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Top 3 tips to more deeply engage app users
In a world where consumers have so many ways of engaging - or not - with brands, content and entertainment, publishers and advertisers need to know more about these consumers than ever. Knowledge will help the brand better connect on the first engagement, create a deeper engaging and keep those consumers coming back for more. But that knowledge - or targeting - is sometimes missing the mark in mobile. Here's how brands can do it better:
John Rankin, Vice President, Trademob: While push notifications and e-mail marketing have been around and used by app marketers already for quite some time now, mobile display retargeting is currently seeing a shift in attention in the industry due to new technological advancements and an increased need for new possibilities to remarket to mobile app users beyond push notifications and e-mail marketing. Users can deactivate e-mail subscriptions and push notifications for an app, but not regular in-app and web banner advertising.
Kristina: How important is targeting - and retargeting - in the mobile space?
John: The mobile industry is transitioning into a new era of mobile advertising. Traditionally, app marketers and developers were strongly focused on user acquisition, building up their user base and establishing brand awareness. Now, developers are looking to reactivate dormant and churned users to monetize their active user base. That's where re-engagement comes in. With re-engagement, marketers are able to maximize average revenue per user (ARPU) and increase user engagement. Furthermore, more consumers are flocking to their phones and shopping, playing games and booking trips via apps. Re-marketing is a supreme catalyst in provoking the desired actions within these verticals.
Kristina: What are your top tips for improving mobile re-engagement?
John: The most effective re-engagement campaigns target the right user with a customized message. To achieve real optimization and efficiencies, it does not suffice to simply retarget all users. Marketers need to thoroughly understand their user base. The first step of a re-engagement campaign should always be an advanced user segmentation and analysis, clustering users into different cohorts based on their in-app activity and interests. Based on this data, a relevant and appealing offer can be delivered to each different subset of users. If remarketing is done right, marketers can reduce CPA by up to 90% with re-engagement campaigns.
You can read part one of my chat with John and Trademob, including why targeting is so important to the value of a user, here.
Image via Shutterstock
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