5 Reasons Why You Should Be Retargeting in 2025 

As we gear up for 2025, mobile usage continues to reshape the global marketing landscape. Mobile devices, once primarily used for communication, have now become a central tool for shopping, browsing, and digital engagement. With approximately 4.88 billion people owning smartphones worldwide—a significant increase of 635 million users in just the past year—businesses must understand that mobile retargeting is not just a trend, but the future of commerce.

In fact, in the United States alone, 32% of consumers shop online via their smartphones at least once a week, and globally, a staggering 60.67% of internet traffic now originates from mobile devices. Even more compelling, 92.3% of all internet users access the web through smartphones, making it clear that mobile-first strategies are no longer a luxury but a necessity. With this evolving landscape in mind, here are five reasons why retargeting should be a crucial component of your marketing strategy in 2025.

1. Scale Cost-Effectively

One of the most compelling advantages of retargeting is its ability to help businesses scale their marketing efforts in a cost-effective manner. When it comes to digital advertising, wasted spend can be a significant issue. Traditional advertising often casts a wide net, hoping to capture the attention of potential customers. However, retargeting lets you focus your advertising spend on individuals who have already shown an interest in your brand—whether by visiting your website, engaging with your app, or interacting with your social media channels.

The beauty of retargeting lies in its precision. Since you’re targeting users who are already familiar with your brand, your marketing efforts have a much higher likelihood of resulting in conversions. This can result in a significantly higher return on investment (ROI). With the mobile app ecosystem growing rapidly—expected to account for approximately 66% of global mobile app revenues by 2027—retargeting allows businesses to capitalize on this shift. As businesses become more reliant on mobile channels, retargeting helps them scale their campaigns effectively while optimizing their advertising budget. It’s a smart way to ensure that your marketing dollars are being spent where they have the greatest potential for impact.

2. Acquire Younger Users

In 2025, the importance of reaching younger audiences cannot be overstated. Generation Z, which now comprises the bulk of digital natives, is leading the charge in mobile phone usage.

On average, Gen Z spends a staggering 6 hours and 5 minutes per day on their mobile devices. These users are highly engaged with mobile apps, seeking out personalized and seamless experiences.

Retargeting is an incredibly powerful tool for brands looking to connect with Gen Z. By using behavioral data and insights, businesses can craft highly personalized messages tailored specifically to this group’s interests. For instance, a retargeting campaign could highlight new product launches, offer personalized discounts based on browsing history, or even present content aligned with the user’s values and preferences. This level of personalization builds trust and fosters long-term brand loyalty among a demographic that is increasingly difficult to capture.

By leveraging retargeting strategies to acquire younger users, businesses can tap into an influential and lucrative market. Retargeting helps ensure that your messaging is not just seen but is relevant and engaging, ultimately leading to higher conversion rates and more sustained user engagement.

3. Enhance User Engagement

Mobile apps have become an essential part of our daily lives. In fact, 88% of consumers’ time on mobile devices is spent using apps, and nearly half (49%) of smartphone users open apps more than 11 times daily. These high engagement levels present a unique opportunity for businesses to connect with customers on a deeper level. But simply having a mobile app is not enough—you need to ensure that users continue to engage with your brand after their initial interaction.

Retargeting within mobile apps is one of the most effective ways to keep users engaged. By delivering personalized ads directly to users within the apps they already use, businesses can stay top-of-mind and encourage repeat interactions. For example, if a user adds items to their cart but abandons the purchase, retargeting can prompt them with a reminder ad showing their abandoned items, along with incentives like limited-time discounts or free shipping offers.

Retargeting in apps allows you to engage users in a highly effective way by reinforcing key messages and driving repeat interactions. This consistent interaction not only boosts user engagement but also increases the likelihood of conversion, making it a key strategy in any mobile-first marketing approach.

4. Leverage Location-Based Marketing

The rise of mobile usage has introduced a game-changing opportunity for businesses to leverage location-based marketing strategies. With mobile devices, businesses can now send hyper-targeted, personalized messages based on users' geographical locations. This allows companies to deliver highly relevant content to users at the right moment, increasing the likelihood of a purchase.

For instance, a retail brand can use geofencing to send special offers to customers who are nearby their brick-and-mortar store or a pop-up location. Similarly, eCommerce businesses can use location data to promote region-specific offers, such as free shipping for users in certain areas or personalized discounts based on the user’s location. Retargeting with location-based strategies enhances the user experience by making offers feel more relevant and timely.

This form of personalized advertising not only improves the effectiveness of your campaigns but also drives conversions by ensuring that users are receiving content that speaks to their immediate needs. The ability to connect with users based on their location is a valuable tool for businesses looking to increase engagement and sales, particularly in a mobile-first world.

5. Adapt to Mobile-First Behavior

In today’s digital landscape, mobile-first behavior is the norm. A recent Google study revealed that 82% of smartphone users consult their phones first when making purchasing decisions in-store. This behavior has changed the way consumers interact with brands, forcing businesses to adjust their strategies accordingly.

Retargeting plays a crucial role in adapting to this mobile-first environment. As mobile search and mobile shopping continue to grow, businesses must find ways to stay relevant and visible to customers across various stages of their purchasing journey. Whether users are browsing products, reading reviews, or comparing prices, retargeting ensures that your brand stays in front of them as they move through the purchase funnel.

By using retargeting ads, businesses can remind potential customers of the products or services they’ve shown interest in and gently nudge them toward completing their purchase. Whether through mobile banners, push notifications, or in-app ads, retargeting helps guide customers seamlessly through their purchase journey, increasing the likelihood of conversion. This ability to stay top-of-mind during critical decision-making moments is invaluable in a mobile-first world.

The Takeaway

As mobile usage continues to dominate digital interactions in 2025, implementing a strategic retargeting plan is essential for businesses looking to thrive. By leveraging retargeting, companies can scale their marketing efforts cost-effectively, connect with younger users, increase user engagement, deliver hyper-targeted location-based messages, and adapt to the mobile-first behavior of today’s consumers. With mobile traffic outpacing desktop and mobile-first behaviors continuing to shape how consumers make purchasing decisions, businesses that embrace retargeting will be better equipped to drive significant growth in the year ahead.

Now is the time to start implementing these retargeting strategies. By using data-driven, mobile-centric approaches, your business can ensure that it stays relevant, engaged, and primed for success in the mobile-first era of 2025.

Ready to kick your mobile retargeting strategy into high gear for the new year? Get in touch with YouAppi’s team of re-engagement experts today.