A lot of people ask us why retargeting works so well for brands. Successful digital marketing relies on a couple of premises: get people’s attention, offer them something of value and if that does not work — a way to bring them back to you again. For this article we are going to focus on the third part of the equation: bring them back again.
When you get your audience’s attention, who’s to say that you have the right timing, maybe we reach your target users in an inconvenient moment and although the user has the best of intentions to return to your site, content or offer — but, sadly they do not. That’s where a retargeting campaign enters the digital marketing strategy.
What is Retargeting?
(Often referred to as) Behavioral Retargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions. Retargeting tags online users by including a pixel within the target webpage or email, which sets a cookie in the user’s browser. Retargeting History
Why Retargeting Works
To me, there are two real reasons why I think behavioral retargeting works well for digital marketing campaigns — message and brand reinforcement and magic and mystery.
When you serve ads through a third-party ad server, like AdRoll, you are giving your audience a second chance to get your content on your website. When WordPress developers and web designers add the retargeting pixel to the site’s code they are attracting a higher number of potential views. When used strategically as part of a bigger marketing campaign, the results are significant. These results typically yield a higher clickthrough rate and conversion rate.
By reinforcing your brand’s message, you can reach them in another manner at a time that works better for them.
The second reason is one of mystery and magic. Sometimes, your audience is unaware of how retargeting works and consider it mysterious and magically. While admittedly, it may cause alarm for a small segment of the audience, many are intrigued and consider seeing your ad a great coincidence.
Whatever your logic or reasons are, using behavioral retargeting is a great way to expand your reach, get your message out there and bring more people to your site. Give it a go, or contact us and we can help you get started.