5 reasons remarketing strategies work
Have you ever noticed a specific ad following you around like a lost dog, waiting to be given a home? It seems to be targeted directly at you, goading you to click and ultimately buy whatever it is selling.
I am often followed by ads: enticements from eBay and other past retailers with online presence. They seem to know that I want a new pair of runners or set of headphones. They understand my desire to stay clear of shopping centres and shop only online. They whisper sweet nothings in my ear until I relent or click off for fear of spending money…I don’t need to spend.
Sometimes I feel like some sort of marketing big brother is watching me and wonder where these ads come from and how they are able to read my mind?
Those ads are remarketing tools; powerful ways in which businesses reconnect with their web users after the visitor has left their virtual building.
Remarketing reminds an interested buyer that the product is available and they should return to the site to make the purchase. The research has already been done and the brand familiarity has stuck, which means remarketing ads will have a bigger impact.
Put simply, remarketing allows businesses to segment their audience of past site visitors and deliver relevant ads for search and display campaigns based on potential customers’ previous actions.
To highlight the success of remarketing, Google uses Lowes Hotels as an example, claiming the hotel chain saw an increase of 60% in revenue, a 57% lift in bookings and a 9% lower CPA when they ran a cyber Monday campaign in 2013.
It would be difficult to measure every company’s gains, but when you consider that remarketing targets people who are ready to buy, success statistics would be high.
Take me for example. Acting upon my love for music I wanted to purchase a stereo system to enhance the television. The television is new and sounds good, but when you add the deep bass and the virtual surround, the movie experience becomes cinematic and the music, for want of a better, less ’90s oriented word, pumps. In short, I just wanted to ‘rock the shack’.
Due to my dislike for shopping centres, I ventured online to the various retail outlets that I knew sold the brands I am interested in. I took down the model numbers and the prices and then I researched the pros and cons for each.
From a retailer perspective, I am the perfect online shopper; I know what I want, but I can be sold on model and price.
As I looked at reviews over the coming days, ads for the retailers and the products I was looking at made subtle and not so subtle approaches. I was being enticed. Maleficent was casting a spell and pointing the way to the spindle.
Eventually I bought a product from one of the retailers remarketing to me. I didn’t buy online, but it didn’t matter. I still bought something.
And that is the power of remarketing. It connects people in very basic, fundamental ways to product and brand.
So to break it down, here are five reasons why remarketing works so well.
1. You can reach people when they are primed to buy. They may have been and gone from your website or mobile app, but a little remarketing can provide a timely touchpoint to bring them back.
2. You have large scale reach. Everyone uses Google and you can use this to your advantage.
3. You can customize your lists. If you want to achieve specific advertising goals, for example create a list of people who have added items to a shopping cart but haven’t followed through on the purchase, you can target this group specifically.
4. You can use keywords to your advantage by giving them intent. You can add wider search parameters because you know the products previous visitors are looking at.
5. Remarketing allows you to focus on educating leads, rather than just trying to convert them. Remember, the more knowledge you can give them, the more likely they are to convert anyway.
Remarketing isn’t a term used outside of marketing circles, the general consumer just thinks that the Internet is some sort of magic stalking tool that knows what they want and persists in offering. It means you can use remarketing to your advantage because there are always people who want to buy stereos, or other products that rock their shack.
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comments ( 3 )
Jannie
11 May 2016First off I want to say fantastic blog! I had a quick question which I'd like to
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Chris
07 Nov 2014If you are talking about directed marketing/advertising online then it depends on the person. I use chrome and I choose to turn off the directed advertising. If I want to buy something I will visit the website I want and not be 'nagged' into using a particular retailer. I hate stuff being pushed on me and I'm more likely to not use the retailer that 'nags' me than one that doesn't. Just like walking into a store and somebody be on me straight away, I'm likely to walk out not stay.
ReplySo all people are different and we don't all want to be continually sold to.