O2O营销人员的移动营销指南（英文版）_16页-3mb

报告摘要

Mobile Remarketing Guide for O2O Marketers

Core Content Overview

This guide provides an in-depth look at remarketing strategies for online-to-offline (O2O) apps, emphasizing the importance of re-engagement to increase user activity and revenue. As the mobile app industry shifts from focusing solely on installs to nurturing existing users, remarketing has become a crucial component of performance marketing. The guide outlines key steps and best practices for implementing effective remarketing campaigns, supported by real-world case studies and performance metrics.

Main Points

Industry Trends

Marketers are moving from app installs to user engagement and retention.
User acquisition costs are rising, and app abandonment rates are high.
Only 4–5% of users remain active 30 days after installation.
Traditional channels like email and push notifications are underperforming due to low open and click rates.

Remarketing's Role

Remarketing is an effective tool for increasing conversions, building loyalty, and maximizing lifetime value (LTV).
It helps drive engagement across all stages of the marketing funnel.
It is especially useful for O2O apps, which require users to take specific actions (e.g., ordering food, booking a ride).

Key Steps for Remarketing Campaigns

Establish a Sizable App User Base: A minimum of 100,000 monthly active users is recommended to ensure campaign effectiveness.
Track & Share Postback Events: Monitor user behavior post-install, such as app opens, bookings, orders, and cancellations.
Create the Right User Segments: Segment users based on behavior and inactivity periods for personalized targeting.
Craft Creative Messages: Use personalized, behavior-based messages and dynamic creatives (e.g., native, carousel, video) to engage users.
Enable Deep-Linking: Direct users to the most relevant part of the app with a single click to improve user experience and conversion.
Pick the Right Attribution Model and Window: Use view-through attribution and set a 7–10 day window for O2O apps to measure campaign impact accurately.

Case Studies

Case Study 1: Ride Sharing App

Goals: Increase first rides and repeat rides.
Solution: Retargeted users who had installed the app but not yet taken a ride, and dormant users.
Strategy: Used SDK-less integration for quick data collection, dynamic audience segmentation, and A/B testing.
Results:
- 60% higher conversion rate for users exposed to custom creatives.
- Over 30% of dormant users were reactivated for repeat rides.
- InMobi became the largest retargeting partner for the client.

Case Study 2: Meal Ordering & Delivery App

Goals: Retarget and upsell to high-value customers.
Solution: Segmented users based on app events (e.g., browsing, adding to cart, placing orders).
Strategy: Used deep linking to direct users to checkout or relevant sections, and tested different ad formats (native, video) to improve performance.
Results:
- InMobi is now the largest retargeting partner.
- Improved conversion rates and reduced cost per order.
- Achieved ROAS targets through optimized campaigns.

O2O Sub-Categories & Use Cases

Sub-Category	Examples	Potential Remarketing Use Case	KPI / Success Metrics
Taxi/Ridesharing Apps	Uber, Ola, Lyft	Drive first-rides from inactive users	First ride, incremental rides, dormant users retained
Food Delivery Apps	Zomato, Swiggy, Ubereats, GrubHub, etc.	Reactivate dormant users, upsell to active users	First order, incremental orders, order frequency
Home Services Apps	Housejoy, TaskRabbit, UrbanClap, etc.	Activate new users, encourage habit of use	First booking, cross-sell to other services
Home Rental Apps	Airbnb, NestAway	Reactivate dormant users, create memorable mobile moments	First booking, increase conversions
Health & Beauty Apps	Practo, Zeel, Beautified, etc.	Reactivate dormant users, upsell to active users	First booking, incremental bookings, payment usage
Ticketing Apps	Seatgeek, Ticketing Master	Reactivate dormant users, encourage repeat purchases	First booking, increase conversions
Delivery & Logistics Apps	Zipments, Postmates, Doorman	Reactivate dormant users, upsell to active users	First booking, incremental bookings

Conclusion

Remarketing is a powerful tactic for O2O app marketers, enabling them to re-engage users, increase conversions, and maximize revenue. It should be integrated into the broader marketing strategy, working alongside other retention and acquisition methods. By leveraging data-driven personalization and advanced ad formats, marketers can transform casual users into loyal customers and unlock the full potential of their mobile audience.