Retargeting
More and more fierce, effective marketing tools are key to achieving success. One of the most powerful tools in marketers' arsenal is retargeting, sometimes also called remarketing. Retargeting is an advanced marketing technique aimed at reaching internet users who have previously been in contact with a given company or its products but have not yet taken the desired action, such as purchasing a product or subscribing to a newsletter. The long-term action of this tool makes it extremely effective in increasing conversions and bringing potential customers back to the company, who might seem lost. In this article, we will take a closer look at retargeting, its applications, and its impact on the effectiveness of marketing activities.
What is retargeting?
Retargeting, also called remarketing, is a marketing strategy that aims to attract users who have previously been in contact with a company or its website, but have not yet made the desired conversion. A conversion can be various actions, such as purchasing a product, filling out a contact form, subscribing to a newsletter, or downloading an app. The essence of retargeting is that it allows companies to reach these potential customers on various online platforms, reminding them of the existence of products or services that can meet their needs.
The retargeting process begins with collecting data on user behavior on the website. This may include information about viewed products, time spent on the site, and whether the user added something to the cart but did not finalize the purchase. This data is then used to create personalized advertising campaigns. When a user leaves a website, retargeting allows displaying ads to them in various places online, such as other websites, social media, or mobile apps. These ads are tailored to the user's behavior and interests, significantly increasing the chances of attracting them back to the site and encouraging them to take the desired action.
How does retargeting work?
Retargeting is possible thanks to tracking technology that allows companies to monitor user behavior on their website. When a user visits a site and browses products or services, they leave a so-called "digital footprint". This can be cookies, tracking pixels, or device identifiers. This data is then used to create personalized ads that are displayed to the user on other websites they visit or in mobile apps they use.
A key element of retargeting is personalizing the advertising message. This means that the ads shown to the user are tailored to their previous actions. For example, if a user browsed sports shoes on a store's website, retargeting ads might show those exact shoes or similar models. This makes the ads more appealing to the user, as they match their specific interests.
Why is retargeting important?
Retargeting plays a key role in marketing strategies due to several significant benefits:
Maximizing the value of web traffic
Most users do not make purchases or other conversions the first time they visit a website. Retargeting allows companies to keep in touch with these users and remind them of their products or services. This gives a chance to convert potential customers into actual buyers.
Increasing the conversion rate
Since retargeting ads are personalized and directed at people who have already shown some interest, they are more effective in encouraging users to take the desired action. This leads to an increase in the conversion rate and increased revenue.
Better advertising budget management
Retargeting allows companies to use their resources more effectively. They can focus on a group of users who have already shown interest, instead of wasting the budget on broad advertising that doesn't always yield desired results.
Building brand awareness
Retargeting is not only for encouraging purchases. It can also help build brand awareness by regularly showing ads to users who have previously encountered it. This is especially important for companies that want to stay in the consciousness of potential customers for a longer time.
Examples of retargeting applications
E-commerce and retargeting
Online stores are one of the main beneficiaries of retargeting. Why? Because many people browse products, compare prices, and read reviews, but don't make a purchase immediately. In such cases, retargeting can be an incredibly effective strategy. For instance, consider a clothing store offering a wide assortment of garments. Customer A visits the site, browses various dresses but doesn't make a purchase. However, thanks to retargeting, as they browse other websites or use social media, they see ads with images of those same dresses. This reminds them of the products they were interested in earlier and encourages them to return to the store's website and finalize the purchase.
B2B services and retargeting
Retargeting isn't limited to the e-commerce sector. Businesses providing B2B services, like marketing agencies, also leverage this strategy. Suppose a marketing agency offers SEO and website positioning services. Customer B visits the agency's site, reads blog posts, and downloads a free e-book about SEO. However, they haven't contacted the agency yet. In this situation, retargeting can help sustain the client's interest. Retargeted ads can provide them with valuable content and case studies from the SEO field, encouraging them to get in touch with the agency and start a collaboration.
Mobile apps and retargeting
Retargeting also has its applications in promoting mobile apps. Many users download apps to their smartphones, but only a few use them regularly. Retargeting can help re-engage these inactive users. For instance, consider a fitness app that lets users track their workouts and progress. If a user downloaded the app, registered, but stopped using it, retargeting can send them notifications about new features, motivational quotes, or special offers for premium memberships. This might encourage the user to reopen the app and actively use it.
Conclusion
In today's world, where online competition is fierce and users are bombarded with ads at every turn, retargeting is an invaluable tool that helps companies stand out and reach their target audience. With the ability to remind users of their products or services and provide personalized content, retargeting can significantly enhance marketing campaign efficacy.
Retargeting as a key strategy
If your company hasn't embraced retargeting yet, it's worth considering its implementation. This tool can help you maximize the value of your website traffic, boost conversions, and build brand awareness. However, remember that retargeting requires careful planning and monitoring of results to achieve the best outcomes. Be ready to experiment with various strategies and ad messages to tailor retargeting to your company's needs.
Future prospects for retargeting
Retargeting is a continuously evolving field. As technology becomes more advanced, marketers can access increasingly precise tracking and segmentation tools. This means that retargeting can become even more effective and personalized in the future. However, challenges related to data privacy and regulations that influence how companies can track users online also arise. Therefore, marketers must remain flexible and stay informed about regulatory changes to effectively use retargeting in their strategies.
In summary, retargeting is a crucial tool in today's online marketing landscape. It allows companies to reach potential customers who've already interacted with their brand but haven't yet completed a desired conversion. Through personalized ads and user behavior tracking, retargeting enhances marketing campaign effectiveness, increases conversions, and builds brand awareness. However, to succeed, marketers must remain adaptable and modify their strategies according to changing market conditions and data privacy regulations. Retargeting remains a key tool in the marketing arsenal, and it's likely to play a significant role in the future.
