Your marketing efforts have long focused on increasing discovery of your company's app. What are two reasons you should also consider app engagement when marketing your app? (Choose two.)

While driving app installations (discovery) is crucial, focusing on app engagement is equally important for long-term success and maximizing return on investment. The goal of an engagement campaign is to retain existing users by encouraging them to take valuable actions within the app.

Analysis of Correct Answer(s)

• A significant percentage of app users churn after three months: Churn, or user attrition, is a major challenge. An engagement campaign specifically targets existing users to remind them of the app's value, introduce new features, or offer promotions. This helps improve user retention and reduces the loss of users you've already paid to acquire.

• Some users download apps and then forget about them: It's common for users to install an app and then let it sit unused. Engagement campaigns are designed to reactivate these dormant users. By showing them relevant ads, you can prompt them to open the app and complete key actions, turning a passive installation into an active, valuable user.

Analysis of Incorrect Options

• Those who haven't yet downloaded an app might need extra incentive: This describes a user acquisition or discovery strategy, which aims to convince new users to install the app. It does not relate to engaging users who have already downloaded it.

• Apps can be accidentally uninstalled during operating system updates: While this can happen, it is a rare, technical issue rather than a predictable user behavior that a marketing campaign can effectively address. Marketing strategy focuses on influencing user intent and habits, not on mitigating infrequent technical glitches.