Episode 7 - 2023: The Year of the Lifecycle Marketer

What will determine whether apps survive 2023?Lifecycle marketing. ...but not lifecycle marketing as we've been doing it.Apps came off a high in 2020, but the tides have changed. Now, most apps are feeling the squeeze between heavy resource constraints (both fewer physical resources and less capital during the recession) and worsening ad performance (between data privacy and user tracking regulations - Forbes is reporting a 40% decrease in ad effectiveness to iOS users).How can apps possibly grow in such a market?You need to engage your current user base.Just look at Spotify - Only 43% of their current users are paid subscribers. That means if they could figure out how to engage their current "lurking" user base, they could more than double their revenue without giving Meta a dime.So the question remains — How do we engage our current inactive user base (especially since, to date, our efforts haven't worked)?Listen in this week as Jim goes solo and talks about the approach that the biggest apps in the industry use and how you can apply this same strategy for your app (no matter the size).[👉Hint: It *doesn't* involve user journeys.]Lifecycle marketing is the key to survival in 2023....but we have to do it well. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit edge.aampe.com