Remarketing is a marketing strategy wherein marketers follow up with website visitors who did not take a desired action, as for instance provide some information or buy something. In this marketing technique, the business would pay for display ads to appear on websites other than its own so that the particular targeted visitor stays exposed to and aware of the brand. It is clear that this is a different form of marketing from search engine optimization and search engine marketing.
Remarketing includes result-oriented measures that increase the amount of qualified leads and resulting sales. It serves to revitalize the marketing campaign if businesses are not successful in guiding the traffic to the checkout lane. It increases traffic, gathers leads and encourages conversions. Remarketing efforts can pinpoint leads and deliver a more enticing offer. Let us consider the four important areas that businesses must target to increase qualified leads and sales.
Customer Segmentation – Sort Your Customers
Customers visit online retailer websites for various reasons. Each of your leads will experience a journey from prospect to customer in a unique way. Buyer segmentation is effective while responding to the unique needs of the buyer. By sorting customers into different segments, you can interpret messages according to the perceived interest of the lead. This will enable you to get in touch with the lead at the best point, at the best time and with the best information possible. Also, the view history of the visitor will give an extensive insight as regards their preferences. If a visitor browsed certain sites but failed to make a purchase, the view history reveals which product he intended to buy and what kept him from buying it. Next time when the product is on sale, the potential customer can be targeted or offered a coupon to persuade him to buy. Segmentation involves dividing visitors who have viewed a particular item into those who made a purchase and those who didnâ€™t. Sending the same ads to all is not a good strategy. Those who made a purchase should be sent information for complementary products, not for those items they already bought.
Landing Pages – Ensure Optimal User Experience
Modifying landing pages to meet the specific needs of your leads will address their concerns effectively and provide them with the resources they need. One of the main advantages of remarketing is that the target audience have already visited your website and are aware of your products and services. Potential buyers are those who have responded favourably to remarketing ads by clicking and returning to your website. They are very likely to make a purchase. If they return to your website, it means that you have captured their interest. Once the attention of the visitor is acquired, his/her decision to purchase depends on the website. Every detail of the landing page should be user friendly. These visitors are now prime lead generation targets, which makes it necessary to show a page that provides them with detailed information that will persuade them to buy the product.
Compile and Manage Data Efficiently
Proper data management is important for a successful remarketing campaign. Unorganized data management may lead to higher immediate sales. However, to ensure long-term gains and identify the efficacy of your marketing efforts, organized data management is vital.The main principle of remarketing is all about catering to those visitors who have already visited the website or shown an interest in buying through their browsing habits. But first it is important to identify those visitors, which is achieved by means of tracking cookies. Remarketing depends a lot on cookies. They are used to identify who should be retargeted and also to determine the best methods to reach out to those people. For this purpose,marketers need to get maximum information about their target audience.
Experimenting with A/B testing enables companies to test results-driven improvements without implementing widespread changes for all users. It is the key to discovering the most result-oriented way to appeal to your targeted group. A/B testing divides web visitors into two categories; an unaltered control group and a set of users exposed to any new website change being considered. This is often applied towards design characteristics like page layout etc. Marketers can experiment well by reserving a control group and making the test segments as large as desired. The positive changes can be applied immediately to the website. Once the test is carried out successfully, a remarketing campaign improves your sales, bringing you more established customers and also prospective leads. By improving the experience of undecided customers, marketers can create a better environment for all users, aiding lead generation and creating a successful business as a whole. A/B testing can be utilized for copies, images and other advertisements collateral to ensure that each incorporated feature will have a high likelihood of boosting lead generation success.
Advantages of Remarketing
- Remarketing reminds prospects about your brand. This form of advertisement helps to create an ongoing reminder about your brand.
- It enables targeting a specific audience with a specific message. Marketers can use remarketing ads to communicate with a user by displaying advertisements or text ads.
- It gives marketers the ability to deliver ads based on a previous action of the customer. If a visitor lands on a specific product or service page then a remarketing ad will be displayed to the prospective customer throughout his online browsing period.
- Remarketing gives a second chance for the brand to bring a prospect back into the fold. It serves as a secondary line of attraction to the business.
It is clear that along with SEO, SEM (search engine marketing), and standard ads, remarketing is very useful as a marketing strategy. It will help enhance brand awareness, and reach out more efficiently to a targeted group of customers.