Have you ever noticed that, after browsing an online shop, you’re followed onto another website? Indeed, the product that caught your eye appears as an advert on another site you’ve just visited.
Have you ever wondered how many people visit your website without taking any action? Or whether it was possible to follow these people to other websites to remind them you exist?
Remarketing is the answer to these questions. When someone visits your website, stays for a few minutes but doesn’t take any action, that’s where remarketing comes in. Also known as retargeting, this marketing strategy allows you to target only those who have already visited your site with a very specific advertising message.
Has a prospective customer spent time looking at a product or service in your online shop? Remarketing will allow you to track them (via their IP address and cookies) on other partner websites by displaying a banner there. This advert will feature text or an image referring to the product or service that caught their interest. This technique helps you maintain a connection with someone who has shown interest in your site but has not taken any action.
Yes, but…
Intrusive to some, targeted and relevant to others. This marketing strategy does not always meet with unanimous approval. However, in a society where advertising is everywhere, isn’t it better to promote your company’s image to people who are already receptive to it?
‘Yes, but does that mean we’ll be reaching everyone who’s visited our site without applying any filters?’ No, rest assured, you can define which people to retarget based on their behaviour on your site. For example, you can choose to track prospects:
- who have visited a particular page, to offer them the products or services featured on that page,
- who have added items to their basket without completing the purchase, to remind them that they have items ‘awaiting payment’,
- who have made a purchase and to whom you wish to offer a complementary item,
- etc.
Three benefits
Remarketing will help you increase the number of visits to your website. By reaching people who are already familiar with your products or services, you increase your chances of selling more and more easily.
This strategy significantly improves the return on investment of your current advertising campaigns. Rather than targeting profiles defined by broad criteria, you reach a specific audience that is already familiar with you. The click-through and conversion rates observed are higher than in traditional advertising campaigns.
Above all, you maintain constant contact with your target audience – a great way to become a ‘top-of-mind’ brand.
Be careful, however, not to overuse this marketing strategy. If you flood the internet with your adverts, you risk causing saturation instead. Put your trust in the experts at djm by entrusting them with this task…
Your digital partner since 1999
