Online retargeting might be the bane of consumers’ lives, with concerns that firms are following them around the Internet, but when used on a mobile it is over ten times more likely to result in an order or other positive engagement compared to an initial communication.
That is according to mobile marketing firm Upstream, which adds that the improvement can be up to 100-fold if retargeting is performed on the same day consumers initially engage with a brand.
The findings are based on real-world campaigns being deployed on Upstream’s global martech platform ‘Grow’, and show that brands that are able to dynamically re-engage with potential customers are seeing dramatic improvements in their mobile marketing campaigns.
Same-day retargeting via automation, meanwhile, leads to a 90% increase in the campaign’s efficiency (sum of orders divided by number of impressions) compared to doing so manually.
Upstream chief innovation officer Chrysa Karamanidi said: “The unique data we extract from Grow provides actionable insight for marketers looking to finetune their campaigns in a rapidly evolving digital marketing environment.
“As third-party cookies are phased out over the next year, the ability to dynamically target – and retarget – potential customers using effective automation processes without overwhelming the user is becoming key to unlocking marketing success.”
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