In the past, the “reach and frequency model” of marketing meant that only the biggest brands with the deepest pockets could run the most effective campaigns. Nowadays, the map has changed; media channels are diverse and new tools exist to help even small retailers call attention to themselves in today’s global audience.
Up to 98% of visitors leave your site without converting, and it often takes several times for users to convert after their first visit. Retargeting allows you to target and advertise to only those contacts who have visited your site, used your mobile app, or even visited and went on to purchase from a physical location. This helps you to create strategic and efficient actions to reach those particular people!
Retargeting is by far the best return of any advertising tactic; you reconnect with leads who have already expressed interest in your product or content, and you keep your brand front and center in their minds. This targeted audience is usually ready to hear more about your brand, and even if they are not quite ready for an immediate purchase, you will be increasing the chance that they will not only make a future purchase, but remember your brand when considering additional actions. These indirect results are worth contemplating, as studies have shown that retargeting campaigns increase site visits by over 700%after retargeted ad exposure after four weeks.
So How Do You Start?
There are different approaches to retargeting based on where you are focusing: desktop or mobile contacts. Both are valuable markets you need to approach when creating a strategy.
Most marketers think of desktop users when considering email campaigns.
- One type of retargeting strategies requires the use of targeting tags, placing a cookie in the browser of all visitors. This way you can identify audience segments, without capturing personal or sensitive information. You can start retargeting in nearly real-time with very specialized ads. However, there is some preparation while a large enough group of visitors (like, 250 in a 7-day period) is tagged to create your audience. A short time period minimizes the lag between testing campaigns and building the visitor pool.
- If you utilize list-based retargeting, commonly used in social media, you upload a list of emails and identify those in a particular network. The con to this type is that people often use separate email for purchasing than what they use for social media account. This can reduce your match rate.
Mobile devices are a bit harder to retarget since phones & tablets don’t often allow for 3rd party cookies. However, there are still ways to retarget.
- Probabilistic matching is one technique; even without cookies, there is plenty of information to be gathered. Location, IP info, device and browser type all help you in making correlations. It is really a BEST GUESS, although it relies on algorithms to piece together this information as a single identity, but you are capturing information about every visitor.
- Deterministic matching takes information from a mix of User IDs (social media, email, customer IDs) with device IDs (Apple’s IDFA and Google Advertising ID for Android), which function like a device-specific cookie to help you to identify and target users. By using login data, the pool is much smaller, but also more accurate.
Considering how to handle both approaches to retargeting AND several methods can seem overwhelming, but don’t feel as though you have to pick one and forget the others. Most great retarget marketing strategies use a combination of both approaches to maximize benefits.
About Digital Impact Agency
Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.