I will never forget the time I searched for a Disney vacation to surprise my family. I mean, how could I forget it? After I went to their website and had a mild heart attack about the fortune I was about to spend, their ads were lurking around every corner I turned. I logged into Facebook and there it was, a Disney ad. While looking for a new pair of shoes on Amazon, a Disney ad was staring me right in the face. It seemed like every website I visited they were waiting for me saying, “Click me, I dare you. You know you want to.”
So, I did what most consumers eventually do. I clicked the ads and revisited their website multiple times. After what seemed like hundreds of discounted offers and ads, I ended up on a flight to Orlando with a 3-year-old and a call from Discover card verifying it was actually me putting charges on my card at Disney World. This tactic is called remarketing, and it works. The proof is in the pudding, or Mickey Mouse pancakes in this instance.
Remarketing targets consumers who have visited your website, but didn’t purchase anything. After placing scripts within your own website, the visitor’s browser will plant cookies on their computer and trigger the ads to appear while surfing the Internet. The advertising rule of seven states that a customer needs to hear or see a message a number of times before taking action. This might help explain why the click-through rates for remarketing ads are unusually high compared to traditional banner ads. Consistency and repetition are key factors to success in your marketing plan. They build familiarity and trust with potential buyers who are more likely to purchase from a name they recognize.
One popular form of remarketing is abandoned shopping cart reminders. An estimated 70% of people place items in an online shopping cart and leave without completing their purchase. Interestingly enough, when remarketing through email and banner ads about the abandoned carts, about 35% of people end up finalizing their purchases.
Online advertising has countless benefits ranging from a flexible budget, easily tweaked artwork, and trackable results. The ability to measure the success of a campaign and Return on Investment (ROI) is a huge value in itself. When planning your next digital campaign, consider this targeted twist to maximize your profits and build brand recognition with potential buyers.