Remarketing – the advertising method you need to be familiar with.
You’ve established a business and work day and night to ensure its growth and success. You constantly improve, change, and work hard to bring the business to new heights. There are many aspects to consider, and branding and advertising are essential actions that require your attention, energy, and resources. Advertising is the growth lever of the business, and without it, you won’t achieve your goals. Every business owner, entrepreneur, and manager needs to be aware of marketing and branding, especially digital media branding. However, it doesn’t mean that every business owner has to do it all by themselves. There are advertising and media companies with experts in the field. Still, general knowledge of digital advertising is always crucial.
Why do we emphasize digital media? Much has been said about the world of digital marketing and the powerful tools it provides us as marketers and advertisers. It’s not just another marketing channel; it’s a marketing channel with features that we have never seen before and do not compare to other media. We have never had such powerful tools to target our audience as digital media provides us. Various tools manifest in the audience targeting capabilities of Google campaigns and advertising on social networks, enabling us to reach warm leads. These tools continue to evolve, and sometimes it’s challenging to keep up with the pace. This time, let’s talk about a tool called REMARKETING, a tool that has been in use for several years, and there is no media professional who is not familiar with it.
So, what is remarketing?
Just as you need to know what SEO is, you should understand what REMARKETING is.
One of the challenges in digital media activity is losing customers at various stages, meaning they do not complete the purchase. They may visit your product after a lead generation campaign on Google or social networks, but in the end, they do not make the purchase. In other words, you invested in acquiring the customer, but the purchase did not materialize, and you continue trying your luck in the digital world, hoping that the next visitor will close the deal.
But let’s understand the psychology of the user. If the user didn’t purchase the product, does it mean that your product is not suitable for them, or they are not interested in it? There’s a high chance that the user is not ready to make the purchase yet or has changed their mind. If the user actively searches to buy a product, eventually, they will make a purchase through one of the offers they encounter in digital media, whether it’s today, tomorrow, or if not with you, then with your competitors.
This insight leads us to a very important conclusion – there is a high probability that the user who visited your site will make the purchase; their chance of making a purchase is greater than the general campaign you are running. Therefore, you need to conduct a campaign that focuses on those customers who have already shown specific interest in the product, or in other words, a remarketing campaign. With this campaign, you can reach the user in various ways and times, ultimately encouraging them to make the purchase. The success rates of remarketing campaigns are higher than general campaign success rates.
Everyone involved in digital media and digital advertising today pays a lot of attention to remarketing, thanks to the advanced capabilities of digital media and the tools it offers. Without delving into the technical details of the technology, let’s focus on the marketing aspects. In general, using remarketing requires embedding specific codes on the website, allowing synchronization of campaigns across search engines and social networks to identify users for whom a remarketing campaign will be presented.
Through a remarketing campaign, we can identify the customer (in an automated process, of course) and present them with new advertising messages that will give them the final marketing push and prompt them to buy the product. This is a more cost-effective investment than a campaign for acquiring new customers, but it doesn’t replace regular campaigns. A remarketing campaign allows you to get more out of the general campaign and increase conversion rates.
Knowing how to use technology
To benefit from remarketing, like other tools in digital media, you need to know how to use them. We’re not referring to technical aspects; anyone can learn that. We mean using them correctly from a marketing perspective to ensure effective marketing and value for your media budget. The technology allows you to identify the customer who abandoned the purchase, but it’s your responsibility to build the right campaign that will bring them back to making the purchase. There are various marketing questions to consider, such as which ads and which wording to use in the remarketing campaign and even how many ads to load on the user. Using remarketing has become common, but there are cases where it becomes too intensive. Therefore, it’s important to know how to use technological capabilities correctly. Remarketing is just a new and sophisticated targeting tool; you need to know how to tailor the right campaign for the audience. Only an experienced digital advertising agency can ensure you make the most of this tool.
