digital marketing

Remarketing: what’s all the A customer comes into your shop, looks around and then leaves. An all-too-familiar scenario that often fuss about? means that another customer has passed you by and now they are gone. Fifteen years ago, this was a missed opportunity, a time to rethink strategy, a “We’ll get the next one” moment? Windows of opportunity were limited to your shop window, print ads and word of mouth. Wouldn’t it have been great to see where that customer went after leaving your shop? What would you have given to know that they’d gone into a competitor that advertised lower prices, or higher quality, or quicker delivery times? That would be the greatest insight into their priorities you could wish for, information with which you could shape forthcoming strategies, promote that part of your service or offer a special deal next time, matching your deals to their buying priorities. Your brand would instantly seem more in touch with its customers, leading to more loyal customers with a higher average lifetime value, better reviews, and more engaged service users. The data that the digital world provides means that this is now possible. You now have the opportunity to get that exact customer back and replay the scenario again, like that one hard level of your favourite video game. You can change your tactics and try again, and again, finding the combination of moves factor of 10, showing the real results and messages that will secure a that remarketing can have. conversion. Many businesses worry about asking When was the last time you were their customers for their personal convinced that your phone was data, worrying about overstepping listening to your conversations? people’s personal boundaries and You felt like you’d mentioned a product or service to a friend, conducted a brief Google search making them feel uncomfortable. But it seems that this ‘creep factor’ may be overestimated. in a bored lunchtime and thought Pew Research, one of the world’s nothing more of it? Suddenly, across largest civil polling agencies, found every website you visited and social that 47% of us are willing to part feed you read, adverts for these with our private data, such as email products sprung up. addresses, to get a better deal. You had shown ‘the cloud’ what So why isn’t your agency pushing you were interested in, a trigger remarketing as a strategy? now setting those adverts Many agencies charge a percentage in motion. of your marketing budget and since Remarketing sounds you are likely to spend less with a like a buzzword, remarketing campaign to gain similar but it’s a concept results, it’s not really in their interest, as simple as the despite it being in yours. name suggests; If you have a high traffic website or sending busy social media accounts, perhaps you too could reap the benefits of remarketing. Implementing a digital strategy built on data insights, businesses now have their chance to get ‘the one that got away’ back. By intertwining our marketing across search engines and social media, we are able to track our shoppers throughout their day, presenting our branded, targeted messages at the optimum time. Typically remarketing costs less-perconversion and often leads to more loyal customers that on average have a higher lifetime value. Sometimes, the chase is worth it.

marketing messages to people that have already interacted with your company. This might be to people that have been on your website and failed to convert; perhaps they got as far as an ordering page and were turned off by high shipping costs, for example. Or, it could be sending targeted messages to people who follow your social media accounts, or customers that have previously made purchases. It’s a well-known fact that it’s easier and cheaper to re-ignite an existing customer or follow up a hot lead than it is to try to acquire a new customer from a cold start. The data supports this theory, it works and often leads to much higher brand awareness. One study in America reported that remarketing led to a lift in branded searches by a

Joel Rush

AsOne Digital Business Development www.asone.co.uk