Conversion Rate the metrics which makes every online markers thinking on how it can be improved. The basic fundamental A/B testing and various online marketing channel, design and templates are done on a yearly basis. However everyone forgets easily that we got to be present every-time consumer are searching for us.

In an online arena a Conversion Rate of 2% is considered as a minimum target but people easily forget that 98% of the people left the site. To capture these consumer who left a 360 degree marketing approach needs to be implemented.

How to approach the 360 Degree Advertising?

• Branding: Brand Advertisement is a the most essential and the first step in an advertisement. It is the first mantra of online advertisement.
• Display Advertising: Content Network Advertisement or Display Network: It is one of the second mantra of tapping untapped visitors. This will get a boost in the total visitor and it is advantageous as the CPC is less competitive.
• Social Advertisement: One of the channel which is really important to engage visitors. These visitors would help spread the word with their tweet or online sharing.
• Email Marketing: Now once all these channels are starting to drive traffic the most important task is to start reminding them via means of Email Marketing. 
• Re-Marketing: Dropping cookies and capturing these visitors via means of Readvertising i.e. Remarketing is one of the last but most important step. Those visitors who came to the website are the visitors who are interested in the product which is being offered. These visitors are potential buyers and missing to provide the product information once they are in there process of researching is like missing the potential buyer. Hence re-marketing comes into play and it will ensure that the message is delivered to the visitor.

Forrester Research revealed that by 2016 there will be 35% growth in the Ad Spend. It would become a $77 billion industry. The online industry would almost double by 2016 a massive growth of  85% from 2011 to 2016 (19% vs. 35%).

The Online Search trend is growing with a tremendous speed. Especially Mobile it is moving with a much faster speed. The AdSpend in Mobile would over take the combined AdSpend over Social Network and Email Marketing. The search trend is increasing in both Mobile, Tablets and handheld devices. The search trend is shifting in mobile with a tremendous speed. and it looks very promising as the will hit $8.2 Billion by the year 2016.

If the mobile arena is growing with a massive speed it would definetly capture the online marketing share resulting in the fall of other online marketing channel. The victim would be seen as Search. Display Advertising, Mobile Marketing and Social Media all are growing in a rapid pace. Although search would still be leader the $55 Billion AdSpend it is going to experience a massive -10% fall. (55% vs. 44%).

Another promising area which would see a growth is Dynamic Banner, this industry would be growing from $10.9 Billion industry to $27.6 Billion industry. The advertisers would enter in the competition of displaying their ads via means of Dynamic Banner. They would want to present every-time the searches are being made or someone is showing interest in the product. The stalking or  re-marketing would utilize these dynamic banner to a great extent. The blend of re-marketing and dynamic banner would be seen in a very extensive manner. The more segmentation the site would have the more granular stalking or re-marketing or re-targeting would occur. Majority of content network and even social network would start serving these dynamic banner.

Daily Deals would tend to decline as advanced technology and micro sites would start serving the deals and promo. Also, advertisers would tend to reach the consumer everytime they are online. Also, Social media would still tend to remain only $4 Billion AdSpend which is just 7%. 

Display 

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.
  

How can Remarketing influence Website Performance?
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.

Visitors landing on the site are those who are interested in the products and posses more probability to convert as compared to those who have never visited the site. A visitor leaving the site without any transaction is missed opportunity and as the saying goes "everybody deserves a second chance". Remarketing has brought the new concept of targeting those visitors who had earlier been to the page and had left without transaction.


How Remarketing Works?
Once opted to run campaign as remarketing, Google implants cookies on every visitor those who left the site without any transaction. The length of these cookies could be upto 540 days. A proper campaign targeting should be implemented considering the KPI (Key Performance Indicator) of the page where the visitor departed. Both inbound and outbound metrics are to be considered in order to run a successful remarketing campaign. Once the campaigns are set properly ensure the text Ads, images or rather call it as offers being shown to these visitors are lucrative to ensure clicks converting into conversion.

Opting to run in a remarketing would require creation of audience. Three basic type of audience to be considered could be -

• General Visitors
• Visitors Abondning the transaction cart
• Visitors who left didn't enter the transaction cart

Audience creation could be one step towards a successful remarketing campaign but it should also be followed by a lucrative and more impressive creative. Offering discount and using the terms like we missed you, or even the cart is missing you could be certain creatives which are useful. Think out of the box as those visitors who left the site once they were towards their final step of committing transaction is crucial for every industry. Successfully converting even 0.25% of those visitors who left the shopping cart could improve the conversion rate. Targeting visitor for the first 30 days with different Adgroup and later serving them with another AdGroup is also an acceptable option.

In a nutshell, remarketing is a mixture of converting a missed visitor into a customer with a strategic plan, a mindful approach,  targeting the campaigns and delivering a lucrative Ads such that every dollar spend on the remarketing would result into a successful marketing campaign.