Retargeting

Picture yourself at the mall doing some shopping.  After trying on a great outfit at one store you decide to leave without buying.  As you continue to stroll through the mall, a sign appears that reminds you about that amazing outfit that is on sale.  It practically whispers in your ear. . . “Don’t forget how great it looked on you! It is still at the store.” The advertisement recaptures your interest and causes you to head back to purchase the outfit.  In short, that is retargeting.

Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away. Still confused about how retargeting works?  Here is a great info-graphic from Retargeter Online to illustrate how this marketing strategy works.

what_is_retargetingHow does Retargeting work?

Technically speaking, all that is needed to get started with a retargeting campaign is a JavaScript tag in the footer of your website. This code creates a list of people that visit your site by placing anonymous retargeting “cookies” in their browser. This list allows retargeting vendors to display retargeting ads to your potential customers as they visit other sites. This, then, keeps your brand front and center to the right people at the right place.  Thus those window shoppers become happy customers and hopefully loyal customers.  Retargeting can tailor its ads to certain groups, such as people who looked at shoes vs pants or people who stayed on the website for an extended amount of time.  Retargeting usually has a distinctive call to action such as a special promotion or deal to get the viewer to convert into a customer.

Once you have decided to take on a retargeting program you will need to decide which tool you will use to achieve the best conversion rates.  There are quite a few options for actually implementing your retargeting campaign. There are tons of third-party platforms to do web and social retargeting, such as PerfectAudience, AdRoll, Retargeter, Bizo, and many more. You can also do retargeting through specific platforms like Facebook, Twitter, and LinkedIn.

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