Remarketing: what it is and how to do it right

What is remarketing?

Remarketing is a form of personalised online marketing, which generates specific messages for users who visit your online store without converting into buyers. Obviously this is a technique that can be applied within the limits of privacy regulations: in order to know where to reach the customer once they have left the website you need to have some data on their user profile. Such data can be obtained through cookies – to be used with all the disclaimers and opt-outs required by current laws – or when the customer creates and uses their own user account on the online store. The most common example is Amazon: if you log into your account and search for or view a product without buying it, you will periodically receive emails reminding you of your interest in that product. Similarly, if you accept the cookies of an online store and browse through it, without logging in, it is likely that the automatic ads that will accompany you when you leave the store will contain the products you have looked at without buying them.

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Types of remarketing

This term actually refers to slightly different techniques, so it is worth briefly exploring the two different types of remarketing. Static remarketing, for instance, shows the user a generic ad and redirects them to the home page of the online store, while dynamic remarketing – which is more common – includes the specific product the user viewed in the ad and redirects them to the page where that product can be purchased. It is not difficult to imagine that these two techniques may be different in their effectiveness: wherever possible, personalisation of the customer experience is always preferable.

Choosing the right technology

When creating your online store, remember to optimise it for the purpose it really serves: sales. Of course brand awareness is important and is usually a great side effect of good remarketing, but when choosing the platform and tools to be used you should first focus on the commercial effectiveness of the relevant solutions. It is important, for instance, that the platform you choose to use offers you good analytics tools and tracking tags so that you can objectively assess the effectiveness of each promotional campaign. Based on these, you will be able to personalise your audience engagement and improve the average response to your messages. It is also essential to use tools and platforms that have good social integration tools and are easy to use on mobile devices.

Work on ad quality

Ads are the main material in remarketing campaigns. Based on these messages, the customer should remember the product positively and get motivated to commit to the purchase. It is therefore essential to rely on professionals to manage and create campaigns with clear ads, well-written and easy to interpret copy, and eye-catching images that reflect the brand values.

Conclusions

A remarketing campaign is a great, largely automated way to improve the performance of your online store and is one of the few techniques whose ROI can be almost immediate and give you an instant measure of the effectiveness of your choices.

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