Re-Marketing, why yours could be all wrong.

Another buzz word, gone awry.  Remarketing.

I keep hearing agencies pitch it, I keep seeing brands brag about doing it.  Why, then, do I see little or no tie to actual conversions??  If done properly, remarketing can yield upwards of a 5 digit ROI.  And, if yours doesn't, something is very wrong.

The word seems self explanatory, you are remarketing to people who have shown interest.  You are wooing them into a conversation - a purchase, a sign up, a conversion!

So, here's a little advice for those of you in the mix.  Remarketing has two critical components:

1. The Bait Ad.  Pretty self-explanatory, the bait ad targets a wide swath of people that you want to become converted to your brand.  This piece should be clever, engaging and attract people to the promise that you will solve a problem for them.  (Remember my earlier piece about selling painkillers in lieu of vitamins)
2. The Hook Ad.  This ad seals the deal.  The bait brought them to a page, but some people just didn't sign up/buy/take action.  For whatever reason, you didn't convince them in round one.  Now, in remaketing, you should shadow their every move, on social media, on search, on articles and sweeten the deal.  "I know you might not have converted when you first came to the page, but, hey, I'll give you a little something extra if you do that rightthisminute."
3. Measure!  You need pixels to measure this cycle.  FB pixels, AdRoll pixels, etc.  Trust me, your regular analytics cannot yield this info. Pixel data will give you both ends of the equation.  Who took the bait, and who bit the hook.

Rinse, Repeat.  I'm over-simplifying this, because it is simple, but it's not being executed as full potential.  I urge you remarketers to scrutinize your strategy and layer in communication flows (drip campaigns) to your site visitors to take full advantage of the remarketing tools available to you and your team.

It's not just a buzzword.  Remarketing is the tool we digital marketers have been waiting for since 1996.  Use it wisely!  With a well-planned remarketing strategy, it can and should replace all other major digital marketing efforts.  The "marketing just to you" trend, here it is.  On a platter. No need to wait for the ads of "Minority Report" to become a reality.  The tools are here.  Do it right.

xoxo,

Jenn