While Web-based retargeting historically focused on recent visitors who abandoned an onsite purchase, certain aspects of mobile behavior completely disrupt traditional retargeting practices.
For instance, TapCommerce CEO Brian Long pointed out that mobile app installs, “especially in the retail vertical, indicate [by download] you probably like a brand and have transacted with them in the past, so there’s a better chance of re-engaging them.” In this instance, the challenge for brands is continuing user engagement after the initial app install.
Launched in 2012 after raising $1.2 million of seed capital, Long said TapCommerce has since grown to more than 50 customers, including eBay and Fab.com, doubling its revenue over the past eight months.
Moving forward, the New York-based technology company intends to focus on domestic and international expansion. The company is in the process of opening a West Coast office, adding a GM of Europe and increasing its engineering talent and plans to tap into the Latin American market. Scott Friend of Bain Capital and Eric Wiesen of RRE Ventures have joined TapCommerce’s board of directors.