Retargeting on Mobile Devices: Strategies and Implementation

Retargeting is a powerful marketing strategy that allows businesses to engage with website visitors wherever they go. While traditional retargeting on desktop devices is well-established, mobile retargeting presents unique challenges and opportunities. In this article, we will explore how retargeting works on mobile devices, the challenges faced, and strategies for effective implementation.

Introduction to Retargeting

Retargeting involves serving ads to visitors based on their previous actions on your website or app. This technique helps to re-engage potential customers who have shown interest in your products or services but may not have made a purchase. With the rise of mobile devices, retargeting has gained even more significance as mobile usage continues to soar.

Retargeting on Mobile Devices

Retailers, app developers, and marketers can now target users on their mobile devices through a variety of platforms and networks. One of the most effective ways to retarget users on mobile devices is through the use of the Facebook Pixel, which allows you to track and retarget visitors based on their behavior.

Using Facebook Pixel for Mobile Retargeting

To retarget website visitors on mobile devices, you need to install the Facebook Pixel on your website. Once installed, the pixel tracks visitors and allows you to retarget them through Facebook, Instagram, and the Facebook Audience Network. This includes serving ads, running campaigns, and importing your customer database to show personalized ads.

Mobile Tracking Challenges

One of the main challenges in mobile retargeting is the lack of cookies, which are typically used for tracking user behavior on desktop devices. To overcome this, ad networks and mobile operating systems have introduced unique identifiers like IDFA (Identifier for Advertisers) for iOS devices and the Google Advertising ID for Android devices. These identifiers allow for tracking and targeting users across apps and the mobile web.

Retargeting on Mobile: App-to-App and Web to App

App-to-App retargeting involves targeting users who have downloaded your app but haven't made a purchase yet. The tracking and attribution process is straightforward with the use of device unique identifiers, making it an effective strategy for retargeting.

Web to App retargeting, on the other hand, is more complex. Since most mobile devices do not have a built-in SDK for most web properties, advertisers need to rely on probabilistic and deterministic methods such as cross-device profiling and fingerprinting. These methods help in tracking user behavior across different devices.

Remarketing vs Retargeting

While the terms retargeting and remarketing are often used interchangeably, there is a subtle difference. Retargeting refers to the actual process of serving ads to returning visitors, while remarketing is a broader term that encompasses marketing strategies such as creative innovations, dynamic pricing, and user engagement.

Implementing Retargeting Strategies

To make retargeting cost-effective and effective, you should focus on:

Understanding user behavior and preferences Bidding for the user's propensity to convert Providing personalized ad creatives

One powerful platform for implementing retargeting strategies is the InMobi Remarketing Platform. This platform was designed specifically for mobile-first businesses and helps in activating, re-engaging, and re-activating users at each stage of the user lifecycle. It allows businesses to drive first purchases, increase subscriptions, and maximize ride bookings, among other things.

Conclusion

Mobile retargeting is a valuable tool for businesses looking to increase customer loyalty and lifetime value. By leveraging the right tools and strategies, you can effectively retarget users on mobile devices and improve your marketing performance.

Watch our InMobi Remarketing Platform video to get a deeper understanding of how to implement mobile retargeting strategies. For more information on the platform, visit InMobi’s official website and read about our recent launch here.