Help! I'm Being Stalked by a Bathtub!
As a marketing agency, we're always recommending different media channels to our clients depending on the product, the target audience demographics, marketing goals, etc. And, like many of you, I thought online retargeting was a clever way of "helping" to remind browsers that since they had been interested in a product/service at one point, they might still be interested in making a purchase from that site, so a little tap on the shoulder seemed like a clever way to stay top of mind. Until it happened to me.
Retargeting, for those of you who may not know, involves having an advertiser drop a cookie into the consumer's browser which enables the advertiser to follow that consumer around and display an ad for the advertiser after they've left the original site.
The logic is sound, the process is relatively simple, and it seems to make good marketing sense. Before it happened to me, I equated it to shoe shopping. I visit a store and see a pair of shoes I like. I try them on, but since I haven't really looked in a lot of other shoe stores yet, I decide to put off the purchase until I've looked at all my options. But in the back of my head a little voice keeps whispering, "Those black patent kitten heels were perfect—even if they were $100 more than you wanted to spend." I may or may not go back to that first store to get them but I do think about those shoes for quite a while—and with my luck, I return to the store only to find they are now sold out in my size.
But if I was shopping online and the shoes I liked were at Retailer A, I'm now seeing ads for those shoes no matter where I cruise on the Internet. Yep. Those black patents are now stalking me. Not whispering, but shouting out to "come back!"
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.