Nowadays, if you consume a certain type of content, the brands that are relevant to that category of content will never stop following you. You become the brand’s torchbearer and all the content developed by them is targeted towards pleasing you. Well, that’s one way how remarketing works. There are many ways that have proven that World Wide Web has had a ubiquitous impact on the marketing fraternity. Internet marketing is yet another dimension altogether, but as of now, we are only concentrating on the variants in the multiverse of remarketing. This article would throw some light on what are the different types of remarketing that every brand should consider having an all-round impact on the consumer’s mind as well as their business.
Remarketing 101
For the beginners who have no idea what remarketing is – for those who think it simply means marketing again and again till the consumer buys your product, here’s a proper textbook definition you can memorize and remember: Remarketing is a type of paid marketing technique that lets you display your ads to consumers who have previously visited your website or engaged with your content (on social media or website). Sometimes, remarketing is also interchangeably termed retargeting, but the prerogative to use the right terminology lies with the marketing agency.
Coming to the point where we talk about different types of remarketing, let’s understand some fun facts as to why brands are opting for them in the first place.
The scope of remarketing ranges beyond Social and Display: there’s a lot more than meets the eye when it comes to remarketing. Remarketing Lists for Search Ads (RLSA) compiles search intent with user-relevant data like the device that was used, a time when the user searched the content, along with browsing history that would boost your campaigns.
Google Display Network and Facebook have the widest reach: The two BFFs of every digital marketer have always been Google & Facebook. Google Display Network has a reach of nearly 90% of webheads (read internet users) worldwide. According to Google, every month, there are over a trillion impressions made by a billion users. Facebook has over 1.4 billion users, and close to 1 billion of them log in every day.
Also, along with these facts, remarketing is also meant to improve conversion rates gradually and optimize customer relationships.
Now, as unique as the customers are, the types of remarketing campaigns are unique too. Based on the customer needs, requirements and preferences, these types are categorized into:
Pricing Page Visitors
Imagine you visited an apparel website because of its amazing shirts and you surfed throughout their pages to find one that you liked. After looking at the actual price, you tap out.
You search other websites, compare costs and dig up some other better websites offering the same product at a lower cost.
If you somehow convince and funnel out these “pricing page visitors”, remarketing for these customers can generate a higher intent audience than targeting all visitors universally.
Industry-Specific Page Visitors
Now, let’s assume that you are a novice photographer and you want to up your game. You are on a hunt for workshops, tips & tricks on how you can be better and you surf various websites for the same reason. That’s how you become an “Industry-specific Page visitor”.
Marketers will analyse your browsing history and curate remarketing content based on your search. You will then come across guides on mobile photography, tips to use different types of lenses, a workshop on the significance of lighting in photography and so on.
The advertisers can range from profit to non-profit companies, but their intention would be to reach out to “Industry-specific page visitors” and provide relevant information.
Cross-Channel Remarketing
This is like the personal favourite for all digital marketers as they get to use the best of both worlds from Google & Facebook. Let’s say a customer clicks on a Google Display Ad and the data is sent to the digital marketing department. The team can use that data to tap the customer on Facebook and enhance its reach. That’s the kind of crossover the remarketing team would find to be the most effective one. They take advantage of lower costs from one platform and target people on a different platform.
Cart Abandoners
Sometimes, we get so lost in the zone of “Prime Days” & “Big Billion Days” that we forget to check the products with offers. We tend to assume that everything we buy is discounted. When we finally view items in the cart, it will send a mini attack to our heart. Well, unpoetically speaking, cart abandoners are one of the major reasons why remarketing has advanced strategies.
When the customers abandon the cart without checking out, the job of remarketing gets more rigorous. Encouraging them to go back to the website and complete the order is not as easy as it sounds. Marketers usually reiterate the facts that why customers added the product to their cart in the first place.
Previous Purchasers
This is one of the most common types of remarketing used by digital marketers. If you are a customer who has previously purchased something from the website and you are back, it means that, as a customer, you are expecting to be rewarded for your loyalty.
Remarketers can harp on this aspect and should focus on increasing the number of such customers who can become indirect promoters of your brand via word-of-mouth marketing. Also, for instance, if you have ordered Chinese food, you would be interested in ordering North Indian, Italian or Maharashtrian food.
Higher Funnel Convertors
Predominantly in B2B circumstances, converting a prospect into a sale is a tedious task involving a multitude of processes. As a remarketer, if you offer these customers (rather clients) downloadable content, they would sign up for a webinar (because they are serious clients looking for a business.)
When you finally have the data of people who have downloaded the higher funnel asset, you can target them with customized call-to-action.
Video Viewers
Here’s a specific category of people who have viewed your videos and even haven’t visited your website yet. Within YouTube, you can segment people based on videos viewed from a particular channel, viewed as an ad, channel interactions, subscriptions, video likes, etc.
Creating a set of audiences with higher intent to watch videos may result in conversion eventually.
Page Engagers
Finally, there are people who visit a brand’s Facebook/Instagram pages on a daily basis. Not only because their content is good, but they also like the products genuinely. Like it or not, most of them follow the Durex page not to buy the products, but to read their quirky content. So, how do you tap these people?
These people can be targeted based on the likes and follows of the page, those who are constantly having some sort of interaction with your page, anyone who has visited your page, who has clicked your call-to-action button, DM’d you or saved your post. These criteria can be combined to include/exclude people from a certain group.
All in all, remarketing campaigns revamp your brand and marketers have to think through to justify and build more engaging strategies.
At 3 Dots Design Pvt. Ltd., our team of expert digital marketers works in tandem with content writers and creative strategists to curate remarketing campaigns that add value to the brands we work on. Being one of the best digital marketing agencies in Pune, our work in the digital realm sparks some meaningful conversations and that’s what matters. If you wish to know more about who we are or what we do, please visit www.3dotsdesign.in or get in touch with us at [email protected]