Mobile is driving 30% of the traffic in India and Southeast Asia but contributing to only 20% of the total transactions.
This is the finding from Komli’s recently released whitepaper titled ‘Mobile Remarketing Challenges and Opportunities’ which surveyed marketers across India and Southeast Asia.
The whitepaper reveals interesting insights on mobile readiness in this region and also lists the challenges marketers are facing in driving transactions on mobile. According to it, nearly 60% of the marketers who don’t have an app plan to build one in the next 6-12 month but small screen size and convincing users that mobile transactions are safe and secure are the biggest challenges they face while creating mobile specific experiences.
With this, Komli Media has enhanced its Remarketing Demand Side Platform (RDSP) with the launch of Mobile Remarketing capabilities. This provides marketers and app developers an opportunity to to re-engage their users on mobile web and applications.
Komli’s RDSP launched in February of this year and enables marketers to power advanced remarketing scenarios across display, social and mobile from a single cohesive, transparent interface.
Marketers can reactivate their dormant app users or show highly personalised ads to re-engage with their existing app and web users to drive conversions from their mobile assets. Komli’s mobile remarketing models combine its proprietary audience segmentation techniques with deep understanding of mobile user behavior to ensure maximum ROI.
Additionally, existing sophisticated features like audience segmentation, campaign management, dynamic creative and advanced reporting can be easily extended to mobile campaigns without any custom code or SDK integration.
According to Ashwin Puri, VP Remarketing & Mobile, Komli Media, said, the next 12 months will see over over 50% of traffic and transactions coming from mobile eCommerce and OTA customers. Hence remarketing on mobile, he said, is going to be crucial in scaling the business.
Komli is working closely with clients on the implementation of best practices to make their apps mobile remarketing compatible, including the use of technologies like deep-linking. The new solution has been used by several of Komli’s existing remarketing customers in beta and is already driving significant revenue and order volume.
Vivek Goel, head of Marketing for Zovi.com, a leading apparel e-commerce brand, said: “Mobile is today a sizable portion of our traffic and transactions and as we move to the next phase of growth, the key challenge for us lies in ensuring ROI out of this growing medium.”
“With its superior audience segmentation and targeting techniques, Komli’s Remarketing DSP platform has delivered amazing results for us and we are working closely with them to scale the business across platforms. We expect more than half of our business to come from mobile in the next 2 years and Komli’s integrated approach to remarketing across web, social and mobile is going to be critical for us to achieve ROI across all platforms.”