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Running head: MOBILE RETARGETING: A BALANCING ACT1Mobile Retargeting: A Balancing ActGDUniversity
MOBILE RETARGETING: A BALANCING ACT2AbstractWith the advent of smartphones and tablets, the use of mobile device has grown exponentially. Businesses wanting to take advantage of this trend have sought to influence mobile users to install specific apps with which to make purchases and increase sales for the company. This is not an easy task, considering most who install the apps lose interest in them within 24 hours. Thesolution to this problem is mobile retargeting; embedding code into apps, then using cookies to track customer activity/interests and send them personalized advertisements which prompt them to install certain apps and/or return to a website to purchase products they had previously shown interest in. The biggest benefit of mobile retargeting is that it gives businesses a cost-effective means to increase sales. However, advertisers must be mindful that if mobile retargeting is implemented improperly, it could have the effect of pushing customers away.
MOBILE RETARGETING: A BALANCING ACT3Mobile Retargeting: A Balancing ActWith the exponential growth in mobile device usage, it makes sense that advertisers would need to find a way to get those users to make purchases from them, and sending ads in mobile apps would seem to be an easy way to do so. However, the question is how to get users todownload a specific app, then encourage them to use it more than once. When browsing online for a product or service, most shoppers search a plethora of websites to find the perfect buy. With the use of an internet search engine, users are able to see multiple results, which often include advertisements inviting them to install apps which are designed to help them to easily find what they are shopping for. Advertisers know that there are multiple reasons users will install apps on their mobile devices, and that accomplishing a specifictask is at the top of the list, but the problem is, even if they are successful at getting a user to