The Nuts and Bolts of Mobile RetargetingSubmitted by Greg Johnson
Mobile devices are more than mere communication tools today. Globally, smartphones and tablets are now contributing to roughly 25% of the user traffic on eCommerce and travel websites. Sales through smartphones and tablets contribute to around 15% of the total online sales. With the rapid adoption of smart phones and tablets across the globe, these numbers can only go north.
Online sales through mobile devices as a percentage of the total online sales globally Challenges in Mobile Web Marketing Mobile marketing is relatively new and advertisers face several challenges to run an effective mobile marketing campaign. Some of them are:
• Advertiser's and Publisher's mobile presence is fragmented between mobile web and mobile apps.
• Identification of a user across mobile web and mobile app and messaging across these two channels.
• Identification of users across multiple devices (such as mobile, desktop) and messaging across channels.
• Patchy support to cookie and other tracking mechanisms on mobile browsers and apps.
How does it work:
1. While the user is on the advertiser mobile website, products like Vizury MobiConvert, records anonymous user behaviour such as products viewed, duration of visit, drop off page etc.
2. This user behaviour data is then used to create and display customised ads for the mobile user across mobile internet.
3. However, unlike desktop, mobile uses a different technology for banners- HTML5, the one that works across mobile devices.
The need to go mobile is more imminent today more than ever. Mobile has taken centre stage in your users' purchase cycle and it's time to go mobile! More on 'Shades of Mobile Retargeting' coming soon.
Learn more about Vizury MobiConvert and other products by Vizury at their stand at the eCommerce Africa Confex. This exciting 2-day conference and exhibition takes place on the 3rd-4th February 2015 at the Cape Town International Centre.
Kinetic Marketing & PR Department