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The mobile media sector is no stranger to the market’s cyclical ups and downs, from the post-COVID boom to Apple’s privacy changes. Non-organic app installs have already experienced a significant slowdown due to post-COVID fatigue.

But this time, a few things have changed. 

Mobile marketers will inevitably be impacted by the extended economic slowdown that economists predict will occur soon. Although lowering marketing expenses could be your first inclination, the mobile attribution company advises you should thoroughly examine your spending by looking at the long-term results rather than trying to salvage any type of short-term gain. 

Brand visibility increased by 3.5 times for companies who doubled down on their advertising during the 2008 recession alone. So, what strategy should app marketers use as the recession approaches?

Should you increase your investment, reduce spending, or take advantage of a crisis? These are the key issues we’ll cover in this manual to assist you in making proactive preparations for the future.


Take a deep breath, then reevaluate your marketing strategy using an audit to help you identify your successes and failures with app marketing.

 A complete audit is divided into four important areas: 

How are you doing concerning other apps in your category in the macro app environment? What impact is the recession having on all app downloads and purchases?

Consider the organization’s structure: who is in charge of what results? What procedures can be shortened, enhanced, or eliminated? How do you hold one another responsible for achieving your KPIs?

What data do you measure with your KPIs to evaluate performance?

Which indicators are merely vanity measures, and which have a real impact on your revenue?

Review your data collection methods and sources; since the advent of ATT, the data you are collecting, aggregating, and sourcing has undergone significant change. How reliable, standardized, and clean is your data?


Today is the second-best moment to begin if you still need to spend most of your marketing budget researching your core target. Start by developing or reviewing your persona, which outlines the main users’ problems, objectives, motives, characteristics, and interests.

Research, not assumptions, is the foundation of effective user personas. You may reasonably understand your target market, but actual data must be used to test your hypothesis.

Fortunately, the data is accessible to app marketers.

User personas might change as your app matures and you gain additional information and user input. Its ultimate objective is to direct your marketing efforts so that they are concentrated on developing user empathy and do not get sidetracked by brightly coloured things. 

Make creating a remarkable user experience a top priority:

Getting consumers to download your app is challenging enough, but keeping them engaged is even harder. You must prioritize creating an amazing user experience if you want users to enjoy navigating, clicking, and interacting with your app.

Three key components make a top-notch user experience.

Prioritize the user: Revert to your user personas and keep in mind that every user is a real, live human being. So only go overboard by requiring upfront registrations or requesting data clearly stating your purpose. 

Efficiently onboard:

1. Make it simple for customers to comprehend the essential features of your software that set it apart.

2. Make sure you promptly address the pain point of new consumers to help them reach the “first value.”

3. Make the search feature available.

4. Make sure your most crucial links are the most obvious ones.

5. Keep it brief.

Offer concise calls to action: Make it simple to finish quick and satisfying tasks. Real-time feedback is needed to let users know how well they use the app and how far they’ve come in their trip.

Create a community

Today, every popular app, brand, and corporation behaves like a media company. 

Imagine that each Stranger Things episode’s opening scene began with a sponsored segment. People would shut it off immediately and not give the program another chance. If The Avengers were a bad movie, would your kids want to buy the newest Iron Man toy?

Most likely not! 

The same goes for creating a TikTok account primarily used for self-promotion. Selecting, generating, and producing content that further benefits your audience may turn users into a community. You can invest in developing an engaged community by continuously creating content that informs, amuses, connects with, or pleases your audience.  You’ll gradually assemble a group of devoted app evangelists who will support your app through thick and thin. 

Upskill your employees 

The pace of technological development is accelerating more quickly than ever.

It is crucial for app marketers to accept the fact that jobs are changing since the world of app marketing is evolving as well.

According to the World Economic Forum, automation and technology improvements will require more than 50% of all workers to reskill or upskill by 2025. Your organization can increase productivity by investing in employee training and cross-training programs. 

Improve your paid media strategy

More than 60% of firms that raised media expenditure during the previous recession saw increases in brand performance, according to the ROI Genome Intelligence Report. 

Sales increased by 17% due to increased paid advertising, while competitors who were spending more money lost 15% of their business due to budget cuts. 

Remarket and find leads quickly

Remarketing is an economical approach to keep your most devoted users. In actuality, acquiring new users is 5–10 times more expensive than keeping existing ones. Even though IDFA drastically lowers the amount of data used to execute remarketing ads and lookalike campaigns, remarketing still works well for focusing on users who have given their consent.

To overcome ATT’s obstacles, app marketers augment remarketing by gathering user data earlier in the sales funnel to nurture leads and increase revenues through lifecycle marketing. 

Increase retention through recommendations

Referrals with incentives are a great approach to increasing conversion rates and gaining new users over the long term. Deep linking, or making connections that reside inside your app, is the ideal strategy to use at this time to track conversions. You can even reward referred users based on in-app activities rather than just the installation with deep linking. 

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