A few years back the best form of advertising were through mediums like television and radio, they were the best means to reach large audiences and grow brand awareness.
Clearly, bigger brands with larger budgets were the ones with the most effective advertising campaigns.
Now, Increased media fragmentation and tools for reaching people -like retargeting have evened the field.
Even personal businesses have the opportunity to be in the face of their target audience and increase brand awareness at a faster rate than larger brands.
What is Retargeting and How Does it Work?
Retargeting is a form of online advertising that connects with people who have previously shown interest in your brand product. It is a way to keep your prospects engaged and entice them. It allows you to strategically position your ads in front of them as they browse across other sites online.
Making sales is a process, visitors don’t just make purchases the first time they visit your brand’s website, this is where retargeting comes in.
The trick of retargeting is, it allows you to show ads to the right buyer(people who have shown interest in your product, by visiting your website or old customers) with the right offer at the right time when they are ready to purchase.
How it Works
It is a cookie-based technology that uses a Javascript code to anonymously ‘follow’ your audience as they browse on the internet. By placing a small, inconspicuous piece of code on your business website, the code drops an anonymous browser cookie.
Once your cookied visitors browse through the Web, your retargeting provider gets the information instantly and knows when to serve ads, ensuring that your ads are served only to people who have previously visited your site.
Retargeting offers many benefits, some of which are;
1. Keeps You In Front Of Your Prospect
This is one thing that sets retargeting apart from other advertising tactics. With a well designed retargeting ad, communication with your potential or current customers doesn’t end when they leave your site. Retargeting is a brand building tool that gives you an opportunity to build up your brand’s familiarity with your target audience.
2. Increases Conversion Rate
Retargeting reduces the amount of time it takes for your prospects to make a buying decision. It gives you the opportunity to provide custom content to visitors who previously visited specific pages on your site and keeps your ads in front of the visitor until they’re ready to convert
3. Set You Apart From Your Competitors
Exploring retargeting advertising will place you at an edge over your competitors as you get to target the specific audience that needs your services and not just any audience.
4. Retargeting Maximizes ROI
There’s no other advertising tactic that offers the return that retargeting does because It allows for you;
- Be efficient with your advertising spend
- Reach your highest value targets
- Recapture their attention with effective, compelling content.
- Turn more visitors to loyal customers.
5. Promote similar products and services
With retargeting, you can advertise similar products or services prospects who had visited your website thought wasn’t right for them. Similar products which they may not have found while on your site but subconsciously are interested in.
Retargeting is unique because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. Most marketers who use it see a higher ROI than when they use other advertising tactics.
Retargeting works effectively in nearly every industry from e-commerce and travel agencies to B2B and entertainment. It’s great for any brand interested in engaging current or prospective customers online. using this cookie-technology to find users has grown to work across most websites, social networks, and even emails.
