Retargeting. What is it?
Retargeting is a form of marketing employed by e-commerce platforms to track website visitors who do not take any action on their platforms. The technology employed in retargeting serves ads to these customers as they browse the internet at specific times with the aim of bringing them back to take an action on those platforms.
There are several ways of implementing retargeting such as using customers’ email also referred to as email targeting, search based targeting which uses keywords to display ads to users who are looking for specific products and services that make use of specific keywords. Customer relationship management systems can also be used to target specific customers based on their profile definition as a way of bringing to their attention products and services they need and lastly site based targeting that serves ads to website visitors who do not take any action with the intention of bringing them back and converting them and which is going to form the basis of our discussion in this article.
How does retargeting work?
1. 1. Potential customer visits your website
2. 2. Browses sections or the entire website.
3. 3. Leaves without buying.
4. 4. They visit other websites immediately or later.
5. 5. They are served with ads from your site from their previous visit.
6. 6. They follow the ad back to your site and eventually checkout from your site.
One important aspect to know about retargeting is that it cannot drive traffic to your website but is more of a conversion optimization tool for those who visit your website. With that in mind retargeting should be used to supplement other marketing channels such as content marketing, search engine optimization, social media marketing and many others to create a large audience that is then acted upon by the retargeting providers by serving them with ads as a way of generating demand. Once a prospect is converted into a client a “burn pixel” is triggered to remove them from the audience list as serving the ads to customers can chase them way. The retargeting technology can also be used to determine the sites that show your ads as well as eliminating those that do not optimize conversions of visitors into prospective clients.
We shall hope to delve deeper in trying to understand retargeting as it evolves in trying to keep up with the ever-changing consumer needs.