Mobile Retargeting – What You Need to Know

The mobile industry is a competitive world, but despite this, proper tools to accurately monitor your business’ success and the actions of your potential customers in the mobile space have yet to be fully developed.

The mobile marketing world is still relatively new, and there are a few things that still need to be worked upon. One of these things is mobile retargeting; the ability to bring in lost potential customers through various campaigns and tracking methods.

Unfortunately, mobile retargeting, like many other mobile tools, is still fairly undeveloped, and because of this, it can be hard to find the right retargeting and tracking techniques that are both accurate enough and don’t trigger too much privacy concerns.

The Difficulties Involved with Mobile Retargeting

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On the desktop, one of the strongest tools to retarget lost users and gain revenue are cookies. Unfortunately, on mobile, using cookies isn’t such a strong tactic. A very small amount of mobile devices have cookies enabled as default, and this means they usually aren’t a very good tool for mobile retargeting at this point in time.

Another problem is mobile fragmentation; There are dozens upon dozens of different devices out there and various different mobile operating systems, and this makes it hard to identify devices accurately because there is such diversity between device types.

It also doesn’t help that many mobile device users may actively use more than one device, and also use multiple networks such as mobile data, home WiFi, and public WiFi in places like a coffee shop – these are typically things that you cannot track, and make it even harder to label individuals.

Mobile Retargeting Methods Available Today

So, although mobile retargeting is hard to delve into at this point in time, there are a few services out there that are growing that do offer some form of mobile retargeting, even if it isn’t 100% accurate.

Marketing Platforms

Different ad networks can offer their own mobile retargeting – for example, Trademob, a mobile marketing and RTB platform can offer services to track their users across different app platforms. However, the services Trademob offer focus largely on users that have already downloaded your app or made a visit to your website, and there aren’t many solutions available with Trademob to attempt to regain any potential downloaders who didn’t meet the conversion first time round.

Using Social Media

Social media websites are proving to be new marketing opportunities with a lot of potentials. Because of their huge global reach, not only do they have access to a huge audience, but they also are starting to offer new tools for marketers that aren’t really available anywhere else.

One of these new tools is called Tailored Audiences by Twitter. Twitter has started to enter the advertising space, and this new tool has already turned a few heads to the social media platform.

In essence, Tailored Audiences can help marketers to reach new potential by sending out promoted tweets to people who may have visited your web page, or almost made a purchase on your website and then backed out. It’s an interesting tool, but Facebook offers with Facebook Exchange (FBX) and/or custom audiences something similar already.

Due to the crazy amount of consumer intent data Facebook stores and analyses about its users, FBX reaches over a billion precisely targeted users. FBX allows real-time bidding features as well as mobile retargeting. In Facebook, you would use custom audiences for targeted re-engagement ads based on online or in-app activity. This means advertisers can reach users who looked at their site or app but never got as far as to purchase. Already engaged users do have in most cases higher conversion rates, which makes it so interesting. However, some say that the Twitter ad-solution works better than the Facebook one.

What Does the Future Hold for Mobile Retargeting

Whilst it’s hard to predict what the future of mobile retargeting will look like, it’s very likely that it will start to mature as a marketing space and become a very valuable tool for every marketer working with mobile. Right now, there are a few problems that marketers and publishers will need to work around, and it really comes down to privacy issues and a lack of ID tools to accurately identify individual users. Whether cookies start to become useable, or a new alternative will hit the scene, it’s unlikely that we’ll have to wait long before mobile retargeting is both easy to use and very accurate in pinpointing lost users.

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