Why Algorithmic Marketing is a Good Thing for Mobile Marketing
This post is a summary of a presentation by Gabe Kwakyi at the 2018 App Growth Summit event in New York, NY. You can find the slides here. This post is part 1 and focuses on why the age of algorithmic marketing is a good thing for mobile marketers. Part 2 will focus on how to analyze and optimize the success of your marketing campaigns using data.
The age of algorithmic marketing has become mainstream in mobile marketing with the launch of Google UAC; we think this is a good thing.
If you don’t yet understand the change or why it’s a good thing, let’s explore a few concepts:
What Algorithmic Marketing Changes
The following is a list of the major (although not fully inclusive) levers that mobile marketers were able to pull in an AdWords web campaign prior to algorithmic marketing campaigns:
- Geographic (country, state, city)
- Platform, device (iOS/Android, phone/tablet)
- Network (display vs search)
- Interest (word games)
- Keywords (word games)
- Demographic (age/gender)
- Lookalike (purchasers)
- Remarketing (installed not purchased)
While the top-level levers will remain (except for device), algorithmic marketing deprecates the ability to select different mid-level targets in favor of a single lever: event objective.
This is the crux of the new age of mobile marketing: marketers can now rely on algorithms to do the research in identifying the right user traits to target, enabling marketers to focus on deciding which usage outcomes or user behaviors to target (e.g. users who install, sign up, or purchase).
Why Machine Targeting > Surface-Level Human Targeting
You may be thinking (as we initially did) that the ad networks are crazy and mistaken to do away with the levers mobile marketers have come to know and feel confidence in pulling.
Consider this example that illustrates why targeting a user by outcome is more useful than surface-level traits: