Firstly, what is remarketing? Remarketing lets you reach people who have previously visited a website and shows them relevant ads across the web or when they search on Google. When people leave a website remarketing helps to connect with these potential customers again. Remarketing also sends tailored messages or offers that will encourage them to return to your site and complete a purchase.
So, is Remarketing useful or is it one step too far? In my point of view, remarketing can be a useful tool if it is used correctly. But, there is a fine line between effective and annoying in this case. It can often be frustrating and annoying to constantly see an ad for a product or brand that you previously looked at. From past experience people like to ‘dream out loud’ on the internet. Therefore people may often be looking at things they may not necessarily be able to obtain. People will also seek to use the internet as way of ‘testing the water’ and may not have the intention to purchase for a long period of time. Constantly seeing an ad in these cases will prove to a be a hindrance more than anything else. Finally, remarketing can simply prove to be annyoing. When people are constantly being shoved with advertising they tend to ignore it or it creates a negative brand image in the mind of the consumer, so, yes remarketing can be useful but there is a fine line.
But like I said, I do believe remarketing can be useful to a business. The following are some of the benefits of remarketing;
Brand exposure – Remarketing helps a business to expose their brand to prospects. The more a potential customer is exposed to a brand the more likely they are to buy from that brand when they decide to make a purchase.
Higher conversion rates – The greater brand exposure leads to higher conversion rates for your display advertising campaigns. Keeping your brand at the top of their minds will increase your chances of a future sale.
Audience targeting – “The ability to target a specific audience with a specific message is powerful” – Iron Paper . Remarketing allows business’ to target specific audiences based on their interests or demographics. It even allows to target warm leads like site visitors who abandoned a shopping cart.
Improving brand recall – Remarketing is a fantastic tool for reminding prospects of your brand. This form of advertisement helps create on-going reminders of a brand.
In short remarketing is a useful tool to drive and encourage sales for existing and potential customers but there is a fine line between it being useful and annoying. Business’ have to consider their target market when devising remarketing strategies as well as get the correct balance.