Posts in Retargeting

VIDEO: How Tesco and Lenovo Make Adobe and Enterprise Data Actionable

July 6th, 2017 Posted by Events, Retargeting 0 thoughts on “VIDEO: How Tesco and Lenovo Make Adobe and Enterprise Data Actionable”

Click play to begin watching video. You may also view video slides as PDF.

matthew mcconaughey

The Difference Between You and Matthew McConaughey

June 6th, 2017 Posted by Retargeting 0 thoughts on “The Difference Between You and Matthew McConaughey”

You know that moment when you’re watching a romantic comedy and you realize that those grand, romantic gestures would never work in real life? Unless you’re Matthew McConaughey, good luck trying to sweep that special someone off their feet by pursuing them across the globe, sending them dozens of bouquets to their office or serenading them outside their window, in the middle of the night. What’s romantic in movies could pass as creepy in real life. Right?

Well, there is a similar disconnect going on in digital marketing. Advertisers tend to believe that tracking down customers and showering them with links to products is a successful conversion strategy. But this kind of stalking isn’t wooing anybody. Believe it or not, most people don’t want to see those Smooth Move herbal tea bags again and again, after having looked it up once (yes, just once). They find it annoying and embarrassing, if not downright creepy.

The goal for marketers instead should be to charm the socks off potentially repeat customers. And as anyone who’s watched a romantic comedy knows, everyone just wants to feel special.

Here’s what marketers should do: First, find out more about each customer based on their past online behavior. This can be done individually or by analyzing large quantities of anonymous data to better understand what one type of online behavior can indicate a person’s future wants and needs.

The next step is to use advanced algorithmic modeling to ensure that whatever comes across a customer is the result of a sophisticated calculation. Don’t just throw ads at customers and see which ones stick. In the long run, that’s self-defeating behavior. Lose the stale lines and aim for the Matthew McConaughey jib. You’ll get better results.

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You Can Quit Retargeting Me Now

May 15th, 2017 Posted by Retargeting 0 thoughts on “You Can Quit Retargeting Me Now”

A leading e-commerce company has just been named the most innovative of 2017, in its ability to deliver more, faster and smarter than any other company. Yet, a recent experience on their website highlights their failure to execute one of the most basic marketing strategies: retargeting.

What is Retargeting?

Display retargeting is a form of online advertising used to target consumers who have previously engaged with your web content in some way. Maybe they’ve downloaded something from your website, or added a product to the cart but never checked out. Retargeting will remind the visitor to take the next step and ultimately complete their purchase.

Earlier this month, my wife ordered a foam roller from this e-commerce company, mentioned above. It appeared to be a great product and reasonably priced at $11. She added it to her cart, hit check out and paid for it right away.

A few minutes later, while surfing another website, she noticed an ad appear half way down the page, advertising the very product that she had just purchased moments earlier – the foam roller – and the ad was coming from the very same company. Worse yet, it was being advertised at a different price point – this time for $27.

Luckily she got the good end out of that deal, but this retargeting ad left her confused and asking a whole lot of questions. And it certainly had a negative impact on her customer experience.

Why did she get an ad for a product she already purchased? Why are some customers paying less, and others paying more, for the exact same product from the exact same company?

These were just some of the many questions running through her head, and now are running through mine.

If you want your retargeting efforts to be successful, don’t let your seams show. Don’t advertise a product that has already been purchased, and definitely don’t amp up the price on it.

Retargeting is one of the most effective marketing tools out there. It will target those customers with the highest likelihood of purchasing while helping your company drastically cut ad costs.

Take Lenovo as an example. It was spending millions on retargeting efforts. They decided to experiment with algorithmic retargeting and the new retargeting campaign resulted in enormous savings and higher conversions.

But the most “innovative” company in the world couldn’t accomplish this.

Do you have a similar experience? Tweet at me and also let me know if you attended Adobe Summit last week!

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