Mobile marketing isn’t getting any easier. Every company on the planet is in the mobile game by now, so your competition is growing – and getting smarter – every day. And then there’s that new Play Store algorithm, which makes it more challenging to get your app to the top of the store search results. With rising CPMs on top of everything else, what’s a marketer to do to stay competitive?
Fear not, friend. Mobile App Conquesting is the solution you need! Mobile app conquesting is the newest tool in the savvy marketer’s tool kit, and it’s pretty darned effective.
You’ve probably used other types of conquesting before. Traditional desktop conquesting allows marketers to target users who’ve been to a competitor website. So the user who is looking at cars on the GM site suddenly sees Ford ads everywhere. Shop for shoes at JCPenny.com, the Sears ads are everywhere after that. It’s pretty straightforward.
Mobile conquesting made things a little more interesting because it took location into consideration. Using geo-fencing technology, a marketer could target a user who was within range of a competitor location. For example, the consumer within steps of a Popeye’s begins seeing offers for free popcorn chicken at KFC. The shopper within feet of JC Penny is offered a free gift if they turn around and head to the Sears at the other end of the mall. This type of mobile conquesting can even be executed after a user has left the location, allowing marketers to create new audience segments that they can effectively target later on.
Mobile app conquesting take these same principles and applies them to application marketing. What that means is that marketers can target users who are actually using competitor apps. So – to use similar examples – the shopper using the JC Penny shopping app will see ads encouraging them to download the Sears app. The consumer who regularly orders meals with the Popeye’s app will be offered the KFC app.
The tactic, done right, is amazingly effective. We’ve seen clickthrough rates of 3.5% and higher on these campaigns, with excellent download rates and incredible ROI. With such laser-fine targeting, of course the ROI is higher – there are so few wasted impressions and clicks.
You’ll want to consider this tactic, and here are a few reasons why:
- It doesn’t just target prospective downloaders, it targets prospective users.
These are consumer who are already using apps in your market. If you’re a fast-casual restaurant marketer, isn’t it likely that your “next best” customer is someone who frequents fast-casual restaurants? By targeting consumers who already use a competitor app, you’re reaching someone who is already active in your space. That’s great because, not only are they more likely to download your app, they’re more likely to keep it – and that means more business and a higher placement in the Google Play Store rankings. These are quality audiences, the kind you really want. - This really will yield a higher ROI than your other marketing channels and tactics.
If your goal is driving downloads, this is the most efficient way to get them. Even if you’re paying a slightly higher CPM, your targeting is so on-point, you’ll be reaching quality audiences at scale with a high rate of success and minimal waste. - There’s no privacy risk.
I know you were thinking about that – but there’s no concern here. We’ve amassed all this data ourselves – hundreds of thousands of profiles – but there’s absolutely no personally identifiable data (PII) at all. It’s all anonymous. In fact, we’re using technology that’s pretty similar to cookie-based retargeting, which most users are used to. But if they don’t like it, they can turn off their mobile tracking.
So what are you waiting for? Mobile app conquesting is the most effective app marketing tool you haven’t tried yet. It’s your ticket to beating the competition and gaining more market share – and there’s really no downside. Contact us today and learn how you can get started.