We live in an age where digital marketing holds a lot of significance in the success of a business or a brand. It encompasses all marketing endeavors that use the internet and involves social media, search engines, websites etc.
If you want your digital marketing campaigns to reap lucrative results, you must provide a second chance to your leads or visitors to become a paying customer. This second chance or opportunity is possible in the face of 'remarketing' efforts. Think of it like this… just like your target audience, you likely shop around, checking pricing and reviews before making your decision. During this phase, you’ll want to keep your company, your brand at the forefront of their mind. How do you do this? By following them across the internet and remarketing to them in a non-stalkerish way.
But first, let's see what remarketing is in terms of digital marketing and how it can help you to boost returns on your lead generation efforts and encourage conversions.
What is Remarketing in Digital Marketing?
In a nutshell, remarketing is essentially developing personalized ad campaigns for users who have previously shown some interest in your website or content.
Remarketing in digital marketing is a type of online advertising in which businesses connect with and target users who have previously interacted with their website or other content. It's one of the most popular and effective marketing strategies as it allows businesses to boost their revenue cost-effectively. This is possible because only users who've previously shown some interest in your brand or business are targeted in remarketing. Simply put, in remarketing campaigns, ads are shown only to those who have an interest in your product or services and remind users that we are there for them.
I like to think of remarketing like a spider and her web (though definitely less sinister than how it sounds). You’ve attracted potential customers to your website and by visiting your website they then get trapped in your spider web (i.e. Facebook Pixel or other code). Once they’ve been trapped in your web, you can then follow them across Facebook or the internet with ads to draw them back in for the big conversion.
Remarketing vs. Retargeting
Remarketing has often interchangeably been used with retargeting, but there's one slight difference between both:
- In retargeting efforts, ads are displayed through third party networks such as Facebook ads.
- Meanwhile, remarketing ads are personally disseminated to the target audience without the interference of a third party, e.g. email marketing.
Advantages of Remarketing in Digital Marketing
Apart from a soaring return on investment, the following reasons contribute to making remarketing one of the most effective digital marketing strategies:
Customization: Ads shown to users are particularly designed to match their requirements based on their past internet searches. Doing this allows businesses to hit the bulls-eye by advertising the right product or service to the right audience.
Segmentation: Ads of a remarketing campaign are only displayed to qualified prospects or individuals who have already exhibited a real interest in a product or service.
Website Traffic: Remarketing campaigns work effectively in redirecting traffic to your website, which can be quite favorable for your website SEO.
Conversion: It is projected that more than half of the internet users visit up to four different websites before making a purchase decision; remarketing allows businesses to appear on stage during this time along with a fitting offer to attract the attention of the buyer and steal a purchase.
Why is Remarketing in Digital Marketing Important?
There are numerous reasons why remarketing in digital remarketing is important. Few of these reasons are:
- Helps to heighten conversion rate
- Allows brands to capture the attention of website visitors who showed interest but did not make a purchase.
- It helps in creating brand awareness and gives more authority to your products.
- The more times a prospect sees an ad, the huger will be the impact on their purchase decision. Because your product will be the first thing to come in their mind when they are looking for a similar item.
- The higher visibility would lead to higher purchases.
- Remarketing is also an excellent way to grab the attention of your competitors' customers and potentially even make them yours.
These are just a few of the reasons why remarketing in digital marketing holds so much prominence.
4 Types of Remarketing in Digital Marketing
Although there are several types of remarketing in digital marketing, the most popular and widely used are:
#1: Standard Remarketing
Standard remarketing encompasses ads' display to visitors who have previously interacted with your website or page but did not take any profitable action. Moreover, it also targets people who use search engines like Google, Yahoo, Bing, etc. to explore keywords that are in some way related to your product or service offerings.
For instance, if you search for SEO tools on a search engine and the results show ads related to numerous SEO tools by different platforms, this is an example of remarketing and an excellent addition to an SEO campaign.
#2: Dynamic Remarketing
Dynamic remarketing comprises those ads displayed to an individual user based on the specific behavior they had on your website or web page. This involves ad messages that are particularly designed and created for the person who is viewing it. Personalized ad messages increase the person's likelihood of coming back to your website for making a purchase.
For example, in an e-Commerce website, dynamic remarketing ads would involve displaying the exact products that a visitor placed in their shopping cart but did not purchase. These ads would encourage them to add those products in their cart again, but this time with an additional push to make a purchase.
#3: Video Remarketing
Video remarketing is gaining a lot of popularity nowadays as people are more inclined towards watching videos instead of reading wordy passages. Video remarketing involves broadcasting ads to individuals who have either previously watched one of your videos or have visited your website in the past. Moreover, another way of displaying remarketing videos is on YouTube, either at the beginning or between videos.
For example, if you are watching a video related to taking admission in a university but at the beginning or between the video, get interrupted by an education institute's ad. It is a prime example of video marketing.
#4: Email Remarketing
Email remarketing is one of the most effective forms of remarketing in digital marketing. In this type of remarketing, brands display their ads to those individuals who have entered or opened their personal email ids on their website. They might have clicked the link but did not make a purchase. Targeted follow up emails are sent to such visitors to remind and convince them to come back to your website and make a purchase.
For instance, a shopping cart reminder (abandoned cart) email is one of the best ways to utilize email remarketing in digital marketing. Moreover, adding a CTA or call to action button in your emails is an excellent way to win a purchase. Therefore, be sure to add this in your email remarketing strategy.
There are several remarketing techniques or strategies out there, but few of the most popular and widely used methods are:
- Define your remarketing audience
- Produce videos for YouTube, Facebook and Instagram
- Remarket through an email campaign
- Content remarketing
- Remarketing via Google AdWords and Google Analytics
- Use auto retargeting
- Remarketing lists for search ads
- Showcase diverse product categories
There's no denying that remarketing in digital marketing is one of the most effective strategies to boost returns on your lead generation efforts. Hence, it would be best if you incorporated remarketing endeavors in your digital marketing plan. Moreover, there are numerous types of remarketing available, so make sure you choose the best fit for your needs.
If you want to enhance your visibility and build brand recognition among your existing and potential clientele, make sure to check our website for a wide range of digital marketing services and channels. Let’s work together to come up with a strategy for successful remarketing to increase your company’s conversion rate. Pendragon Consulting is experienced in both social media advertising and PPC campaigns and can create effective ads to reel them back in.