Re-targeting: The advertising that chases you wherever you go
It sure has happened to you sometime. After visiting the website of a brand, which you like a certain product, for now, that article begins to appear wherever you go throughout the world wide web. At first it amuses you, you even think it is a coincidence, but already, after several days, begins to disgust you: this is full-time espionage. Do not be alarmed, this is an increasingly widespread online advertising technique: retargeting.
The retargeting is based on following your online behavior, registered through cookies to later offer ads about those products or services from those pages you have entered.
It is not about saturating the user, appearing at every step with the happy ad, since it can cause the customer to be tired and have the opposite effect.
The retargeting can be very effective, and help to convert the high percentage of visits of your web, of users who leave without buying that product that has led them to her.
Plan your retargeting strategy
Both the term that will last, as the advertising platform where the campaign will be developed. This process has several distinct phases, established according to the buying cycle:
- Brand recognition. During the first few days, it shows ads about the brand, to encourage the memory of the web that the customer visited recently and, if appropriate, stand out from the competition. It is likely that the user has visited different websites for information about the same product, or similar.
- Presentation of the product. Subsequently, it shows publicity about the product, advantages, novelties, use tips or, as the case may be, customer testimonials. It is a matter of mentioning the product, in order for the target customer to keep it in mind and continue to mature the possibility of acquiring it.
- Creation of urgency. Final phase, where you are presented with an irresistible offer, supported by a promotion with an expiration date; This speeds up the decision-making process and encourages conversion.
- Campaign closure. From here, the commercials of the mark are no longer appearing, in order to avoid the saturation of the customer; Regardless of whether you bought it or not. After a while, it could be played again to the same target audience, although with a totally different message.
Be careful to keep showing the ad after the customer has completed the purchase. “I know of a friend who bought a purse she loved, and, after seeing it over and over again every time she accessed the internet, she got tired of it, and decided to give it back.” Although this may be an extreme case, once we have gotten a new customer, it is about loyalty, offer complementary products, not try to sell again the same; And of course, always respecting a reasonable time.
The key to the effectiveness of this type of campaigns lies in planning and avoiding saturation, designing creative and eye-catching messages and combining different options, so that the same advertisement is not always displayed.
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