What Is Retargeting and How Does It Work?

Retargeting, or remarketing as it is sometimes referred to is a trend that may become more mainstream in 2014.  You won't find the term in the dictionary but if you have been online or on a social network lately you can bet that you have experienced it. Retargeting is a form of online advertising that can help keep your brand in front of bounced traffic even after they have left your website.  That's right, you get a second chance to convert to a sell. 

Typically there is only a 2% conversion rate for first time viewers of your website so 98% of users who leave your site are lost.  So how does retargeting work?  Retargeting utilizes browser cookies to track websites that users visit.  Once they leave a site, the products or services they viewed will be shown to them again in advertisements across different websites. 

Eureka!  So that is how after you view a particular product or service you start seeing it again and again on social media sites and other websites that you view. Even if there is no immediate purchase this type of advertising can really pay off. Familiarity to a brand builds trust and psychological studies have shown that multiple exposure to a logo or brand name motivates the action to make a purchase. However, the best chance for success is using one or more tools in conjunction with inbound and outbound marketing strategies.

Visualization is key so it is recommended using a professionally designed ad for all of your online advertisements.  Having a well designed website is also key to promoting trust and brand consistency. So this year think about adding retargeting to your marketing plan because everyone deserves a second chance.