营销人员的最佳营销实践（英文版）_13页-9mb

报告摘要

InMobi Remarketing Best Practices Summary

Introduction

App marketers face significant challenges in user retention and engagement. A recent survey by InMobi involving over 800 global app marketers revealed that 55% identified user engagement and retention as their biggest challenge. However, 33% have already started using In-App Remarketing to re-engage users, which is crucial as users spend 90% of their time on mobile within apps. Remarketing is not just an option but a necessity in the competitive app market, and 76% of marketers reported some success with it. Implementing effective remarketing strategies is essential to drive incremental revenue and keep users engaged throughout their app journey.

Core Best Practices

1. Adopt a Unified Strategy: User Acquisition + Remarketing

Implement user acquisition (UA) and remarketing in parallel.
Re-engage users early to prevent attrition.
Avoid neglecting users for long periods; this can lead to significant losses.
Nudge users through every stage of their app journey.
Success in UA does not guarantee success in remarketing; both require attention.

2. Create User Cohorts Based on Audience Behaviour

Track user activities to build detailed behavior profiles.
Segment users into cohorts based on these profiles.
Update audience profiles in real-time to ensure accurate targeting.
Use behavior-based segmentation to enhance the effectiveness of remarketing campaigns.

3. Implement Frequency Capping

Avoid overexposure to ads, which can lead to ad blindness and negative user associations.
Limit the number of times users see ads to prevent annoyance.
Conduct A/B testing to determine the optimal frequency for each audience segment.

4. Untag Converted Customers

Once users complete a desired action (e.g., purchase), remove them from the current remarketing cohort.
Continually enroll them in new targeting cohorts to guide them through their next steps in the shopping journey.
Use different ad formats (e.g., native, interstitial) to provide a seamless and engaging experience.

5. Establish an Appropriate Attribution Window

Determine the time frame within which a conversion is attributed to an ad campaign.
Use a smaller window for view-through conversions and a longer window for click-through conversions.
Analyze audience behavior history to identify the optimal attribution window for your campaigns.

6. Refresh Creatives and Perform A/B Testing

Avoid ad fatigue by frequently rotating creatives.
Test different ad copy, call-to-action buttons, graphics, and placements to find the most effective combination.
Use the latest product information, pricing, and availability to ensure relevance and avoid embarrassment.

7. Leverage Dynamic Creative Optimization (DCO)

Use in-app user behavior to deliver personalized messages.
Highlight best sellers or popular offers for new users.
Use multi-category ads, which can increase CTRs by 60-75%.
Optimize creatives by testing elements such as button colors, images, and ad placement.
Utilize mobile video to enhance user attention and engagement.

8. Integrate and Share Data With Your Remarketing Partner

Share real-time in-app event data (e.g., app opens, PDP views, add-to-cart actions) to build accurate user profiles.
Use advanced signals such as product correlations for recommendation purposes.
Ensure timely reactions to user intent to avoid time decay.
Leverage the remarketing partner's capabilities to optimize targeting and messaging.

9. Bid Smart

Adjust bids based on the conversion propensity of users within and across audience cohorts.
Use historical data to create accurate audience profiles if available.
Allow experienced remarketing partners to dynamically adjust bids for optimal ROI.

InMobi Overview

InMobi is a global mobile advertising platform that focuses on delivering the best ROI for mobile marketers. It is a mobile-first platform that uses deep learning-based optimization engines to enhance ad experiences. InMobi enables brands and app publishers to engage users at different lifecycle stages, converting each mobile moment into an opportunity for engagement and revenue. It reaches over 1.5 billion unique mobile devices worldwide and is recognized for its innovative approach to the mobile ecosystem.