The digital marketing universe is capricious. Marketers design various strategies to attract potential clients. They use the trial and error method. Sometimes they succeed and other times they fail. However, Remarketing is a sine qua non for your business. I mean to say it is absolutely necessary. It is a low-hanging fruit. It is easy and brings loads of revenue.
What is Remarketing?
Remember teleshopping ads, well they still run all night; trying to sell air sofa cum bed. Once you make a call, they try to send an SMS or call you again for other products. And you get caught in the cycle of remarketing.
In the digital world, Remarketing is reaching out to the visitors who left your website, without converting or sliding down the sales funnel. A website tracks a customer and sends emails to its potential leads, even after they leave your website. These offers persuade them to revisit your website and perform some action. The aim of remarketing is not just conversion or making a sale, it is also to gather other details like email address, contact number, and other personal information. Today, every brand whether it is H&M, Zara, Dominos, Trivago, or any other, asks for the contact details of its customers. Ever wondered why? Yes, for remarketing.
95% of users visit a website without the an intention of making a purchase. And if you are not targeting this huge percentage of customers, then you are missing a huge chunk of probable consumers. Remarketing campaigns design personalized and specific emails to convert potential leads into sales. There are many mediums of approaching a visitor such as sending emails, newsletters, notifications via app, and by growing social media presence. Remarketing boosts conversion rates because a prospective customer sees online ads, deals, offers coupons through emails and falls into the trap.
What is the difference between Remarketing and Retargeting?
Most people use remarketing and retargeting interchangeably. There is a slight difference. Remarketing uses emails, newsletters and other communication techniques to inform customers about their offers, new products, or renewing of subscriptions. While in Retargeting, a customer is shown personalized ads and pursued to make a purchase. These specific ads are placed by third parties such as Google Display Network or Facebook. They let the personalized ads appear on other websites, where the potential customer goes.
Did you ever have a feeling that online ads are following you? Let’s see this instance, suppose one day you Google for a fine set of earphones. You go to various websites. But forsake the decision of buying. However, now you will begin to see ads for those earphones which you liked. These ads will take you to the websites that you browsed earlier. This is called Retargeting. Brands are able to track you because they store information about your details in cookies. When you get an email about deals from Myntra or Swiggy saying it misses you. It is Remarketing.
Marketers should not include every visitor in their retargeting list. They should target only potential leads like those visitors who have visited the website at least two-three times, users who have recently visited their website and who have spent more time exploring the products.
Benefits of Remarketing
1) GRABS THE ATTENTION OF CUSTOMERS
There are many times, potential clients leave your website to attend a call or are distracted by any other thing. Remarketing helps in reminding them about their unfinished purchase.
2) BOOSTS CONVERSION RATES
Customers visit your site because they are looking for similar products like yours. Remarketing increases the chances of sliding them through the sales funnel.
3) INCREASE ROI
You focus on the potential clients and send them personalized offers and schemes. This way, the customer becomes more interested, leading to a purchase.
4) GROW YOUR REACH
With paid remarketing, you can use the remarketing list in Google. This way you can optimize your ads. Google will match the list and show ads to prospective leads only.
Remarketing is about reaching your leads at the right time with the right products and offers.
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Written by - Arunima Sharma and Rishi Singh
