Posts tagged with Retargeting

Interest abandonment: coming to a purchase funnel near you

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. 

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Abandoned shopping baskets

Abandoned basket emails: the good, the bad and the ugly

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. 

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Start Me Up! A profile of Admazely

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...

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How Hugo Boss and Virgin Atlantic can improve their retargeting

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.

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Is Facebook Exchange (FBX) also a wedding planner?

Is Facebook Exchange a wedding planner?

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?

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Why retargeting is an integral part of your holiday season marketing mix

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.

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Facebook Exchange: a new dog doing old retargeting tricks

The social network launched Facebook Exchange to combat investor scepticism of its ability to monetise on its users through advertising.

Early results suggest that the hailed value of user data has been sidetracked by a well-known advertiser darling: retargeting.

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Re-targeting and paid search coming to Facebook. Will you be ready?

Facebook has been making great strides in further monetizing their platform. With stock prices down and a few recent acquisitions under their belt, it’s becoming increasingly more necessary to build onto the already pre-established advertising capabilities.

With much focus being on ‘organic growth’ and ‘engagement’ stemming from their Sponsored Story Ad Units, it only makes sense to compliment the organic with Paid Search. Many users utilize Facebook Search to navigate to brand pages – Facebook is now making it easier to have a specific brand page bubble to the top for keywords, and also brand terms.

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Facebook launching real-time ad platform: report

If there was any doubt that Facebook is going to be putting the peddle to the metal on its monetization efforts now that it's a publicly-traded company, those doubts are apparently going to be eliminated very quickly.

That's because reports have surfaced indicating that the world's largest social network is on the brink of launching a real-time ad exchange dubbed Facebook Exchange.

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How first party data can boost your retargeting campaign

With the advancement of digital innovation in display ad targeting and personalization, it is now possible for advertisers to optimise their display campaigns in real time, based on their internal business data.  

Tying advertisers' own internal data with their display campaigns is a pot of gold that few advertisers have fully tapped.

Here are some best practices for increasing online sales by using information you already have...

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Q&A: Struq CEO Sam Barnett on retargeting

Retargeting is now a common advertising tactic for online retailers and, like many people, I'm often followed across the web by a pair of trainers I looked at earlier that day. 

We interviewed behavioural targeting provider Struq about the various issues around retargeting...

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When retargeting turns into stalking

Online ad retargeting is a very powerful concept that, in the wrong hands, can not only infuriate your prospective customers but also threatens the entire cookie-fueled display advertising market.

We've all been the victim of this: you look at a pair of pink, fluffy handcuffs on BondageMaster.com and for the next three months, the very same handcuffs appear on almost every other site you visit. Spooky.

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