Imagine walking into a clothing store and trying on a pair of shoes you love but ultimately deciding not to buy them. Days later, you receive an email with a special discount on those same shoes. This is the perfect example of a remarketing campaign in action.
By leveraging data and advanced targeting techniques, businesses can reach customers at the right time, with the right message, to increase their chances of making a sale.
In this article, we’ll dive into the world of remarketing campaigns and explore the various techniques and strategies businesses use to keep their brand top of mind, convert more customers, and ultimately drive more sales.
What are remarketing campaigns?
Remarketing is a powerful marketing strategy that allows businesses to engage potential customers who have shown interest in their products or services but have yet to purchase. By targeting these warm leads, brands can bring them back to their website and convert them into paying customers.
But aside from retargeting people who have shown an interest in a product, remarketing also applies to existing customers. Businesses can target their existing (and past) customers with personalized marketing campaigns to encourage them to purchase again from the brand.
The goal of remarketing campaigns is to either push warm leads into purchasing; or reignite the interest of past and existing customers to make another purchase.
Why are remarketing campaigns important?
Not everyone who steps into your store (or goes to your website) is ready to purchase. Often, these visitors are in the early stages of their buying journey. They are either in the curiosity and exploratory phase or the consideration and evaluation.
Having a remarketing campaign set up for these cold to warm leads help brands increase their conversion rate by influencing the decision-making process through discounts or other promos. This helps reduce buying friction and encourages prompt action from customers.
From the standpoint of existing and past customers, remarketing campaigns are essential because it helps increase the lifetime value of your existing customers. Plus, it allows you to reactivate your lapsed customers.
This is a cost-effective way to increase your company’s sales without investing a lot in advertising.
How do remarketing campaigns work?
For online-based businesses, remarketing campaigns work through a tracking technology installed on a website. This widget identifies customers who have visited a website, engaged with particular social media profiles, or subscribed to an email list. These customers are then targeted with relevant ads that remind them of the advertiser’s brand and encourage them to purchase.
For traditional businesses, remarketing can work with a loyalty campaign, where customers give brands their personal information – including contact details to gain access to rewards.
Aside from loyalty programs, social media is a good source of remarketing data for traditional businesses. Marketers can run personalized campaigns for their social media followers depending on their level of engagement and affinity to the brand.
How can remarketing campaigns impact your business?
Remarketing campaigns can significantly impact your business by improving brand recognition, creating repeat purchases, and increasing conversion rates. These campaigns allow you to target customers who have previously engaged with your brand but have yet to purchase. Or customers who haven’t bought anything for some time.
By showing personalized and relevant ads to these customers, your brand can re-engage them and encourage them to complete (or make) a purchase.
Remarketing campaigns can also help you gather valuable insights about your customer’s behavior and preferences. By analyzing the data collected from these campaigns, you can make informed decisions about your marketing strategies and improve the overall customer experience.
For example, you can use consumer data to determine which products are most popular among customers. Then, use that information to create a more targeted and relevant marketing message for your campaigns.
Additionally, remarketing campaigns can help you increase customer lifetime value by encouraging repeat purchases and building long-term customer relationships.
Whether you’re an online or traditional business, remarketing campaigns are essential to the growth of your business. That’s why you need the right tools to run effective remarketing campaigns – especially if you’re a traditional business with limited access to widgets e-commerce brands use.
ARLO is an easy-to-use multi-functional customer loyalty software that can help collect consumer data, implement personalized campaigns, and run remarketing programs effectively.
You can learn more about ARLO here.