The rise of mobile apps has transformed the digital landscape, offering marketers unprecedented opportunities to connect with their target users. As consumers dedicate 93% of their screen time on mobile devices to using apps, the competition to acquire users has intensified, posing fresh challenges for app marketers to continue driving sustainable growth. Traditional strategies just won’t cut it anymore.
Enter outcome-based marketing (OBM), a game-changing advertising strategy that enables mobile marketers to scale user acquisition efficiently and profitably. By honing in on specific outcomes, OBM empowers app marketers to achieve meaningful success while optimizing their return on investment (ROI). Uncover the power of OBM and its potential to revolutionize your app marketing strategies.
Understanding outcome-based marketing (OBM)
Outcome-based marketing (OBM) is a revolutionary approach that allows brands to pay only for actual customers. Marketers pay when their desired outcomes are achieved, such as subscriptions, sales, or app installs. This performance-based pricing model eliminates financial risk and ensures measurable results, with a 50% higher ROAS than traditional methods. By focusing on actual conversions and sales, OBM’s data-driven approach provides a safeguard against advertising budget losses and fosters resilience in challenging economic times.
Leveraging outcome-based marketing (OBM) for user acquisition
When it comes to user acquisition for mobile apps, OBM takes the lead with a powerful set of advantages. By emphasizing clear outcome-based goals, it enables marketing efforts to align with specific objectives, like app installs and user engagement.
OBM goes beyond merely driving traffic to your app store listing; it fosters a brand-safe environment, shielding apps from potential ad fraud. Implementing an OBM strategy requires thoughtful and strategic campaigns, where mobile marketers can choose from various approaches such as App Store Optimization (ASO), Apple Search Ads, retargeting, or re-engagement, all tailored to achieve their specific conversion.
Discover how Perform[cb] utilized OBM’s data-driven approach and real-time optimization to increase a popular banking app’s new users by 233% in just one month.
Pricing models based on performance
Bid farewell to budget uncertainty with OBM’s performance-based pricing models – CPA, CPI, CPE, CPL, CPS, CPC, or Pay Per Call (PPC). These “cost-per-X” models prioritize actual results over impressions or clicks, ensuring marketers only pay for successful outcomes.
For app marketers, common pricing models include Cost Per Install (CPI) and Cost Per Engagement (CPE). CPI is ideal for driving installs and acquiring new active users, while CPE focuses on driving user interactions and long-term post-install engagement, such as registrations, subscriptions, or in-app purchases. Both models offer highly targeted campaigns to boost the overall quality of converting users. Perform[cb]’s team of mobile marketing experts can run effective campaigns with any pricing model while protecting your brand from fraudulent traffic in the mobile space. Discover how to safely optimize and scale your app’s new user acquisition now.
Top-performing traffic channels
Outcome-based marketing (OBM) is the perfect solution for brands seeking an omnichannel approach. With pay-for-results pricing and access to 24+ diverse digital channels, app marketers who work with Perform[cb] can explore new traffic sources without the risk of spending budget on unqualified users.
When it comes to driving mobile app user acquisition through OBM, several top-performing traffic sources can deliver exceptional results:
- Contextual advertising: With its personalized approach, contextual advertising enhances user experience, increases conversion rates, and boosts app monetization potential.
- Social media: Leveraging social media channels can drive installs and engagement from a diverse user base. Millennials in particular are 54% more likely to buy products recommended on social media, making it a valuable platform for affiliate programs.
- Influencer marketing: Collaborating with influencers creates a buzz around your app and encourages their followers to download and try it out.
- Email marketing: Building a strong email list and sending targeted app offers to subscribers can lead to increased app installs from an engaged audience.
Future-proof your mobile app
Outcome-based revolutionizes mobile app user acquisition through its data-driven strategies, real-time optimization, and cost-efficient pricing models. By focusing on driving actual results and personalized experiences, OBM empowers apps to thrive in a competitive market.
Interested in learning more about OBM? Download The C-Suite’s Guide to Outcome-Based Marketing today. Or, ready to dive right in? Reach out to Perform[cb]’s team of user acquisition experts today.