With a large number of applications flooding the market, you can’t just sit back after making an app and placing it in the store. In order to beat the fierce competition, you need to follow the already existing customer base and analyze them for targeting so that you can acquire a higher number of app users. With the advanced digital media marketing strategies available, app marketers should never target audiences blindly to acquire users. Using digital media strategies, digital marketers are integrating first-party data to market their mobile apps. By using first-party customer data to create lookalike audiences, marketers have not only been able to drive-down the marketing costs but have also acquired valuable new customers.
How is the lookalike audience model constructed?
You can form a lookalike audience model based on data that defines the active users of your app. After identifying the characteristics of your app users, you can apply those characteristics for finding new potential users who exhibit a similar profile. This helps you in building your brand and engaging prospective customers who may be unaware of your app(s). Moreover, this way, you reach people who have similar interests to people who are already your customers and interested in your products or services. This highly increases the chances of appealing to them and helps you achieve a better return on the amount you spend on advertising in this regard.
Several powerful methods can be used by marketers to integrate first-party CRM data to target ads at potential customers based on the customer data and its segmentation.
What characteristics of the user can be considered in the lookalike audience model?
In order to target a lookalike audience, you need to understand who is actually using an app and engaging with it over time. Simply downloading or installing an app does not account for engagement, but conversions can be considered to have a high customer lifetime value. The main user characteristics that indicate what the people look for and how they act need to be considered. These include the age range, location, interests, online activities, device usage, in-app activity, purchase behavior, etc. Using these characteristics helps you segregate people who might be genuinely interested in your app from those who may just have a tangential interest in your application, which can lead to saving much of your advertising budget.
You can segment the parameters further by drilling into information like the mobile networks used by the users. People who use older mobile networks are much less likely to use smartphone apps or click on ads, while people using the latest 4G, Wi-Fi, or LTE networks are more likely to add user value to your app(s).
Lookalike audience model can also be used to retarget audience
You can also retarget your potential users who may have shown an interest in your app in the past. They may have clicked on it or installed it without actually being engaged and leading to conversion. There may be other users who just added a product to the shopping cart but then abandoned it or those who spent a certain time in considering the features of the app but did not participate in conversions for any reason. For them, retention advertisements need to be paired with each audience to lift the audience to the level of high-value users. Targeting them and showing them the ad again can likely entice them to make a purchase.
Converting non-app customers to app users
For those customers who have bought your products but are not using your app, you can enhance your customer relationships using your brand. You can promote your app to your existing customers and provide a better experience for your brand to engage them. By segmenting your app users and non-app using customers, you can precisely target non-app customers and create highly targeted mobile app install campaigns to convert non-app using customers into app customers. As the non-app customers keep joining the app user team, they can be removed from the targeted list to increase the marketing efficiency of the advertising campaign. This strategy effectively increases the app user customers as it not only places the existing customers to app users but also helps in placing new customers in the dynamic custom audience database when they sign up for an account.
Ongoing advantages of employing the lookalike audience model
This model has typically given great returns on advertising spending, as it meticulously matches the interests of a group already indicating conscious interest in your application.
The lookalike audience model has ongoing benefits also: your target audience database keeps growing as more users engage with your app. This provides you with opportunities to enhance your mobile app marketing information for the future so that you continue learning more about your ideal customer base and target high-value lookalike users with collective precision. With the ever-increasing insights, you can continue refining your campaigns.
As per the old and basic axiom of sales, rather than converting a new customer, it is always less expensive and more comfortable to hold on to an existing customer. The targeted lookalike audience model approach has proven to be a very powerful marketing tool as it helps you acquire new users as well as hold on to the existing customers. All in all, you are just converting customers, who are already buying from you or searching similar products, to app users.
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