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There are lots of mobile apps that are only used once after installed on smartphones. So, the strategy to follow is to bring users back to the app. The main feature of a mobile retargeting strategy is advertising the app on other mobile apps or websites that the user might have access to.
It is different from the mobile app installs promotion because instead of looking for new users, the marketing effort is on reminding users that they have the app on their phones and they can use it. The ROI of these campaigns is usually high.
With mobile app retargeting, the engagement of a mobile app increases and so does its lifecycle. It is a way of re-engaging inactive users that forgot about the mobile app installed. The information shared to bring users back can be: app updates, premium services, new related apps, cross-promotion, etc.
Some parameters that mobile app retargeting marketers must have in mind to focus on the right target are: the last time the user used the mobile app, what they purchased or their subscription status.
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