{"id":20035,"date":"2023-02-15T15:19:18","date_gmt":"2023-02-15T13:19:18","guid":{"rendered":"https:\/\/www.papaki.com\/blog\/?p=20035"},"modified":"2023-02-15T15:19:18","modified_gmt":"2023-02-15T13:19:18","slug":"the-importance-of-remarketing","status":"publish","type":"post","link":"https:\/\/www.papaki.com\/blog\/en\/2023\/02\/15\/the-importance-of-remarketing\/","title":{"rendered":"The importance of remarketing and how to do it"},"content":{"rendered":"

How much does it cost you to show your products or services to your ideal customer? Whatever digital or physical marketing channel you invest your time and money in, with <\/span>remarketing<\/span><\/b>, you can increase your chances of converting someone who came in touch with your brand into a customer at the lowest possible cost.<\/span>\u00a0<\/span><\/p>\n

Let\u2019s make it clear.\u00a0<\/span><\/p>\n

The first time visitors enter your website, they will likely not make a purchase or contact you. Only 2-5% of consumers buy instantly once interacting with one of your ads. The 95-98% of internet users intending to proceed to purchase passes through some main stages:<\/span><\/p>\n

    \n
  1. Recognize that they have a problem or a need.<\/span>\u00a0<\/span><\/li>\n
  2. Search online for information.<\/span>\u00a0<\/span><\/li>\n
  3. Compare.<\/span>\u00a0<\/span><\/li>\n
  4. Decide.<\/span>\u00a0<\/span><\/li>\n
  5. Purchase.<\/span>\u00a0<\/span><\/li>\n
  6. Have their first experience using your products or services, which determines their future relationship with your brand depending on whether they were satisfied.<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

    It is the so-called \u201c<\/span>customer journey<\/span><\/b>\u201d. If you can be present at each step of this journey, then you will possibly see the conversion rate (percentage of converting into customers) of your marketing actions increase.<\/span>\u00a0<\/span><\/p>\n

    So, to be present, you need to create a conversion funnel encouraging the users to make this journey by directing them at every stage and bringing them back to your brand.<\/span><\/p>\n

    What is remarketing<\/h2>\n

    Remarketing <\/span><\/b>is the strategy of reminding existing or potential customers of your brand depending on the digital or traditional marketing channel through which they come in contact with your products and services.<\/span>\u00a0<\/span><\/p>\n

    How important is remarketing?<\/span>\u00a0<\/span><\/h3>\n

    Remarketing not only reminds your visitors of your brand but also can make it easier to move to the next step in the conversion funnel. Also, it can be helpful to reduce shopping cart abandonment by showing the product that the user added to the cart but left the website without purchasing.<\/span>\u00a0<\/span><\/p>\n

    Remarketing vs Retargeting<\/h2>\n

    Remarketing <\/span><\/b>and <\/span>retargeting <\/span><\/b>are not the same things. Retargeting is a subcategory of remarketing. Sounds difficult? <\/span>\u00a0<\/span><\/p>\n

    Simply put, remarketing is more about communicating with the same potential customer multiple times \u2013either digitally or traditionally- while retargeting shows online ads repeatedly to the same visitor. <\/span>\u00a0<\/span><\/p>\n

    This confusion was caused and established by Google when in 2010 introduced the ad retargeting system and called it “the remarketing tool”.<\/span>\u00a0<\/span><\/p>\n

    How to do Remarketing<\/h2>\n

    Remarketing <\/span><\/b>includes all your actions to remind your customers and potential ones of your brand.<\/span>\u00a0<\/span>It includes all digital marketing techniques, e.g., showing someone the same banner multiple times until clicking on it, to a sign outside your physical store that someone sees every morning when going to work.<\/span><\/p>\n

    So, the main options you have in remarketing are:<\/span>\u00a0<\/span><\/p>\n

      \n
    1. Retargeting<\/span>\u00a0<\/span><\/li>\n
    2. Social Media<\/span>\u00a0<\/span><\/li>\n
    3. Email<\/span>\u00a0<\/span><\/li>\n
    4. Phone<\/span>\u00a0<\/span><\/li>\n
    5. Offline -traditional- marketing (signs, flyers, radio, tv, etc.).<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

      1. Retargeting<\/span><\/h3>\n

      Retargeting <\/span><\/b>using technology seeks to re-interact with your website’s previous visitors. Approximately 95-98% of your visitors leave it without dropping their email, contacting you, following you on social media, or purchasing your product\/service. Retargeting allows you to bring them back again in touch with your brand by placing a snippet on your website, the so-called pixel.<\/span>\u00a0<\/span><\/p>\n

      A retargeting pixel places a cookie inside the visitors’ browser to get stored their information in your account (Google Analytics or Facebook). In this way, you can display ads, especially to those who have previously visited your website. Retargeting ads have 10 times the CTR (Click-to-view Ratio) since the user already knows you.<\/p>\n

      The 2 most popular platforms for retargeting are Google and Facebook. See how to set up a <\/span>retargeting campaign on Google<\/span><\/a>, and also a <\/span>retargeting campaign on Facebook<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n

      Important<\/span><\/b>: What has changed and may be difficult for everyone involved in retargeting ads is that the 3rd party cookies are being disabled. Simply put, you cannot target specific customers with the most personalized ads possible, but only groups of people with the same characteristics.<\/span><\/p>\n

      2. Social Media Remarketing<\/h3>\n

      \"social<\/p>\n

      Remarketing in social media <\/span><\/b>targets exclusively your loyal audience, contrary to traditional social media marketing, which targets the general audience to which you would like to introduce your brand.<\/span>\u00a0<\/span><\/p>\n

      In essence, social media remarketing campaigns aim to bring back over and over again those who already have an experience with your brand. It is much easier and cost-effective to sell something to someone who already knows you or has bought something from you. Some illustrative examples:<\/span>\u00a0<\/span><\/p>\n