One aspect I notice with clients, be it small business owners or managers of an enterprise, is a hesitancy to deploy a new technique to their paid search campaigns. They feel running digital ads is an empty exercise in marketing futility with an indiscriminate increase in spend. Applying advanced techniques such as remarketing can make that spend more discreet and make the futility less likely.
Remarketing is one of the newest techniques in digital advertising. Remarketing is a strategy in which an ad appears after a website visit. Its purpose is to provide site visitors a "reminder" to return to a site. Many remarketing campaigns are created with adding a small snippet of analytics code to the intended site pages.
The advancement of remarketing reflects the dynamic environment consumers are in. With so many ways to discover a retailer online, providers of paid online ads have had reimaging their ads appearing somewhere other than alongside a search engine result.
The value of remarketing lies in providing additional engagement of visitor who fallout of a conversion path. Take a user for a beauty care product. That customer visits apage, but then remembers the need to pay a bill online to prevent a late fee.As a result, they leave your site to go pay a bill or perform some other related online task. As this same user navigates the internet, ads can appear on other visited sites, reminding the customer of thebeauty care product. The ad may even add an enticement – free shipping ora 10% discount if the customer “acts now”. The customer then recallsthat they wanted the beauty care product. The customer then clicks the ad to make the intended purchase.
One end result from this activity is an increase conversion rate. Conversions from an organic search can reach single digit percentages with the best effort; Remarketing campaigns focuses on the unconverted majority.
Another end result is to cause marketers to imagine a potential customers journey. Reviewing website navigation behavior can indicate ideas for where a remarketing campaign would best complement customer search for products and services. There are signs that remarketing campaigns are providing additional value. An eMarketer post noted that marketers running social media alongside remarketing programs are seeing improve branding and direct purchase response.
Finally, issuing a remarketing plan can be an initial discussion on establishing a privacy policy. Google for example recommends that website indicate a privacy policy when updating its Google Analytics code for remarketing campaigns. Such discussions can rally an organization to understand what can breech consumer data management and ruin customer trust.
Remarketing is on the cusp of breaking out as an expected way to deploy digital advertising. Clickz noted remarketing as among the top 5 marketing trends for 2014. With some imaginative planning, retailers can learn how to leverage remarketing as a personalization tool and not a shopping intrusion.
