The Art of the Comeback: Winning Over Users with Retargeting
Marketing is becoming more personal, and marketers are slowly becoming data analysts. Naturally, marketers are now using tools to better their advertising. Retargeting has been a breakthrough in the digital advertising world. Here, the most promising individual customers can be directly targeted and made into actual consumers. Retargeting gives brands a second, third and even fourth chance at winning over potential customers.
Let me explain with a personal example.
Recently, I wanted to buy a ready-made hot chocolate mix online. I added it to the cart and was ready to pay when my mom called. By the time I finished the conversation, I’d forgotten about the purchase, and the item remained in my basket. But for the next 3 days, all my ads on Instagram, YouTube, and even random online articles were about the same hot chocolate mix.
There were ads showing off its velvety texture, videos of happy customers savouring their mugs, and even offers to entice me to come back. And you know what? It worked. The constant reminders led me to complete my purchase.
Cha-ching! Another sale for the hot chocolate brand, thanks to a well-executed retargeting campaign.
That, in a nutshell, is the magic of retargeting.
I, a user, showed interest but did not convert and was thus subject to the retargeting campaigns of the hot chocolate brand. It stayed on the top of my mind, reinforced my interest, and ultimately boosted their conversions.
Let me be clear though, retargeting is not about hounding potential users until they give in. Think of it as a gentle nudge that strategically shows them tailored and relevant content. The reality is that most people do not convert on their first visit to a site. According to Shopify data, an astounding 97% do not!
The psychology of retargeting is that familiarity breeds trust. The more they see your brand around, the more the users think it is reliable and are more likely to convert. People hate missing out; trust me, the FOMO is very real, and advertisers usually double down on it. Nobody wants to pass up on a good deal or a limited-time offer. Only 12 hours left to buy an item? Are only 4 pieces of it remaining? These subtle pressures nudge users toward making a decision- a fast one.
Retargeting is also cost effective while building loyalty. You should minimize how much time you waste reaching a newer, wider audience that might turn a cold shoulder towards your product. Instead, you can create a rapport with potential and existing customers and build loyalty.
Shein ads follow me around even after I complete a purchase. So, when winter rolls around and Shein shows me their new sweater collection, I am more likely to purchase from them as I am familiar with the brand, and it has been on my mind since the last purchase. Voila! Shein now has a loyal customer.
BEWARE: The Risks of Overdoing It
- Overexposure can annoy.
Seeing the same ad repeatedly can come across as intrusive or even creepy, leading users to develop a negative perception of your brand. Make sure to strike a balance- frequency capping is your dear friend for the same.
- Privacy concerns are real.
Consumers have become increasingly aware of how their data is being used. Hence, retargeting campaigns can sometimes raise eyebrows. Be transparent about your data policies and ensure you adhere to privacy regulations like the General Data Protection Regulation (GDPR) or the Central Consumer Protection Authority (CCPA), whichever applies to you.
If you’re ready to level up your advertising strategy, explore the power of retargeting with Cubera’s Edge. It is beyond just chasing clicks. Remember, the game goes on until the sale is made. Retargeting is a power-up that helps you get there.
