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In the year 2013, nearly 20–50 per cent of all online purchases were done via mobile devices. Advertisers have been quick to notice this shifting trend and are evolving their marketing plan with mobile as an integral part. However, one of the biggest challenges is choosing the right mobile retargeting partner or evaluating how well the current partner is equipped to handle the intricacies of mobile retargeting. While the decision is not an easy one, here are 10 tips that could be considered while choosing the apt mobile retargeting partner…
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We are placed 6th on Deloitte Fast 500 Companies List for APAC 2013
The M-Commerce Scenario TodayToday, mobiles are an integral part of your marketing plan
INDIA
AUSTRALIA & NEW ZEALAND
SOUTH EAST ASIA
JAPAN
TAIWAN
MIDDLE EAST & NORTH AFRICA
CHINA
35%
20%
50%
35%
35%
35%
20%
25%AVERAGE SALES CONTRIBUTION ATTRIBUTED TO MOBILE DEVICES FOR OUR CLIENTS GLOBALLY
04/12/2023 Company Confidential
Why Choose the Right Mobile Retargeting Partner?
Effective Mobile Retargeting
Enhanced user engagement on Mobile web and Apps
Stay ahead of competition
Sustainable campaign and marketing efforts
04/12/2023 Company Confidential
Tips to Choose the Right Mobile Retargeting Partner
04/12/2023 Company Confidential
2Retargeting
Without Cookies
3Across
Desktop & Mobile
4Know your
mobile user
5Flexibility
6The
Creative
7Transparency in campaign
8Reach on
the internet
9Business
Model
10Self Serve or
Fully Managed
1Unified Mobile Reach
MOBILE WEB
MOBILE APP
Android Advertising ID based user identification
New ad formats
Unique user behavior
IDFA (ID For Advertisers) based user identification
Fingerprinting , first party cookie based user identification
How well is your partner equipped to identify users across the fragments?
04/12/2023 Company Confidential
How effective are the device-tracking mechanisms? Do they rely on cookies alone?
About 21% of the total smartphone users and about 53.8% of tablet users worldwide use iOS devices*
*http://techland.time.com/2013/04/16/ios-vs-android/
21% 53.8%
Third-party cookies are disabled on safari (iOS preferred browser)
04/12/2023 Company Confidential
How accurate are the cross-device user identification techniques?
04/12/2023 Company Confidential
Mobile users are different, but does your partner treat them differently?
04/12/2023 Company Confidential
And there are yet more
things to consider
…
Does the user visit
social media web or app on mobile?Where
does the user buy – mobile web or app?
Ratio between mobile
web and app
browsing time?
CAMPAIGN OPTIMIZATIO
N
Users spend more time on social media sites via mobiles than on desktop
Does your partner allow changes to a live campaign?
04/12/2023 Company Confidential
User Segmentation
• Support for seasonal sales
• New Product promotions
Creative
• Brand aligned
• Replicate Website Theme, Offers etc.
Bidding Rules
• Prioritize publishers based on performance
• Tweak bid value for high purchase propensity users
04/12/2023 Company Confidential
Display (Desktop, Mobile), Apps, Social –Creative customization for various channels
DESKTOP DISPLAY
IN-APP
MOBILE DISPLAY
FACEBOOK NEWSFEED
Reach users with personalized messaging across devices and channels
FACEBOOK RHS
Frequent access to updated campaign performance data can deliver desired results
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IT’S YOUR DATA, YOU MUST BE ABLE TO ACCESS IT ANYTIME!
Understand how your campaign is
faring
Early changes to boost campaign
performance
Incorporate your changing business
preferences
Here’s how anytime access to data helps
Ensure that your partner has a wide reach especially in your operational geos
04/12/2023 Company Confidential
Approximately 30% of the mobile users are Smartphone users
Sources:
www.smartinsights.com/digital-marketing-
strategy/internet-trends-2014
www.smartinsights.com/mobile-marketing/
mobile-commerce/online-consumer-mobile-
commerce-use-trends-infographic/
Globally mobile accounts for 25% of all web usage
Smartphone users browse products
Users buy through their mobile devices
54%
40%
Even in your geo, users can be anywhere!
11%
89% MOBILE WEB MOBILE APP
Users spend majority of their mobile -media time accessing apps
Opt for a partner offering performance based models
04/12/2023 Company Confidential
CPM
Cost Per Mille, where you pay your partner for just
showing your ads
Choose the Business Model that works for you
CPA
Cost Per Acquisition, pay based on the number of conversions through their
ads
CPC
Cost Per Clicks, where you pay your partner based on the number
of ad clicks
Off-load campaign management hassles & draw from the partner’s expertise
04/12/2023 Company Confidential
Self Serve
“Do-it-yourself” model, where you must set up run & optimize your campaign
Fully Managed
Retargeting partner takes care of all campaign management hassles
+Partner’s expertise in campaign
optimization and retargeting
Remember,
04/12/2023 Company Confidential
2Retargeting
Without Cookies
3Across
Desktop & Mobile
4Know your
mobile user
5Flexibility
6The
Creative
7Transparency in campaign
8Reach on
the internet
9Business
Model
10Self Serve or
Fully Managed
1Unified Mobile Reach
