The Future of User Acquisition: The Intersection of Human and Machine

The ability to acquire users is constantly evolving alongside technological advancements. Tech platform’s increased use of machine learning changes the way in which companies are able to reach out to customers. Whilst this expansion of machine learning has an array of benefits in app marketing, it is also vital not to forget the benefits of human creativity and innovation that enable companies to tell a unique story and connect with users on a deeper level.

On May 11th, 1997, an IBM computer called Deep Blue beat the world chess champion at his own game. It was one of the most highly publicised experiments of man vs machine. Behind the contest was IBM’s desire to prove the potential of machine learning in shaping the future. The required balance of logic and strategy made chess the perfect playing field. 

This competition stemmed from a desire to push forward the ability of computers to handle complex calculations and process large data sets in order to identify trends. Deep Blue was programmed specifically to become more advanced at chess than any human. However, it did more than this. Deep Blue also enabled researchers to explore and understand the limits of parallel processing.

By using deep knowledge to analyse a vast number of possible solutions, developers gained insight into ways they could design a computer to tackle complex problems in other fields. This could even assist with the discovery of new medical drugs. Deep learning became a mechanism that allowed for prediction and analysis on a vast scale.

IBM Deep Blue Machine playing chess

The Emergence of Deep Learning in Marketing

Fast forward to today. It is evident that the insights gained from the Deep Blue chess game have permeated into the app marketing world. Deep learning has transformed how app marketing operates and brands choose to interact with consumers. It has enabled brands to gain a more complete understanding of how their customers think, as well as their purchase habits.

Deep learning can be implemented in many different ways within an organisation, particularly with regards to app marketing. One of app marketers’ most important roles is defining their target audience. By analysing multiple data sets, such as engagement metrics, a deep learning algorithm can pinpoint the affinities that make it more probable a user will engage with a brand.

For those in the e-commerce industry, deep learning can go as far as analysing consumer shopping habits to determine the conditions under which someone is more likely to make a purchase and the types of items or services that the user prefers to shop for.

Benefits of Deep Learning

It comes as no surprise that in order to successfully grow your business, effective use of data is critical. Data-led research is essential for amplifying user acquisition strategies and driving long-term relationships, and deep learning is a vital part of analysing and optimising data at scale.

As the amount of data available on consumers continues to grow, it becomes increasingly difficult to make sense of the data and make accurate predictions. This is where deep learning can prove extremely valuable to app marketers; it makes it possible to look at vast quantities of data points and build holistic profiles of customers. Both paid and organic user acquisition strategies stand to benefit here.

Another key advantage of deep learning is its ability to take large data sets from a variety of sources and process it effectively. This includes processing disparate types of information, such as images, audio and location data – data collection that is reactive to a company’s needs and uses

Deep learning is encouraging companies to put data at the heart of what they do. 

The most successful app marketers rely on analytics and Key Performance Indicators (KPIs) to measure their progress towards revenue and customer growth goals. With deep learning, app marketers will be able to deliver even more significant contributions to revenue growth and strengthen customer relationships at the same time, amplifying their user acquisition strategies.

deep learning encouraging user acquisition

Increased Precision and Automation

By helping app marketers target the right audience and measure a campaign’s outcome, deep learning can provide better decisions and save time. Deep learning also helps to adjust creative and media while a campaign is in progress. This allows advertisers to be more agile when it comes to paid media campaigns, making them more effective and boosting the Return On Investment (ROI).

Multichannel marketing, using multiple devices and platforms, has also had an impact on the way in which app marketers source consumer data. By using data alongside mobile tools, app marketers can produce large-scale multichannel campaigns. Deep learning solutions also help marketers stay informed about all consumer trends and changes.

Deep learning can not only assist with creating more effective customer touch points, but it can also be used to automate a lot of processes that were previously time consuming and prone to human error.

The Need for a Human Touch

Whilst the advancements in deep and machine learning can provide a visible improvement to the way in which data is sourced and insights are extracted, increasing automation can often dehumanise the marketing process. 

Consumers still need to be able to build a relationship with your brand and this is largely done through creativity, nuanced communication and emotional understanding. Three factors machines are yet to master.

Brands need to be able to tell a story throughout the user journey and really highlight the customer delight points of their app. Whilst machines can pinpoint crucial moments to target users in their journey, it cannot yet present you with a persuasive communication strategy which showcases your brand’s USP. Whilst deep learning can provide effective data insights and assist with user acquisition, the maximisation of growth and profitability is borne from the creative alignment with brand positioning.

human vs machine

The Intersection of Human and Machine

The app marketing sector has become increasingly technology driven, relying on the latest deep learning tools and techniques to maximise user acquisition efforts. However, it is crucial not to neglect the innovative methods and creativity that make an app’s marketing strategy so unique.

Whilst machine learning can streamline and optimise marketing campaigns, app marketing is still reliant on human ingenuity. To truly connect with users, human touch is key. Empathy, compassion and storytelling are attributes which machines are still unable to emulate.

The future of marketing lies in the intersection of human and machine. Together, the two create a perfect blend of strategy, efficiency, and insight that can elevate any app marketing team to success.

How Yodel Mobile can help

Yodel Mobile is an Agile and holistic consultancy, aligning the views of the marketing and product teams for holistic app growth marketing. We work across the whole app user journey, understanding the wider business needs throughout. This methodology enables long-term sustainable growth and success, and we’ve done so for over 200 apps since our launch in 2007. Want to find out more? Get in touch here.

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