Retargeting is one of the more sinister sounding tools at the disposal of digital marketeers and yes, it can become annoying and intrusive if overused. But it also offers a chance to re-engage with customers, using information that will interest them and hopefully, attract them back to your site. This then, is your guide on how to make friends with retargeting.
Having read an excellent article on the surprising benefits of retargeting recently, I thought it would be a good idea to move beyond the techniques that make for a good remarketing strategy and examine how successful retargeting relies upon the understanding a company has of its audience and their motivations. Without having a clear idea of why someone interacts with certain aspects of your website, or even why they choose to leave, attempting to employ a retargeting strategy will simply descend into a crude form of pestering, further alienating what might have once been a potential customer.
But enough of that negativity! Through the magic of a blog post, I shall attempt to explain how the best retargeting campaigns rest upon the simple principle of developing a good understanding your website’s audience. It can be as simple as knowing exactly what makes one page significantly more likely to convert than another, or why another has a worryingly high abandonment rate.
For example, an e-commerce site might find that many of their customers create baskets of multiple similar items before abandoning their purchase. Highly frustrating. But simply following these customers around the Display Network with generic retargeting ads is unlikely to re-engage potential customers. Now, lets expand upon this hypothetical scenario and say that the business in question sells high end electronics. Abandoning a purchase at the shopping basket might suggest the customer is comparing prices before buying an expensive item, looking at other sites to find the best deal. Understanding that this product is a considered purchase made after thought and research will allow the use of retargeting in such a way that recognises the needs of customers and engages them, offering a better deal on the items they had in their basket, or offering similar products at better prices.
Retargeting should be about continuing consumer engagement, taking the analytics data created by the code on your website and using it to understand the actions of your customers on your site. If people bounce off your email update signup page, then you can retarget those people with an exclusive added incentive, or perhaps an alternative method of receiving news about your company, perhaps via Facebook or Twitter. A good retargeting campaign should take the data from your website analysis and create a strategy that engages your customers as people. It can be too easy to get caught up in data analysis and forget that at its heart, your campaign is trying to do something as simple as sell someone a TV or achieve a certain number of sign ups.
Good data, collected from comprehensive analysis of your site will provide the basis for effective retargeting. But that data needs to be understood as the actions of hundreds, if not thousands of individuals, all passing through your site. Data can help you understand what they do, but if you don’t understand why, then you retargeting campaign will fail to engage your customers.