The Importance of Retargeting
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Retargeting is a Marketing tactic which employs paid advertising to reach consumers who have already engaged with your brand or product, or one which is similar.
Retargeting is an essential element of a digital marketing campaign, and here are five reasons why.
1. Multi-Channel Touch Points
Retargeting can help you to communicate with potential customers and clients across multiple touch points and channels. This increases the likelihood that you will encourage them to visit your website and purchase. Some of the potential channels you can use include Facebook Ads, Google Ads, and Twitter Ads.
It can often be more budget-friendly to pursue and engage with recent website visitors who are actively looking at your brand or product, than it is to find and attract an entirely new audience. Since they have already shown an interest, they are more likely to convert with fewer expenditure on time, money and effort on your part!
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3. Driving Brand Awareness
Whether retargeting potential prospects and informing them of wider product offering, or communicating with new customers who have shown an interest in similar brands, retargeting can offer longer-term benefits like increased brand awareness with new and existing customers.
4. Campaign Insights
Tracking prospects as they browse and measuring the results from different ads in different channels means that you can respond to how your customers react to these different ads and make changes to your approach. The additional benefit of in-depth insights into prospect behaviour is also a highly valuable asset for future campaign planning.
5. Nurture Lifelong Purchasers
When customers have been converted to purchase, you can use information gathered about their journey to conversion to influence them to make repeat visits and purchases on your website. Knowing what they have purchased and shown an interest in, you can then serve up products which are complementary, or encourage repeat purchases once you know it might be time for them to stock up on their item again.
Interested about learning how to nurture your pipeline? Read here!
Serving as a reminder of your brand, and presenting an opportunity to improve your campaign ROI, retargeting is a unique opportunity to recapture the attention of already interested parties, without expending too many resources. Want to know more? Reach out to the team to discuss your digital marketing strategy.
About the Author: Stephanie Weekes
Stephanie is a Freelance Social Media Manager and Marketing Consultant. With almost 10 years of experience working in-house with global brands and agencies, she has an in-depth understanding of multi-channel marketing and brand management.