Strategic Considerations for App Developers and Agencies in Running Customer Acquisition Marketing Campaigns

Abhishek Shetty

Abstract: In 2020, the mobile app ecosystem is rapidly expanding, with millions of apps competing for user attention. Customer acquisition marketing campaigns are essential for driving app installs and in-app engagement. This paper outlines critical considerations for app developers and agencies, focusing on audience targeting, platform selection, creative optimization, data analytics, cost management, and integrating Mobile Measurement Partner (MMP) solutions for accurate attribution. It provides a strategic framework to stand out in a crowded marketplace by delivering value and enhancing the overall user experience.

Keywords: App marketing, customer acquisition, user installs, in-app engagement, audience targeting, data analytics, MMP, SDK integration, cost management, measurement, attribution, user experience