What Is Remarketing?
Remarketing is using customer data in a way that allows you to automate a new marketing campaign to get them to return to considering your product. eCommerce businesses love features that allow for remarketing because they offer high value per email sent, they engage clients right when they most want to buy, and they build customer loyalty trends, reducing the amount of brand-new customer leads they need to meet their goals.
The Current State of Remarketing
One of the most successful remarketing campaigns is the cart abandonment remarketing email - automating an email to check in with potential customers to ensure that they reconsider the product they added to the cart. This is a powerful strategy for getting nearly-there customers over the finish line.
Cross-selling is another great remarketing strategy where you determine the complementary products within your retail line and send emails suggesting other similar or complementary products to people who have already purchased something that would be enhanced by another product, like a comfortable pair of yoga pants after the purchase of a yoga mat.
Currently, remarketing is only just beginning to be fully optimized; at times, companies spend more on ad spend for less results, and so the next generation of remarketing advertisements will be focused on streamlining the process so that every single ad exposure moves your customer down the conversion funnel.
The Future of Remarketing in the Retail Space
Dynamic remarketing, where display ads for your product show up on other sites through services like Google, is one of the major trends in remarketing. While not the same as traditional email campaign-based remarketing, these ads are now available to a wider and wider group of eCommerce businesses rather than just the big retailers. These ads are trending toward more and more complexity and customization. After an abandoned cart, there should be multiple, varied ads rather than one repetitive ad for the item left in the cart, since there is a chance that a different item will actually be the one that pulls the customer back in. Remember: your ad spend can go farther if you don’t expose the same person to the same ad twice, but rather vary their exposure.
There will also be more remarketing optimized for mobile, where purchases are increasingly being made. Make sure that every single remarketing effort looks just as good on a cell phone as it does on a laptop screen.
As the use of social IDs and emails (captured data that helps you link your list of leads to particular social media accounts) becomes more prevalent, there are more ways to connect to those who have already expressed interest in your brand and remarket to them in their social media feeds, like Facebook and Twitter.
Ready to see how new remarketing strategies can move your business forward? Reach out to us today!