Social media has been a powerful tool for marketeers and advertisers. It has allowed brands to pursue effective campaigns that can target the broader audience they would like to connect with. However, the information that platforms like Facebook and Instagram can offer marketeers has historically been limited. Although being one of the best platforms to target efficiently by offering specific demographics than have ever been available before, it lacks extra features when it comes to interests. This restricting aspect of social marketing is being removed with the advent of new marketing tools.
What Is Mobile App Targeting?
Mobile app targeting is a new method for gathering valuable insights about mobile app campaigns and targeting users in a much more specific way. With the tool, marketeers and Facebook Ads professionals can gain access to users based on the apps that they install on their smart phones and tablets—or even based on the categories that they may just have an interest in. In the end, marketeers are able to best identify the types of consumers who would be interested in their product or service and launch a marketing campaign that is not only more personalized, but that they know will reach the individuals who they most want to reach and who are most likely to make a purchase or download.
What Are The Benefits Of Mobile App Targeting
This new marketing tool is not just another tool that digital marketeers can add to their already full arsenal. Rather, it is a marketing machine that should be used every time a new campaign is developed for Facebook or Instagram. The following benefits help explain why.
1. Pinpoint Targeting
This new type of targeting empowers marketeers and Facebook Ads professionals to connect with more precision than marketing targeting has ever allowed. Marketeers are able to select user segments who have installed specific app categories onto their device. This means they can see a greater return on investment by marketing to only specific categories, where users of those types of apps have been seen to show interest in the brand's product or service. Plus, marketeers can create customized campaigns that address users of different app categories and therefore test different, specific segments for better results.
2. Useful Advertising
Consumers are fed up with being bombarded with spammy, irrelevant ads and marketing. They hear it on the radio, see it on TV, and are constantly clicking out of it as they surf the web. It has such a negative impact, in fact, that it can slowly damage a brand's reputation. To prevent this companies need to prioritize not only making high quality marketing campaigns, but also marketing only to consumers who could gain something from their product or service. Mobile app targeting helps companies to accomplish the second part of this. When marketeers choose to market to users of specific categories of apps, they are able to get their product in front of the people who will find it relevant, useful, and helpful.
3. Find New Leads
Many times marketing will develop a customer persona that they rely on for campaign creation. They will not only develop their marketing content around this persona, but they will also concentrate on targeting the leads with demographics that fit into the persona. However, what mobile app targeting is uncovering is that there are many leads that companies are missing out on. There are hundreds or thousands of potential customers that do not necessarily fit into the target persona, but use apps that provide a correlation showing that the business' service or product could suit their needs and wants perfectly. This can open up new doors that will transform sales and company profits. For example, let's take a company building a fitness or health product (equipment, food...). This company can assume that user segments with lifestyle-oriented apps have a higher interest in fitness or health products. The app marketeers can then begin targeting this new and very large group of potential users while being highly accurate.
4. Marketing Tool Augmentation
Too many marketing tools work in isolation. Mobile app targeting changes this. Marketeers can combine the tool with other targeting tools. This means that not only can marketing campaigns target leads based on the apps that they have installed, but also can they do based on keywords, geographic location, language, and a number of other factors and demographics. This type of pinpoint marketing creates a new level of personalization.
5. More Effective Advertising Spend
Advertising on social media can be a guessing game. Businesses have to cast as wide of a net as possible in order to bring in the downloads or sales that they need. Mobile app targeting can reduce the size of this net. In fact, it can allow marketeers to switch from a fishing net to a fishing pole. In other words, instead of getting their product in front of as many people as possible, companies can get in front of the users who want what they have to offer. Over the long-term, this allows marketing departments to dramatically reduce the amount of money they spend on ads, while at the same time bringing in more users.
Who Is Mobile App Targeting For?
While such tool may at first appear to be built for niche areas of marketing, like app publishers, it is not. In fact, this kind of tool can be used in any Facebook Ads campaign since the data is mapped to Facebook users, should then be on mobile or desktop or should you be an app publisher yourself or not!
1. Digital Marketeers
Whether it is an entire digital marketing agency with a number of clients or the digital marketing campaign manager within an organisation's marketing team, this marketing tool is essential. Imagine targeting people that have your competitor's app installed on their mobile. How efficient, tailor-made your ad strategy can then be? Boost your KPIs, from engagement, conversion to sales and retention rates.
2. App Marketeers
App marketing, as previously mentioned, might be the most obvious use-case for this tool. Simply put, it is a perfect tool for that need. Marketeers who are concentrating on increasing downloads for an app can identify users who have similar apps or who have not yet installed specific apps. Essentially, this kind of tool allows app marketeers to get their app in front of the users who have the perfect space for them on their device.
Every startup needs as much data as they can find, even though they often have a leg up in terms of innovation compared to their incumbent competitor, they do not have strong distribution channels. Targeting using mobile app data provides the data that these startups need in order to build out their distribution and market effectively on a budget.
Mobile App Targeting: A Real World Application
This new type of tools is a natural entrant into digital marketing. With mobile playing a bigger and bigger role in people's lives, brands need to start meeting consumers in this location. As of 2018, there were 3.7 billion global mobile users and roughly half of web page views around the world took place on mobile devices. This mobile traffic is only expected to increase as experts have predicted that between 2016 and 2021 mobile data traffic will shoot up sevenfold--and all of this mobile data traffic takes place on apps.
One example of how to effectively harness the power of mobile app targeting is with sports apps. During the 2018 Winter Olympics, roughly two-thirds of viewers in the UK streamed the event on a mobile device or tablet. And while many believe that interest in watching sports is waning - especially with millennials - it is not. Individuals are simply choosing to consume sports through apps. Knowing this can give a lot of power to marketeers of sporting apps and sports-related goods and services.
Targeting mobile users who have sports apps opens up doors for extremely effective marketing campaigns, especially when Facebook and Instagram ads are timed to appear during sporting events. For businesses in the restaurant industry, targeting sporting app users during major sporting events can create a never-before-seen ROI. Indeed, during big sporting events, there is a 20-30% bump in take-away and delivery ordering. Companies involved in transport and gaming are likely to see similar bumps, too.
This is just one example of how digital marketeers can make use of mobile app targeting. The same concept applies to any business in any industry, including B2Bs.
Mobile App Targeting With The Audience Finder
The Audience Finder is a mobile app targeting tool that is available for Facebook Ads professionals to utilize. We believe that installed-apps can give valuable insights on users and their interests in a unique and effective way. The Audience Finder empowers marketeers to develop custom audiences on Facebook Ads based on users' installed-apps. In the tool, marketeers can choose the apps that they want to target users of. Then the Audience Finder allows you to directly import the audience into your Facebook Ads account, as a custom audience. The tool makes this new process straightforward and simple.
Want to learn more? Discover how the Audience Finder can help you achieving digital marketing goals!