Retargeting – an Effective Tool in Online Marketing
Retargeting is often referred to as Remarketing and comes from online marketing. With retargeting, a user who has viewed a specific product on a website and thus shown purchase intent is targeted with further ads for this product. The re-engagement can be done, for example, through a Display Ad.
The goal of retargeting is to win back lost customers through ad placements and trigger a conversion. Retargeting is mainly used in e-commerce and can be shown on all devices. Retargeting in email marketing refers to sending a promotional email again to all email openers but non-clickers from the email campaign.
Use of Cookies
Retargeting usually works through cookies. A pixel is embedded in the source code of the relevant webpage. Once the potential customer visits your website, a cookie is set. The cookie tracks product clicks or visits to other websites and sends this information to an ad server. The ad server then coordinates the targeted placement of retargeting ads. With retargeting, the audience is tracked by pixel, not by person, and only anonymized data is stored. The specific user behind the pixel remains unknown. Only the browsing behavior through the corresponding IP address is known, and tailored offers can be sent to that address.
Example of Retargeting:
You have a webshop for footwear and “Lisa” for example viewed the latest shoe models but didn’t make a purchase. Lisa leaves your website and continues browsing on other pages. You use retargeting and the ad server shows Lisa relevant shoe ads from your shop as she continues browsing, completely independent of the environment Lisa is in while online. Similarly, if Lisa added a specific model to her cart but abandoned the purchase just before completing it, retargeting offers Lisa not just any shoe, but exactly that model, combined with a special offer like “20% off this item for new customers” or “Free shipping today only!”
Your Contact for Retargeting
To discuss what else you should do to succeed with your online marketing efforts, contact our online specialist Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).