The exponential rise in mobile devices and apps over the last few years has made app marketing strategies a top priority for marketers. Statistics also suggest that in 2023, mobile apps will generate a whopping over $935 billion in revenue through paid downloads and in-app advertising.
However, the excitement of developing an app with a unique design and receiving initial traction soon fades away when users’ attention drifts to other relevant apps, forgetting all about yours.
This blog explores mobile app retargeting and discusses some of the best strategies to use during this Valentine’s Day to re-engage your users and successfully win them back.
That’s where mobile app retargeting comes in to win your users back again.
App Trends for Valentine’s Season
With Valentine’s Day coming up soon, mobile app businesses will benefit immensely from developing and launching campaigns around this special day. Since Valentine’s Day is one of the most popular days for shoppers following the holiday season, many of these customers will be using and spending on apps, including dating apps, eCommerce apps, and other similar ones.
However, finding the right audience to scale, especially for dating apps, could be challenging for app marketers if they are niche players. It’s, therefore, best for them to maximize engagement within their already existing audience.
By leveraging first-party data, these dating apps can help push their users—especially those who installed the app but never registered or the ones who never returned to the app post downloading it—to move forward with their first purchase. Retargeting such dating app users to make their first in-app payment is also one of the most effective ways to maximize revenue in the long run.
What is Mobile App Retargeting?
Mobile app retargeting refers to specific ad campaigns targeting users who previously visited or downloaded your mobile app. Depending on specific mobile user behavior, there are various ways you can serve personalized ads to encourage these users to either re-install, re-engage, or complete a down-funnel conversion.
App marketers usually employ various retargeting strategies to re-engage users who already have an app installed on their mobile devices. By making systematic efforts to reach these users with targeted ads, marketers try to either bring back a lapsed user or inspire a non-active/less-active user to come back more often.
Why Re-Engage Users During Valentine’s With App Retargeting?
An increasing number of mobile users download an app due to a specific need, offer, or use case, but 1 in 5 of these users forget about that app entirely soon after.
To prevent this kind of churn and ensure that users return to apps and convert, businesses need to create effective strategies for retargeting those mobile app users. Further, giving users a compelling reason to return to your mobile app is essential to survival, as apps that fail to keep their users engaged are bound to be deleted soon and risk missing out on valuable revenue.
Also, beyond re-engaging users, mobile app retargeting enables you to:
🔹 Systematically drive more engagement (increase in-app activities, app visits)
🔹 Enhance down-funnel conversions (increase sign-ups, in-app conversions, purchases)
🔹 Significantly boost app user retention (reduce churn, increase app visit frequency)
Top Tips For Running a Successful Valentine’s Day Re-Engagement Campaign
In this section, we’ll have a look at some of the best practices to help you maximize the ROI of your retargeting campaigns during Valentine’s:
🔹 Audience Segmentation: Know Your Audience
Segmenting/knowing your audience and what kind of users you’re trying to retarget with your campaign is crucial to the success of re-engaging customers. And the best way to know your audience is by prioritizing performance data, which you need to track regularly.
This kind of mobile audience segmentation organizes your target audience into different categories, subcategories, and groups and allows you to tailor personalized communications and promotions relevant to their attributes. You can then group your audience segments in many ways based on characteristics such as demographics, behavior, attitude, and geography with the ideal buyer in mind.
🔹 Leverage the Power of Creatives
How much time, resources, and money a mobile business spends on the creative and messaging aspects of its ad campaigns can significantly impact the overall retargeting strategy.
Visual appeal is, in fact, one of the most important aspects of a mobile retargeting campaign. This is why brands are leaving no stone unturned in terms of creativity. High-quality creative and design initiatives not only help create basic, low-budget retargeting ads for mobile but also directly impact your campaign effectiveness.
This makes it important to put the same effort into retargeting ads as you do for any other advertising campaign and make them as enticing as possible. Remember that high-quality, personalized, and interactive visuals work well in mobile app retargeting and can serve as an effective tool in increasing the success of your mobile retargeting campaign.
🔹 Make Use of Different Ad Formats
The other thing to focus on here is to test different ad formats, including banners, videos, dynamic creatives, and more, to match the taste and preferences of your customers, thus making a direct impact on conversion rates when they get exactly what they’re looking for.
You can make use of the wide range of resources available today and accordingly determine user behavior and search intent along with popular categories, products, and services. This allows you to customize your retargeting ads to, for example, remind your user of the interest they expressed earlier when they put an item into their shopping cart before completely forgetting about it.
🔹 Time your campaigns accordingly
When crafting your retargeting strategy for a particular holiday or season, think not only in one uniform campaign for the main holiday but also conceptualize what messages and creatives you would want to retarget within a longer span: before, during, and even post the holiday.
For Valentine’s day, structure your campaigns thinking about the weeks before 14 February when people are still making plans and thinking about purchases. The weekend before and during Valentine’s Day is crucial to retarget users with relevant messaging. Don’t wait until the day itself to start running your retargeting campaign.
🔹 Choose the Right Metrics (ROAS)
ROAS or Return on Ad Spend is a metric that advertisers use to measure the value spent on their ads for retargeting purposes. To get an appropriate estimation of the total amount spent, the advertisers typically compare their investment with the profit they received from the campaign.
ROAS is one of the most important metrics you should monitor for your mobile retargeting campaign. Apart from giving a fair idea regarding your ad performance, it has several other benefits, including:
🔹 It allows you to evaluate the effectiveness of your campaign based on performance and helps determine the type of ads that are performing well so you can scale them to maximize results.
🔹 It is valuable in helping you identify the campaigns on which you are overspending so that you can reduce your budget to save your business from losses.
🔹 The metric also offers you reliable information to make key decisions regarding your next marketing actions.
In Conclusion
While retargeting has always been the priority for marketers in the last few years owing to greater ROI and superior results than standard campaigns, mobile app retargeting is still considered an untapped marketing category. And to harness it effectively, it’s essential to choose a retargeting partner that understands your unique business needs and can help you build a winning campaign.
If you’re also looking for a revamped retargeting campaign during this Valentine’s, RevX can help you craft your personalized retargeting campaigns to reach your users wherever they are and let them see what they’re most interested in, increasing the likelihood of their return to your app and boosting conversions.
At RevX, we have expertise in building sound mobile strategies, combining programmatic UA, performance branding, and app re-engagement to drive the results you need to scale your business with real users, incremental revenue, and high user retention.
