Retargeting or remarketing, is an essential part of the marketing strategy related to sales, in which the possible buyers are re-contacted, re-involved and redirected to the customer site on which they had already visited or a conversion path, leaving it then without having completed it.
The retargeting ones, are typically display campaigns, but also of emails that significantly increase the return on investment by focusing on users potentially already interested in the products or services the customer and, therefore, generally easier to convert.
For example, users who visited an ecommerce site and who viewed different products leaving the purchase process before closing the order, are re-introduced, also through dynamic creativity, those same exact viewed but not purchased products, thanks to special technology and cookie matching activities that allow you to reconnect with that particular user on any website on which he is browsing. Alternatively, you can also re-contact the user via email by sending a discount coupon or presenting again the abandoned cart with a strong incentive to convince him to return to the site, thus recuperating the user and potentially the missed conversion.
According to data provided by Baymard.com, approximately 68.53% of carts are abandoned before completing a purchase. The abandonment of the cart must become the beginning of a specific retargeting activity that, if implemented effectively, can help you recover up to 20.30% of your sales.
With retargeting, potential customers are repeatedly contacted based on actions they previously performed. For example, users who visited an ecommerce site, and looked for some product, are shown banners presenting the same product on other websites they visit, or an email with a special offer or a coupon for that product is sent them automatically.
Clickpoint has developed a proprietary technology to deliver retargeting campaigns, and it is seamlessly integrated with the rest of the tracking platform. By deploying a simple tag on advertisers’ web pages, visitors are tracked by means of Web cookies and fingerprinting techniques and information can be used to find them online again during later activities.
Our tracking tags can be used to adapt to different actions and interaction stages, for example:
- simple access to advertiser’s website, with no other particular interaction: the user can be showed generic banners again, or be targeted with email messages. This is often a case of users that could potentially generate leads (e.g., subscribe to a service or request informations);
- search or browsing products: this user is likely to buy a product, therefore, she could be retargeted with information or offers regarding that specific product (or similar ones, or even competitors). A special case is when the product is added to a shopping cart without proceeding to check-out: this manifest an even stronger likelihood to buy;
- item purchase or lead generated: this user has bought items found on the website or subscribed to the advertised service, and different strategies can now be adopted. Retargeting could be stopped, if there is no other option to proceed (no other services or goods to be purchased), or user could be retargeted for up-selling or cross-selling.
Clickpoint has tested different strategies and can help advertisers implement the one best fitting their needs.
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