In the heart of Berlin, app marketing experts gathered for an important event.
The Subscription Success Symposium, held on November 21, 2023, presented a unique opportunity for industry professionals to dive deep into the synergy of Paid User Acquisition (UA) and User Engagement.
A Day of Learning and Networking
The symposium’s theme was “Harmonizing Paid UA and Engagement to Maximize Revenues.” It began with an introduction to the day’s agenda, leading to discussions, group activities, and insightful presentations. The day concluded with a networking session, allowing attendees to connect and exchange ideas over drinks.
Key Learnings of the Day
1. Tracking, While Challenging, Is a Solvable Issue
2023 has been problematic regarding tracking between privacy thresholds and the promise of a better SKAdNetwork (4.0). More and more companies are facing this challenge. However, tracking is still possible through a bulletproof Mobile Measurement Partner (MMP) setup, and analyzing the campaigns is crucial for optimization.
Moreover, by combining data from the MMP, stores, and internal databases, we should be able to create predictive models to make time-sensitive decisions and increase revenues for our app and, eventually, Lifetime Value (LTV).
2. Targeting the Right Users Is Critical, but Creative Approaches Make an Even Bigger Impact
Giving up on specific targeting might be the easiest solution for many, but not for the experts. Targeting is more complex than it used to be, but it’s still possible and can yield incredible results.
We need to test and test again until we find the perfect target audience across different channels, be it interest-based targeting or lookalikes of a specific cohort. It can help in acquiring users who are more likely to pay.
3. Effective Onboarding Is Essential for Engaging Users From Day One
It costs so much to acquire new users that losing them after one session would be a shame because they don’t understand the app.
User onboarding is crucial in welcoming users, thanking them for choosing our app, and helping them take their first steps in the experience. Sometimes, the subscription occurs during the first session, precisely at the end of the onboarding, so it’s crucial to have fantastic onboarding.
4. CRM Strategies Need to Be Seamlessly Integrated With Paid User Acquisition Efforts
When users don’t convert immediately, keeping them engaged and encouraging them to return to the app is essential. Only this way can we have a chance to increase conversion rates and maximize the LTV of our subscription app.
Practical Challenges and Collaborative Solutions
A standout session involved a group exercise centered on a case study of a video/photo editing app. Participants explored strategies for attracting higher-quality users at lower costs and strategies to increase the conversion rate of users to paying subscribers. This hands-on approach gave participants a real taste of addressing common challenges in app marketing.
Lorenzo’s Comment on the Subscription Symposium
The remarkable level of involvement and knowledge sharing among individuals from diverse backgrounds is a testament to the evolving nature of App Growth. It’s transforming into something more holistic, encompassing all areas of App Marketing.
In such a competitive mobile landscape, collaboration is the key to success and maximizing Lifetime Value (LTV). This includes areas from user acquisition to retention and even product management. All efforts need to be harmoniously aligned towards a singular objective.
These are the events I wished for back in the days when I was an advertiser, and now, at REPLUG, we are proud to facilitate knowledge sharing for growth.
Some of the Attendees’ Feedback
The Subscription Success Symposium provided a platform for learning and resonated deeply with its attendees. Here’s what some participants shared in the comments under our photo report from the event.
1. Rodolphe Helderwerdt
Head of Marketing at Tandem
“What a pleasure it was to spend the afternoon with so many industry experts. I loved the discussion we had about opportunities and problem-solving when it comes to paid acquisition, retention, and monetization. Very inspiring! Looking forward to seeing you next week! 😊“
2. Aleksandra Solenik
Jr. Product Owner Premium Services
“Truly engaging with diverse and invigorating viewpoints and connecting with passionate professionals was inspiring. Thank you, Lorenzo Rossi, for the invite, and kudos for organizing such an enjoyable event!”
3. Phillip Schacht
Mobile Marketing, Ad-Tech, Account Management
“A wonderful, inspiring, and insightful afternoon. It was super nice to meet and see many new people and old friends. Thanks, REPLUG – App Marketing Experts and CleverTap, for the invite.”
4. Selen Kucukarslan
CRM & Lifecycle Marketing, CRM & Data, Product Marketing | Mentor @ Growth Mentor
“Thanks for the invite, Lorenzo Rossi! It was great to meet the different experts and be part of the interesting discussions.”
5. Anna Mezhova
Head of Marketing Strategy & Media Buying at Spark Networks
“Thank you for having us! Really enjoyed both the discussions and catching up with everyone.”
6. Dimi Chatzigiannopoulos – Bersoux
Sales Executive – DACH & Benelux @ CleverTap | User Retention & Engagement Expert
“I am thrilled to see that our objective of delivering meaningful insights to our attendees was successfully accomplished. It was an added joy to reconnect with old friends and to make new ones. Collaborating with REPLUG – App Marketing Experts on this event was a definite highlight! Cheers to the next one! 🥂”
Looking ahead, the journey in app marketing continues with more opportunities for learning and connection. We warmly invite you to be a part of our next event, the Mobile Morning Mingle. It’s not just another meeting; it’s a chance to deepen your understanding, expand your network, and be at the forefront of app marketing innovations.
If you’re interested in staying connected and exploring new ideas in app marketing, consider joining us.
You can find more information and register here: Mobile Morning Mingle Registration.
We hope to see you there for another engaging session.