Posts tagged with Retargeting

Google to roll out custom audiences targeting feature: report

Facebook's Custom Audience targeting feature is one of the social network's most potent.

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Customer journey from search to checkout: Christmas jumper special

This was going to be a rigorous test of another specific UK fashion retailer’s paid search strategy, through to landing page and eventually checkout. Essentially a complete ecommerce journey from the customer’s point of view.

But then I was bombarded with LED festooned Christmas tree jumpers, wool sweaters featuring Santa with a fake wobbly Santa belly and pullovers with Rudolph’s glowing red nose and things went dramatically off-course.

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What makes the Adidas basket abandonment emails so good?

When compared to its sporting goods rivals Adidas has a rather lacklustre ecommerce site.

There’s a lack of personalisation, there are no multichannel return options, delivery options are non-existent and the free delivery minimum spend is exceptionally high. All this plus a rather clunkily designed site mean that Adidas needs to up its game when it comes to ecommerce.

That being said, since exploring the site one week ago, I’ve found that Adidas is doing excellent work in the field of email marketing, in particular basket abandonment emails. Let’s take a little journey into my inbox…

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terminator

When marketing automation goes wrong

Consumers love it when a company's mask slips. They jump on perceived proof that businesses are all in it to rip off the customer.

PR snafus such as Sainsbury's recent inside-outside poster are a good example of this phenomenon. Social media goes crazy.

In recent times, the move to enhanced service, partly stimulated by the commercial internet, means the mask has further to slip (but it still can). Companies aim to be transparent and friendly with customers on an increasing number of marketing and comms channels, but mistakes still occur.

Marketing automation is one area where brands must be vigilant, lest the wrong message be sent or the right message at the wrong time.

So, here's a roundup of some ways in which marketing automation can go wrong, in social, ecommerce, email and advertising.

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The ultimate guide to personalisation: content retargeting and engagement

Online shopping has become so much more than simply a place to buy.

Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.

Here’s an overview of how you can use content to help increase conversion rates.

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your name here

A guide to personalised advertising online

Hello Brian. There are many ways an online ad can be personalised and targeted.

In this introduction to personalised ads online, I thought I'd order the information by marketing channel, rather than by types of targeting.

Ads can be targeted to behaviour, demographic, time and audience. Most people think of personalisation as a little more tailored than, say, device type, and more about personal information that a company has about you, be it name and age, or browsing and purchase behaviour.

Personalisation, despite implying one-to-one interaction, is often a more sophisticated automated and rules-based take on traditional segmentation of a database and delivery of a marketing message.

It can be based on information you have given to a company or on information inferred or collected with tags, or matched up with third-party data.

With marketing technology becoming more sophisticated and at the same time arguably easier to use, personalisation is an area set for prominence in marketing over the next couple of years.

CRM software allows companies to tailor web experiences to different segments of users and this redefines the purpose of a previously static web page or marketing message.

In this post though, I'm concentrating on advertising online and how it is personalised. Away we go!

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stars and stripes

The best US digital marketing statistics of the week

A mobile and email festival this week in the US, with stats on devices, retargeting, content consumption and even some TV thrown in.

There's also some titbits on webrooming and ecommerce, including a beautiful infographic.

For more digital marketing stats, check out the Econsultancy Internet Statistics Compendium.

Without further ado, let's get into the stats.

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Display retargeting buyer’s guide highlights growth in mobile retargeting

The retargeting industry has seen a boom in recent years as consumers become increasingly immune to generic display campaigns, creating a need for highly targeted and personalised campaigns aimed at the individual rather than the masses.

For advertisers, site retargeting has become standard practice, and they are looking at new and innovative ways to retarget their customers.

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retargeting

Retargeting: how to ensure it is useful rather than intrusive

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.

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missed target

What is retargeting and why do you need it?

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.

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10 interesting internet marketing statistics we've seen this week

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.

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basket abandonment

Nine case studies and infographics on cart abandonment and email retargeting

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...

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