App marketing strategy
Scale, Conversion
The scale/spend/conversion step function At zero spend, the app will reach some scale, defined by its engagement and number of relevant contexts.
With larger marketing spend, app will on ECPM in less relevant contexts, achieving a new level of scale. Together, in less relevant contexts conversions will drop.
With small marketing spend, app will win on ECPM in relevant contexts, achieving the next “floor�.
Marketing spend 5
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