By now, most of you know about the marketing tactic called ” ad retargeting.”
You get retargeted when, after looking at a pair of shoes on Amazon, you ‘bounce’ from the page, and an ad for those same shoes follow you on other websites. These ads are designed to bring you right back to buy those shoes on Amazon.
Is Big brother watching you? Is retargeting an annoying nuisance?
Maybe sometimes, but the market leader, Adroll, claims to service over 35,000 advertisers across 150 countries.Those are pretty impressive numbers! Not only that, retargeting reaches your customers on any device, browser, or app and accesses over 500 ad exchanges. This includes native inventory like Facebook, Twitter, Instagram, and Google.
Benefits of Retargeting
So beyond the hype and the techno-speak, what can retargeting do for you and your brand?
Just like any marketing tactic, one needs to evaluate it from an ROI perspective. What type of actual conversions can it make for you? And how do the numbers generated from those initial conversions, plus long-term Customer Lifetime Value (CLV) add up in relation to your marketing investment? And even more important, what are multiple brand impressions worth?
How will it impact your client engagement when your brand is showing up as an ad on sites you could never afford to buy under normal circumstances.
So are we proponents of ad retargeting as a marketing tactic? You bet!
Our clients experience exponential benefits when we combine retargeting with other lead generating tactics like Adwords, display advertising, and recurring email messaging.
In addition to ad retargeting, we are also big believers in “list retargeting.” Let me explain…
Based on your ideal customer profile, we start by developing a database filled with the prospects you really want to bring on board. Personal emails are a key ingredient in the information we gather for this list. Why? Because the second step after developing this database is to match the email to our archive of IP addresses. Thus enabling our system to send brand messaging to just that list containing your prospects who match your ideal customer profile. This, versus a typical ad retargeting program that waits for the prospect to visit your landing page.
Does list retargeting work?
Think of it as a great way of warming up your prospect with brand messaging prior to making contact in other ways. By sending a series of email, by your salespeople calling, and so on. The point is that however these ideal prospects are followed up, it is not a ‘cold’ follow up as they have seen your brand and brand message on the approximately 7-10 leading websites they visit every day.
Ad Retargeting or List Retargeting… it’s time to target us for a deeper discussion about how these awesome marketing tactics can help you to grow in an accelerated fashion.
We’d like to introduce you to the Accelerate Program. If you’re ready to move your customer acquisition efforts into high gear, contact intouch Business to arrange a personal meeting or a screen share.