Today mobile is ruling the world. Mobile phones have become an extension to our lives and life without them now seems inconceivable. There are apps for almost everything.
We are indeed living in the planet of apps! On this planet acquiring the right kind of users is critical. Unfortunately, most developers are approaching user acquisition the wrong way.
So the question now is, why is it important to acquire right mobile user?
The difference between a successful app and a failed one could be user understanding. App developers who are privy to rich user profiles can engage, acquire and monetize better.
Its a great advantage if you have access to your users’ demographics, interests and usage of competitor apps and that can always be helpful for you to target the users. However, this information is not sufficient. It is necessary to understand who your users really are and what they actually like. App developers should know how users are behaving inside their app and also how their interests and out of app behavior affect their in-app activity.
Targeting the ‘right’ mobile user
The ‘right’ user for an app is one whose interests and personal taste are in line with what the app is offering. Only when you acquire users who are truly interested in what the app is about, will they be highly engaged in the app. If you target users without knowing what they like, more often than not they will abandon the app after using it a few times.
It is so much more valuable to target users that are a good fit for an app as opposed to blanket acquisition strategy where the focus is solely on getting people to download an app.
Some of the advantages of acquiring the right users are:
1 Low app abandon/uninstall rates
2 High level of engagement
3 Higher eCPM
4 Positive user experience
5 Lower CPIs
It is pointless to run user acquisition campaigns without deep insights into interests and demographics of the users you want to target.
Mobile users are much more than just numbers and it is high time you humanize them. It is crucial to get to know the user behind the numbers if you have any chance at keeping them engaged and retain them for a long time.