Retargeting has earned itself a bad reputation as most people only associate it with those annoying display ads that follow you around the internet for days after you visited a website.
But in spite of its bad public image retargeting can be a very effective tool for marketers, particularly when you consider the propensity for internet users to shop around before making a purchase. In this instance it’s important for brands to stay top of mind and try to entice people back to their ecommerce store.
So to find out more about retargeting and how marketers can avoid making common mistakes, I spoke to Rakuten Marketing’s newly-appointed director of display Rakhee Jogia.
This is an exercise in trying to figure out whether or not retargeting can be done effectively and responsibly.
Much like similar posts where I looked at native advertising and content marketing, this is also a 'beginner's guide' in which I uncover what is meant by the term retargeting, how it works and what I generally consider to be 'best practice'.
First of all, let me tell you of my own experience of retargeting and the almost detrimental effect it had on my marriage proposal.
Here are some of the most interesting digital marketing statistics we've seen this week.
Stats include mobile adspend, hotel search volumes, jobs at tech startups, Google's dominance of web traffic, big data, retargeting and social media.
For more digital marketing stats, check out our Internet Statistics Compendium.
Basket abandonment is an inevitability in ecommerce as it's all to easy for shoppers to lose interest, decide to buy from a competitor, balk at delivery charges, or back out because they were only browsing.
We've previously highlighted stats which show that the most common causes are high shipping costs and forced registration, both of which are fairly simple to remedy.
And these new case studies reveal more reasons behind why customers abandon shopping carts, as well as demonstrating the success that can be achieved with retargeting emails...
A lot has been said about the purchase funnel.
In fact so much has been said about it that many feel it has been exhausted to death. In its wake, a smorgasbord of geometric configurations have been posited: cylinder, concentric circles, orbits, spindles, dodecahedrons (ok, I added that one).
Type 'purchase process' into Google Images and scroll away: everything from crazy path diagrams, the old funnel, cartoons and one that suggests it’s now a pretzel! Personally, I prefer the poetic variety such as the 'consumer journey'.
It suggests a Tolkien-esque epic requiring consumers to circumvent mythical creatures and fiery environs. Which is a typical experience for any of you that have hazarded Bluewater on a Saturday!
But whether it’s a funnel, a journey or a cycle the one thing that is generally the same is that it has a recognized objective beginning and end. That is to say, one of the chief goals of any marketer is to create awareness of their product or service and ultimately keep people interested enough to drive them to purchase.
With 73% of shopping carts left to become idle, abandoned basket retargeting is a key part of the digital marketing mix.
It might be that users are price checking, or that they intend to complete their purchase later or on a different device, so in truth, these may not all be genuine abandonments.
Either way, with the help of analytics integrations or third-party suppliers, marketing managers are proactively trying to recover that 'low hanging fruit' through abandoned basket emails, and with different creative treatments, messaging and abandonment times, there is quite a spectrum of tactics being employed to do so.
Unfortunately, as with a lot of campaigns it seems that 'getting it live' is where attention ends, leading to little or no ongoing optimisation.
So I thought I'd take a look at some of the good, the bad and the ugly of what I've seen recently whilst shopping online.
If you've ever shopped at a major online retailer but not bought something then there's a good chance you'll have noticed retargeting ads flash up during subsequent browsing sessions.
It's a good way of driving sales by encouraging undecided consumers to go back and make make the purchase they were previously considering.
A new tech company, Admazely, has launched a new self-service platform that aims to make the process of retargeting simpler and more cost-effective for small retailers.
I spoke to founder and CEO Peter Vilsholm Therkildsen Schlegel to find out more...
Most marketers are sitting on a gold mine of big data that goes unused.
In January, I kicked off a series outlining how to construct agnostic marketing strategies around dormant data, specifically about personalizing the onsite experience based on purchase patterns.
This installment evaluates two brands I’m very fond of, Hugo Boss and Virgin Atlantic, and outlines opportunities their retargeting programs are not capitalizing on.
Like it or not, social networks are now a vital part of our lives, and whether we're keeping in touch or consuming news or trends, most people wear a number of caps when socially not-working.
So how do we feel about the idea of Big Brother 'helping' with these daily routines?
Consumers' online shopping behaviour changes during the holiday season. While appearing more indecisive they are actually significantly more determined.
However they need more confirmation, and a gentle nudge that a well-designed retargeting campaign can provide.