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It’s 2025, and there’s a common belief among some executives that apps are the future, while the web is losing relevance. I understand the appeal of apps—they’re mobile, user-friendly, and seem to fit our on-the-go world. However, after exploring web and app acquisition strategies, I’ve found that this view misses the bigger picture. The web remains essential for reaching new customers, while apps excel at keeping them engaged—a concept often summarized as “Web for acquisition, app for retention.” Add the rise of generative AI (GenAI) into the mix, and a strong GenAI web strategy becomes a key tool for shaping how your brand is perceived in an AI-driven landscape.
This article is here to challenge the app-only mindset and offer a practical guide for C-level leaders. Drawing on customer acquisition trends 2025, I’ll explain why both web and apps are critical for growth, supported by data and insights to help you optimize your digital approach.
Understanding Web vs App Marketing in 2025
The Complementary Roles of Web and App Acquisition Strategies
When people discuss web vs app marketing, it’s often framed as a choice between the two. In reality, they work together. The web is your starting point—bringing in new users through search engines, social media, and content. Apps, on the other hand, focus on building loyalty with features like notifications and personalized experiences. For me, web and app acquisition strategies are about leveraging their strengths: web drives growth by attracting users, and apps ensure profitability by retaining them. Focusing on just one limits your potential.
For C-suite leaders, this means aligning your digital efforts with business goals. The web offers a cost-effective way to expand your reach, while apps maximize the value of those customers over time.
Why GenAI Highlights the Web’s Importance
GenAI changes the game. Unlike apps, which are contained within app store ecosystems and user logins, the web is accessible to AI bots—like those powering search engines or aggregating content. A GenAI web strategy allows you to influence how these systems present your brand to potential customers. Without a web presence, you’re less visible in this AI-influenced space, which is a missed opportunity.
Refer to my earlier article “GenAI Search Playbook: Boost Your Business Visibility the Right Way” on why having a good website and content is important to manage the narratives for GenAI search.
How GenAI Web Strategy Drives Customer Acquisition
Web as the Foundation for Acquisition
The data is clear: the web is where customer journeys often begin. According to research, 72% of people research online before making a purchase (Think with Google, cited in “47 Customer Acquisition Statistics for 2025,” Keevee.com). Additionally, 63% of customer acquisition efforts rely on digital channels, with the web playing a central role (Statista, same source). This positions the web as a critical tool for connecting with new audiences.
GenAI amplifies this. By 2025, 30% of search results will be powered by AI, prioritizing high-quality web content (Netguru, “16 Top Web Development Trends in 2025“). Additionally, 63% of customer acquisition efforts rely on digital channels, with the web playing a central role (Statista, same source). This positions the web as a critical tool for connecting with new audiences.
GenAI amplifies this. By 2025, 30% of search results will be powered by AI, prioritizing high-quality web content (Netguru, “16 Top Web Development Trends in 2025“). A well-executed GenAI web strategy—using SEO, landing pages, and informative content—ensures your business stands out, not just to users but to the AI systems guiding them.
The Cost Advantage of Web Acquisition
Apps require significant investment. Global app install ad spend is projected to reach $94.9 billion in 2025, a 20% increase from 2023 (ClearPier, “Mastering App User Acquisition“). In contrast, web strategies like SEO and paid ads offer a more affordable way to attract users. By integrating web and app acquisition strategies, you can reduce customer acquisition costs (CAC), which is a priority for any executive focused on efficiency.
App Retention Strategies: Securing Loyalty in 2025
Apps as the Key to Retention
Once you’ve brought users in, app retention strategies take center stage. Studies show that acquiring a new customer costs 5–25 times more than retaining an existing one (AppsFlyer, “Driving ROI through a storm“). Apps excel here—64% of owned media conversions in 2024 were driven by deep linking technology (AppsFlyer, “Top 5 app marketing trends 2025“). Features like push notifications and tailored experiences keep users engaged over time.
For executives, this translates to a strong return on investment. Apps increase customer lifetime value (LTV), making them a vital part of the equation—provided you have a steady flow of users to begin with.
The Role of Web in Supporting Apps
Apps are excellent for retention, but their ability to attract new users organically is limited by app store ecosystems. This is where web vs app marketing comes into focus—the web drives initial discovery, while apps build on that foundation. A balanced approach ensures both parts work effectively.
Web vs App Marketing: The Risks of Ignoring the Web
Losing Control in a GenAI World
Focusing solely on apps has downsides. By 2025, 40% of customer discovery will come from AI aggregating web content (ASOMobile, “User Acquisition in 2025“). Without a GenAI web strategy, your brand’s story might be shaped by outdated or third-party information, which could impact your reputation. Maintaining a web presence helps you stay in control of how you’re represented.
Higher Costs and Limited Reach
Apps come with a steep price tag. In 2023, the average cost per install (CPI) for iOS was $2.23, compared to $0.63 for Android (Business of Apps, “App User Acquisition Costs 2025“). With 5.7 million apps competing for attention, standing out is expensive. The web, however, offers a more cost-effective alternative—email marketing, for example, has a CAC of $10 (Keevee.com)—and reaches the 85% of customers who trust online reviews as much as personal recommendations (Statista, same source). Overlooking the web means higher costs and a smaller audience.
Table: Web vs App Marketing Risks in 2025
| Metric | Web | App | Source |
|---|---|---|---|
| Discovery Reach | 72% research online | Limited by app store silos | Think with Google, Keevee.com |
| GenAI Crawlability | 40% of discovery AI-driven | Not crawlable | ASOMobile |
| Avg. Acquisition Cost | $10 via email marketing | $2.23 (iOS CPI) | Keevee.com, Business of Apps |
| Ad Spend Projection (2025) | Cost-efficient SEO/PPC | $94.9B globally | ClearPier |
This table illustrates the trade-offs—web offers broader reach and lower costs, while apps require more investment upfront.
Best Web and App Acquisition Strategies for 2025
A Unified Approach: Web as GenAI Hub, App as Loyalty Engine
The most effective web and app acquisition strategies combine both strengths. The web serves as your GenAI hub—68% of mobile-first websites saw sales increases in 2024 (Netguru) – while apps focus on retention. With acquisition costs rising, diversification is essential in 2025, and web funnels provide savings and better tracking (Business of Apps, “App market trends 2025“).
Here’s a practical plan: Develop a GenAI web strategy with content optimized for AI crawlers, such as blogs or landing pages. Use web calls-to-action to guide users to your app with deep linking. Then, analyze app data to refine your web efforts. This creates a cohesive strategy.
Benefits for Your Business
This approach delivers results. Web strategies keep CAC low—email marketing at $10 outperforms app averages (Keevee.com)—while apps enhance LTV through retention. Together, they improve efficiency and profitability.
Customer Acquisition Trends 2025: GenAI and Web Power
The Rise of AI-Driven Acquisition
Looking at customer acquisition trends 2025, AI is a major factor. AI-driven tools are expected to grow by 35% this year, with web platforms benefiting most from improved targeting (Gartner, cited in Keevee.com). A GenAI web strategy aligns with this shift, especially as 15% of companies struggle with omnichannel integration (Forbes, same source). The web’s adaptability gives it an edge.
Privacy Changes Favor the Web
Privacy regulations—like SKAN and Privacy Sandbox—are pushing businesses toward contextual targeting. The web adjusts quickly, with mobile-optimized sites driving 20% acquisition gains (Keevee.com). Apps, while strong for retention, adapt more slowly, highlighting a key difference in web vs app marketing.
Table: Key Trends Shaping 2025
| Trend | Impact | Web Advantage | App Advantage | Source |
|---|---|---|---|---|
| AI-Driven Tools | 35% growth in 2025 | Precise web targeting | Limited crawlability | Gartner, Keevee.com |
| Privacy Regulations | Contextual targeting up | Faster adaptation | Retention focus | ASOMobile |
| Mobile-First Web | 68% sales increase (2024) | Broad reach | N/A | Netguru |
| App Install Spend | $94.9B globally | Cost-efficient alternative | High LTV potential | ClearPier |
These trends show why the web is gaining ground in acquisition, while apps remain vital for retention.
Take Control with Web and App Acquisition Strategies
In 2025, web and app acquisition strategies offer a balanced path to success. The web, supported by a GenAI web strategy, drives acquisition and ensures your brand’s story reaches the 40% of users influenced by AI discovery (ASOMobile). Apps, with app retention strategies, secure loyalty, especially when new customers cost 5–25 times more than existing ones (AppsFlyer). Together, they lower costs and increase returns.
Consider your current strategy. Does your web presence position you well for GenAI, or are you relying too heavily on apps? A combined approach gives you an advantage. In today’s competitive market, businesses that master web vs app marketing will come out ahead—here’s your chance to lead the way.
FAQs on Web and App Acquisition Strategies in 2025
Why Should Businesses Use Both Web and Apps for Customer Acquisition?
The web reaches new customers cost-effectively—72% of people research online before buying (Keevee.com)—while apps keep them engaged, with retention costing 5–25x less than acquisition (AppsFlyer). Using both ensures you’re not missing out on growth or loyalty opportunities in 2025.
How Does Generative AI Impact Digital Strategies Today?
Generative AI powers 30% of search results in 2025 (Netguru), pulling from web content to shape brand visibility. It’s a game-changer for discovery, pushing businesses to prioritize their online presence to influence how AI represents them to potential customers.
What’s More Important—Acquiring New Customers or Retaining Existing Ones?
Both matter, but they’re different beasts. Acquisition costs can be high—$94.9B in app ad spend projected for 2025 (ClearPier)—while retention boosts lifetime value at a fraction of the cost. A balanced strategy tackles both for maximum impact.
How Can Companies Lower Acquisition Costs in 2025?
Start with the web—email marketing’s CAC is just $10 (Keevee.com)—then transition users to apps for retention. Diversifying channels and leaning on cost-efficient web tactics can offset the rising app install costs hitting $2.23 for iOS (Business of Apps).
What Trends Should Executives Watch for Digital Success This Year?
Keep an eye on AI growth—35% more tools in 2025 (Gartner)—privacy shifts like SKAN, and mobile web’s resurgence, with 68% of sites seeing sales lifts (Netguru). These shape how customers find and stick with brands today.
