If you are marketing online and have an e-commerce component to your business, then you MUST BE retargeting. There is so much data out there on user behavior and you can/should be marketing to people based on their website visits, email signups, social actions and even search, if you want to get really nasty.
This piece by Kissmetrics is a really solid primer on some of the tools out there to help you with your efforts in this arena. Here is an excerpt from the piece that really dumbs down the premise:
“A customer steps into your shop, inquires about a particular product, and then leaves without buying. You know there’s a potential sale, and there’s every chance that person will be buying a similar product sooner rather than later.
How would you like to send some of your sales people to follow that visitor, reminding them of your business wherever they go? In fact, reminding them to the extent that your business/brand is the first and only name that comes to mind when they are about to make a purchase?
Sounds like an insane idea in the real world. Even if your sales staff doesn’t get beaten up for stalking, the cost alone would make it impossible to pull off.
But that’s exactly what remarketing (a/k/a retargeting) services enable you to do in the online world.”
Retargeting helps assuage some of the biggest ‘areas of concern’ when it comes to social media marketing. Such as:
- Reduced cost per impression
- Better conversion rates
- Improved ROI
- Precise targeting
- Cost effective branding
Read up, arm your brain and then get going.