零售商的移动再营销指南（英文版）_12页_2mb

报告摘要

Mobile Remarketing Guide for Retailers

Core Content

This document provides a comprehensive overview of the importance and implementation of in-app remarketing for retailers. It highlights the challenges of user retention and the limitations of traditional methods like email and push notifications. The guide emphasizes that in-app remarketing using ads is a more effective solution to retain users and guide them through the purchase funnel.

Main Points

User Retention Challenge: Retailers often focus on user acquisition but overlook the importance of retention. Studies show that only 20% of users remain active by Day 3, and only 5% by Day 90.
Limitations of Traditional Methods: Email remarketing has low click rates (2.26%), and push notifications face high opt-out rates (73%). Social media and messaging apps are not the best platforms for remarketing due to limited user engagement time (35% of time spent).
In-App Remarketing Advantage: Ads within apps can retarget users effectively, helping them continue their shopping journey. However, prolonged dormancy may lead to app uninstalls.
In-App Remarketing Strategy: It should be integrated with user acquisition efforts, not replace them, to maximize retention and conversion.

Key Information

In-App Remarketing Process:
- Step 1: Targeting – Identify users based on their in-app behavior (e.g., cart abandonment).
- Step 2: Messaging – Use personalized or generic messages depending on user behavior. Product-specific messages with HD images, reviews, and payment options are effective.
- Step 3: Measurement & Optimization – Use third-party attribution and tracking tools to measure performance. Optimize bids and campaigns based on user-level insights.
- Step 4: Deep-Links – Enable seamless navigation between apps using deep links, directing users directly to relevant product pages within the app.
Case Study Highlights:
- A major U.S. brick-and-mortar retailer used in-app remarketing to target users with strong purchase intent.
- The campaign delivered 25% higher RoAS, 2X higher CTRs, and 2.2X higher CTRs with multi-category creatives.
- The solution included audience segmentation, dynamic creative optimization, and deep-linking strategies.

Use Cases

Retargeting Based on Activity: Users who added products to carts or viewed product pages can be retargeted with relevant ads.
Cross-Selling/Up-Selling: Remarketing can be used to promote complementary or upgraded products to existing customers.
Re-engagement of Dormant Users: Through product discovery feeds and deep-linking, retailers can re-engage inactive users and bring them back into the app.

Conclusion

User Retention is Critical: Acquiring users is only part of the challenge; retaining them is equally important.
In-App Remarketing is Effective: It allows for personalized, context-aware messaging that can significantly improve conversion rates.
Actionable Steps: Retailers should leverage in-app remarketing by understanding user behavior, using dynamic creative optimization, and integrating deep-linking for a seamless user experience.

About InMobi

InMobi is a leading mobile advertising and discovery platform that enables app developers, merchants, and brands to engage consumers globally.
It provides contextual and personalized ad experiences on mobile devices.
InMobi reaches over 1.5+ billion unique mobile devices worldwide and was recognized by Fast Company as one of the Most Innovative Companies in the world in 2016.