Have you ever noticed that after visiting a website, suddenly an ad for that site pops up in your Facebook feed or on other websites or a mobile app? When you visited the website initially, it put a code into your browsing history, allowing it to follow your web activity. When you visit a different site or Facebook, the code triggers those sites to show the initial site’s ads. Slightly mind-blowing isn’t it?
Re-targeting is an online version of the basic sales and advertising principle of the follow-up. Without re-targeting, your website has only one shot to convert. All motivation to go back to it depends strictly on the visitor. As sales and marketing statistics prove, most consumers need more nurturing. Re-targeting releases your website from that one static location, freeing it up to wander around the web, following customers with an enticing ad. Once there, you can even get them to follow you, another bump down the sales funnel.Some may think re-targeting is a bit intrusive, but actually studies show differently. Over the summer of 2015, Adroit Digital polled 669 U.S. consumers who own both a desktop and a mobile device about their attitudes on being re-targeted by companies. Some experts considered re-targeting as a form of stalking, and got to the heart of the matter by asking the consumer.
The chart below reveals that only 15% of consumers would feel negative or very negative about seeing an ad for a product they researched three weeks beforehand.
This tells us that re-targeting doesn’t seem to bother the majority of consumers. If ads are targeted specifically enough, they can be regarded as helpful instead of intrusive. Follow up and repetition are critical to sales and marketing success. We’d love to help you set a plan in motion to use this strategic tool for the new year ahead.
