digital marketing
By Carrie-ann | Jun 13, 2017 | Remarketing

The world of Remarketing

Remarketing, also known as retargeting, is an increasingly popular method of advertising via the internet.
It allows businesses to retarget visitors to their websites, using different methods and strategies, and deliver specifically designed adverts to those visitors depending on their demographics, which pages of the website they visited and which media they are using.
It’s a highly versatile tool, then, for businesses of whatever size.

How Does It Work?
At a basic level, remarketing works by allowing cookies to be placed on the devices of visitors to your website. These can be for every visitor or different ones for different pages or stages of your users’ experience.
The cookies then activate an advertising campaign through a provider such as Facebook or Google. In the case of Facebook, for example, they will see your adverts when logged in to Facebook.
You can create different adverts for different people or those who have reached a particular part of your sales funnel, for example.

Why Is It Used?
It is estimated that 98% of people who visit a website will not follow through with a purchase on their very first visit. Remarketing allows you to get a second chance.
Remarketing is used for various reasons, including:
•    To increase brand awareness.
•    To build customer loyalty
•    To convince website visitors to go through with a purchase or action they started but abandoned.
•    To keep your business’s name in the forefront of someone’s mind when they are doing research into a product or service they are going to buy or use.
•    To inform existing clients of special offers or new products.

What Are the Benefits?
Remarketing is a particularly low-cost and usually effective method of advertising. It has a low cost per click and a high conversion rate, so it can be successfully used by even small firms.
The different methods allow a range of strategies, depending on your aims and budget.
They can run in tandem with email campaigns to target specific people for specific reasons.

How Best to Use It?
To get the best results from remarketing, you must first do your research.
It is essential that you know your customers – their demographics – as well as your target audience.
It is also important to understand the different media your adverts will appear on and to have knowledge about the advantages and disadvantages of each provider of remarketing so you can make an informed choice about who to use and when.