The majority of buyers don't consider buying your products when they visit your site for the first time. Therefore, you have to retarget your visitors in order to sell.
But wait, retargeting does not mean here to re-engage your lost leads. In b2B, retargeting acts like a meaningful touchpoint that contributes to the buyer's journey.
Maintaining your customer data in the highest quality can help you in retargeting customers from various angles and multiple times. Remember one thing: retargeting again and again is more like playing with a double-edged sword. Track your every move with accurate data points
Let this blog present you with the pros and cons of customer retargeting in the form of a discussion. Let's start then?
Pros of customer retargeting
Okay, now tell. If someone browses through your website and clicks through some of your specific products, and spends some time searching for your products online. Again, on the next day, that person repeats this entire process.
Do you feel that this person is genuinely interested in your products? Of course, Yes!
We can confirm this person's intention through his/her web browsing habits. Retargeting this person through repeated marketing attempts would not lose the intention. This person needs good nurture. All we can guess is via this person's interactions with the brand and browsing capacity. Generated lead data can support you throughout the retargeting process.
Retargeting makes sense when it comes to displaying ads to customers. It's quite natural that your intended audience can see your ADs multiple times across browsers whenever they search for anything.
The Rule of Seven
There's a popular saying in marketing, which goes like "you need at least seven encounters with your potential customers to convince them to purchase." This saying is defined as the "rule of 7 in marketing". Also consider, this rule is not like any hard rule; rather, it's a backdated thought that worked well during the 50s or 60s. But now, brands' interaction with people has become more nuanced and personalized.
Here are some arguments that support retargeting as a popular marketing tool
- Nearly 88% of consumers notice repetitive ads. These ads they seen on various commercial websites that they visit. Seeing the same kind of ads multiple times increases curiosity or finally about the brand in consumers' minds.
- More than 31% of people who are introduced to retargeted ads eventually purchase after seeing the same ads multiple times. It takes time to get into your audience's mind. For that, you need to do the retargeting. You have to stay consistent when it comes to retargeting your audience with relevant marketing actions.
- Featuring your ads on a trusted website is important, as it will strengthen the trustworthiness. Nearly 37% of people trust Ads if they find them on websites that they trust. While retargeting, you need to ensure that your ads are displaying on trusted websites for effective results
Additionally, you need to focus on relevancy too. Your ADs should be displaying on the right channel at the right time for better results. Running ADs to display on the right website plays a major role in a successful retargeting campaign.
Are retargeting and remarketing the same?
No. Retargeting serves a different purpose than remarketing. Although both sound similar, they have big differences between them. Let's address it here.
| Point of difference | Retargeting | Remarketing |
|---|---|---|
| Purpose | Trying to re-engage people who have visited your website | Trying to establish engagement with people who are your old customers. |
| Channels | Paid ADs | Email and text messaging campaigns |
| Process to collect data | Website cookies | Contact forms fill-ups |
Drawbacks also exist in customer retargeting
Displaying relevant ADs to your customers is a good option, but within limits. Pushing the same AD multiple times can sometimes turn your potential customers off. The old marketing saying that you need to push your products seven times to potential buyers to make a sale. But sending your ADs multiple times can ruin your credibility.
In every situation, you need to get your process tracked via some lead-qualifying data measures. First, you need to collect lead data and define each stage of your customer journey. Collecting leads from multiple sources and distributing them in your database is important for tracking your retargeting journey.
Let's go back to the discussion now. Retargeting your potential audience can sometimes burn your marketing outcomes. Here'e when;
Establishing a meaningful relationship with your customers is the main game here. It doesn't matter how you're targeting your customers. All you need is accurate data about your targeted people, i.e., leads.
Quality data is your armor here
Maintaining data in good quality is important in many ways. As a part of your marketing journey, you need to target and retarget your audience every now and then. Keeping a strong database with high-quality data is important at this point. Marketing agencies get data entry professionals through outsourcing to manage the lead data. It helps manage the lead quality and keep the data intact.
The quality of your marketing data determines the success of your marketing operations. You can target better people, perform better marketing measures, and accurately run all your marketing ventures. Whenever you run AD campaigns, you'll get real-time data for your campaign performance. To retarget your ADs, you need cookies. However, managing accurate datasets as per your marketing operations can benefit you from multiple sides. Getting more conversions is the best one of them.
