Remarketing is an extremely effective targeting technique and yet it seems to have a bit of a bad rep. Some consumers look at it with negativity or deem it ‘creepy’ that brands are keeping tabs on us.
While to some extent I do agree that having companies knowing what you get up to online is a little Big Brother, often it’s done in order to throw relevant offers and services your way.
Full disclosure: I have a sticker covering my laptop camera and microphone, so I’m no stranger to paranoia (I hear Mark Zuckerberg does it too, but don’t quote me on that). In spite of this, I still think remarketing is a wonderful thing!
Remarketing: What is it?
In short, it’s a clever way to communicate with your lost customers. Imagine that a customer visits your website, views your menu, scrolls through your blog, maybe adds a gift voucher to their bag and then vanishes, off the site quicker than you can say spaghetti.
Wouldn’t it be great if you could target them with the exact product that they were looking at? That’s where the brilliance of remarketing, also known as retargeting, comes in. It can dramatically help to increase conversion rates and ROI. These past site visitors are already familiar with your brand and are much more likely to become customers and complete other actions on site.
How it works. (Cookies are good for you, who knew?)
The first thing I think of when I hear cookies is double chocolate chip, not little packets of data consisting of information tracking your web visits and activity. Whether it’s the chocolate kind or the data kind, both are pretty great.
In the case of remarketing, it works by placing cookies on your website visitors device when they meet the set criteria. This cookie ID is then added to your remarketing list, and you can have multiple lists for different criteria. For example: targeting visitors that viewed the menu page of your website as opposed to targeting customers who added an item to their shopping bag.
Don’t be scared! It’s a good thing, here’s why…
Once you get over the fact that brands are tracking your activity, you can start to embrace remarketing in all its glory – it’s an extremely valuable tool, but don’t overdo it! You need to get the balance right so as not to annoy your customers.
Whether you like it or not remarketing is powerful and unavoidable as a consumer. There’s no use in fighting it so if you can’t beat them, join them and discover how remarketing can help you.
GIFs courtesy of Giphy
Infographic courtesy of inskinmedia.com