Remarketing promotes customer conversion by encouraging brands to review their marketing practices. It is different from other marketing strategies because it pushes for personalized targeting. In this sense, it is similar to account-based marketing because of its propensity to segment as much as possible. In any case, this marketing process has many advantages linked to brand awareness and benefits. At the end of this article, we present 3 useful guidelines to apply the precepts of remarketing.
- What is remarketing?
- Is there a difference between remarketing and retargeting?
- Remarketing and its 3 main advantages
- 3 strategic tips for good remarketing
For brands, remarketing is about connecting with past prospects, leads and customers through personalized marketing. This includes all types of customers, whether or not they have already purchased from the company’s website. In addition, it allows advertisers to see the extent of brand awareness (Isoraite, M., 2019). Thus, B2B and B2C companies design marketing strategies closer to the customer’s needs. As a result, they increase their chances of converting prospects into customers.
In online advertising, we talk about remarketing on one condition. Indeed, these ads must target customers who have visited the brand’s web domain. Because of its particular aspect, this practice reminds us of the precepts of account-based marketing.
Remarketing stems mainly from the marketing tools proposed by Google (Arya V. et al. 2019). Indeed, the American group was one of the first to structure digital ads to follow users’ customer experience.
In short, remarketing has several strings to its bow:
Over time, we’ve seen confusion between “remarketing” and “retargeting.” There are two reasons for this:
- Their interchangeable use by advertisers
- Their similarity, they are, after all, both marketing techniques targeting former users.
The main difference between remarketing and retargeting lies in digital platforms. In the case of remarketing, we often refer to Google, which is different from retargeting. With the development of new e-mailing solutions or online advertising management solutions, it becomes complicated to distinguish these two concepts.
Now that we know more about remarketing let’s look at the benefits of this practice. It turns out that it is very interesting for companies aiming at sustainable growth. Indeed, this marketing process enhances targeting, awareness, and profits.
Improved target marketing
Remarketing means better targeting! That’s why we would like to talk about this before anything else. This process is such that it helps companies in their new contact with their users. To do this, brands need to dig into the customer data at their disposal. For example, they need to understand and analyze the following:
- What captures the interest of their prospects and customers
- Which public is most likely to return to their website
- What ideas are coming from the competition to identify the most impactful ads and best practices in communication?
To summarize, this tactic improves targeting by getting back to promising users. It reminds them of their previous visit to the brand and encourages them to visit the website again. In short, these are all good practices that we find in trigger marketing.
Thanks to remarketing, brands know the market better and are more original in reaching their target audience.
Increasing brand awareness
Here, we bring a message to the big companies in the making. This process will help you build your brand awareness! Of course, a good presence on search engines remains the ideal angle of attack for your future remarketing strategy.
There are many examples of applications depending on the sectors targeted. Here are a few cases that apply to the clothing, travel, and IT industries:
- Clothing: orienting its advertising around the new winter collections for a public that is already a regular customer of the brand
- Travel: develop “all-inclusive” vacation packages with a clientele that has sought out this type of offer in the past.
- IT solutions: enhance the latest updates with a highly targeted and specific ATS policy to reach your audience.
Remarketing will work better once new brand offers are highlighted.
Increase remarketing profits
Finally, the two advantages mentioned above have shown that remarketing brings in more repeat customers. But it doesn’t stop there. It is also a good practice because it is a low-cost strategy! Indeed, opting for digital advertising means lowering the cost of customer acquisition.
Many companies have used remarketing to improve their profitability. Let’s take the example of Amazon! The firm used this tactic by delivering personalized ads to a specific audience. Indeed, it targeted customers who did not go through the checkout after filling their cart. This personalized advertising message shows the company’s interest in users who have passed through its online sales outlet. This trigger marketing technique refreshes customers’ memories while strengthening their bond with the brand.
A good implementation of remarketing campaigns requires a few key steps. Among these, we have chosen to distinguish 3:
- Create well-thought-out landing pages
- Use Google’s remarketing lists
- Test to be more successful.
To do good remarketing, you absolutely must work on your landing pages. Indeed, these are the driving forces behind conversion. On websites, optimizing this conversion rate is important to create a smooth and beneficial user experience (Miikkulainen R. et al. 2018).
Additionally, good landing pages help solidify customer trust in a brand.
In remarketing, we recommend creating landing pages for each funnel marketing stage. This allows you to tailor the user experience to their specific needs. This also applies to the content section of your web domain, your pages intended for a B2B audience, and so on.
Next, let’s look at the benefits of remarketing lists for brands. Proposed by Google Analytics, these lists allow you to target certain groups of customers precisely. These users have already visited the brands’ websites. Google tools classify them according to their type of journey. Then, submitting relevant ads according to their consumption habits becomes possible!
These lists are based on customers’ interest in your offer to reduce the bounce rate.
To illustrate, let’s take the example of a hotel using these remarketing lists. To do so, its marketing director will target people who have searched for keywords such as “beach vacation” or “luxury hotel.” Using his knowledge of natural and paid searches, the marketer will then propose special offers to them. He also strengthens his local presence by encouraging them to book with him rather than with one of his competitors.
Test and learn from your mistakes
Finally, this advice applies to many marketing practices, but it is so true for remarketing. As part of this marketing strategy, we rely heavily on data analysis. So, brands must test several different approaches before opting for the one that is the most appropriate. Don’t be afraid to try something new.
The fields of application are varied. Modifying one’s approach to the market based on it allows one to improve:
- But also, the intrinsic nature of your offer
For example, Uber has always done this. The company has yet to resign itself to experimenting regarding communication. As a result, Uber has been able to increase its awareness and build loyalty among its new customers. Today, the brand’s ads are direct results of conversion rate optimization practices, such as A/B testing.