What is retargeting?

Posted: 25 Jul 2017 - 14:43
What is retargeting?
Retargeting is a marketing technique that puts your brand campaign in front of the right audience, at the right time, in the right context, and at the right price.
OK, I’m interested. So, how does it work?

Programmatic simply means automated. Instead of people buying and selling digital ad space, it gets processed through machines. You plug in data insights about your audience, then let technology bid for ad space in real time. In the blink of an eye, software matches your ad with the optimum digital space, ensuring it gets seen by your target customer.

What about the retargeting bit?

When a user visits any given website, a piece of code (JavaScript) is placed on the user’s browser, which means their browser has been ‘cookied’. When the user leaves the site to browse online, that cookie notifies retargeting platforms to serve specific ads based on the specific pages they visited on your website. If a potential customer doesn’t convert immediately, you can ‘retarget’ your advert – delivering a message they see as they browse online. Think of it as the gentle nudge that can get them back to your website.

Why is retargeting so popular?

UCAS Media’s Elliot Donnelly sums it up: ‘Fewer students, and higher fees make it a competitive marketplace out there.

‘To get great return on investment, you need great data to segment your audience. Putting your campaign in front of those most likely to convert is an essential part of any marketing strategy.

‘If at first you don’t succeed, delivering personalised content to people who’ve already visited your site keeps them engaged with your brand.’

So, it’s all about the data, is it?

In a word, yes. Before, we created campaign strategies based on who we thought our customers were, and chose to buy ad space based on sites we thought they visited. Now, we can harness the power of data to build campaigns based on an individual’s actual online behaviour.

Can retargeting build loyalty to my brand?

Absolutely. Consumers today are looking for personalised messages and offers. Proving you understand what they are looking for is key. If you have what they want and can make the buying process convenient, even better. Every quality interaction with a potential customer is an opportunity to build trust in your brand.

What should I avoid?

Sending out endless streams of irrelevant and generic messaging can turn off potential customers. Avoid following people around the web without boundary, especially if they’ve already purchased your product.

Tips for your retargeting campaigns
  • Produce engaging content based on where your audience is in the decision-making cycle.
  • Work with trusted partners to ensure your ads don’t end up on sites that could damage your brand’s reputation. 
  • Young people are most likely to view your creative on their mobile phone. Consider functionality when campaign planning.  
  • Knowledge of your target customer is the bedrock for the most effective campaigns.
 
How can retargeting work for you?

Our data insights and retargeting know-how can boost your brand reach and convert initial engagement into committed action. Call 01242 544 881 or email ucasmedia@ucas.ac.uk to find out more.   

 

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