O2O营销人员的移动营销指南（英文版）_14页_3mb

Mobile Remarketing Guide for O2O Apps

Core Content Overview

This document provides a comprehensive guide for O2O (Online-to-Offline) app marketers on how to effectively implement remarketing strategies to increase user engagement, conversions, and lifetime value. It emphasizes the shift from focusing solely on app installs to maintaining and re-engaging users throughout their journey.

Main Points and Key Insights

1. The Changing Mobile App Landscape

• User Behavior: Most users carry around 40 apps but use only 4–6 daily.
• App Uninstallation: 50% of users uninstall a downloaded shopping app.
• Single Use Apps: 80% of installed apps are used just once before being deleted.
• Retention Challenge: Only 10–12% of users remain active 7 days after install, and 4–5% after 30 days.
• Need for Engagement: Traditional methods like email and push notifications are not effective due to low open and click rates.

2. Importance of Remarketing for O2O Apps

• Remarketing helps retain users and drive conversions by re-engaging them at different stages of the funnel.
• It is particularly useful in O2O categories such as taxi, food delivery, and home services, where user retention is a major challenge.
• Remarketing can increase LTV (Lifetime Value) and help users move further down the monetization path.

3. Prerequisites for a Remarketing Campaign

• A sizable user base (e.g., 100,000 monthly active users) is essential.
• Postback tracking is required to understand user behavior and optimize ad targeting.
• User segmentation based on behavior and engagement is key to personalization.
• Creative messages should be tailored to each segment to drive action.
• Deep-linking is important to guide users to the most relevant parts of the app.
• Attribution model and window must be chosen carefully to measure campaign effectiveness.

Steps to Create a Remarketing Campaign

Step 1: Establish a Sizable App User Base

• A minimum of 100,000 monthly active users is recommended.
• Ensure that user segments have enough data to generate meaningful results.

Step 2: Track & Share Postback Events

• Track user actions such as installs, app opens, signups, payments, and bookings.
• Use third-party partners to measure and share these events accurately.

Step 3: Create the Right User Segments

• Segment users based on their inactivity periods and behavior.
• Examples:
  • Interested Users: Installed but not yet taken a ride.
  • Lapsed Paying Users: Took rides but haven’t returned.
  • Active High Value Users: Most loyal and profitable customers.

Step 4: Craft Creative Messages

• Use dynamic creatives to personalize messages.
• Tailor creatives based on user behavior, time of day, and location.
• Use native and video ad formats for better engagement and conversion.

Step 5: Enable Deep-Linking

• Direct users to the relevant part of the app (e.g., checkout, menu, homepage).
• This streamlines the user journey and improves conversion rates.

Step 6: Pick the Right Attribution Model and Window

• Use view-through attribution to measure the impact of retargeting.
• A typical attribution window of 7–10 days is recommended for O2O apps.

Case Studies and Results

Case Study 1: Ride Sharing App

• Goals: Increase first rides and repeat rides.
• Solution: Retargeted users who had not taken a ride within 7 days and dormant users.
• Results:
  • 60% increase in first ride conversion rate.
  • 30% of dormant users were reactivated for repeat rides.
  • InMobi became the largest retargeting partner.

Case Study 2: Food Delivery App

• Goals: Re-engage lapsed users, increase revenue, and maximize repeat orders.
• Strategy: Used Dynamic Audience Builder to segment users based on inactivity.
• Results:
  • Reduction in cost per order.
  • ROAS (Return on Ad Spend) targets achieved.
  • Increase in conversion rates for food orders.

Use Cases and KPIs for O2O Sub-Categories

Conclusion

Remarketing is a powerful tool for O2O app marketers to retain users, drive conversions, and maximize LTV. It requires a data-driven approach, personalized messaging, and strategic segmentation. When integrated into a broader marketing strategy, remarketing can significantly enhance user engagement and business performance.

About InMobi

• InMobi is a global mobile advertising platform that delivers the best ROI for mobile marketers.
• It specializes in mobile-first and mobile-only advertising, including video and native formats.
• InMobi uses deep learning-based optimization to improve ad performance.
• It reaches over 1.5 billion unique mobile devices worldwide and is recognized as one of the most innovative companies in 2016 by Fast Company.

Contact

• Email: contactus@inmobi.com
• Website: www.inmobi.com