What is Mobile Retargeting and Why Your App Needs It
There are situations when people hesitate. They look at the product or service, go to sites, study offers but do not make an order. In this case, the task of marketers is to push the buyer to take decisive actions, to convince him or her to take the last step by choosing from a variety of options a specific one, advertised. This can be done using retargeting mobile advertising.
The task of app retargeting is to keep a client who has already shown interest in the product to return his interest. It makes it different from ordinary advertising. Banners are shown not to the entire audience but only to that segment, which is already interested in a promoted product. In this case, the chance to turn a visitor into a buyer increases dramatically, which means that the effectiveness of advertising also increases. When the product is retargeted, the user visiting third-party sites will see banners returning him or her to the promoted resource.
Special codes may be placed on the advertised site to collect a database of potential customers. When visitors enter these pages, the program “remembers” them as a target audience and begins collecting the necessary data using the browser’s cookie files. You can create a large number of multi-purpose banners and offer them to different audiences by analyzing the behavior of different groups and studying the effectiveness of marketing strategies. This strategy allows you to more accurately explore the effectiveness of the conversion in terms of impressions and clicks, optimizing advertising costs.
Mobile retargeting allows finding out what exactly have interested the user and what, conversely, scared them away. Moreover, you can immediately tune out to the changed situation, replacing a “wrong” banner with a “correct” one. But to achieve this level of efficiency, the specifics of retargeting must be taken into account.
This is a long-term method. After all, the more data is collected the more accurate is the result. But collecting information always takes time. It is necessary to study the consumer to develop mechanisms of influence.
It is important not to overdo it. Even if the user is interested in the product, banners chasing him everywhere can be annoying. Then the result will be exactly the opposite.
The method requires marketers to be creative. Advertising cannot be monotonous and only targeted. Banners should entice the audience, not annoy. Sophisticated remarketing strategy allows telling the whole story in banners designed for a specific visitor. This is a surprisingly effective method if used correctly.
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