Mobile app user acquisition is one of the most competitive fields of marketing thanks to the rise in mobile users across industries and regions.
“The purpose of business is to create and keep a customer.” — Peter F. Drucker
In the mobile marketing industry, app user acquisition and growth handles the part of creating users, while retargeting takes care of keeping the user. Easily, if your user acquisition campaigns are delivering quality and quantitative results, the retargeting can breathe easy and drive more conversions.
While there are numerous tools and practices that you can choose for your user acquisition and growth strategy, their core reasoning remains understanding the audience insights. A chunk of marketers restricts their audience building to demographics.
Going Beyond Demographics for Advertising
Demographics, such as gender, location, age group, and religion can help you create a broad audience for your product. Say you are trying to acquire users to buy shaving razors from you. After selecting the regions where you can deliver the products, you will be targeting males in the age group 20-50 years. Within that, you will be targeting users who do not shave and who have already purchased enough razor blades a year. As part of your UA strategy, you will be your brand advertisements to those who are already aware of your brand. Overall, you are targeting too vague and draining your campaign budget.
Demographics and Audience Insights
However, if your campaign can target users based on sharper insights, such as brand awareness level, exact product preference, and recency of purchase, you will be able to target an audience that is likely to convert faster. You acquire quality users and at lower expenses (as you had to pay for lesser ad spaces because of the sharper audience targeting).
Audience intelligence, when leveraged with the right technology, can assist you to understand the audience insights better than demographics and general cohorts. By leveraging data modeling on available audience insights in a finer and precise manner, Audience Intelligence can optimize your mobile app user acquisition campaigns.
To understand Audience Intelligence more closely, let’s consider its role in running a growth and user acquisition campaign.
1. Audience Intelligence at Pre-campaign Stage
Stating the obvious, the audience understanding plays a decisive role when you are planning or setting up a campaign. Here is how Audience Intelligence adds value in setting up your programmatic ad campaign for mobile app user acquisition:
Audience Segmentation Using In-depth Insights:
RevX’s Audience intelligence technology leverages aiCube to build a holistic profile of verified mobile users globally. Enabled with Artificial Intelligence (AI), Machine Learning (ML), and data modeling, to draw meaningful audience insight to create segments of the audience that will install and engage on your app. It could be based on existing brand awareness, product/category preferences, historical interactions, and other such attributions.
Affinity Model to Growth Faster:
Building on available first-party data, it can identify key user behavior points to build ML-based lookalike audiences. So, not only your audience grows faster, but it also will convert faster as you are targeting a quality audience.
Custom Media Strategy:
Predictive data modeling can help your campaign focus on ad media formats and inventory on which the build audience delivers higher results. So, you can plan your campaign budget accordingly.
2. Audience Intelligence at the Campaign Activation Stage
In the programmatic ad environment, the competency of the technology that powers your campaign is not limited to just the user group you feed into it. Audience intelligence takes care that your ads are served in a way that gains the maximum attention of the user.
Smarter Real-Time Bidding:
When your programmatic ad platform uses affinity modeling, it bids on the ad space for users with a higher proclivity of getting your app installed. It ensures that your budget is consumed in an efficient manner to push optimum Return on Ad Spend (ROAS).
Custom Ad Offerings WIth Intent Prediction:
Audience Intelligence can customize the timing of the ad, messaging, product listing, and ad format to ensure the maximum attention of the user. For example, a user who is likely to engage on blogs, a video ad could be leveraged to drive engagement, while another user who spends time playing games can be shown a native ad there. Even the actions that matter to you (learn more, install the app, register now, etc.) can be customized based on the intent prediction. So, your ads are placed on the right platform and reach the right audience.
Ad Interaction Intelligence:
Nothing hurts a brand as bad an annoyed customer. While Audience intelligence is consistently finding ways to impress the user, with a technology layer added, marketers can understand how to maintain a positive ad experience. Along with frequency capping and recency capping, handling messaging and inventory relevancy, and more, helping reduce brand strain.
3. Audience Intelligence at Post Campaign Stage
Audience intelligence can draw valuable insights to reflect performance measures as well as futuristic learning. Moreover, its utilization with retargeting campaigns after user acquisition can boost ROAS even further.
Analyze, Evaluate, and Optimize:
As you acquire users, it enhances your database further, which can help the engine to gain deeper insights into user behavior. Along with that, it can evaluate channel-wise metrics, such as incremental lift, for different user segments. Driven by ML-based data modeling, it can integrate new insights into the system to help the futuristic campaign even better, even using lookalike modeling to find new potential customers waiting to connect with your brand.
Supporting Retargeting Campaign:
If you can plan user acquisition campaigns and retargeting campaigns on a unified programmatic ad platform (such as RevX) you can leverage the audience insights better at every stage of the funnel. It helps Audience intelligence to make use of the available user data point in retargeting ads more appropriately from the learning of user acquisition campaigns, Hence, you guide the customer towards faster conversions.
Wrapping Up
Programmatic ads go beyond just sociodemographics to bring in the potential of behaviors, intent, interests, and additional key audience insights. It helps you build smaller audience sets and give you the opportunity to focus on them with higher precision.
For a user acquisition campaign, challenges are multifaceted. You might have to build brand value, offer the right product, and a lot more. To address all those challenges while maintaining a focused strategy, you need to need to utilize all the available data points appropriately. And, Audience intelligence can help you with that.
To summarize, here is a gist of the article for you:
— Go beyond demographic data and leverage user intent, behavior, product preference, and predictable actions with Audience intelligence.
— Audience intelligence leverages Artificial Intelligence, Machine Learning, and Data Modeling.
— Knowing the audience better can better quantitative and qualitative results in user acquisition and growth.
— User Audience intelligence while syncing user acquisition campaigns with retargeting campaigns to drive a boost in overall ROAS.
To see how Audience intelligence can perform for your user acquisition campaigns, book a demo now. Write to us at marketing@affle.com.
Lauren Heineck
