Incentivized traffic has been a means of gaining user acquisition for years, so marketing professionals and developers may be forgiven for thinking that the practice is old fashioned with little to offer nowadays. When you incent a user to visit your site or to download your app, the fact is that you will commonly generate more traffic. As such, the practice remains highly effective for start-up brands which are seeking more awareness about the fact that they exist than anything else. If you are running a campaign for an established brand, then you can consider non-incent strategies, but even for such business models, incentivization remains a useful tool.
Read on to discover why a simple incentive remains a superb way of generating traffic and why so many developers continue to rely on it as a key part of their approach to modern marketing.
A non-incent mobile or app developer must attract users to their offering by other means if they are not going to give users a good reason to check what they have with an enticement. Incentives can come in many forms, of course. If you are going to offer an inducement to download an app, for example, in the form of cash or a redeemable credit, then the practice may not be cost-effective at all. However, if the motivation for coming to your website or app is that you offer points or ‘free’ upgrades to your app for a limited period, then the entire strategy can be run at zero monetary cost.
Yes, there will always be some cost to incentivizing users to generate traffic – even if that is only measured in your time and expertise to set up the campaign. A typical incentivization scheme will generate five users for the cost of one, if you ran a non-incentivized advertising campaign instead. Therefore, one of the chief reasons developers choose to stick with inducements for new users is that they get a great deal of ‘bang for the buck’, especially when the cost per install for non-incentivized apps can reach as much as $4, in many cases.
Gain Active Users
One criticism that you’ll often hear repeated about a user acquisition campaign that relies on visitors being rewarded is that users will perform whatever download or task that is needed to claim their reward and then abandon the platform. This is partly true, of course. Nevertheless, most well-run incentivization campaigns will gain active users of their app, be it a utility or a game, not just people who use it for the minimum requirement to gain their reward. Soon, active users will consider making in-app purchases or upgrading from the freeware version of the app to the paid-for platform, having experienced what it can offer. Even, where users do not choose to splash out on your app directly, a number of them will remain active users having made that initial commitment to download, thereby generating your business revenue thanks to the advertisements they will be exposed to when using your app.
Everyone likes to be incentivized, don’t they? After all, that’s why supermarkets have special offers on display when you enter the store and businesses run loyalty programs. Yes, there is a cost to running such programs, but there is a business benefit from doing so that is hard to measure. This so-called intangible asset is hype. By offering a really strong incentive to potential users, word will soon spread online about what is on offer. As such, your offering may well be shared by satisfied users who want the kudos that comes with recommending something attractive to others. Building some positive hype about an app is, for many developers, what an incentivization campaign is all about.
App Store Rankings
App stores rank apps according to multiple criteria and there are all sorts of methods you can use to optimise your app’s position within one. As previously discussed, an incentivized app marketing campaign will lead to greater numbers of downloads. User acquisition will inevitably lead to better app store rankings in the future, thereby helping you to increase the number of would-be users that are exposed to your app in the first place. What’s more, users are often more inclined to try out an app with lots of downloads than those which have only just a few to their name.