If you think the way advertisers follow you around the internet is a little Big Brother – you just wait, retargeting is only getting started.
Have you noticed that when you browse a product online, suddenly advertisements relating to that product pop up all over your Facebook newsfeed and websites? That is ‘remarketing’ in its simplest form – and a great place to start if you’re a business wanting to nurture customers through your transactional journey.
Taking retargeting to the next level, companies now can use ‘geofencing techniques’ to serve mobile ads to consumers who are driving past a billboard! General Motors ran a Chevy Malibu billboard ad on a Chicago highway that triggered based on the specific cars driving by. Cameras flagged what car was approaching, and then customising a marketing message comparing that car with Chevy Malibu. For example, “The Malibu has more available safety features than your Hyundai Sonata.”
Cool right? And this is just one example of how savvy businesses are using targeting techniques to integrate offline and online marketing and advertising efforts. However, as exciting as the technology is, marketers need to be conscious that there is a fine line in retargeting, and you need to make sure your brand is not being too intrusive. Done right, you will serve your customers relevant content that they will engage with; a recent survey showed that retargeting ads are 76% more likely to be clicked than regular display ads.
If you’re interested in finding out more how remarketing could get your business more sales, get in touch with our team and we can show you how to make it work for your business! Simply email rthompson@socialmediaservants.