Remarketing is not haunting….it’s helping!
Kenneth Wisnefski, May 20, 2013
I am sure by now all of us have become keen to the notion that by visiting certain websites, those sites track our view, and in turn ensure we are “remarketed” to continuously view ads from the company as we further navigate the Internet. To some users, this practice could be perceived as annoying or even haunting, but from a brand perspective, the value is extremely high.
Let’s investigate remarketing a bit further to gauge its true effectiveness. In society today, people’s buying behavior continues to evolve. All too often, people begin a search for a certain purchase and then become distracted and abandon their purchase to return at a later time. What then prompts a user to restart that search? Could it be an ad that pops up reminding them that they needed to buy their kids rollerblades from a big box retailer with rollerblades popping up on every other news related site that they visit? Most likely - because that ad will prompt a person to reengage on that search, and in many cases, cut to the chase and go right to that particular retailer who remarketed to them.
One of my favorite stories about remarketing involves a Senior Project Manager here at WebiMax…who shall remain nameless as to not embarrass him (Chris Surovick). Chris was kind enough to purchase his daughters bunnies this past Easter. It was a smash hit as his girls absolutely loved the bunnies, but Chris was left with the realization that he needed to now house these animals and immediately began a search for bunny hutches. Chris had an out of town trip the next day to prepare for, so he abandoned his search only to be followed by ads showing off some impressive bunny hutches. He relented and purchased a hutch from one of the most active remarketers. This is real life, and this is how consumers are making purchases.
The negative that you will hear is that all too often the intensity of the remarketing is overly aggressive and a consumer could become upset with a brand because of their intense process. I agree with that notion and stress that you can control the frequency of the actual remarketing that the consumer will see. While you want the consumer to remember your brand, you don’t want to come off as overzealous as this will do more harm than good for your company.
Remarketing should be an integral aspect of any digital campaign. It’s builds brand awareness and allows you to recapture visitors who clicked off your site. With only roughly 2% of all consumers making a purchase the first time they actually hit a website, remarketing is an effective means to continue to target that consumer. The cost of remarketing is very reasonable and is a high driver of ROI.