As online marketing metrics continue to evolve, digital marketers continue to look for new, more effective methods to reach potential customers. One of these methods is the practice of retargeting ads. If you've talked to a digital marketer recently, you may have heard them rave about the ability to "retarget." But what does that mean, how will it benefit your business, and how do you get started? Let's examine.
Put simply, retargeting is the process of targeting an audience that has previously been in touch with you. The most common practice is via cookies, placed on your web visitors' browser to let you know that by visiting your website, they've shown interest in your product or brand. Armed with that knowledge, you can aim display ads specifically at these previous visitors.
In other words, while most marketing (including the buzzword inbound marketing) aims at getting potential consumers to your website, retargeting focuses on staying in touch with them after they've made that first step.
That last part in the previous paragraph is important. Research shows that 98% of consumers do not convert (i.e. become customers) after their first visit to your site. Instead of losing them, retargeting ensures that they keep your brand in mind anytime they browse on a page on which you've chosen to advertise.
Think of consumers as window shoppers. They browse the Internet, and come across your site and products. They're interested and look around, but aren't ready to buy. By showing them ads of your site after their visit, you make sure that once they are ready, they remember the positive experience on your site and come back.
Have we convinced you that retargeting can be a valuable part of your digital marketing strategy? Great! Now all you have to do is get started. Unfortunately, that's easier said than done - retargeting involves creating a cookie on your website, then using a 3rd party service to create and target the display ads. If that's a bit over your head, don't worry! That's what we're here for. Contact us for a consultation on how to start your retargeting strategy.