Over the past couple of years, you’ve probably noticed an interesting shift in the types of ads you see on the websites you visit. They have become highly personalized, usually promoting a brand whose website you recently paid a visit to. What’s the deal? What you’re seeing is Remarketing in action.
The way it works is surprisingly simple: when you visit a company’s website, that site is able to drop a cookie into your web browser so that the company may then serve you relevant advertisements in an effort to bring you back to their page. This will typically be set up so that the advertisements show up when you visit the web page – but don’t make a purchase. This is a form of online marketing is known as remarketing, or behavioral retargeting.
When it comes to email and online marketing, remarketing or ecommerce remarketing is all about the many techniques and strategies marketers and online merchants are able to use in order to reconnect with their website’s online visitors, especially those who interact with a web site in a specific way— for example, if they end up abandoning their shopping cart.
The possibilities for making the most of your marketing campaigns by following through with remarketing, as you can see, are endless. Think of it this way: the goal of many of your marketing efforts is to bring a visitor to your website – but if they don’t end up converting, those efforts don’t do you a lot of good, right? Remarketing allows you to continue capturing those leads – even if he or she doesn’t make a purchase on your website, you can still use some of the remarketing tactics discussed here to bring those visitors back to your website – and convert him or her into a paying customer.
It’s already been proven to be an incredibly effective strategy for converting visitors to customers. The abandonment rate of online shopping carts is high, but that’s no surprise: we’re often pretty distracted as we use the internet to do online research or shopping. Multiple tabs, ongoing chat sessions, and the ever constant presence of social media updates pull us in many different directions online. Arguably, these distractions are much more to blame for shopping cart abandonment than disinterest or any fault with the company or it’s products.
As you’ll see (and may have noticed already), remarketing is rapidly becoming an integral part of successful advertising campaigns for one simple reason — it works really well.
Being able to capture those web visitors – who have already expressed an interest in your products or services – is invaluable.Those consumers are going to be seeing display advertisements online either way. When they see ads related to products they’re already interested in – and have interacted with recently – those campaigns are that much more effective!
Taking advantage of remarketing also makes your own campaigns so much more cost effective. Instead of targeting the masses or a consumer group that may or may not be interested, you’re targeting only those people who have already specifically expressed interest. You’re getting much more “bang for your buck” so to speak with this method – it’s much less “hit or miss” than many other forms of traditional marketing, even the highly targeted strategies implemented online.
You’ll also often hear people refer to certain forms of remarketing, such as ecommerce remarketing services as “conversion marketing” or “cart abandonment email marketing.” These are all under the umbrella of remarketing.
Simply put, it’s all about using various marketing techniques to re-introduce your product to potential customers.
Psychologically, remarketing – sometimes also referred to as retargeting – is genius. This form of advertising is simply a means for companies to remind consumers of something they already want.
Take this real-life example of how digital remarketing can work:
I’m in the market for a new pair of running shoes. As I’m browsing online, I check out a few different stores online, reading reviews and doing some comparison shopping of styles that catch my eye. One brand – lets call the company Shoe Brand Z – really catches my eye. I spend a lot of time on the website reading reviews and even put a pair of shoes in my shopping cart.
So – what happens next? Shoe Brand Z’s website places a cookie on my computer that tells the advertising networks on various websites that I’m interested in this pair of shoes. While I haven’t actually purchased anything, I now see ads displayed all across the web featuring this brand – in some cases, the very pair of shoes I spent time looking at.
At this point, I’m not only reminded of the shoes I liked: Shoe Brand Z has the perfect opportunity to “sell” me even harder. Perhaps by offering me free shipping, a discount coupon, or a free add-on to my purchase.
By now, I’m sure you’re beginning to see all of the exciting possibilities remarketing can offer!
Those familliar with the age-old marketing stand by, the “sales funnel” will see that remarketing can be used effectively to generate an even greater ROI by flipping the funnel upside down. How can this work? The platforms available to digital marketers today offer an outstanding number of dynamic, real-time marketing tools. Remarketing is an incredibly important and effective part of that picture. Marketers have already widely integrated these types of tools into their online and digital marketing campaigns. It’s the new spin on what has traditionally used solely to nurture prospects down the funnel to conversion – now you can capture even more (hot) leads than before.
When sales are on the decline, remarketing has proven to be a worthwhile strategy for businesses use to reintroduce a product and boost revenue. For small businesses, this benefit of remarketing alone can be reason enough to incorporate it, as it’s one of the most cost effective and efficient forms of digital marketing there is. Remarketing an existing product has a much lower cost than creating and marketing a new product. It’s also a less risky type of advertising than some of the other types of display marketing used online today.
There are certainly a few factors that can contribute to the success of remarketing a product. For example:
focus in on what makes the unique and how it stands out from other products in the same category
target a different segment of the market
focus on educating consumers on how the product works and can benefit them
experiment with more creative sales strategies
remarketing a product can also involve improving quality and developing new features based on consumer feedback
Long term marketers will recognize remarketing as a solution to a long time problem that many have struggled with for a long time in the media world. In our current world, which is inundated with advertising and no end to the options of where to advertise, how can you know for sure who your target market really is. Just as importantly, what is the absolute best reach them when you do know?
Remarketing provides an outstanding solution by getting you – literally – a list of people who have come to you directly with a need that you can fill!
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