The Art of Retargeting- Bringing Back Lost Customers

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Businesses today are investing significantly in new strategies to allure new leads and convert them into customers. Hence, new strategies and tools that are effective in accelerating digital advertising and boosting brand awareness are in great demand these days. The main challenge remains in converting leads into potential consumers.

In this blog, we will understand the concept of ‘redirecting,’ and explore its significance in the realm of digital marketing and how it is implemented by the digital marketing agency in Bangalore to bring back lost leads and convert them into customers.

Retargeting- Key Concept and Importance in the Digital Marketing Sphere

Also popularly known as remarketing, redirecting is an innovative and powerful marketing tool in the toolkit of digital marketers. It is bringing back leads who have earlier shown interest in the brand/product like filling up the form or raising a query and then leaving it without proceeding further and making the purchase. This tool works only on those customers who are already familiar with the brand/product or service. The retargeted ads are continually displayed to the leads after they have left the website after showing considerable interest in the product or service. This is a potent tool that the best digital marketing company in Bangalore is adopting to convert bounced leads into potential buyers.

How do retargeting ads work?

Before diving into implementing this robust tool as a marketing strategy, it is crucial to understand how this tool works in the marketing realm. Retargeting is a cookie-based technique with a certain amount of JavaScript code built into a website. When a new guest visits a website, that piece of code puts an invisible browser cookie to inform a special retargeting marker about when these ads should be cited on a website. In simple words, the function of the retargeted ad is to chase a prior website visitor to his future visits to several other websites or landing pages as well as on social media platforms. This is done to constantly remind him about the product or service, wherever they go. This in turn increases his chance or will to revisit the website that he had left without purchasing the product or service.

Why are Retargeting Ads Getting Popular with Time: Key Benefits

Enhanced Brand Visibility – Once a visitor leaves a website or webpage, there are chances of him forgetting about the brand and its product or service. However, redirected ads do not let him forget about that brand and its product/service by constantly appearing on different websites where he visits. This action makes a brand become memorable to the visitor.
Cost-effective Tool – Implementing the retargeting marketing technique has proved to be cost-effective for digital marketers as these ads are targeted to only those audiences who have already shown interest in the brand and its product or service earlier. This marketing strategy is tightly concentrated on customers who can act on the website. Hence, the best digital marketing company in kolkata or India will go for this tool as it does not require spending money on insignificant digital campaigns.
Maximizing Conversion Opportunities – Research has proven that retargeted ads enhance the chances of conversions as customers are continually reminded about the brand and its offerings. Therefore, the chances of conversions due to retargeting are higher compared to other digital marketing strategies. As the customers are already aware of the brand and its product and service, incessant reminders about the new offers rekindle their interests and hence lead to conversation.
Long-term Campaigns – Ad networks and digital advertisers can attain more understanding when retargeting ad campaigns are running long-term. In this process, a brand and its products or services are identifiable, the costs are cut, and the profits are increased. All that is required is to keep on opening new, exciting prospects. This fact in turn results in greater conversion rates.
Inspire Repeat Purchases – Digital marketers and businesses know for a fact that selling a product or service once does not end the relationship with the customer. But it means the beginning of a new relationship. A particular product or service does not last forever and businesses sell several products under one brand. Retargeting therefore serves the purpose of cross-selling and following up with old customers. Retargeting old customers is a very good way of brand building and maintaining healthy customer relations. It also simultaneously helps in increasing retention by making the brand more approachable to its customers.

Best Practices: Ensuring Success in Retargeted Ads

It is thus evident that retargeting ads are one of the best tools that digital marketers are making use of to attain several goals with one shot. But it should not be forgotten that even retargeting requires a strategy to win. Best practices ensure the successful implementation of the retargeted ads.

Let us explore some strategies that digital marketers make use of, to ace their retargeting game.

Segregating Customers – It is a fact that all customers do not behave equally. Therefore, a one-size-fits-all strategy will not work while creating a retargeting ad. For instance, some customers just browse a product, some put the product on the wish list, some add it to the cart and do not purchase it, etc. Thus, it is important to segregate the customers in respect of their behavior on the website. This will help the marketers design personalized retargeted ads that match their level of engagement with the brand.
Frequency Capping – One main feature of the retargeted ad is continuity. While it is important to chase the customer and remind him of the brand and its product or services, frequently, overdoing it can mar the overall strategy and might add fatigue or irritation. Therefore, adopting the tactic of frequency capping to check the frequency of the ad visible to a customer in a day is the most effective approach implemented by the best digital marketing company in kolkata to increase the efficacy of a retargeted ad.
Creativity is the Key – As these ads are recurrent by nature, it is compulsory for a digital marketer to try and make the campaign more and more creative and interesting so that the regularity of its visibility does not irritate the customer leading to loss of interest in the brand. A visibly appealing and engaging ad campaign will keep the customers curious about the brand and its products/services.
Value Addition – A very effective technique to make a retargeted ad achieve its goal is adding value. Digital marketers and businesses are adding lucrative offers like exclusive discounts, free shipping, personalized discounts, birthday/anniversary offers, etc., to make the ad more interesting and engaging to its audience.

Challenges and Limitations of Retargeting

As the saying goes, “forewarned is forearmed,” the primary concern related to retargeting is the question of privacy. The top digital marketing companies in Bangalore are thus over-vigilant and cautious while designing a retargeting ad, and certain factors they remember are as follows:

Online Privacy– Digital marketers and businesses should be transparent enough and respect and uphold their customers’ privacy. They should disclose their use of cookies to the customers beforehand to maintain a positive relationship with them.
Ad-blockers–Ad blockers pose considerable challenges in the path of retargeting as these software block or reduce ads to ensure a smooth user experience.
Overexposure– As mentioned above, the primary feature of retargeting is continuity. This aspect of overexposure may lead to ad fatigue and can annoy customers to the extent that they may start skipping or ignoring the ads as soon as they appear.

Wrapping Up

It is thus evident that retargeting is more than just a catchphrase in the digital marketing realm. It is a powerful tool in the toolbox of the digital marketing world that allows a brand to engage with lost customers, to remind them that they are valued and missed by the brand and that their attention is priceless to the brand. Retargeting also lets brands present their customers with fascinating offers and discounts in innovative and engaging ways. But the challenges discussed above like ad blockers, privacy concerns, and overexposures remind us that while retargeting is influential, it also needs to be implemented reasonably and reliably. An ace digital agency in India like Skyram Technologies knows how to balance this new technology with customer psychology in a way that satisfies both the customers and the brands.