‘Remarketing’ has been there for a long time indeed. However, today’s situation is quite different from what it used to be in the yesteryears. Most marketing efforts are now taking the route of internet-based ads. And this gradually gave rise to a new term - ‘Retargeting’. For instance, remember that moment when you searched for something on google and got a similar ad displayed on the side of your webpage?
Both – remarketing and retargeting – are closely related to each other, and oftentimes, people get confused between the two. In simple terms, both differ in the strategies deployed to reach the prospects who previously left the website without making a purchase. While retargeting depends on cookies to deliver ads, remarketing usually involves delivery of emails.
In this post, let’s dive deep into remarketing—what it is, and it’s benefits that help the b2b landscape.
Technically speaking, with remarketing, you can refine your future emails to serve each and every potential sale which was lost. This means every client that leaves your website empty handed will receive a tailored email that mentions your products or services they once considered—systematically. This is because you are already aware of their genuine interest in your product or service, and by Remarketing it, you are helping them recall your brand; in a bid to retrieve the lost opportunity of converting into a customer.
That said, let’s focus on how it helps businesses. Mentioned below are the three crucial benefits that remarketing has to offer.
Lower Cost Per Click (CPC)
When it comes to Cost Per Click (CPC), remarketing is a lot cheaper than direct advertising —such as AdWords or Facebook Ads. The core benefit that remarketing brings for businesses is - it rules out the traditionally used push/pull marketing strategies and focuses on a highly valuable demographic of people who visited your website. This – in a smart way of course – builds rapport and creates a strong connection between you and your prospects.
Your Ads Can be Customized to Serve Specific Audience
Once you know your target demographic, you can customize each advertisement based on where the remarketing pixel was previously activated. Accordingly, you can make higher bids for ads to specific visitors who previously reached your website’s sales checkout page. And the best part is - you can categorize your ad copy for different age groups, based on their interests. Innovatively, this process will make your overall marketing efforts more targeted.
Higher Conversions Rates
In a market where most businesses compete on the internet, converting visitors for the first time indeed becomes a rare possibility. To be precise, visitors looking for a specific product or service are more likely to click away and visit other competitor sites. Chances are, they may completely forget about your website in the process.
This is where remarketing plays its role. It brings those visitors back to your website by making your brand more popular. Moreover, you get a window of opportunity to give exclusive offers to capture and engage with them more effectively.
Simply put, remarketing is marketing made smarter to re-engage with the prospects. Although this involves a wide array of procedures, if you do it right, you can bring back those lost opportunities—not immediately, but definitely.
Originally published , updated April 06 2018