Surely you have searched the Internet for a pair of tennis shoes because you have in mind to buy some but you haven't decided yet; you look at several pages but finally decide to leave it for another day... Has it ever happened to you that you go to a website that has nothing to do with tennis but you see an ad for tennis? Or you go to your Instagram to check your stories and boom, you see an ad for the sneakers you were looking for in your stories?
Well, then this marketing strategy is called "Retargeting". and today we will tell you what it is and how it works.
WHAT IS RETARGETING?
Retargeting is a digital marketing strategy that consists of sending advertisements to those people who have visited your website or social networks, with the purpose of making them return to your website and get their attention to make a purchase.
In other words, the goal of retargeting is to remind users who have shown interest in your products or services that you are still there and that you have something interesting to offer them.
WHY IS IT IMPORTANT TO USE RETARGETING?
As you should knowMost of your customers do not make a purchase on their first visit to your website or social networks.This is the main reason why it is important that you employ retargeting in your marketing strategies.
According to different studies, approximately 96 % of the people who interact with your brand, through some digital media, end up no buying. So, what to do to lower that percentage? Use this tool to remind your visitors that you have what they want or need.
- Retargeting is a very successful technique for converting those people interested and interested in the make them click on the "buy" button.
- Helps you to not be forgotten. Using a retargeting strategy will remind your future customer about those sneakers he was looking at on your website and, possibly, after this reminder you will ignite his desire to buy them.
- With retargeting you will be able to analyze your users or potential customers on the different web pages you browse.
How does this magic work? Here's how it works...
But first remember, that although it is an incredible method, it will work and you will have great results if you put it into practice in an organized way and as part of a digital marketing strategy... it will not work magic by itself and if you improvise the results can be quite negative for your business or brand.
HOW DOES RETARGETING WORK?
Well... here we get a little technical... but we will try to explain it to you in a simple way.
- STEP 1: Set the cookie in the browser:
Start by setting a piece of JavaScript code, so you will place a cookie on your website; this small piece of data will allow your website to remember certain information about your users.
- STEP 2: The visitor accepts the cookie:
When the visitor enters your website, that JavaScript code you previously placed on your website will send your visitor's browser the cookie, which contains unique identifying information.
- STEP 3: The cookie does its job:
If the visitor browses other websites, your cookie is working on HTTP requests that have been sent to the web servers of these sites.
In other words, once the visitor leaves your page, the code from your website, which you used to be able to do retargeting, "gets into" the user's browser.
This is how the advertisement of your brand, your business or products will start to appear in the user's search engine, therefore, this advertisement must be very eye-catching.
- STEP 4: And we wait for it to "click".
What is expected is that the customer clicks on the ad where you are showing him that product or service he needs or wants, or also, a complement to that which he had bought from you before.
ADVANTAGES OF RETARGETING
- Positive impact on your sales.
- Better segmentation of your audience.
- Increased customer loyalty.
- Encourages repeat purchases.
- Increase your brand recognition.
- Follow-up with potential customers.
- Lower the percentage of abandoned shopping carts.
Don't forget that as well as retargeting has several advantages, also has disadvantagesSome of these, and the one users are most annoyed by, are when they feel "bombarded" with your advertisementsThe disadvantage is that, sometimes, after the customer has been contacted, it is not a digital marketing strategy, but a strategy to irritate who could have been your customer. Another disadvantage is that, sometimes, after you your customer makes his purchase, he still sees the advertisements If you do not match your advertising with the product they have already purchased, the customer may take it badly and not buy from you again.
To conclude, retargeting is one of the most effective digital marketing techniques to acquire customers.but keep in mind that this will only happen if you do it the right way.
If you plan to implement this strategy and are not very knowledgeable, we recommend that you first get trained or go deeper into the subject. so that you get the expected results.
At ClickPanda we are here to serve you, we offer various tools so that you can use them to carry out the best retargeting campaign and increase your sales. Write us and let us know how we can help you: www.clickpanda.com
