App remarketing: putting mobile ROI insights to work growing your business
Today marketers have access to a huge amounts of data about their users and customers. App remarketing is a good example.
On the mobile app side of business, attribution and analytics can provide an amazing view into both the health and vitality of your business and the in-app behaviors of your users. We can leverage mobile app remarketing to capitalize on these signals and meet critical business needs.
Google says app remarketing is …
a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.
One of the reasons why we created the Singular marketing analytics platform was because we wanted to empower marketers to take what they have learned and put it into immediate use building their businesses through data-driven marketing programs that really move the needle on revenue and ROI. One of the best ways to do that is to focus on delivering a one-to-one user experience that reflects the wants and needs of that person. Such data-driven marketing initiatives leverage the signals gathered through the attribution and analytics processes to define and refine what, when and how we speak to app users.
Our audience segmentation offering enables clients to define high-performing audience segments for tailored media and messaging programs. By combining people who have completed a common set of actions, for example, we make it possible to deliver custom messages to those users.
Probably the easiest way to understand the power of this approach is to think in terms of specific use cases …
App remarketing for new user activation
More and more market research is showing that the first hours and days after an install are a critical time for determining whether someone will become a regular user or customer. By defining high-performing custom audiences of new installs, we can develop and deliver ad messages designed to make regular mobile app usage a habit.
And the more times they return to the app during that early period, the more likely they are to become regular users and customers.
Win back uninstallers
People uninstall mobile apps for a variety of reasons. Uninstalls that occur early in the app user’s life cycle are the most interesting to marketers because they can provide signals on how to improve user relationships. Many mobile app marketers are now defining audiences of recent uninstallers in order to create messaging and media programs for ads designed to get people to reinstall the apps.
App remarketing efforts targeted to these individuals can bring some of them back.
Turning intent into purchases
When an individual searches for products and services in your app, you have a great indication of purchase intent. But one of the realities of our business is that many more people will search than will actually make a purchase in your app.
If you can deliver marketing messages that can drive even modest increases in the number of people who transact in your app, you can have a profound effect on your revenue and profitability. By featuring recently searched items in custom messaging ads — or in an area in your app — you can remind app users that your app is a great way to get the things they want and need. This is a great example of how using app remarketing can help close sales.
App remarketing: engaging cart abandoners
An even better signal of purchase intent is if someone places an item in a shopping cart. For most mobile apps, 90%, 95%, 99% or more people will abandon their carts before making a purchase.
By using custom audiences and dynamic deferred deep-linking app remarketing ads featuring the items in an individual’s cart, we can drive more users to return to the app to buy. For a profound impact on app revenue and profitability.
Upsell or cross sell
The people most likely to make a purchase in your mobile app are those who have already made a purchase in the past. You can get more of those people to transact again through focused messaging that reflects their past purchases and current needs. Further, many app marketers are now cross-marketing one app to the users of another, related app as a means of driving highly efficient user acquisition.
Again, a great example of app remarketing to help close sales.
Better lookalike modeling
Many brands use lookalike modeling – targeting prospects who behave similarly to their users. But what if you could do your modeling based on the characteristics of your best customers and payers? If you could attract more people like them, you can drive your KPIs. By analyzing your best customers and creating audience segments of those individuals, you can work with partners to reach and drive installs from people who hold incredible revenue potential.
I am sure you see how action – closing the loop on data-driven marketing – offers profound advantages versus knowledge alone. Getting that knowledge is essential, but it really only the opening gambit for the highly effective marketer.