Article

Andreea Paul
Andreea Paul 9 November 2016
Categories Ecommerce, Email & eCRM

Retargeting: How to Get Closer to Your Customers?

Due to an over-saturated market, the customers have gotten smarter and are expecting a more personal relationship with the companies they are interacting with. Customers desire to feel special and to be given a reason why they should buy from one company and not the other.

In order to interact better with your clients or potential clients, you need to know them. It's no longer enough to know the overall demographic of all of your potential clients, you need to know the client on a more individual level. Fortunately, there is a marketing technique that will help you achieve a better understanding and communication with your customer, called retargeting. How does this advertising method works? Retargeting is a cookie-based technology that helps you gather basic personal information about your client and to “anonymously” follow their activity on the internet. This helps you create a better profile of your clients and allows you to have a better communication with them.

When customers access your website, you can use this opportunity to encourage them to fill in their information or to present them with an offer and invite them to make a decision to purchase an item from your site. Sign-up forms are a good way to fill up your database with information so that you can turn an unknown person into a potential buyer. Gradual customer profiling can improve your conversion rates while you grow the information you can collect from your client by changing the fill-in fields on the forms of new visitors. Moreover, you can use retargeting software together with Data.com in order to create a more detailed customer profile.

One of the biggest problems an online store is facing is the low rate of conversion. How do you make sure that the person who is visiting your store will also make a purchase or will return to make another one? Using a retargeting software you have more insights on your customer’s behavior during their time spent on your online store and after they leave.

While a visitor is browsing your site, the retargeting software will help you detect the product that he/she is most interested in. This information allows you to target the client in a way that is more specific to his/hers needs. It also helps you monitor his/her activity and when the person appears to be undecided or is about to leave the site, the software helps you offer the customer an incentive to stay or to come back with the intent to buy such as a discount or free shipping for the products he/she is interested in.

If the customer still leaves without being converted, this is when email retargeting comes in play, by already having information about the client and his/hers interest, this software allows you to send emails to him/her with the products that you know is interested in.

The retargeting software is built around feedback loops. It is important to monitor feedbacks in an objective manner. Whatever your stake is, business development or a marketing professional, you are definitely under a lot of pressure to sell. So no matter if you are sending out a basic email newsletter or a content update, you must not presume you know for certain what will be the customer’s response to your message.

Clients are very responsive when they feel that the marketing is too pushy or aggressive. Therefore it is very important that the data on unsubscribe rates, spam complaints, open rates, and click-through rates are closely monitored. The retargeting software helps you keep track of every customer, in order for you to monitor their complaints and come back with the most suited response to ensure their satisfaction.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Amazon is the new Google for Product Search

Amazon is the new Google for Product Search

Amazon has become the top place consumers go on the Internet to search for products. In a Raymond James study published in early 2017, 52% of people said that Amazon is now their first choice for product searches. Here’s how you can get to the top of Amazon’s results and stay relevant

Brian Beck
Brian Beck 21 November 2017
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more