It’s pretty typical. What we at first resent, we come to see the value in. New technology often follows a pattern similar to the five stages of death. First, we deny it, then we’re angry about it and eventually we accept it. Most new technologies go through this because they disrupt our sense of normality. Some never make it to acceptance (remember Google Glass?).
Once we get over the creepy notion that advertisers can follow us around the internet, many have come to accept it as a preferred alternative. At this point, most people who use the internet know they’re being tracked and we accept it as the price we pay for the convenience the internet offers.
The simple reason we find advertising messages annoying is that because so many are served as an interruption to the programming we are receiving. They cut into TV shows, break up sporting events and ruin the flow of a movie. And if we’re not in the market for a car, (or whatever the ad is about) the message is even more annoying. But what if you were in the market for car? Suddenly, the message is a little more interesting.
The problem with traditional advertising is that it’s just a game of luck. As the saying goes, they’re shooting the pellets into the sky and hoping the birds fly into them.
Retargeting is just the opposite. It identifies a marketer’s target by tracking online activity. It then follows them with ads based on their interest.
So, if I’m interested in golf, I’ll search and read stories about golf. My browsing history will indicate that interest and retargeting will follow me with advertising for items related to golf. I’m less inclined to view such messages as an interruption as they are clearly based on my interests and, in fact, may enhance my knowledge and enjoyment.
As with most powerful tools, they have to be used responsibly to be most effective. Even though you have the knowledge, you can push it too far. So here’s three simple retargeting tips:
Don’t push it. Even though you know a prospect’s interest, don’t over-do your retargeting. As this study from Rapp Media indicates, 3 times or less is the magic number
Don’t be lazy. If you’re going to retarget, don’t show the same ad over and over. You have 3 tries. Get it right.
Be relevant. Feed them information that is relevant to their interest.
When used properly, retargeting is a powerful tool that leads to direct results. Contact Dewar Gaines for a presentation of a case study on how we have helped our clients see outstanding results through retargeting.