It is a known fact that marketing messages should be sent atleast three times for the consumers to remember a brand name. Out of hundreds of visitors who search a site doesn't turn into customers, this is where retargeting may improve chances to getting the marketing message across. Multiple messages after a user has completed some search on your webiste with a call to action may lead to better retention of the brand and convert them to act. This is traditional retargeting.
Search Retargeting vs. Traditional Retargeting
In traditional retargeting, users’ computers receive cookies from sites visited. These cookies prompt the retargeted ads to display on other sites until the visitors complete a call to action. Search retargeting, however, allows brands to retarget users who have not been to their websites. Instead, the information passed to the ad network is from the search engine. Brands then can reach a much broader audience.
Search retargeting delivers a more calculated prospect than a typical display buy.Search retargeting lets brands market products or services to users who have performed relevant search queries Search Retargeting allows a marketer to reach users who are looking for what you have to offer, but haven’t yet made it to your website. It turns out these users who are “search retargeted” are up to 70% more likely to complete a conversion than those users who are not. They are also likely to spend up to 50% more.
Another interesting thing that this article talks about is the seven types of retargeting. It also assigns a level of intent to each type, which allows brands to become familiar with the purpose and opportunities of retargeting.
Source :http://www.business.com/b2bmarketing/recapture-leads-retargeting/
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