewarded campaigns. Also, you can look at what competitors are offering and find out how people are engaging with them. You might find that using a similar structure or improving on one could help you steal the spotlight from competitors more effectively. In general, you should regularly test these campaigns to optimize their performance and keep your app consistently popular and profitable. Use a Reliable Mobile Growth Platform to Help Build Your CampaignsTo get the best possible results from your rewarded campaigns and accurately measure them, you need the right marketing tools. App Samurai offers a comprehensive mobile growth platform that can help you fully optimize your campaigns and drive better performance. You’ll have access to all necessary analytics and metrics to help you gauge your campaigns’ success. You can then take the necessary steps to further develop your campaigns and continually improve them over time. You can find out more about App Samurai’s capabilities by getting in touch with us today. Our solution will help you increase the effectiveness of rewarded campaigns and the rest of your mobile marketing efforts. The post 8 Rewarded Campaign Strategies That Backfire on Long-Term Customer Growth first appeared on App Samurai. |
| How to Resolve These 10 Unique Challenges of Mobile Marketing Campaigns Posted: 07 Apr 2022 06:48 AM PDT Businesses today need good mobile marketing to complement other marketing efforts and get the most from their ventures. As more and more people use their mobile devices in their daily lives to complete a myriad of tasks, it’s important for businesses to make sure they get in front of these audiences. Effective mobile marketing can be the key to achieving this, but it isn’t without its unique set of challenges that businesses must overcome. If you want to make sure your mobile marketing efforts succeed, the following are some of the challenges you may encounter and some strategies for overcoming them. 1. Measurement of SuccessA huge challenge that many businesses face in mobile marketing is measuring the results of their campaigns. For instance, it’s not always easy to determine whether a customer has completed the desired action based on a push notification or if a user has ignored that notification entirely. While it’s possible to measure certain metrics such as the number of people who opened text messages or use your app on a regular basis, you may have a blind spot when it comes to the big picture. One way to increase the transparency of results is to use certain apps that help track how many users make purchases. Tracking the number of in-app purchases can help determine whether people are using your offerings and contributing to a revenue stream. In turn, you can better determine if your app is seeing high ROI. Another way to improve measurement capabilities is to request feedback directly from your audience. You can do so by asking users to review your app or business and include details about how they heard about you, what they enjoy and dislike about you, and other information that can help you further optimize your efforts. Requesting feedback from audiences not only helps you gauge how well you’re doing, but it can also show mobile customers that you value their input. 2. Developing an Effective StrategyIf you’re relatively new to mobile marketing, it’s often difficult to determine what campaigns will work and which won’t. If you’re not sure how your specific target audience is using mobile, you won’t be able to figure out how to connect with these potential customers. There are multiple ways to develop a solid mobile marketing strategy. To start with, conduct some research into your audience. You can look at your existing customers and find out how they’re using mobile devices, or you can look at your competitors to find out what they’re doing to connect. Additionally, you can segment audiences into different target markets and create buyer personas around them, which will help you figure out how best to strategize around each segment. By researching your audiences and what they want, you can begin to develop a strategy that speaks to them. This will help you optimize your campaigns and get the best possible results from them. 3. Choosing the Right Communication ChannelsIn addition to selecting the right messaging and visuals that speak to your audience, you need to select the right communication channels to reach it. Using mobile marketing, there are a few unique ways to overcome the challenge of communication. These include: In-App MessagesThrough the use of in-app messages, you can notify users who are actively engaged with your app. Users won’t need to opt-in to view in-app messages, unlike push notifications and other communications. You can use them in your app to encourage users to complete a specific action that could involve making a purchase or taking another step to connect with your brand. It’s best to keep these messages brief and effective and be sure to compliment them with engaging visuals. However, like push notifications, you should make sure they’re not obstructive and annoying to users. Try to strike a balance that keeps users engaged and optimizes the performance of these messages. Push NotificationsLike in-app messages, push notifications use brief messages to encourage users to complete a certain action. These notifications appear when users aren’t using an app, with messages often attempting to bring users back to the app. The best way to use push notifications is to ensure they bring value to users who receive them. Every push notification should include a message that users will actually care about. Otherwise, they could annoy them and even get people to opt-out of receiving future notifications. These messages may include everything from cart abandonment reminders to personalized recommendations and updates about sales. Email remains one of the best ways to connect with both mobile and desktop users. They’re ideal for when you wish to send longer, more in-depth messages to audiences in an attempt to drive more engagement. In your emails, you can use a combination of text and visuals—including animated GIFs, videos, and other rich visuals—to engage in ways that you simply can’t with most in-app messages and push notifications.
4. Insufficient In-House ExpertiseAnother reason why mobile marketers struggle is because of a lack of in-house expertise backing them. In an attempt to save more money, companies may choose to avoid outsourcing and rely on their existing team, but the fact is that outsourcing marketing is often the best way to optimize campaigns and significantly boost ROI. Working with consultants, freelancers, and other outsiders can lend expertise to your campaigns and help you get the best results. You can also use a comprehensive marketing platform to help you manage and measure your campaigns. 5. Budget RestrictionsOne critical issue that many businesses face is a limited budget, especially if they spend money on many efforts beyond mobile marketing. The best way to overcome this challenge is to research what your mobile marketing efforts will require when it comes to a budget. From there, you can determine how to allocate resources and channel your funds. Oftentimes, the best strategy is to start small and work to build profits, which can help you scale your campaigns and grow your budget accordingly. By targeting the right platforms with hyper-focused campaigns, you’ll be able to save more money while driving success and growth. 6. Cross-Channel IntegrationTo get the most from your mobile marketing efforts, you need to connect with audiences on all relevant platforms in a cross-channel strategy. This can take a lot of time and effort, but it’s often worth it to maximize exposure and make sure people come to recognize and trust your brand. In cross-channel integration, you’ll want to harness the power of all platforms available to you, including social media, email, your website, app advertising strategies, and more. You should also keep all of your messaging and visuals consistent across these platforms to reinforce your brand identity. Keep in mind that while cross-channel integration is crucial, you need to select the right channels. Many businesses make the mistake of choosing as many platforms as possible to extend their reach as much as possible, but this is often highly inefficient and culminates in wasted marketing spending. Instead, identify the specific platforms that your audience uses. For example, instead of targeting all social media platforms, pinpoint the specific ones your audience spends their time on and target those. 7. Overcoming CompetitionApp discovery is another major challenge that mobile marketers face, particularly as competition continues to grow. Users will install the very first relevant app they see in the app store more often than not. With millions of apps available on the Apple App Store and Google Play Store, you need to make sure your app rises above the competition with good app store optimization (ASO). Generally, ASO is the most effective way to get your app seen in app stores. This entails a variety of tasks, including writing a solid description of your app and incorporating engaging visuals that accurately represent the in-app experience and details about app features that users can expect to see. You can also encourage users to leave a review, as a large number of positive reviews can further boost your app’s performance in stores. Additionally, endorsements from influencers may be a good way to encourage more audiences to download and use your app. Of course, hyper-targeted ads and social media marketing will further connect with audiences and put you in the spotlight over competitors. 8. Maximizing RetentionIt’s difficult enough to attract new users, but it’s often equally or even more difficult to retain those users. Keeping people engaged with your app is the key to your app’s success in the long term, particularly if you rely on in-app purchases and high customer lifetime value. If you’re looking for ways to increase retention among your user base, the following are a few key steps to take:
9. Privacy ConcernsThis could pertain to either your customers’ or your own privacy concerns, both of which are important to address as you work to protect user and app data. With the increasing risk of hacks and other forms of data compromises, mobile businesses need to do what they can to keep all of their and their users’ data secure and reassure audiences of these measures. You should make sure that you relay to your audience that their information is consistently safe and secure while taking steps to implement sufficient security measures to prevent potential compromises. This will help keep your audience at ease and encourage people to use your app while your team also benefits from the peace of mind regarding the integrity of data. 10. PersonalizationAll of your marketing efforts should integrate personalization, but it can sometimes be difficult to speak directly to every person in your audience. Different people will respond to different messaging, making it important to do what you can to understand your audiences’ needs and cater to them with the ideal communication. As mentioned, researching and segmenting your audience will help you determine how best to speak to each potential user. Segmentation tools can help you achieve this by collecting and organizing information regarding your audience’s demographics, behavior, and certain defined events, all of which enable you to gear your in-app messaging, push notifications, ads, and other content to specific target audiences. By offering personalization, you’ll establish a much stronger connection with your audience than competitors that remain distant and impersonal.
Get Ahead of the Competition With a Strong Mobile Marketing StrategyBy overcoming all of the challenges described, you’ll have the chance to flourish beyond your competitors. Your mobile business will be able to attract new users and retain them in the long term with a strategy that truly works. To get the results you want, it’s important to implement the right tools for the job. If you want to get the best possible results from your mobile marketing efforts, one of the best tools to include in your kit is App Samurai. Using this mobile growth platform to supercharge your marketing will help you develop successful campaigns that yield consistently great results. Get in touch with us to learn more about App Samurai’s many capabilities and what it can do for you. The post How to Resolve These 10 Unique Challenges of Mobile Marketing Campaigns first appeared on App Samurai. |
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