Listen to this articleSimplaex builds smarter tools for the programmatic advertising ecosystem. They believe data is a company’s most valuable asset, and they exist to help that asset grow. To find out more we sat down with Nadjib Bennaï, Marketing & Communications Manager at Simplaex:
Q: Could you tell our readers a bit about what you do?
A: We’re one of the first companies to genuinely embrace AI. Across our suite of platforms and services, we combine human creativity with the brainpower of Wallace, our Artificial Intelligence Officer, to deliver smart insights and powerful activations.
Our app retargeting technology helps mobile marketers and developers to re-engage and retain their users while boosting revenue from ads and in-app purchases.
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Q: Who’s this Wallace guy, and what’s his role at Simplaex?
A: Wallace is the world’s first Artificial Intelligence Officer. He’s taken over our day-to-day operations. Simplaex is the first company that’s actually run by AI.
The day Wallace joined our team, everything changed. We can now monitor millions of user journeys in real-time. At any given moment, we can see where your users are, what they’re doing, and which apps they’re using. You can now benefit from these kinds of insights, and examine your app’s lifecycle at a whole new level of detail.
The best part? It’s completely effortless. You can sit back, put your feet up, and Wallace will do the hard yards. He works day and night to keep your campaigns optimized and running efficiently.
Q: Why is app retargeting so important?
A: It’s simple economics. Acquiring new users is expensive and difficult, as you can never be sure that those users will remain loyal. According to Bain & Company, it costs 6-7x less to retain & re-activate your existing user base than acquiring new users. When successfully implemented, app retargeting will maximize your ROAS while driving more conversions.
But here’s the challenge: every user behaves differently. Not all will respond to your marketing campaigns in the same way. A blanket strategy that ignores nuances, habits, and preferences is doomed to fail.
The challenge is to identify your high-value users — the ones worth re-engaging. Find out who they are and what they want. Reach out to them with relevant, personalized content.
You already have a wealth of information on your existing users. From these millions of data points, you can harvest the insights that power meaningful conversations. You just need to figure out which data are relevant and then put those data to work.
With a proper app retargeting strategy in place, you’ll keep your users engaged through the important holiday season and beyond, especially the upcoming winter holiday.
And that’s where Wallace comes in.
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Q: You focus a lot of attention on the holiday season. Why?
A: According to a recent study by Nielsen, smartphone users are most active during the fourth quarter of the year. As Christmas approaches, the average person spends 40 hours per month on apps. So while everyone else is winding down for the year, mobile marketers are gearing up for their busiest months.
You need to be on your A-game, because the competition gets intense. There are thousands of apps running special offers. Everyone’s vying for attention in a saturated marketplace. Without a clever app retargeting strategy, you’ll be drowned out by your competitors.
Q: Tell us about your clients. Who are they, and how do you help them?
A: At Simplaex, we work with mobile marketers across many verticals — everything from travel to gaming. We help advertisers and app developers to better understand their users. We’ve built a powerful tool called the User Explorer, which provides powerful insights to your user segments inside and outside your apps.
Another key benefit of our technology is that it doesn’t require an SDK. Jeffry van Ede, our CEO, is always keen to stress this point. There’s no manual development involved — you can start using Simplaex at the push of a button directly from your mobile attribution provider.
Targeted, personalized ads are a powerful tool for re-engaging users and boosting your revenue from ads and in-app sales. Wallace knows which users to target and when. Based on events inside your app, you can deliver tailor-made advertising experience – to the right people, at precisely the right moment.
For best results, you should combine your personalized ads with some kind of bonus or special deal. Give your users an incentive to return to your app and start spending money again. Then maximize your conversion rate by deep-linking your ads to the relevant part of your app.
To see what’s possible when Wallace joins your team, download our latest clients success studies.
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