Every week we see and observe new marketing terms. It is necessary and important for a marketer and advertiser to know what incentivized traffic is, as it is a common practice in modern companies.
Marketing experts say that due to the lack of knowledge about incentivized and non incentivized traffic, companies have more losses than benefits. You can be sure of this, so read this article to the end, we will look at the definition of traffic motive and provide various studies on it.
Motivated traffic
Incentivized traffic refers to a user acquisition campaign that offers visitors certain incentives in exchange for their personal information, such as contact information. Such incentives include money as well as prizes, discounts, videos and others.
A motivated marketing campaign has the main goal of attracting a significant number of potential customers to provide you with their contact information within a short period of time.
Of course, there are companies that are considering obtaining visitor contact information through unmotivated campaigns, but in essence, how often do you, as a consumer, leave your contacts? Each visitor's contact details are a highly personal item, and consumers may be more willing to leave them in return for good incentives. That's the job of marketers - to attract visitors.
For a better understanding, we suggest that you consider this with examples. For example, company X's website has a blog of articles that discusses current topics that interest potential customers. And at the end of each article, there is a call to action to join Company X's mailing list.
On the other hand, becoming a Y company ends with a call to action that encourages readers to upload their research via a form to learn more about the topic being discussed. Company Y implemented such a user acquisition campaign quite easily.
Of course, company Y is likely to acquire more users than company X. To understand this, let's look at what incentive traffic can do with mobile app adoption.
In the mobile app aspect, incentivized traffic is generated from all types of ads in exchange for a certain reward. Each user is prompted to perform an action, such as recommending a friend, watching a commercial, signing up for a service.
As a refund, the user receives rewards, in-app currency, discounts on services. And the app itself gets more organic traffic due to app referrals. And this already leads it to a higher ranking in the App Store or Google Play, which in turn will attract even more organic installs.
That is why, if your marketing goal is to quickly increase the rate of attracting new users, then traffic motive is a great way to achieve it. Let's take a look at the two main benefits of incorporating incentivized traffic into your marketing campaigns.
Benefits of Incentive Traffic
This type of traffic can be cheaper than unmotivated traffic. Traffic motive provides fast and at the same time simple user acquisition within a short time. On average, incentivized campaigns start showing positive results after 3 days. This helps to ensure the flow of active users, which will ensure that light losses are kept to a minimum.
2. Supports organic reactions
From a marketing perspective, these reactions refer to the actions of your customers who came to you naturally, and not through paid advertising, etc. This is especially evident when compared to mobile apps. A significant number of user acquisitions or app downloads allows companies to improve their app store rankings. A high ranking organically attracts even more user acquisitions.
Disadvantages of incentivized traffic
The presence of incentives led to a higher dropout rate. First of all, incentivized traffic may have caused a higher acquisition rate over a short period of time.
The real challenge will be retaining these new acquired users. They may just be interested in the reward during that time period, not in your product or service. Thus, they will not be active and will not interact with you for a long time after receiving the reward. In the worst case, these acquired users may even cheat this system to get more rewards.
Since these acquired users don't spend a lot of time on your site, it has a big effect on site analytics as you will notice a spike in your site's bounce rate.
As the number of attracted users increases, their quality becomes jeopardized. As mentioned above, the purpose of each visitor is not completely clear and may differ from the goals of your marketing campaign. The profiles of these users can be so broad that they differ so much from your target audience.
Such non-target users become not entirely reliable and relevant to your main product and will not convert into subscribers. And this is especially appreciated and important if you are running an informational website, because getting such subscribers will lead to a lower conversion rate of visitors to readers.
Acquiring new users who find your content important, relevant and willing to subscribe should be your primary goal.
Unmotivated traffic
Uninvented traffic refers to the type of traffic that is generated, even if users are not entitled to an incentive. Traffic is generated when interested buyers interact with ads without any incentives or rewards.
Ads are usually delivered in the form of a video or a banner. Since it costs a certain amount of money to place ads, the cost of acquisition will, of course, be much higher compared to incentivized campaigns. Let's take a look at the benefits of using unmotivated acquisition campaigns.
Benefits of unmotivated traffic
Buyers and consumers will only participate in a no-incentive purchase campaign if they are genuinely interested. This means that the lifetime value with retention rate of these consumers obtained from an unmotivated campaign is much higher and makes them high-quality leads.
2. Higher level of interaction with high-quality consumers
Interactions include both the number of responses and reviews, as well as comments between visitors and your business. Since these consumers have a higher lifetime value, they are definitely more empathetic and receptive to your marketing campaigns.
It also means that marketing costs can be reduced in the long run as they help you organically spread the word about your product or service from one to another.
Disadvantages of unmotivated traffic
Since the traffic is organic, the cost is definitely higher and more expensive to get the same results as an incent campaign. You will need to allocate the majority of your monthly marketing budget to such a campaign in order to see results.
2. Slow growth
Without incentives, it is almost impossible to acquire a huge number of users in a short period of time. Smaller users are willing to be more open to your main product, and so you need to think about how, what, and why you will do to attract such users without any incentives. This shows the main difficulty and difficulty in improving the effectiveness of organic traffic that your uninvented campaign receives.
We hope that the above materials will allow you to be more adventurous when it comes to something new. The field of marketing is constantly evolving and it is never too late to implement such new strategies for your business!