When it comes to success on the Internet, whether via the means of a blog or a website for your business, nothing is more crucial than customer experience. When a person visits your site for the first time, they perhaps do not know much about what it is and will expect to be guided throughout. On a second or third visit perhaps, too much hand holding might prove to be averse to a positive experience.
Or perhaps you’d like to show only relevant ads to a customer then they revisit your website based on the interest shown by them on their private visits. For example, you might choose to show only ads related to golf clubs to a customer who previously visited your sports goods site and browsed only the golf section. Clearly it would be futile to show such a person ads about football equipment.
This is exactly what retargeting does. Explained in layman’s terms, it’s the art of efficiently marketing to people who have previously visited your site and know a bit more about your business or your brand than a first time visitor would. This is a highly effective practice, especially for sites that sell a product or a service, as often, a customer isn’t convinced to buy on their first visit.
This technique is executed with the help of the age old technique of dropping cookies when a person visits your site for the first time. For example, when they visit your website for the second time, the presence of the cookie can identify them as a returning visitor and the experience is tailored for their requirements. Many businesses take this a step further by signing up for a advertisement retargeting campaign with agencies that provide such services. This is a highly effective method which allows you to keep your brand in front of the eyes of a potential customer even when they are not on your website.
Here’s how it works- A person visits your site and after browsing around, leaves without making a purchase. Later when they are browsing around the web, they will be shown your ads specific to the products or services they were browsing. This is targeted marketing at it’s best!
The best part is that once a user has made a particular purchase, they are auto exempted from the list and the ads stop appearing in on their screen, thereby reducing the risk of overexposure for a business. Similarly, a business owner can also control the frequency that such ads should appear on a potential customer’s screen. This ensures that a user does not develop a negative association with your brand.
It’s easy to see why the trends has caught on so well and businesses, whether big or small are adopting it as quickly as possible in their online marketing strategies. If you’ve not adapted the practice of retargeting to your online business, then you are clearly lagging behind the competition.