Give your campaigns a fighting chance by avoiding the mistakes mentioned in this post—establish buyer personas to tailor your ads to your target audience, segment different channel audiences, create exclusion lists to eliminate unwanted audiences, and always connect your ads with optimized post-click experiences.Back in 2016, we surveyed the retargeting landscape and gave some tips on how to get started.
For the uninitiated, retargeting is an online marketing strategy that keeps your brand in front of users who have bounced out of your site. By placing a tracking pixel on your website, you can follow them when they leave and place an ad on another unrelated website, just to remind them of how awesome your products or services are—and persuade them to come back over. This is most commonly done through search retargeting, in which ads are served up based on recent searches, and email retargeting, where scripted emails are triggered based on specific user Italy Phone Number List behaviors. Over the past few years, retargeting has continued to grow as an effective way to acquire new leads and customers. Here are some stats to consider: retargeted customers are three times more likely to click on your ad, and 70% more likely to convert. As a result, 50% of marketers plan to increase their retargeting budget in the next 6 months, and 20% have a dedicated budget for it.
Some of our advice from then still holds true, along with other new trends worth discussing. In this blog, we’ll take stock of the digital marketing landscape in 2018, discuss what’s changed and what’s new, and see where you should be investing your energy. 1. Content Is Still King The goal of retargeting is to drive conversions, but you need to give people something of substance to facilitate that process. The great thing about retargeting with content is that it provides an opportunity to connect with and provide value to prospects who aren’t yet ready to buy without coming across as too pushy. For someone who currently only casually interested in your product, a well-timed whitepaper or ebook could go a long way towards moving them towards purchase.