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29 Jul 2016
Online business is similar to offline business in that a lot of people tend to go windows shopping. This might be because they want to see recent developments, or it might be because they want to compare what their options are. Regardless, potential leads do not always convert into customers during one online session. This means that advertisers need to make sure they can get a person’s attention for a second time. This is called retargeting. Retargeting is used for one of two reasons. Making the customer aware This is as simple as keeping a company in the mind of the customer. The longer that the product or service stays in the mind of a customer, the more likely they are to purchase it. This reason does not necessarily lead to long-term goals, but is rather a short-term solution which can, at a later date, lead to them. The long term goal is nearly always conversion; the aim of any advertising is usually conversion. Making the customer convert Conversion means that a customer is going to fulfil the goal of a website. For example, if it is selling a product or service, the customer should buy that product or service. Conversion is obviously a lot harder than awareness, as it usually means the customer needs to invest more time and money. There are actually two ways to enact retargeting:
- Pixel- based retargeting is where advertising is deployed to re-display your website to previous site visitors. This is done through “cookies” telling user’s search providers which websites they have previously visited. In-turn, the search providers can then display adverts for these websites. This method is very quick and can take effect as soon as a person leaves your page. However, because it is dependent on how many people use your site, the number of people being targeted is going to fluctuate.
- List-based targeting: With the advent of identity based marketing tools, marketers can now aim adverts towards email addresses or phone numbers. This is how list-based targeting works. When a person enters their information into a website, the website can then use that information to ensure that they are being displayed adverts after they leave the website. This method all depends on how many people want to give you their information and is partially reliant on reputation management.