How user behaviour is shaping mobile retargeting?
As mobile takes centrestage in a user’s purchase life cycle, marketers have quickly shifted gears to maximise user engagement through mobile assets. Hence, mobile retargeting has found easy acceptance among marketers who have witnessed the benefits on the desktop and are looking to monetise their mobile marketing ad spends. But mobile is different from desktop retargeting. Yes, there are a few technology-based differences that need to be addressed. Apart from these, one key factor that impacts mobile retargeting is the ‘changed’ user behaviour. Here are some important factors that determine why the mobile user is different and how your mobile retargeting strategy can address these behavioural differences.
Access multiple mobile channels and mobile devices Unlike the desktop, you have multiple assets on the mobile – website and apps. You will know that both of them have different eco-systems and function independently at a single user level. However, users expect a seamless interaction across these assets and hence it is essential to identify users as they traverse between mobile web – mobile apps and collectively assess user behaviour data displayed across both channels. Also, many times multiple mobile devices (smartphones and tablets) are used to access assets. A strategy combining mobile web and app retargeting that employs accurate device identification techniques can identify users across mobile marketing channels.
Mobile – desktop users Mobile web traffic is increasing at a neck-breaking speed and the rate of conversions through mobile are on the rise as well. However, many users prefer to buy on the desktop and use mobile for the pre-purchase research. Ease of use(click vs touch), display size, payment security qualms – there are various reasons for this. However, understanding this behaviour points out the need for an effective multi-screen retargeting strategy that will trace the user’s journey across devices and channels to ensure accurate attribution to various touch points.
Secondary screen syndrome For a multi-screening user, mobile is mostly the secondary screen. The primary screen might be a television or even a desktop. In such cases, the user will have shorter attention spans and tends to switch between the screens in the blink of an eye. Engaging this fickle user is a challenge that can be achieved with precise targeting, accurate recommendations and crisp ads.
Shorter visits and longer purchase cycles Mobiles are accessible anytime. It is what keeps people occupied while waiting for a bus or an elevator to arrive? Most smartphone users resort to a quick browse/game in these short waiting periods. While this ‘anytime access to user’ is the prime reason for most marketers to have shifted focus towards mobile, it also means that a single visit to your website/app might last just a few seconds. The user might re-visit the website/app many more times before making a purchase decision. Higher number of re-visits and longer buying cycles when compared to the desktop are typical of mobile users. Mobile retargeting solutions with Deep Linking capabilities will ensure that a user who clicks on your ad will land on the product page and not the home page. Apart from reducing the user’s browsing time, Deep Linking also enhances the user-experience.
It’s a personal device When you reach out to a user on a mobile device it is important to understand that most users treat mobile as a personal device. A user who loves personalised ads on the desktop might not feel the same about personalised mobile ads. This is because most smartphone users, especially in emerging ecommerce markets perceive mobile as a device primarily meant for personal communication. So it is essential to tread carefully and avoid invasions into user privacy through privacy compliant retargeting practices.
To conclude: User behaviour has a huge impact on mobile retargeting and it is essential to evolve a retargeting strategy that addresses them.
- Users are increasingly multiscreening, you must include a cross-channel, cross-device or even better a multiscreen retargeting strategy for effective user engagement.
- Crisp ads with accurate recommendations work best and assure great results.
- Deep Linking helps reduce user browsing time and enhance user experience.
- It is important to ensure privacy compliant retargeting.
Authored by: Akshatha Kamath Original article published on Digital Market Asia Image courtesy: Digital Market Asia