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Everything You Need to Know About Remarketing

Everything You Need to Know About Remarketing

July 12, 2020

We are living in the digital age and digital platform holds the most importance these days for people, so does digital marketing for businesses. This is the time when no business can ignore digital marketing if it wants to succeed. Without this, you will only get limited visibility or not even that. Almost half of the world is actively present on social media and the numbers are rising each passing day. Considering this fact, you can imagine why the popularity of the digital platform is increasing day by day. 

Even with digital marketing, one thing is sure that to maintain the expenses of your company you need to generate revenue by driving sales. Without revenue, you cannot stand in this tough competition. But to generate sales, you need to have visitors on your site and spend some quality time. 

We cannot guarantee anything in this uncertain world and hence, it is also not a guarantee that all visitors on your site will become your customers, the ratio of visitors moving out without buying anything will be high. But you need not panic, as this is normal for most of the businesses, especially during initial stages, and that is the reason why the term ‘remarketing’ has been coined. 

This post will get you acquainted with what remarketing is and how it will help you in improving the sales. 

What is remarketing?

Remarketing is the term coined for retargeting people who have landed on your site earlier but left out without buying anything. Most of the visitors who came to your site earlier showed some interest in your brand and targeting them again will be effective in converting them into your customers.

Remarketing is known to be the most valuable digital marketing strategy, as with this, you are interacting with people who already have an idea about your brand and products or services you offer. In this marketing strategy, you have a confined audience who once showed interest in your products or services, and interacting with them will show your care. 

With this strategy, you can bring more sales by attracting people who are already have encountered you earlier. It becomes easy for businesses to target people who know what you do and what you provide. If targeted in the right way and the right time, you can reap great benefits with your remarketing strategy.

There are numerous visitors who add products in their cart and then leave without making the purchase. Such visitors have high chances of being converted into customers, all you need to do is remind them about their abandoned cart. Plus, to increase the chances, you can also offer some discounts or even just a free delivery for the items in the cart. 

What remarketing involves?

During remarketing, businesses send customized ads and other promotional material to the visitors on their site who showed interest in your brand first but, left without doing the purchase. Doing this will create more interest in those visitors and they might rethink to explore your brand once again. 

The chances of conversion are high here with remarketing as you know about the interest of people you are targeting and you can provide them with the most relevant content. Another thing you can do with your remarketing strategy is to send some exclusive offers to people for the products they were searching on your app or website. Considering this will tempt them to grab the offer before it ends. You can even set the time for the offer to get the purchase done quickly.  

While remarketing, you can target your audience by any means including emails, text messages, push notifications, or even through social media accounts like Facebook and Instagram. Just make sure that you are sending the most relevant content while retargeting because that’s what will ensure success. 

Tips to start a remarketing campaign

  • Consider all channels

Just like your other digital marketing strategies, it is important for you to consider multiple channels for remarketing as well. The main reason for this is, that you have visitors on your website from different platforms, as some arrive through social media channels, some through text messages, and some via emails. Thus, it is important to target all those channels from where you are getting visitors.

Considering this will give you wide exposure and you will be able to target the maximum number of people. Plus, the chances of getting conversions also become high with this. So, it is advised to ensure your remarketing efforts across all possible channels to get the most out of it. 

  • Segment the list of visitors

As we segment our target audience during our digital marketing efforts, it is also important to do so during remarketing. Doing this will make work easier for you and you will be able to provide customized content to each segment of your retargeted audience. 

While segmenting the audience, look for the behavior they had when they landed on your app or website. Look for the products they were searching for and what they added in their cart. This will give you a better idea of what they wanted and how you can attract them once again. 

If you don’t segment the audience, it will be difficult for you to send the right piece of information to the right people, and in this way, all your efforts will just go in vain. And most importantly, sending wrong content will make lose potential customers. Thus, segmenting your audience is necessary even during remarketing. 

  • Keep experimenting

There is no guaranteed way to success except keep trying. Here, with remarketing as well, you need not afraid of trying different & new things. Because that’s how you will learn and find out some interesting & unexplored ways of getting success. 

So, keep testing is one of the most important tips that anyone could give you for your remarketing campaign. Remember, while trying new & different things, you will fail many times, but that doesn’t mean you should stop experimenting. Keep trying is the only sure shot way to success and you must understand that. Learn from the failure and you will become better with each of your strategies, plus, you’ll see more conversions than before. 

These above-mentioned are three tips that you need to consider during the remarketing campaign. They will help you drive better results and full benefits to your efforts. 

Types of remarketing

Now, we hope that you have gotten enough ideas about what remarketing is and how you can implement it effectively. Let us see the most common types of remarketing strategies that one could implement:

  • Standard Remarketing

The standard remarketing technique focuses more on targeting visitors who landed on your website through search engines. For example, if someone wants a white shirt and he/she prefer searching it on Google rather than an application. After making a search, that person lands on your website but, instead of purchasing the shirt, he/she left just after looking at some products. 

With a standard remarketing strategy, you need to target such visitors by displaying ads on the top of search results when that same person searches for the similar product once again on the search engine. Considering this has good chances of converting your past visitors to your customer. 

  • Dynamic Remarketing

With dynamic remarketing, businesses target people according to the specific behavior on their website or application. Based on the activity of past visitors, dynamic ads are displayed to them. During dynamic remarketing, specially crafted content is displayed to the person and this has great chances of converting him/her to the customer. 

For example, a person was looking to buy a watch and he/she came on your e-commerce site looked a few and added one of them in the cart. But in the end, that person left the cart abandoned and moved out of your site or app. Here, the company will display ads of that particular watch he/she added to the cart and left without purchasing that. The ads could contain special discounts or offer in order to tempt that person to buy that watch. This is how dynamic remarketing is practiced. 

  • Video Remarketing

Videos have become one of the most important visuals for digital marketing campaigns. The main reason for this is the ability of videos to grab the attention of visitors quickly and keep them engaged for a good time. But for that, the video must be interesting and unique. 

Now, while we talk about remarketing, videos can be helpful here as well. The main difference here is, that during remarketing, videos are shown only to those people who have visited your website or app before. The videos can be shown either in between ads on other platforms like YouTube and Instagram. 

  • Email Remarketing 

Email remarketing refers to the technique of digital marketing where customized emails are sent to people who have opened the last mail that you’ve sent, but they did not respond after clicking the link and visiting on your website. 

Sending emails to those people strategically could be very helpful in getting conversions as you can retarget them with a better offer. Plus, never forget to add a call to action (CTA) button in your email, as that holds a lot of importance in convincing the receiver to click it. 

You might have seen shopping apps sending you an email regarding the shopping cart that you’ve left abandoned after adding the products. This is the best example that we could give of email remarketing, and believe us, it helps. 

So, these are the most common types of remarketing strategies that you can think of implementing strategically. Before considering these, just make sure that you are targeting people with the right piece of content that is most relevant to them. 

How digital remarketing can affect your digital marketing efforts

If we say, that both digital marketing and remarketing are connected to each other then it won’t be wrong. You must know that your remarketing efforts can give a boost to your digital marketing campaign. In this section, we will come to know how it is going to happen. 

  • Cost-effective

Remarketing is cost-effective as display ads don’t cost much as other marketing tactics are. Plus, with remarketing the chances of getting clicked by an invaluable audience is very less. 

Considering remarketing has huge chances of increasing re-visits at a significant rate and that will definitely boost your digital marketing efforts. Plus, it is seen that with an increased number of re-visits the conversion rate also becomes better. And, when it happens, your digital marketing strategy will automatically lift. 

  • More leads and conversions

The main purpose of remarketing is to convert past visitors who have shown interest in your brand to your customers. And we know, if effectively done, remarketing can give a huge boost to conversions and you’ll see more leads. Isn’t that a goal of our digital marketing campaigns? Yes, that’s how remarketing is effective for your digital marketing efforts. 

Remember one thing, remarketing is not only for generating sales but, with this, you can also generate leads that can convert later on. So, just don’t be pushy here as well, because annoying your target audience will only decrease the number of potential customers. Thus, it is advised to go smoothly, play your cards right, and let people decide the next move. 

  • Better engagement

It is seen that people who visit on your site or app for the second time tend to spend more time than they did for the first time. So, we could say that retargeting can improve the engagement of people on your site. This is also something that we always want with our digital marketing efforts, isn’t it? 

Thus, it won’t be wrong to say that remarketing can ensure higher visitor engagement and it will surely be a boost for your digital marketing campaign. Just make sure to provide interesting, relevant, and compelling content while retargeting your audience. 

Here’s a catch, if people engage more with your brand, the chances of conversion also becomes high. 

  • Improved brand recognition

We have also said this in our other posts, that digital marketing efforts should not only focus on driving one-time sales, rather it should also push towards maintaining relationships with the target audience and ensuring better brand recognition. 

Just imagine, people are seeing your brand whether online or offline but, they are not recognizing it. If this is the case, you will not get repeat clients and this is not at all a good sign for any business. To make customers come again and again, you need to make sure that they are able to recognize your brand because that’s how they will find it worthy to be chosen. 

It is a human tendency to buy only those brands that they know and can recognize. So, even if you offer incredible products or services, but not many can recognize you, then it will not work. That’s where remarketing comes to the rescue. You should know that remarketing displays ad about your brand and/or products to people and that helps them recall your brand when they first gave attention to. 

So, again, we can say that remarketing is a gem of a tactic for your digital marketing campaign to give it a boost and strength. 

  • Better ROI

We know that not all visitors come on your site or app, explore, sign up, and buy. The percentage of visitors who follow this is low. So, have you ever thought when you are not getting the expected ROI with the digital marketing campaign, then where are your investment in going? Or, ever this thought came in your mind that all this you are doing to get visitors on your site is waste with such a low ROI? 

Investment is required if you want to build your empire, but the real thing to notice is how you are investing. Digital marketing is not a waste and not many businesses get the expected ROI for the first time. Your investment will only be called as a waste when you back out after seeing that not many are responding. So, don’t be depressed, keep making efforts and what will help you in this situation is ‘Remarketing.’

Yes, remarketing requires low investment and it can cover up all that you have invested earlier with digital marketing by improving your ROI. Hence, again you can see how remarketing is an effective strategy not only to improve conversions but also to make ROI better. 

The Bottom Line

The digital world is vast and so does the strategies and techniques used by businesses to mark their strong presence here. It won’t be wrong to say that the digital platform is one of the strongest pillars of success for businesses. And all this is due to the presence of different varieties & interests of the audience digitally. 

Social media is flooded with active users and we must say that it has become an integral part of human lives. So, why not businesses will make efforts on the platform that has high chances of delivering the value. The digital platform is so simple for people that they can anytime open the web search what they want and purchase if wishes so or else leave only after exploring. 

But businesses want the conversion to generate revenue, so what about those who left after just exploring the website or app. That’s where the theory of remarketing comes in, it helps target those individuals who left and interact to convert them into the customers. Not only this, but remarketing also has a huge positive impact on other digital marketing strategies and multiplying their results in favor of businesses. The main purpose of writing this post was to tell you about remarketing and what it can do. 

We hope, that it would have somewhat cleared how important remarketing is and how it can help to get better returns on the investments you made. So, what are you waiting for, just plan your remarketing strategy and make the most out of your investments.  

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