Beyond the Banner Ad: The Art and Science of Retargeting
Brands can now send a personalized direct mail piece that is automatically triggered by online activity. In order to ensure that this produces a return on investment, be sure your team has identified the right strategy to determine what “triggers the trigger.” This could be cart abandonment, specific bottom-of-funnel browsing behavior — perhaps a query about where to buy a product or how much it costs — and/or engagement with certain product pages.
3. Personalize Those Subsequent Experiences to Tell a Story
As Forrester found in a recent study, 77 percent of consumers have chosen, recommended or paid more for a brand that provides a personalized service or experience. Serving an ad at the appropriate time and through the right channel is ultimately accomplished by combining machine learning technology, cross-channel data and channel-specific delivery solutions.
Remarketing using demographics, behavioral information, customer data, device and/or any other previous transaction metrics creates ads that speak to the customer. Unique message sequencing is another powerful way to deliver the best customer experience.
One example of this strategy would be a university beginning its marketing video with a scene of degree completion, then facts about earning potential, followed by information on a specific degree and finally the logistics on attending a specific information session.
4. Earn the Ad
Retargeted customers are three times more likely to click on your ad than people who have not interacted with your business before. This does not mean that prospects should see banner ads for the next month after a short visit with no or minimal clicks.
It is important to take an analytical approach to scoring site engagement, which can then dictate whether that site visitor spent enough time on the site or engaged with enough content to make retargeting a worthwhile investment. Your existing site analytics and data should provide the necessary insights to answer the question, “Did the visitor engage sufficiently for us to target with remarketing?”
Remember that retargeting is a strategy rather than an on-again, off-again tactic. It’s as much art as science. Understanding how it can be most effective and drive results within multiple channels is one path companies can take to generating top-line growth.
Patrick Kuehn is Senior VP, Sales and Marketing at ObjectWave. Speaking five languages, he specializes in international business in the digital age. He can be reached at firstname.lastname@example.org. For more of his advice on integrated marketing, check out the article "5 Steps to Driving Traffic and Delivering Results with SEO" and guide "Search Engine Marketing: Creating a Holistic Paid Search Strategy" over at Objectwave.