The popularity of mobile devices isn’t slowing down. Quite the contrary, we tend to spend even more time on our phones and tablets than ever. As studies have shown, online users spend over 4 hours on mobile devices these days. How does that data affect advertising campaigns? It sends a clear signal that we should take mobile devices into account and focus on reaching mobile users in the coming months. One of the best ways of achieving that is by using mobile retargeting. What is it, and how can you use this tactic to your business’ benefit?
What is retargeting?
Before we move on to the main topic, we should learn more about retargeting itself. The process is quite simple – the user engages with content on your website (browses products, adds them to a cart etc.) and then sees ads based on their previous history. So, in reality, that means when a customer visits your website and looks at, say, hand creams, the products they viewed will appear in the ads displayed on different sites they go on.
What’s more, thanks to Deep Learning, marketing content can also include products and services that may be of interest to them based on the gathered information. So they may also see advertisements for nail polishes and other accessories for hand care, body lotions and so on.
Mobile retargeting types
Mobile retargeting works almost the same as classic retargeting with one little difference – it’s performed on mobile devices such as smartphones and tablets, and clients witness ads in a mobile environment. Customers use two main routes: mobile WEB and mobile APPS (Android and iOS being the most popular). Browsers need cookies to track users’ actions, but apps utilize individual advertising IDs such as AAID (Android) and IDFA (iOS). As you may suspect, the majority of users choose to engage through apps, not the browser. Your potential customers spend about 88% of their time in-app, which only highlights the marketing importance of those channels.
What are the benefits of mobile retargeting?
Now that we know more about mobile retargeting, let’s focus on the main benefits of this technique. For one, promotional messages of your business can finally reach the right audience. Ads will display to users who have already visited your website or app and looked at some products and/or services, so you know they’re at least somewhat interested. And by delivering targeted content, you can expect more engagement from your potential clients.
You may also show them personalized messages with promo codes, discounts, or time-limited offers. This way, people who were just visitors and shoppers can turn into buyers Mobile retargeting also gives you a chance to gather some helpful information that can use in the next marketing campaigns. You’ll know which types of ads perform the best, which the worst and what is their optimal placement. It’s a pretty good advantage for the future, right?
Krishan Jangir