When Remarketing Is “Re-spamming”

29 May, 2014 – 5 Comments

An invasion of privacy is upon us. But here’s why you cannot afford to hold back.

roberts-unorthodox-marketing-remarketing

You’re in a clothing store. The shop assistant has seen you. You browse for a few minutes, resisting buying the jacket you like, and then leave and proceed with your day. But within minutes, that same shop assistant is galloping down the road after you. She has the same piece of clothing in her hands that you looked at in the store. She attempts to sell you the jacket again… which at that point, is confirmation that the invasion is here.

You then think: “Okay, it’s a Friday. After all, I do need to new outfit for dinner tonight and since I really like this jacket I’ll take it.”

This is a tactic that’s all over the internet today, even if you didn’t know it. And to think that this very tactic – despite the fact that the above doesn’t represent your or my general buying behavior – doesn’t work is a BIG MISTAKE. Huge, even.

Remarketing (or Retargeting), as Google puts it “lets you show ads to users who’ve previously visited your website as they browse the web.”

Your initial reaction may be: Spam. Sure, many will consider this as spamming. But boy are they missing out on a world of new customers.

Think about it this way.

Would you like to directly target all the people you know have some level of interest in your product or service, and follow them around all day? (Not just down the street for 5 minutes!)

Sounds reasonably appealing to the direct marketer doesn’t it. Though what’ll swing it is that let us say on average your stuff converts at 10%, meaning that 90% of your visitors leave without taking action (which is too much to just lose). Sure this is marketing and we’re not going to capture everyone – but remarketing has been known to increase the recapture rate by around 10% – 30%. Up to 30% of those original 90% will come back to buy! That’s huge numbers – and I don’t use the word “huge” lightly here.

But re-spamming (as I’ve termed it) can hurt you. Big time. Customers may feel enthused with your business’ stuff, but not by your somewhat aggressive marketing tactics. It will annoy. Spamming and spamming over is always going to.

Though I prefer to look at the stats, and it’s clear to me there’s a return here. I know so because I’ve done it myself. And I know this is a game all about conversions, and not click through rates – and it sure as hell ain’t a stroll in the park.

Therefore, before you fire up your Google AdWords and Analytics account, remember as a first stop, just make sure you enclose cookie information somewhere on your website or web pages. Because it doesn’t become spam if they’ve agreed to it, right? I’d also make sure is that you don’t have a stupidly high membership duration either. Two months is enough from it also not to be classed as spam.

Also be sure to use clear, eye-catching ads that are highly targeted. (For the record, I personally prefer to call it “retargeting” as it gives a better description of what needs to happen. But who am I to argue with Google?!) As it was a jacket that you were browsing earlier, and not a pair of trainers from the men’s section. Again, so you don’t “re-spam”. This is simply because it’s highly relevant, and they’ve given you permission to do so.

So to the main question today. Are you remarketing? In other words, are you increasing the chances of your visitors buying off you by up to 30%? Well, you should be. Just take the right steps and don’t spam and re-spam.

And I haven’t even touched on the branding benefits of remarketing…

No Digital Marketing campaign is complete without this. Even if it does feel like an “invasion.”

12 thoughts on “When Remarketing Is “Re-spamming”

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