Re-marketing: What it is and Why you should do it
E-commerce is not straightforward. You would think it should be. You market a product and someone buys it.
Or in e-commerce terms, you serve them an ad, they go to your webpage and place an order.
However, that’s not quite how it works.
Many companies are finding out serving the ad and getting them to the webpage is easy enough, but getting the order is a little harder.
Truthfully, it’s not necessarily harder, it is just further down the line of what happens with e-commerce.
You see, the way it actually works is: a business markets a good or service, the consumer goes to the webpage, looks around, but doesn’t buy immediately.
Instead, they go off to the next thing that catches their eye. What are you, as a business, supposed to do at that point? You re-market.
What is Re-marketing?
Re-marketing is when a business targets a consumer multiple times after they have shown interest in a product or service.
It is another step in the dance of the buying process and an opportunity to make your company stand out all the more through targeting consumers who have already shown interest in your company.
There is a very old rule in marketing called the rule of seven. It takes seven touches in a marketing setting for a person to buy.
If you look at it this way, then it might take a small army of ads to make your company stand out well enough to get the sale. Therefore, you should be doing this as efficiently and effectively as possible.
How to Do Re-marketing Well
Discounts, coupons, extras, something to get your prospective customer over the hump of hitting the buy now button.
Pay special attention to your ads:
If you’re following the seven touches rule, then you might think any ad will do. Unfortunately, that is not true.
These ads need to be specifically targeted toward those lost cart consumers with their ad copy, their look, and their feel.
Monitor the process:
As with everything marketing related, you need to know what your conversion rate is and how well your re-marketing campaign is doing.
This is not a set it and forget it. You do have to tweak it to insure you are getting the results you want.