The following is a guest post from Ilana Bercovitz, a marketing associate at ReTargeter. ReTargeter is a full-service online display provider specializing in retargeting. You can find Ilana on Twitter and on Google+.
Though still a fairly new practice, retargeting is quickly becoming a key component of many marketers’ digital strategies. For those who are unfamiliar with retargeting, it is a highly effective marketing tool that targets people who have already expressed interest in your site. When properly implemented and executed, retargeting can result in huge ROI and brand lifts.
Here are some examples of the most effective retargeting use-cases:
Retargeting for retail and ecommerce is often the most cited use-case. In fact, you’ve probably seen site retargeting — the practice of serving ads to people who visit your website and leave — in action while shopping online. Couldn’t commit to that pair of boots and suddenly seeing ads for them all over the web? That’s site retargeting. This form of retargeting is highly successful in bringing back bounced traffic, reducing shopping cart abandonment, and even re-engaging past customers.
B2B companies can use retargeting to increase conversions and drive revenue. In addition to enhancing their email marketing with email retargeting, the practice of serving ads to people who open an email, B2B companies can utilize retargeting to build brand awareness and drive site traffic.
For the B2B company that offers a freemium product or a free trial, retargeted ads will communicate the benefits of purchasing or upgrading. A retargeted ad can efficiently highlight the value proposition of your paid products, increasing conversions.
Additionally, retargeting offers the benefits of increased data for segmentation. Based on a user’s interaction with your email marketing, your website, or your ads, you can ensure that your messaging stays relevant with a highly segmented ad campaign.
Retargeting allows the B2B company to leverage display to generate leads. When you’re dealing with a product or service that has a longer than average buying cycle, retargeting can help you stay in front of leads and stay top of mind during a lengthy research process.
Furthermore, the precise targeting options available with retargeting allow you to stay in front of the most relevant and qualified audience. You can enable the most precise targeting for a narrow, highly select and qualified audience. Or, if you’re looking to drive more traffic and expand your reach, you can set broader parameters to increase volume.
Events & Entertainment
Want to drive ticket sales? Looking to stay top of mind during the off-season? Retargeting can be instrumental in increasing audience engagement and attendance, and boosting sales. You can move beyond site retargeting and add email, CRM, and search retargeting to your digital marketing strategy for maximum effect.
Email and CRM retargeting provide you with the opportunity to stay in front of your very long email list year-round. These technologies allow you to serve display ads to anyone who either opened your email or is on your mailing list, ensuring your event remains on the radar for a highly relevant audience leading up to the event and after. You can even get a headstart on the next event, with early sales promotions immediately after the event has taken place.
Recruiters can capitalize on online display advertising and retargeting techniques typically used by retail, B2B, and consumer brands to attract qualified candidates. In addition to using retargeting to bring back job seekers who began, but didn’t complete, a job application, recruiters can encourage new applications. In the same way retailers reduce shopping cart abandonment with retargeting, recruiters can reduce job cart abandonment! Placing a line of code on the careers page, for example, allows recruiters to serve recruiting focused display ads to those users who visited the page and left without starting an application.
Retargeting is a powerful marketing tactic for various types of companies. In addition to site retargeting, you can implement more advanced retargeting techniques to stay in front of the right audience all across the web. Whether your audience consists of shoppers, job seekers, or other businesses, there is a way to reach them online. Target highly relevant audiences with email and CRM retargeting, audience extension, and targeted ad buys to boost brand awareness, drive relevant traffic, and ultimately, increase conversions.