When the accepted conversion rate (sales) is only 2%, remarketing is an important tactic for any marketer. Technically remarketing differs from retargeting. The former is often email campaigns that follow a customer through his/her journey. Retargeting is targeting someone who has previously interacted with the brand without really focusing on the stages within the journey. FacebookFacebook offers various options to create custom audiences using Facebook pixel. Below are few effective remarketing audience groups:
Specific landing page visitors: One can create different ads depending on the content of each page
Blog readers: Like landing pages, one can create different ads depending on the topic they read
Past purchasers: Use this audience to upsell/cross-sell or replenish
‘Free’ users: This audience can be targeted with incentives, product updates or case studies to influence them to upgrade.
Newsletter subscribers: These are more ‘committed’ than blog readers by the simple fact of having ‘subscribed’. But focus on ‘active readers’ who regularly read the newsletters and provide them with exclusive deals. Inactive readers can be targeted with more persuasive offers.
Cart abandonment: Create compelling ads using shopping cart history
GoogleGoogle allows remarketing through AdWords and Analytics. But Analytics has an edge because one can create audience based all the data around a user and not just ‘visits’. Here too there are different audience sets that can be created like:
High-spend purchasers – by setting a minimum value of purchase
Customers who purchased certain products
Apart from the above, one can ‘layer’ the audience like ‘repeat purchasers’ of a ‘certain product’ LinkedInLinkedIn has ‘matched audience’ that can be created using LinkedIn Insight Tag. There are 3 types of audience sets one can create:
Exact match: Ads shown to only those who visit the ‘exact URLs’ you have used to create this audience set
Starts with: Ads shown to those who have visited URLs that starts with the text you have used
Contains: Ads shown to those who have visited URLs that contains the text you have used
There are concerns surrounding remarketing/retargeting with consumers being wary of privacy and security. GDPR is a step towards consumers being given rights to protect their data. Businesses need to develop tactics to work along with these restrictions.
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Sourav Ganguly is the chief media officer at Centric. Leading a ten-man team of optimizers, planners, and strategist, he worked with clients to deliver significant returns on marketing investment. He can be reached on [email protected]