With the development of the internet, the methods of generating traffic and engaging users have become increasingly diverse, and changes in the external environment are also disrupting traditional channels and customer acquisition methods. Players in existing markets may have noticed that their previously stable user base and customer acquisition strategies are no longer effective, and their advertising and incentive programs are gradually becoming obsolete.

Therefore, ensuring the rapid establishment of an operational system that can constantly meet user needs in the ever-changing internet environment has become a pressing issue for many companies.

This article will compare relevant pain points and practical examples of customer acquisition strategies, proposing realistic and effective solutions.

Traditional marketing and customer acquisition challenges

Traditional enterprise marketing relies on existing traffic pools and a limited number of customer acquisition channels. However, with the decline of internet traffic dividends, relying solely on a few channels and simple data analysis is clearly unsustainable. Businesses must improve the efficiency of customer acquisition and conversion, as well as user retention.

However, there are two key pain points:

The first challenge is how to reach as many users as possible and expand the target user base and traffic pool.

Ultimately, increasing business revenue and product value depends on acquiring a sufficient number of target users. However, the major internet traffic platforms are currently fragmented, with different methods and strategies for reaching users.  Furthermore, user groups active on different apps have varying needs and characteristics, making it challenging to reach them effectively. How can businesses conduct testing and data tracking across numerous channels at a low cost to expand their target user base and acquire high-quality users?

Secondly, it’s about accurately understanding user needs and innovating diverse marketing strategies.

Users in different scenarios will inevitably be interested in different marketing methods.  Matching the right marketing approach to the needs of different user groups in different scenarios to achieve precise marketing is crucial for future refined operations aimed at increasing user activity and retention.  In particular, it’s essential to focus on optimizing the user experience and conversion process during marketing, providing a better experience for increasingly rational consumers.

To address the two pain points mentioned above, it is necessary to adopt a more comprehensive and efficient operational approach, enhancing capabilities that are lacking in traditional product marketing, such as full-channel effect tracking, comprehensive data analysis, and user experience optimization.

To address these issues, we will use OpenInstall as an example to demonstrate how efficient technical solutions such as omnichannel tracking, advertising attribution, automatic binding, and scenario restoration can help businesses overcome marketing challenges and improve the efficiency of customer acquisition.

Case Study Comparison: How to break through challenges using diverse solutions.

With the rise of numerous traffic platforms in recent years, and the application of technologies such as AI and big data in more scenarios, it is undeniable that businesses are entering a more intelligent and personalized service phase.

Many companies, in the early stages of their marketing efforts, focus only on whether users download their product and what the conversion rate is, but they fail to consider how to improve the efficiency of user downloads and personalize the user experience.  These aspects are precisely the key factors that most often lead to user churn.

For example, consider the following examples:

In the referral and sharing process, companies obtain the identity IDs of both the inviter and the invited party by having them fill out invitation codes and phone numbers on the landing page, thus establishing the referral relationship after the download. While this approach does complete the business cycle, it unintentionally deters many potential users who dislike complicated processes and lack patience.

When users are directed to a page via a link or QR code, they are usually more interested in the content that initially attracts them on that page. However, after downloading the app, they are presented with the homepage. Without further guidance or search options, they are likely to leave immediately.

Promoting user retention and conversion is one of the goals of refined operations, but many users often download an app solely for a specific product or service and then leave after using it.  Over time, this leads to less than ideal operational results, often resulting in one-off transactions.  There are many solutions, such as using personalized recommendations to encourage repeat purchases, but it’s usually difficult to determine each user’s interests and needs upon their initial download.

Let’s put it all together and experience the overall effect:

OpenInstall provides diverse solutions based on parameter-based attribution technology. By passing custom parameters to the landing page, it automatically shortens the conversion path and download experience, improves the accuracy of personalized recommendations for first-time installations, and enables personalized marketing and user experience optimization.

This solution is primarily designed for multi-channel marketing and customer acquisition.  By generating links or QR codes with custom parameters, these can be deployed across various channels such as websites, SMS messages, posters, advertisements, and emails, thereby improving efficiency in multiple stages of traditional marketing and customer acquisition processes.

To illustrate the specific improvements after the redesign, we compared the customer acquisition and conversion process with the example above:

In the sharing and referral process, openinstall automatically obtains the channel ID from the landing page. After users visit the landing page, they can simply click to download the app, and after logging in, they will be automatically linked to the inviter without any further actions required.

Through page traffic generated via links or QR codes, users are typically attracted to download the app by the content on the landing page.  By automatically passing page parameters, users will be directly redirected to that specific page upon opening the app for the first time after downloading it.

When a user downloads an app through content displayed on a landing page, they are likely interested in the related content. We can automatically pass dynamic information such as product IDs, content IDs, and activity IDs from the page.  This information is then passed to the personalized recommendation system when the user first opens the app after downloading it. This allows us to initially determine the user’s download motivation and interests for more accurate recommendations.

In addition, channel links with dynamic parameters can be used in conjunction with a company’s own business intelligence (BI) system to track channel sources, analyze the download source of each user, identify which link brought in each user, and track a series of subsequent user behaviors. This allows companies to deduce the quality and value of the original channels, providing data-driven insights for future advertising and channel strategies.

It can be seen that, in different channel scenarios, parameter passing and attribution technology can be applied in various combinations depending on the specific scenario.  This includes using automatic invitation code entry during sharing, one-click app launching, using parameter passing to assist in personalized recommendations during cold starts, and utilizing channel statistics to obtain full-link data during the analysis phase.

Specifically, in practical business scenarios, it can be applied to offline promotion using referral codes for sales and performance evaluation; in CPS-based partnership and traffic exchange scenarios, it can be used for multi-level channel settlement and statistics; and when employing influencers or employees for promotion, it can automatically bind hierarchical referral relationships to achieve performance tracking or commission incentives.

In this way, the pain points of traditional marketing and customer acquisition mentioned earlier can be effectively addressed.

First, parameter attribution can cover all H5 page advertising scenarios, allowing operators to distribute channel links or QR codes across various channels, expanding the traffic pool and customer acquisition reach, and reaching more users. Secondly, through custom parameter passing, we can flexibly modify inappropriate aspects of our business processes, create diverse marketing methods, and gain insights into user download motivations and needs, enabling personalized recommendations and identity binding to optimize the user experience