Retargeting: A Lead Generating or Lead Repelling Method?
By now you're probably desensitized to ads that follow your every online move. The first time you were retargeted, however, you may have been amazed at how an irrelevant site happened to display an ad for the same exact Titleist hat you had just been checking out on the PGA Tour Superstore website.
This is no accident.
Retargeting is one of the most widely used marketing techniques by businesses today due to its accuracy, time efficiency and cost effectiveness. The problem with this method of advertising, however, is that many consumers feel it's a violation of privacy. Businesses using retargeting are encouraged to consider user feedback, so as not to scare off potential leads.
The commercial benefits of retargeting are astounding. This marketing technique has proven to significantly optimize conversion rates. According to Software Advice, retargeting recipients are 70 percent more likely to complete a purchase. Retargeting works so well because it uses ads that are designed based on consumer-initiated interest, which greatly increases the likelihood of conversion.
Retargeting can also be extremely beneficial to consumers. The personalized marketing tactic can help online shoppers by highlighting a product or service that the consumer has shown interest in but may have forgotten about. Retargeting also hones in on items that would only be of interest to the individual, cutting out irrelevant ads.
Related story: Creeper Alert: Don't Let Social Selling Get Creepy