Feb 07, 2020
Pavel Bulowski
This blog post was originally published by Meiro. See the original post on their website.
You’ve seen it happen. You check out some shoes online, and just moments later there’s an ad for the exact same pair following you around the internet, persistently cajoling you with discounts. Until of course, you give in to temptation and buy it. That’s remarketing, in a nutshell. Showcasing ads online to users who’ve shown an interest in your brand or product by visiting your website or using your app. It’s that little extra push to result in a conversion.
Once looked at as an innovation for e-commerce portals, remarketing on the Google Ad network or through Facebook Advertising, has today proven an effective tool for every business and every marketing strategy – across brands from retail to software developers to travel & ticketing portals.
Research shows that the average customer visits a site 9.5 times, before making a purchase. Simply put – If there’s a website for it, you need to use remarketing to bring back and successfully convert every lead, and increase ROI on your limited ad spend.
But don’t we all know that one problem with it? That’s right – it can get a wee bit annoying. When that one ad pops up too many times around every corner of the internet. Stalker much? Or if you’ve already bought a jacket and suddenly the ad following you offers it at a better price. There’s nothing more annoying, or heartbreaking. We feel you.
This method of remarketing on the Google or Facebook Ads network faces a native frequency limitation issue. It uses a generalist approach and ‘guesstimates’ site visitors’ behavior through limited variables like cookie number, search history, likes and dislikes.
1st Party Data to the Remarketing Rescue
This is where personalization comes in. And as we all know by now, personalization is best spelled as CDP – a Customer Data Platform!
A CDP collects, unifies and analyzes several hundred variables of a customer behavior. So that remarketing isn’t haphazard, but can be specifically customized according to their purchase stage or preferences to trigger only a customer’s interest and not their annoyance.
Of course the more you know, the more you can use. The possibilities of personalization via CDP in your remarketing campaign are practically endless when you vary and select customer variables to best fit your product offering. Let’s kickstart your ideas with a few examples of what you could do with the right CDP.
1. Sift out customers who are not relevant to your marketing goals
If repurchase is not common with your product, or your business objective is solely focusing on acquiring new leads, you could block out irrelevant customers like customers who have already made a purchase. And then choose to pursue only customers who have looked up products on your site. This helps to not only bring back idle browsers to complete conversions, but to stay from annoying past customers with repetitive and unnecessary advertising.
Conversely, you could use the segment of customers who’ve completed a purchase cycle and remarket advertising of related products to them. For example, cases for customers who’ve bought phones.
This could also help target customers at different stages within your funnel. For example: reacquiring churned customers, or post-purchase retention strategies for customers who have an open service ticket number.
2. Slice and dice your customer data anyway you want
As we’ve learned in remarketing, and in marketing too, there is no ‘one size fits all’ solution. And even when it comes to a single customer, there are different characteristics and variables that come into play. Fortunately, a CDP like Meiro CDP lets you segment your customer data according to any variable at hand. Need to capture a certain demographic? Segment by language. Want to keep loyal customers coming back? Segment by customer loyalty status and offer discounts. Similarly, you could segment by favourite product group/device/device type purchased or viewed, work location, home location, age, and more.
3. Put your segments under a microscope
With Meiro CDP, you can go even further and look at a single customer view. Enabling you to create ‘micro segments’ – much more granular segments than the segmentation mentioned above. You could target specific groups according to age, location, last app open, most recent satisfaction score, purchase history or browsing pattern, all at the same time. This can make your remarketing efforts feel like a one-on-one conversation, rather than your customers being treated as a herd.
Dot Digital PH is a digital marketing agency and one of Meiro’s official partners in the Philippines. We offer social media marketing, web design and development, content creation, pay-per-click ads management, and digital marketing strategy and consultancy.