If At First You Don’t Succeed, Try Try Again: Retargeting 101
How many times have you been on a website, started to buy something and the phone rings, or the baby starts crying and you are ultimately distracted and don’t finish your purchase? It is safe to say this has happened to most of us on more than one occasion.
Marketers have learned this behavior among users and have developed a marketing practice to convert these potential customers, this practice is known as behavioral retargeting; more commonly referred to as simply retargeting or readvertising.
How does it work?
So you get distracted from buying your purchase online, or you decide not to make the purchase for other reasons, but then the next day you are online you see an advertisement for the product or similar product you thought about buying the day before. Over and over you see this product or service you considered purchasing but for whatever reason decided against it; this process my friends is retargeting.
The next morning you go back to your computer and browse to a news site. As the page of that site loads so does an Ad that is from the site that you visited yesterday (where you looked at some products or services but did not buy). Maybe you go do a Google search or search another site, and you see yet another advertisement for a product tor service you recently attempted to purchase or thought about purchasing but did not for whatever reason. Marketers are trying to get you to convert to a sale, and long term to a customer since they “lost” you the first time around.
Does it work?
Yes retargeting works! Retargeting allows you to keep your message and your brand in front of prospects after they leave your website. Retargeting gives us marketers another chance for every lost conversion. Retargeting allows us to get more out of every marketing dollar by giving us another chance to convert a user into a sale and long term customer.
Many companies have already seen success in their retargeting campaigns. As always we as marketers should not rely on retargeting alone to increase sales and conversions, but it is another piece of the marketing puzzle. When done effectively retargeting greatly contribute to your marketing campaign.