What is remarketing on digital platforms?
If you’ve ever visited a website, you could have noticed that an advertisement for it appeared shortly after and while you were pursuing other websites online. Or perhaps you went to an eCommerce retailer, put some products in your cart, and then abandoned the transaction. You later came upon an advertisement for the items you left in the cart while browsing the web during the following few days. “Retargeting” is the name of this digital marketing strategy.
Utilizing a variety of channels, such as Google, Microsoft, Facebook, Instagram, email marketing, WhatsApp marketing, SMS marketing, and many more media, remarketing strategies can be developed.
What is the difference between remarketing and retargeting?
These two terms are frequently switched between or even confused. They are, however, two distinct categories of tactics.
Remarketing and retargeting essentially use separate channels and concentrate on very different desired results, albeit having some commonalities. In conclusion, retargeting mostly employs paid advertisements to re-engage visitors to your online platforms, including websites or social media accounts. Remarketing, on the other hand, typically makes use of email to re-engage previous consumers who have already made a purchase from your business or have subscribed to a mailing list.
Retargeting vs. remarketing have different approaches, but the strategy is the fundamental distinction. Remarketing techniques primarily rely on email marketing, whereas retargeting focuses on showing advertising to potential customers via cookies. Remarketing functions by gathering user information and building lists that can then be utilized to make email campaigns.
However, it should be emphasized that the terms have been used so frequently in conjunction that even search engines like Google mix them up. The marketing world generally agrees to use “remarketing” as the umbrella phrase, even though it is crucial to recognize the distinctions between the two terms.
Types of Remarketing: There are various types of remarketing; here are some examples:
Standard remarketing
This kind of remarketing involves showing adverts to past website users who looked around your website’s pages but didn’t convert into a customer or carry out any other action. This can also involve building remarketing lists for search advertisements, which involves displaying adverts to previous visitors even after they leave your website while they carry out follow-up searches for the goods or services they need on search engines like Google.
Dynamic remarketing
Dynamic advertisements are behavioral advertisements that are shown to a person based on their actions on your website or through a webpage. Benefits include the ability to dynamically create advertisements that are specifically produced for the viewer of the material. This dynamic strategy depending on user activity enhances the likelihood that the user will come back to your website to finish the transaction.
Dynamic retargeting ads have a use case in relation to an eCommerce platform where they can contain the specific products that a visitor adds to their shopping cart, increasing the likelihood that they will click on the ad when they see the same product again.
Video remarketing
By displaying ads to viewers who have already interacted with your video content, such as through a YouTube channel, while they browse YouTube and look for material on other platforms including Display Network videos, websites, and apps, you are engaging them in the video remarketing process. As the amount of time spent watching videos is increasing, making YouTube one of the most popular social media sites right now, this remarketing strategy is becoming more and more important. This method is based on showing video advertising to those who have watched your videos within a certain duration or to people who have already visited your website. Another one entails playing remarketing videos on specific YouTube material on your channel at predetermined points in the video, such the beginning or in between ad breaks. Here, contextual marketing is crucial to guarantee that the advertisement relates to the video content.
Email remarketing
Even though email remarketing is now viewed as a classic tactic, it remains one of the most crucial remarketing tools in your digital arsenal. This strategy allows you to build up adverts on your website to show to target audiences who have read a specific email and even clicked a specific link but didn’t finish the transaction. You can design customized email marketing for these users as a follow-up to encourage them to return to your website and finish the sale.
The shopping cart reminder notice is a common illustration of this, and it is well-liked because it has established itself as a reliable remarketing technique for your digital marketing campaign. To optimize the effectiveness of this strategy, just make sure the email contains a distinct and pertinent call to action.
Offline remarketing
While the majority of this article has discussed remarketing campaigns in the online context, there are also ways to use remarketing campaigns offline. Companies may also use platforms such as television advertising, billboards and phone calls as part of their remarketing campaigns.
How to use it?
Follow these steps to incorporate a remarketing campaign into your marketing efforts:
1. Create a plan
The first step is to create a plan. You can begin by determining which pages on your website you want to target to track the journey of your site visitors. Once you know which area of the visitor journey you want to target, you can begin planning the types of campaigns you use.
2. Offer special deals
Next, you should consider offering a special deal to your remarketing campaign target audience to entice them to return to your site and complete their journey into a conversion. For example, offer free shipping to entice them to return to your website and complete their purchase.
3. Set a timeline
Once you decide what type of campaign to use, the next step is to determine how many times your ads show to your campaign target audience and how long you continue to show your ads to them. This is an important step in creating a campaign because you don’t want to burden your audience for too long.
4. Target post-conversion customers
Your campaigns don’t only have to target visitors to your website who did not convert. You can also target visitors who converted on their original visit to your site. This is known as post-conversion remarketing.
5. Review and analyze results
Finally, once you’ve implemented your campaigns, you need to track and measure the effectiveness of your campaigns. You can do this by tracking the click-through rate of how many visitors return to your website and then tracking the conversion rate to find how many returning visitors convert.
Remarketing strategies are being used by many savvy marketers to boost their revenue, especially because they can be a quick and inexpensive way to increase sales by retargeting customers who have already shown an interest in making a purchase or have already made one. Other advantages include boosting subscriptions and effectively spreading brand awareness. Your company should think about implementing remarketing if you aren’t already, and if you are, you should carefully examine whether it is currently ineffective.
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