Retargeting (or remarketing) is a digital marketing technique that involves advertising with users who have previously interacted with us. This may mean that they have visited our website, opened an email or simply clicked on a certain link of ours somewhere in cyberspace, for example in a forum.
The concept of retargeting is very broad, changing and increasingly complex.
What is retargeting for?
It has been said many times, but the most attractive thing about retargeting is that it allows you to try to recover 98% of users who leave without making a conversion or purchase. I intentionally use the word “try” because the difficulty of good retargeting lies in its ability to scratch the largest possible percentage of all those users. It could be 0.1% or maybe 4% (which would be triple sales), therefore more important than doing retargeting is doing it right.
Apart from this, what else brings us the retargeting?
- A ROI of up to 300%
- Very specific branding without spending a lot of money
- Reinforcement throughout the marketing funnel (brand awareness, leads, sales, loyalty …)
We would like to go a little deeper into this last point. Although retargeting is always seen as a performance-oriented technique, that is, to achieve direct conversion, we can not forget its contribution at all times:
- Brand awareness. We think that most users who are looking for something open many websites and only look at the information without noticing the brand behind. The retargeting gives us the opportunity to be impacting the user during their purchase cycle so that when they definitely go to buy we keep in mind.
- Consideration. In addition to generating conversions, retargeting is a good assistant for the consideration of buying our product (not just the brand). This is especially true in long buying cycles.
- Conversion. The strength of retargeting. Many times we get a lead, or we close a sale thanks to an offer specifically designed for this channel. A typical case is the rescue of abandoned shopping carts in e-commerce.
- Loyalty. We can sell complementary products, encourage the return of customers or even reinforce the effect of our newsletters with e-mail retargeting.
- Advocacy. You can use retargeting on social networks to show relevant and viral content to our users in an environment where they are much more likely to share and spread our message. It is rather unusual to do so, but perfectly feasible and increasingly common among major brands