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What Makes Retargeting Successful?

An introduction to how the concept is different from regular display campaigns.

Retargeting as a concept and a tool has been around for some time now. However, its understanding and usage in Asian businesses is still not as mature as in the developed markets of U.S. and Europe. So what exactly is retargeting, how is it different from our regular display campaigns, and how can it fit within my digital marketing mix?

If the above questions interest you, we’d suggest you read on.

what is retargeting

How Does It Work?

Marketers use retargeting platforms to target these users with personalized banners when the latter browse other websites. Users find the banners useful to their current need and display a higher propensity to click it and revisit the brand website, this time to complete a purchase or transaction.

retargeting banner example

For example, let’s suppose user A visited the Agoda China website looking for a hotel room in XYZ checking in on July 10, and left without making a booking. Agoda will retarget user A when she visits a different website (e.g., news website) with a personalized banner. The banner may have several dynamic features like search, scroll, mouseover, change dates, etc. These make the banner content more contextual and useful for the user and as a result they deliver high CTRs (click-through rates).

What Makes Retargeting Successful?

The success of a retargeting campaign is dependent on getting a combination of three things right:

1. Targeting the right audience: The ability to identify the interest level of a customer, the revenue and margin potential, and urgency help increase the ROI from serving ads to each user.

2. Display the right content on the banner: The more relevant the content, and sometimes the higher the number of options displayed, the better the CTR. The way to get more clicks out of users is best based on their preference and your understanding of what they can be up- or cross-sold to.

3. The right kind of reach: With users browsing the Internet for a million different purposes all through the day, using a plethora of devices, finding the right time and place is critical to driving purchase intent.

What are your views on retargeting? As a marketer, do you think it’s something you need, would love to experiment with, or has it provided you the right kind of returns already? Tell us in the comments section!

Original article had appeared on Clickz.

About the author

Nishant is a marketer at Vizury Interactive, where he helps ecommerce business owners to increase revenue. Vizury helps ecommerce companies to increase sales with new channels like web push notifications.

nishant.gupta@vizury.com'

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