Is it worth reaching users that have already visited our website but didn’t buy anything? Of course! In the case of those consumers, there is still a way to convert them into buyers, but you need to take matters into your own hands. With retargeting, you don’t have to wait for them to come back. You can attract them to your app or mobile website yourself, by providing them with a personalized offer adequate to their needs while they are using their mobile devices – such an advertising technique is called mobile retargeting.
In this article you will learn about:
- Retargeting – what it is, and why brands leverage it
- The way mobile retargeting works
- Personalization and deep learning in mobile retargeting
- Why you should consider mobile users’ retargeting
- Benefits of mobile retargeting
Table of Contents:
- Briefly about retargeting
- Retargeting in the mobile world – what do you need to know?
- Do you need to retarget your mobile users?
- The importance of personalization in mobile retargeting campaigns
- Benefits of leveraging mobile retargeting
- Reaching the right audience
- Increased conversion
- Increased visibility
- More engagement
- Useful insights
Briefly about retargeting
You can observe users’ activity and leverage collected data to adjust your offer and optimize your marketing efforts. You can learn more about how certain groups of users behave. Retargeting is an advertising technique that uses this information to display ads adjusted to a specific user’s expectations.
The retargeting process consists of three stages:
- A user visits a website and interacts with its content.
- The data regarding their actions is collected.
- A personalized ad is displayed to certain users on different websites.
Of course, we describe this process in simple terms here. It is complex, and in addition to that, the world of programmatic advertising is changing dynamically. It is worth remembering that Google Chrome 3-rd-party cookies will be removed by the end of 2023 and hence, it’s good to know how the removal of the 3rd party cookies will affect retargeting. If you would like to know more about how retargeting works, we encourage you to check out our other articles on the matter.
Retargeting in the mobile world – what do you need to know?
Mobile retargeting is similar to desktop retargeting, but it targets users of mobile devices and ads are displayed in a mobile environment. There are two main ecosystems allowing users to take advantage of an internet connection on mobile devices:
- mobile WEB
- mobile APPS (applications run directly on mobile operating systems such as Android, iOS)
How does mobile retargeting work?
Ads created by RTB House work pretty much the same within the mobile WEB, as in the desktop ecosystem. Individuals are identified thanks to the browser cookies and tagged on the mobile version of the client’s website. It is slightly different in the case of APPS ecosystems, as there is no cookie identification mechanism in mobile applications. The user is identified based on one, individual advertising ID. There are two types of IDs depending on the operating system: IDFA (iOS) and AAID (Android). Nevertheless, in general, the entire process is similar for both web and mobile retargeting.
Do you need to retarget your mobile users?
Statista research shows that 1/4 of downloaded apps are only used once and then never again. You wouldn’t want that to happen to your digital product that you worked so hard on developing, would you? Luckily there is a bright side. Just two years ago, the average time spent on mobile devices was more than 4 hours, and 88% of that time was within apps, while only 12% of it was spent on browsing the web through mobile devices. That means that businesses should focus their efforts on in-app retargeting. Still, it would be wise not to forget entirely about mobile web users. They may be a smaller part of the audience you can reach, but they are still a significant group of potential customers.
The importance of personalization in mobile retargeting campaigns
The right approach is crucial to achieving success. You have to show the individual user that you understand their needs and that your app can help them reach their goals. Personalization is an important part of retargeting mobile users. It makes it truly effective – especially when it comes to retargeting the mobile app users with large inventories, broad customer bases, and/or customers with (a wide range) of specific tastes.
By displaying personalized ads, you help your users to find their preferred products and services faster. Shopping cart abandonment is a perfect opportunity for personalized retargeting in e-commerce. If the user adds a pair of pants to their cart, then gets distracted and leaves the app, you can retarget them with the same product they were earlier interested in and convince them to make a purchase.
Benefits of leveraging mobile retargeting
There are various reasons why you should consider investing in mobile retargeting.
Reaching the right audience
Finding and engaging new consumers can be time-consuming and expensive, while getting to those who already visited your website or downloaded your app can be more efficient. With retargeting, you spend your resources on those who have already expressed some interest in your offer.
Many users visit online stores but never buy. Have you ever wondered why they don’t purchase? Sometimes it is all about this “little push” we mentioned earlier. While retargeting mobile users, you can create a sense of urgency. How do you do this? You catch your potential client’s attention with an interesting offer at the right moment, and you repeat your message to motivate them to revisit your website or application. Creating a special discount can help you encourage users to use your app or visit your website again. Just come up with an interesting offer and notify users about daily, weekly, monthly, or seasonal sales that are about to expire or a customer-specific promo code or discount that’s only good for a limited time. Leveraging deep learning would be a great idea – it allows you to properly adjust your short-term deals and display them to the right users. RTB house retargeting solutions are 100% DL-based, which increases their effectiveness.
Mobile users are a huge part of consumers and your potential clients – in 2020, 71% of all visits on the web were by mobile devices (68% by mobile phones and 3% by tablets), while 29% were by desktop. You should not forget about this segment of users when planning your advertising strategy. Retargeting in the mobile environment allows you to renew relations with your customers who stopped using your services, strengthen the bond with those who are active users, and place your brand’s name and offer in their memory.
You should be aware that there are many types of customers across the web and in the world of mobile applications. Each group behaves in a specific way. They include:
- Visitors – who only view your offer or use an app, but never really buy.
- Shoppers – who express their active interest by adding products to the cart, but for some reason (i.e. the prices are too high) never placed an order.
- Buyers – active customers that purchased a product at least once before.
Even if consumers delay purchasing products (visitors or shoppers), a retargeting campaign can bring them back again and motivate them to engage with an app or website. Of course, you should leverage personalization, to give them a significant reason to engage.
Most of the users’ actions provide companies with some useful information that can later be used to increase the efficiency of advertising. Some of it will tell you who your most frequent users are and about the profile of your ideal customer. Gathering and analyzing data enables you to make the most of segmentation.
After carrying out the retargeting campaign, you can learn what types of ads (form of ad, content, placement) work to your advantage and bring users back to your app. You can leverage such insights to create a roadmap for you to decide on your future marketing efforts.
The best mobile app retargeting solutions include personalization and advanced technologies, such as deep learning. They make it possible for you to better understand what your customers click on and what products they like most. Don’t forget about retargeting mobile users – this is a wide audience, and it would be a shame to give up on them. Retarget your current app users, bring back the lapsed users and drive more sales and conversions with RTB House. Contact us.