The Role of Retargeting in Marketing

Most consumers check in companies’ websites before deciding to purchase. The design of the brand’s website plays a crucial role in the customers’ decision whether to buy from the company or move on to another site. Proper retargeting helps these potential customers to get ready to buy. It also helps a lot in ensuring that once the time for purchase reaches, they will opt for your brand. Retargeting is also known as remarketing. It is usually applied on websites as an online advertising technique to put one’s products in the lead of all bounced traffic once the visitors leave the site. Most marketers have embraced retargeting as a way of making conversions. In 2016, more than 80% of marketers ran retargeting ads.

Retargeting ads should not be overly pushed or poorly timed as it may irritate the potential clients. 92% of the first-time visitors to a brand’s website are not usually ready to make a purchase. They often visit the site, do some poking and eventually leave without making a conversion. This is often frustrating to the seller as the primary goal of running the ads is to make a sale. It not only happens on websites but also on e-commerce sites. 58.6% of the visitors discontinue the process of purchasing because they are not ready to make the conversion. These non-converting visitors find themselves on the website either as an accidental click or due to the curiosity that drives them to gather research on a particular product.

The fact that retargeting the potential customers with the same message would not yield a conversion should not make you as the seller or marketer give up on them because in the real sense most of these visitors are potential customers.

Reasons why visitors may not be converting on a site;

Customers’ hope to get a better deal

Buyers have the belief that they can get a better deal elsewhere and this refrains them from converting on your site. The deal may vary from price, quality to after sale services. There are many online shops today, and this makes it easy for consumers to hop from one site to another until they land on the one that suits their needs. Regarding the price factor, a discount would play a great role in motivating customers to buy. Also, the addition of some urgency on a deal can motivate buyers to act sooner. For example, offers such as “10% off if you like us on Facebook” or “Deal expires on August 30th” can be very useful on a marketing site.

Customers have multiple needs

Customers’ needs are complementary. A rise in a particular need leads to the occurrence of another. A client may check in with the need for an oil change that comes handy with the replacement of headlights or brakes check and find you as the seller offering only one need. This discourages them as they want a fix to all their problems at once.

The likelihood of customers’ unresolved concerns

These concerns range from affordability, privacy issues or even the mere irritation of signing in on a site. The prices could be fair but the customer may not be in a position to afford the product, it is, therefore, the role of the marketers to apply a retargeting approach that addresses the customers concerns.


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