The Importance of Retargeting Viewers

This troubling fact about your company’s website may surprise you: 95 percent of first-time visitors will never return. Even more shocking, 98 percent will not choose to make a purchase on the first visit. Although these statistics seem dismal, a new online marketing technique, retargeting, can help you reach out to these potential clients and bring them back for another look.

What is Retargeting?

Retargeting is a recent development in online marketing that you may have noticed in your own online use. After a consumer visits a company’s website, he or she may begin to see advertisements for that company’s products when visiting other websites. Usually, these advertisements contain images of and links to specific products that the consumer previously viewed.

How Does Retargeting Work?

Although their computer’s apparent ability to read their minds may seem mysterious to customers, retargeting is the result of a simple programming trick. Advertisers set up retargeting campaigns by gathering information about their visitors using browser cookies. They then purchase advertising space on other websites that their visitors are likely to visit, and individual visitor data is sent to these websites. Then, a customized advertisement is displayed on the second website using this data, reminding the visitor of the item that he or she viewed on the advertiser’s website.

Why is Retargeting Effective?

Retargeting has proven to be remarkably effective for the following reasons:

  • Specificity. It targets only those who have already visited your website and have an interest in the product or service you offer. These are the potential clients who are most likely to return and make a purchase.
  • Brand recognition. It keeps your brand fresh in their memory, making visitors more likely to choose your product when they are ready to buy. Familiarity with your brand also establishes trust, which can lead to greater customer loyalty for future purchases.
  • Better value. Retargeting costs much less than other forms of online advertising, but provides greater ROI because it targets only those most likely to make a purchase. This frees up the rest of your marketing budget for other effective campaigns.

You work hard to drive visitors to your website; ensure that more of these visits result in conversions by utilizing retargeting in your marketing strategy. To learn more about how to set up a retargeting campaign, contact OneIMS today.

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