AS per Google "Re-marketing is a feature of interest-based advertisement". Re-marketing in a layman terms could be explained as those visitor who visited your website are being again served with advertisement across various website. Re-marketing or call it Re-targeting it is highly targeted as the end users being targeted are not a new visitors but are visitors who once during their purchase cycle had visited the website. These users might have dropped off during their purchase cycle. Re-targeting these users will allow us to re-offer the inventory which he was interested or in other term Convert Repeat Visitors into Customers.
Having said that re-marketing is targeting the visitors who are not the new visitor but returning it is always very significant to classify these users. These users should be segmented properly. The users segmentation would be based upon the type of page and category the user was browsing. The granular the segmentation higher probability of conversion. The user could be re-targeted and thanks to re-marketing but the strategy of implementing the user categorization is vital. It is also important to consider that the visitor had left off the page because the product was not available to catch the interest a mechanism of serving those products which others were interested could lead towards conversion.
A general information on how re-marketing works:
- It is all about tracking:
- A JavaScript or Pixel Image is placed in the website. The code is activated every time the page loads. The data is transmitted via the code to the server which is responsible for offering remarketing ore re-targeting solution.
- It is all about getting to know your visitor:
- Cookie is placed for every visitor who visits the website. The cookie has specific information at a granular level which is not only limited to the page the users visited but also the place where he dropped off.
- Follow visitor during his purchase cycle:
- The third party offering the solution is than capable of serving the visitor with the same product at a discounted price. Or serving alternative products with a highly targeted message as "Purchase now until the stock lasts - Last 3 items remaining".
- Providing sense of urgency and serving the item along with related product would help ease the visitor to make quick decision.
The answer to this question is very simple. The targeting and re-targeting visitor who are interested in your products in every step of purchase cycle could influence the visitor to purchase. There wouldn't be any company in this world who wouldn't want to appear in the search result or either in the form of MSE, PPC, CPC, CPA, CPM or even email marketing. The presence is utmost when the visitor is looking for you. It would be a crime against marketing if the presence is not marked especially when the user is looking for you or your product. Influence on the performance of the website would be seen as generally there is 2% visitor of the website converts while 98% visitors would abandon the website. To improve the performance a highly targeted campaign should be crafted to capture not only the visitor during the Pre-purchase but also Post-purchase. Based on the segmentation different kind of message is to be delivered.
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