In the eCommerce marketing industry, retargeting is basically nothing new. This tool has been used by hundreds of thousands of marketers around the world for a good few years now. E-commerce is a diverse business sector that can particularly benefit from this advertising technique that increases sales. Unfortunately, despite its tremendous development, retargeting is still associated by some customers unequivocally with the display of banners to the user, with the same message, everywhere and whenever, since – if only by accident. The reality, however, is somewhat different.
Benefits of retargeting for different types of e-commerce
The e-commerce industry includes various companies and advertising services. E-commerce Retargeting is a tool that targets people who have already had an initial interaction with a site. When a prospective customer has searched for a product or service and viewed it on a particular website but has not made a purchase, it is worth reminding them. Retargeting is effective for companies focused on selling through both websites and mobile apps. It is worth mentioning that the fashion and electronics sectors can benefit the most from retargeting. However, all types of e-commerce can use retargeting to improve revenue and build customer loyalty.
Retargeting vs remarketing
In the shortest terms, e-commerce retargeting is the use of display advertising, which is displayed in various places to those who have interacted with a website, i.e. their offered products or services. Retargeting aims to engage the customer after the initial interaction. Let’s take the example of searching for the perfect dress of a particular brand, or material, or colour and cut – by looking for it in one place, later browsing the internet we see ads suggesting websites that have an identical or similar product in their range to the one we were previously interested in. When it comes to remarketing, on the other hand, there are several subtle as well as major differences from the previous term. Remarketing should be defined as activities aimed at persuading previously acquired customers to make repeat purchases or use services. Remarketing is directed at the people who are already our customers and, in turn, especially at keeping the best clients who generate the highest returns.
Why is retargeting important for e-commerce companies?
Retargeting can yield excellent results because your target customers have already shown an interest in your products. It is easier to convert a partially interested visitor than trying to convince someone from the bottom up. Although you should stop promoting the same product or offer after a purchase, you cannot simply forget about these users. With retargeting platforms such as Retargeter, you can run ads when your target customers are browsing their Facebook accounts. What’s more, simply liking Facebook results in free advertising as it appears on the users’ timeline. Indeed, there are far few advertising media that can overcome trust barriers in this way. These days, it’s all about making the right choice and nimbly adapting your digital marketing strategy if you want to really make it in the online business world.
