Have you noticed that on some websites, if you add one item to your shopping cart but don’t complete the purchase, an email is sent to your account asking the reasons why you didn’t complete the check-out, reminding you to do so, or even with a discount on the basket? Have you noticed that sometimes you see a product on a website and that product follows you around on your social media feeds?
That’s Remarketing. This concept focuses on trying to recapture the consumers’ attention in order to lead them to a purchase.
Retargeting is one of the Remarketing techniques, focused on websites and digital advertising. When someone new visits your website a cookie is dropped (when programmed to do so) and when that person visits other websites you will be able to track them. With that piece of information, you are able to target ads, for example, to those who visit your website but didn’t conclude a purchase, with the goal of bringing that possible customer back. After all, only two percent of web traffic converts to a sale on a first-time visit according to Outbrain.
When done right Remarketing is an incredibly efficient part of your advertising strategy.
Pros
- The main pro factor is that there’s a high chance of the consumers deciding to go back to your website or physical store when they see an ad for something which actually interests them, after all, they were looking for it not too long ago. That’s the main goal when presenting the customer with an advertisement more than once.
- There’s also high value created for the consumers. For example, newsletters with suggestions and discounts show that you care and that there’s an offer created to fit their needs. A good example is sending an email with a birthday card with discounts. This will lead to brand engagement creating a bond between the brand and the consumer, and is a very used interception between mature CRM techniques and retargeting.
Nevertheless, do keep in mind that when done wrong, remarketing can be almost offending.
Cons
- Despite being possible and frequently done, some customers may find it a violation of their privacy, the fact that some specific company knows exactly what they search and which websites they visit. Privacy is really valued by customers with all the questions that have been raised lately on the subject and it will be more and more valued in the future.
- If your potential customers notice your ad 5 or 6 times in one day when searching for other things they will probably be annoyed and may regard your product as less exclusive due to the apparent advertising massification they’re seeing. Even if they have interest in your product/service they might lose it by being repeatedly exposed to the same ad. This may lead them to not using your website or visiting your store again.
According to a survey from Inskinmedia 12% of the respondents approached an online advertiser directly to complain because they felt they were being too intrusive. Also, 53% of the inquiries find online ads “interesting and useful” initially, but become irritated if repeatedly exposed to the same ad.
Despite the existence of few cons that need to be taken into consideration in order not to damage your strategy, remarketing and retargeting can play an important role while trying to engage your customers with your product/service.
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