A retargeting crash course for beginners

A retargeting crash course for beginners

Faith Ocampo Published on December 8, 2015

human-stick-figures
Retargeting, also called remarketing, is one of the hottest digital marketing terms in recent years. It’s also one of those marketing practices everybody seems to be confused about. This post intends to clear up misconceptions and help marketers gain a crystal-clear understanding of this highly effective advertising technique.

We’ll start by telling you that you’re probably already familiar with this concept.
Have you ever visited your favorite online shopping website and viewed the pair of shoes you’ve always wanted only to find later on, while scrolling down on Facebook, that the same ad seems to be following you?

You may have thought it’s a little creepy, but that’s essentially retargeting. Simply put, it’s a form of online advertising specifically targeted to customers who have previously been introduced to your brand. The goal is to convince customers, who didn’t convert right away, to go back to your website and buy.

So how does it work?

internal-components-watch-with-remarketing-label

Broadly speaking, you can roll out retargeting ads in two ways: using a pixel-based ad or a list-based marketing message.

Using pixel-based remarketing, you can re-display your marketing materials to previous site visitors. It’s an unobtrusive technique and also perhaps the most common. When a user visits your website, a piece of JavaScript, also called a pixel, marks their browser. This cookie communicates with your retargeting platform and sends ads along the user’s way even as they leave your website. That would explain the example cited earlier, wherein ads seem to “follow” a user anywhere they go on the Internet.

List-based remarketing, on the other hand, only works after you’ve gathered your customers’ contact information and organized it into a database. You can feed your advertising platform with a list of email addresses of your customers, who will then be served with ads customized just for them. It’s a little less common than pixel-based advertising, but it’s allows for a more personalized digital marketing approach. The marketer is in charge of planning the marketing content for a specific group of people.

Why retarget?

1. Promote brand awareness

hand-holding-paper-cutout-word-balloon-with-red-bullhorn-megaphone-scribble-drawing

An obvious advantage of retargeting is that it allows you to constantly present your brand right before your target customers’ eyes. Retargeting ads ensure that previous site visitors remember your brand while acting as a kind of “bookmark” that would easily lead to your site. If you want to build familiarity and establish a loyal following, promoting brand awareness is the first step.

 

2. Increase conversions

human-faces-made-of-cogs

The customer’s purchasing journey isn’t always linear. Consumers often consider several factors before making a purchase, and numerous distractions may prevent them from buying your products right away. Remarketing to these customers would allow you to align your brand positioning, content creation, and the actual connecting-to-customers part. This way, you can get people to click on an ad that leads them to the next step of the customer journey.

 

3. Build relationships

human-figures-social-media-user-icons-on-apple-green-background

With the right type of content, marketers can take advantage of retargeting as a way to build stronger connections with customers. Building sustainable and long-term relationships should be the bigger goal behind all digit = 1al marketing efforts in order to ensure a brand’s longevity in the industry.

 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.

Leave a Reply

JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO1 day ago
"As we chart new waters in these uncertain times, it’s great to join a stalwart organization like CCAP. This organization has been a champion for the industry and a valuable network in the #BPO and KPO community here in the Philippines.”
- Ben Davidowitz, CEO of Open Access BPO

Read the latest news about Open Access BPO at https://buff.ly/3xJOc9A

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO1 day ago
How do you know your data is safe when outsourcing?

See how seasoned Philippine call centers maintain #DataSecurity using these best practices: https://buff.ly/3gS4E0C

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO2 days ago
CCAP is a non-profit association made up of the top call centers in the Philippines.

As its newest member, Open Access BPO is looking forward to helping the local #BPO industry advance in the global scene.

Read more: https://buff.ly/3wOs1yW

#WeSpeakYourLanguage #Outsourcing
Open Access BPO
Open Access BPO6 days ago
Don't let unmoderated user-generated content harm your brand's reputation.

See how #PhotoModeration can help your brand maintain quality and order in your online community: https://buff.ly/3cQAxoR

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO7 days ago
Open Access BPO is honored to be the newest member of the Contact Center Association of the Philippines - CCAP.

We support the organization's initiatives to drive industry innovation and elevate service quality among Philippine-based contact centers.

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO1 week ago
"We look forward to working with the Contact Center Association of the Philippines - CCAP and other players in the local sector to champion the Filipino contact center industry in the international arena." - Joy Sebastian, Open Access BPO's Global Vice President

View the full story: https://buff.ly/2TykIwo

#WeSpeakYourLanguage
Do NOT follow this link or you will be banned from the site!