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All You Need to Know About Remarketing

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15th May, 2018
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All You Need to Know About Remarketing
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In a digital-driven world, brands should be capable of connecting and engaging with its own consumers at every possible touch points since each occasion is an invaluable one that may drive to a conversion.

What is Remarketing?

Among all possible digital marketing activites, an interesting one is Remarketing advertising. This is a quite sophisticated, always changing, form of advertising that allows a brand to identify user personas, who have previously visited a website and target them directly. The logic behind remarketing is pretty simple – someone who has already shown an interest towards a product or a service may be most likely to buy this product or service in the near future.

The difference between remarketing and retargeting?

Remarketing is often also associated to retargeting: those concepts are very similar, however, according to some industry professionals there may be some slight differences among those two concepts. The biggest difference between retargeting and remarketing is the strategy that is used to reach potential customers who have left a website without completing a transaction. While retargeting typically relies on cookies dropping ads, remarketing usually uses email: in other words, retargeting mostly refers to display marketing ads, while remarketing to email marketing. The final outcome is that remarketing collects a user’s information, and then uses it later to send them an email.

However, this difference between remarketing and retargeting is mostly a theoretical one since advertisers tend to consider those two concepts in a similar way. It is also common to use retargeting and remarketing as synonyms. Additionally, retargeting and remarketing are complementary strategies, since a clever combination of both might be an effective strategy for improving the overall company profits.

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Which technologies to use for a remarketing campaign?

There are several technologies that may help a company in their remarketing efforts, however, probably Google offers one of the most reliable ones: indeed, when a user visits a specific website and then leaves straight away, Google allows this brand to place targeted ads on other websites user may visit in the near future. Google technology is sophisticated enough to understand user’s behaviours, interests, affinities so to place the ads on the right website, at the right moment in time to increase the chances of a possible conversion.

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The best kind of remarketing advertising is when the ads are extremely specific and targeted. For instance, if a customer added a specific item to their shopping cart but left the website before completing the transaction, remarketing ads can display the very same product they were about to purchase for a cheaper price. This might be enough to entice them back to complete the transaction.
Remarketing efforts may look like quite expensive, however, this is not the case: on average, remarketing activities are very cheap to manage and have a healthier ROI, that any generic, untargeted marketing campaign.

Additionally remarketing may be used from a broad variety of brands, within a large variety of contexts: it is specially used from e-commerce websites as a great way of prompting customers to make a transaction online. Sometimes a customer might abort on a transaction even if they are still interested in the product or service, for example, if they simply ran out of time.

Many e-commerce websites usually offer a little incentive within their remarketing campaigns, such as a discount or a free shipping offer: this is done to secure the transaction from the interested user.
Even if you are not selling products online, there are still a number of effective ways you can utilise remarketing ads to improve your brand and generate more traffic.

Here are just a few ideas to consider for non-e-commerce companies:

  • Share news about the company or new products
  • Use remarketing to get new leads
  • Use remarketing to promote special events.

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Pros and Cons of a Remarketing campaign

As it was mentioned earlier, remarketing advertising is very cost-effective for the results it generates, especially in comparison to other forms of display advertising. This is because payment arrangements can be established on a per-click basis, so a company will pay only if someone actually clicks on the ad

Secondly, Google Adwords makes it incredibly easy to set-up and manage campaigns, so you don’t always need to employ the help of a big web agency. What is needed is only to create a set of banners and then decide which landing page to use.

However, remarketing also has some important drawbacks: one of the biggest concerns with remarketing advertising is that it’s quite invasive. This is a general opinion, however, not all customers may feel the same about it. It’s an accepted form of modern marketing.

In order not to ruin customer experience, a brand must carefully control the frequency in which customers see the ad: this action can simply be performed within Google Adwords account. Businesses can cap how many times a user sees the ad in the space of 24 hours. It is also possible to fine-tune the campaign to ensure ads stop appearing once a customer has successfully made a transaction.

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There is a to learn about how to correctly set up a remarketing strategy for any brand: a very good source of information is usually found online such as Strategic Digital Marketing program. This course is a comprehensive, hands-on approach about how to use digital strategies to connect, engage with consumers and make them buy online.

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Francesco is a Digital, eCommerce and Brand Marketing professional with almost 10 years experience in various Global roles in FMCG, Retail and the Sporting Goods industries. He's a Digital Marketing lecturer in collaboration with Cambridge University among others.
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Frequently Asked Questions (FAQs)

1What are cookies?

A cookie is a short form of the term “magic cookie”. It consists of information that a computer receives from a website which it sends back without altering or changing.

Cookies help websites keep track of visitors’ activities. For example, e-commerce sites use cookies to keep track of items in shopping carts. Without them, the number of items in a shopping cart would revert to zero every time the page is refreshed or the user visits a different page.

2What is ROI?

The full form of ROI is Return on Investment. It is a measure of performance that gauges the profitability of an investment. It is also used to compare multiple investments with each other.

ROI measures the return on an investment relative to the cost of the investment. It is expressed in terms of a ratio or percentage.

3What is Google Adwords?

Adwords is an advertising system that has been developed by Google. It helps online businesses reach their target audiences with the help of Google’s search engine platform and its partner sites.

Whenever a user searches with phrases or keywords, Google partner sites display image or text ads of businesses whose products and services are closely related to the searched keywords. On the website of Google, Adwords ads appear on specific locations of the search results page.

4What is email marketing?

The use of emails to promote a business’s products and services is known as email marketing. Companies can use email marketing to promote their businesses and services. They can integrate their email campaigns with their marketing automation efforts to automatically inform their customers every time they come up with a new offer or scheme.

Marketing emails are an indispensable part of any organization’s strategy. It helps to keep the customers engaged, build relationships, promote brand awareness and generate leads.

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