Since the introduction and widespread use of social media, internet advertising has undergone significant changes. Digital marketing tactics used by top digital marketing firms once may or may not be sufficient enough now how it was a few years back. Previously, an online retail business had limited choices in terms of online advertising strategies. The typical display advertisements allowed brands to reach out to potential customers. But it had a significant drawback. It only permitted site visibility at the initial phases of the sales funnel. No matter where the ads were placed, it was mandatory for the brands to introduce themselves to their consumers. Brands and marketers where finding display ads useful for only targeting new customers. The ad strategy had no scope for addressing already interested or warm customers. Here, retargeting emerged as an effective way to address hot and warm leads and turn them into sales.
Let’s understand the concept of Retargeting?
Just like display ads, retargeting ads are all over the internet, and we all have experienced it somewhere or the other. Take for instance you open an e-commerce site and browse through the products you wish to purchase or simply checkout. You save a product or two in your shopping cart with the hope of making the purchase later. At night while surfing through your Facebook timeline, you see the ad of the site you were browsing earlier that they with products you had saved. How did it happen? With retargeting ads! With retargeting, brands and online retail businesses find it easier to reinforce the interest in the product once selected by past or potential customers. Virginia digital marketing companies are using this marketing tactic for not only e-commerce businesses but for companies engaged in selling services for that matter.
How Does Retargeting Work?
The science of retargeting ad is elementary. Technically speaking, the product pages on an e-commerce website are equipped with a pixel that deploys a cookie on the visitors IP address whenever he/she visits that page. When that visitor moves over another website on which the brand is running the retargeting ad, the ads with products viewed by the visitors start featuring. These pixels can be attached at any section of the website. This form of digital advertising is flexible in terms with how to reconnect with the customers and what ads to show them.
It is evident that retargeting advertising has significantly transformed how e-commerce and other businesses maintain the consumer-brand relationship. Although the standard display ad works wonder in attracting new customers to the site and turns them into sales, retargeting works as a great tool to be visible to the existing customers. With the widespread use of retargeting ads, the brand does not need to wait for their customers to visit their website, brands can reach to their customers wherever and whenever they need and reconnect with them. It has facilitated a more customized and personalized form of advertisement that is efficient in gaining the attention of the customer base.