In the ever-changing and highly competitive mobile marketing industry, targeted marketing strategies are essential for an app’s success. Concentrated marketing is an effective approach for app marketers to maximize their return on investment (ROI) and to ensure their app stands out from the competition. This blog post will provide an overview of concentrated marketing, its associated benefits, and strategies for implementation and measurement.
What is Concentrated Marketing?
Concentrated marketing is a strategy that focuses on a particular user segment of the target audience and uses tailored messaging and strategies to reach them. This type of marketing is more cost-efficient than traditional methods in the long run, as it enables businesses to direct resources towards a specific group of users and bring in users that are more likely to make in-app purchases and become loyal. Concentrated marketing also allows companies to develop a deeper understanding of their target audience and create more personalized messaging and experiences.
For example, a mobile app developer could use concentrated marketing to target a specific age group or geographic location. By targeting users within this segment, the marketer could then create localized creatives and messaging that is tailored to their needs and interests and communicate app features that are particularly tailored to their preferences.
Benefits of Concentrated Marketing
Concentrated marketing has several key benefits that can lead to mobile app success.
Maximizing ROI
It allows businesses to maximize their ROI by focusing their resources on a specific target segment. While it may be costly initially to commit to concentrated marketing rather than non-targeted marketing, you are more likely to only pay for loyal users with higher LTV (lifetime value) and retention rates. In the long run, your cost efficiency leads to high return on investment, as it will increase incrementally granted that you are bringing in highly engaged loyal users.
Improved User Acquisition and Engagement
It enables you to optimize your user acquisition and engagement strategies by crafting personalized messaging and experiences that appeal directly to your target users.
User Acquisition
By running concentrated marketing campaigns, you have a much higher chance of converting the users that you have developed your app. In terms of user acquisition strategies, this will translate into higher conversion and clickthrough (CTR) rates as your creatives and communication will be tailormade to convert specific user segments.
User Engagement
The way you know the users you have acquired are in fact ‘loyal’ is to analyze their engagement with your app over time. You can look at metrics such as retention rate, engagement rate and session times as well to get a clear picture of whether your app is holding onto the users it’s acquiring, and making good profits in return for the value it offers them.
Enhanced Brand Awareness & Resonance
Concentrated marketing can help businesses to build greater brand awareness and recognition by targeting users who are more likely to be interested in their product. While this may be hard to analyze as it is not a qualitative measure such as acquisition and engagement, it is still an important part of your app’s overall business. In terms of your branding strategy, concentrated marketing can help your app build a strong repertoire with your core users, which you can then build upon to lure newcomers to your brand.
Implementing Concentrated Marketing Strategies
Identifying your Target Market
In order to effectively implement concentrated marketing strategies, businesses must first identify and target the key user segments. This requires businesses to analyze user data to determine which segments are most likely to be interested in their app. Personalized marketing requires understanding users beyond just demographics; in order to get a better picture of your target market, behavioral segmentation is a good strategy to determine users most likely to purchase within your app and turn loyal.
Create Communications based on Target Segment
Once these segments have been identified, businesses can then create personalized messaging and experiences that appeal to them. The level of personalization will determine the amount of resonance the users will share with your app and can result in a high rate of post-install events. The point of creating segments is to make your marketing as personalized as possible after all; the language, creatives and communication ought to be based primarily on your target audience.
Use Particular Channels to Reach Each Segment
You’ve created your target segments and the personalized messages per segment, now all that is left is to reach out to these segments. Mobile app advertisers should utilize multiple channels and tactics to reach their target users; multi-tiered approaches are often used in order to reach users via social media, email, and other paid advertising methods. A DSP (demand side platform) is a particularly strong mobile marketing tool in an advertiser’s arsenal. One campaign on one platform can reach millions of targeted users, based on your KPIs.
Measuring the Success of Concentrated Marketing
In order to measure concentrated marketing campaign performance, businesses should track key metrics and data points. This includes tracking user acquisition, engagement, and retention rates, as well as tracking user feedback and surveys. However, there are some key metrics that you should consider whilst measure your marketing’s success.
1. Click-Through Rate (CTR):
The CTR is one of the most important metrics to measure the success of your concentrated marketing campaigns. It measures the rate at which people click on your ads or other mobile content, and it’s a great way to gauge the effectiveness of your ads and content on your target segments.
2. Conversion Rate:
This metric measures the rate at which people take the desired action after seeing your ads or other mobile content. It’s a great way to measure the effectiveness of your targeted mobile marketing campaigns and determine how successful they are in driving conversions, whether it is based on subscriptions, installs, purchases or account creations (to name a few). Learn about conversion rate optimization here.
3. Cost Per Acquisition (CPA):
CPA is a great metric to measure the success of your mobile marketing campaigns. It measures the cost associated with acquiring a new user through your concentrated marketing efforts and helps you determine if your campaigns are delivering a positive return on investment (ROI).
4. Audience Acquisition Rate:
This metric measures the rate at which new users are downloading your app. It’s a great way to measure the success of your mobile marketing campaigns and ensure that you’re reaching your intended users with the right message.
5. Engagement Rate:
This metric measures the rate at which users are engaging with your app, content, and ads. It’s a telltale sign as to whether you have reached your target segment successfully or not. It ensures that your target segment is enjoying what your app has to offer..
6. Retention Rate:
This metric measures the rate at which users continue to use your app or return to your website. It’s another way to determine your in-app user engagement, and whether your user acquisition strategies are bringing in quality users. It also informs you as to whether your users are finding value in your app, or not.
Conclusion
In conclusion, concentrated marketing is an effective approach for maximizing a mobile app’s success. It enables businesses to maximize their ROI by focusing their resources on a specific target segment and creating personalized messaging as well as experiences that appeal to that segment. Additionally, businesses can measure the success of their campaigns by tracking key metrics and data points. By following these strategies, businesses can ensure their mobile app stands out from the competition and achieves long-term success.
If you are interested in running a concentrated marketing campaign, look no further than AppSamurai, an award-winning mobile marketing platform that helps apps grow. Visit the AppSamurai website for more information, or sign up to start your app’s growth journey today.