The customer engagement is so important today that companies are taking every trick in the book and out of it to tap their target audience. But is it that tactical? Or is it just a state of mind?
As a marketer, you should always be thinking of different ways to grab a larger market share, by reaching more customers every second.
Experts state that brands are burning out their resources, in order to earn a larger piece of customer pool. Some are using social media platforms to ensure that millions of users come on the same platform with their brands, some are using discounts & deals to attract more consumers and some are making an innovation to increase their brand’s visibility.
But is there any major Mantra, using which you can ensure a higher ROI. Well, to be honest, there is no hard & fast rule which can assure customer engagement or profit maximization.
Out of some of the most innovative strategies opted by the marketers, Remarketing or Retargeting is considered as a next-to-sure method of reaching more customers in the market.
What is Remarketing?
You might have felt sometimes that while surfing the web, you are exposed to same company’s ad quite frequently. Due to continuous stalking of these ads, sometimes you block them or you might open them up.
So what is it that you are able to see the same ad on each webpage you are visiting? You get impressed by these ads and think that company must have invested a lot to place these ads everywhere.
Well, either that company has seriously invested a lot in their advertising budget or they are just using the concept of Remarketing (Also known as Retargeting).
Yes! It is Remarketing and since I have already raised the curtain from suspense; yet it is very effective in the era of digital marketing.
“Remarketing is an online marketing technique using which advertisers reach the user, who have already visited their websites but is yet to be converted into a customer.”
“Retargeting is a technique is a marketing technique where advertisers reach the user, who have already visited their websites and made a purchase in past”.
How does Remarketing Work?
Brands often get confused between the traditional ad banner and Remarketing. Not to worry! Both are completely different.
Main differentiating aspect is that in remarketing technique leverage of personalizing your ads is available; whereas, in traditional ad banners, the ads are presented on the basis of your web page history.
Like all other businesses, your primary focus while investing on any marketing technique or strategy must be to increase the sales revenue.
There you go! It is the motivation to increase the customer base, which ultimately leads to higher ROI, which draws brand owners, marketing professionals, and other personnel to opt for Remarketing.
You are currently having a website and are facing issue with brand reach. Your customers are fading away and very few users recognize your brand, even though the number of users visiting your web page is average. What would you do?
As a smart marketing enthusiast, you will opt for Remarketing technique and make sure to increase the exposure of your brand to the visitors by making the ads appear frequently. This is why Remarketing is essential for online businesses.
A brand requires exposure and awareness among customers so as to increase their sales revenue ultimately.
As of today, where the attention of a user on the internet is diverted into millions of directions, it is quite a technique to stay in the constant face of the user; Hence the need of Remarketing.
Kinds of Remarketing
There are mainly 4 kinds of Remarketing techniques opted by smart marketing managers:
- Site Remarketing: This showcase an ad after an individual leaves your site.
- Search Remarketing: Search remarketing focuses on users who are making inquiries by typing keywords or phrases that are related to your industry. Since the users are looking for a solution or similar information, you can simply reach out to them displaying your brand’s advertisement.
- Social Media Remarketing: Either you can implement Remarketing using Google Ad Network to tap the users. But if the user leaves your site and goes to Facebook, you use Social Media Remarketing to make your brand’s advertisement display in front of the user on Facebook.
- Email Remarketing: You might have noticed contextual advertisements on Gmail that are typically based on your content. For giving a personal touch, you can always remarket the advertisements within a user’s email client.
How to do Segmentation?
As a brand owner, you may choose several kinds of parameters depending on which you can decide how and when to implement the Remarketing on the user.
It is quite important for the businesses to categorize their prospects on different aspects, in order to avoid the mess up in customer base. Some of the parameters that can help you choose how to implement Remarketing and increase your ROI are mentioned below:
- General visitors
- Specific product visitors
- Abandoned shopping cart visitors
- Previous customers
How to measure Remarketing?
If you are spending money on any marketing strategy, you must know how to monitor its progress or performance. How to find whether Remarketing done by you is actually giving you expected sales hike?
There are a number of parameters, which clearly depicts the success of your Remarketing campaign:
- CTR: Click Through Rate; Number of times an advertisement is clicked divided by the number of impressions
- CPC: Cost Per Click; Total budget spent divided by total number of clicks
- eCPM: effective Cost Per Thousand; total earning divided by the total number of impressions. The resultant number is multiplied by one thousand.
- eCPA: effective Cost Per Acquisition; campaign served is divided by the total number of impressions and multiplied by CTR & the conversion rate.
- ROI: Return on Investment; Gain from the investment minus your cost of investment. The difference is then divided by the cost of investment.
Where to Campaign?
Many brands know about the concept of Remarketing, yet are not able to utilize its full potential. There exist various firms that help the brands to make and handle a remarketing campaign effectively and easily.
Talking of advertisements and not referring to Google is like talking about soccer and leaving Lionel Messi out of it. Google possesses a vast showcase ad network along with various products such as Gmail and allied. Just log in to your Google Adwords account and start creating your remarketing campaign without any hassle.
With more than one advertising partners associated with it, AdRoll is a famous alternative for marketing professionals. Using this platform, you can market ads using Google, Yahoo, Facebook Exchange and Microsoft ad stage. You can almost reach every site on the internet using this tool.
For small businesses, Perfect audience is an apt alternative to work with. Owing to their low budget acceptance, compatibility with e-commerce solutions such as WordPress, 3dcart, Shopify and Magento, Perfect Audience is ideal for you to implement Remarketing and increase your sales revenue.
How to generate sales from Remarketing?
So you have known all about Remarketing techniques; now what?
As it is important to have knowledge about something, it is equally important to know how to utilize that concept to increase the profit of your business.
I will now guide you to some important tips that will help you to generate sales from Remarketing.
Before even you think of increasing your website traffic, make sure to monitor the existing traffic users. You can simply do it by using Google Tag Manager. The best thing about GTM or Google Tag Manager is that it allows users to add monitoring information into your website without any effort to go in and change the codes.
Businesses that want to use this amazing tool can simply tell their web developers to add the GTM code in each page of your websites. As soon as GTM code is added, just add the tools such as Google Analytics and Facebook tracking pixels.
Using this tool, you can keep a close watch on visitors on your websites and customers, in order to segment them and apply the Remarketing technique accordingly.
Learn from Past
Any wise marketing manager who wishes to create the target audience from the scratch can simply learn from the previously converted visitors.
Taking into consideration the different demographics such as age, profession, income, gender, location and allied, you can craft Remarketing campaigns to meet the exact requirements of your audience and target them specifically.
Many professionals always keep the past data to influence their content strategy along with advertising. Suppose you had tweeted something in the holiday season that got most of your target audience’s attention. You can use the same idea or content style to pull more customers to your brand subsequently.
Pinterest is an image-based platform, where different brands ensure to exhibit their products in an appealing style. So, using a Pinterest marketing tool, you can find out what pins and at what time provides your brand most visibility. You can direct the pins at the same time to draw the attention of maximum customers.
You must have shopped with different e-commerce sites on different occasions. It must have come to your notice that when you return after making a purchase on these sites, then there is a recommended for your section.
This is a section automated by the websites based on your previous purchase. Bottom-line is, a company, whether it’s big or small have to be crystal clear about their strategy they are going to implement.
The page displaying your product line or the product page of your website is the best place to cross or upsell. So, as a marketer and a brand owner, you should always incorporate the ‘recommended for you’ section in your product page depending upon the customer behavior.
The same strategy here fits for the Remarketing concept. By knowing what is bought by a customer in last purchase or tracking his behavior, you can simply provide him high/low targeted ads to ensure upselling or cross-selling.
Another important aspect can be by targeting those users who have left the cart abandoned. Common! All of us have done this one time or another. We fill the cart and leave them untouched after that.
Conversion rate optimization or CRO tells you why the user has left the cart abandoned; is the form too lengthy to fill, or is it the shipping cost or any other reason. Knowing this will empower you with essential knowledge and time to improve the users journey altogether.
Marketers also get misdirected sometimes using the Remarketing technique. It is essential that the message you are trying to communicate with the target audience is directed in the right way.
You should always keep in mind that whatever you do, just do not make the user feel irritated by the way you are implementing Remarketing on him/her. Most of the brands do the mistake of setting up only one remarketed or retargeted advertisements.
Users generally get bored because of the same content exposure again and again. As I mentioned earlier, segmenting your target audience and catering them specifically gives you an advantageous chance to increase your brand’s visibility.
Having multiple ads on board will provide more appeal to your target audience. Some daring and gutsy marketing brands display reasons why users should choose their brands over competitors.
It is very much possible that your prospect is shopping and navigating around multiple websites, so selling your brand value or your unique customer proposition will increase the chance of converting that prospect into a customer.
So, if you want your business to increase swiftly by using some magic; here it is; Remarketing or Retargeting techniques that ensure a hike in your brand visibility and assured brand exposure to the audience.
Do not misunderstand that Remarketing is a tool only to be used when the sales figure is not impressive enough. But, make sure to utilize this amazing technique right from the scratch using the information and tips given above to ensure a healthy customer engagement along with a strong ROI.
With this, I would like to end this article and would like to bid ‘All the Best’ to all the sellers out there who are going to modify their marketing strategy and include Remarketing & Retargeting. Happy Marketing and Remarketing All!