Reach back to your existing customers using Mobile Retargeting

The mobile retargeting and re-engagement is probably the most exciting fad happening in today’s mobile marketing advertising world. A lot of money and time is being invested in planning as well as executing retargeting mobile users with mobile ads. The idea behind this whole game is to bring back the customers, who have already downloaded their apps and have used it often over the time. Usually, mobile marketers pretty like the app developers lavish majority of their ad money on getting hold of new customers so they instate their app. But this is an expensive affair. Hence, a budding percentage of the mobile marketers’ ad sum is utilized to retarget the existing customers by showing them relevant ads in other mobile apps or sites like Facebook, Google, Twitter LinkedIn etc. Most companies are focusing on mobile retargeting as “they want to go where puck is going” in the mobile advertising industry.

The enthusiasm of mobile retargeting over desktop retargeting is really reasonable as sales conversions for the former is around 15-folds higher compared to the latter. Above that, mobile retargeting has around 50% higher click-through than on desktops, thereby making lot of economical sense towards mobile retargeting. Retargeting makes financial sense as well because it costs reasonably less to re-engage an existing user than to acquire a brand new one to complete the same task. The same general codes apply to retargeting on mobile apps and mobile web. However, the strategies employed on each are different based on the unique ways the users are tracked. With mobile apps, users are tracked and retargeted based on their mobile identifiers, the most common being Apple’s IDFA and the Android Advertising ID. A tracking pixel is placed on a mobile website to identify site visitors, who can then be retargeted both on mobile web and in-app.

It is interesting to know that anyone can launch a retargeting campaign but the marketers earn pay checks by knowing the ways to optimize the same. There are several ways to do the same – using deep links, being creative with channels, investing in the creative’s, caping the ad frequency, excluding converted users, finding a partner for both mobile apps and mobile web, analyzing the metrics, paying attention to view-throughs, segmenting the users etc.

Mobile retargeting is still a new arena having many methods, which have not been implemented enough to be considered proven to work. Since you are going to segment the existing users into smaller sub-groups, you need to make sure that each of the smaller sun groups has enough users so as to make it worth your efforts. Thus, it’s usually recommended that you have at least 100,000 total users before you consider running retargeting drives. However, it does not mean that you can’t start thinking about retargeting till you don’t have running campaign stuff ready with you. So long as you have the proper tracking primed from the start and the necessary data collected for the show, you will certainly be able to execute retargeting into your broader strategy once you have you mind set on it.

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