Have you ever wondered why a product that you looked at just a day ago seems to constantly reappear on your browser and other platforms that you are using? How did it get there? And how does it know what you were looking at? Why is it following you?
Well, I had the exact same thoughts prior to taking Digital Marketing. This concept both fascinated and frightened me in understanding the amount of knowledge and information that the web could attain from an individual in identifying their search behaviours.
Remarketing is a very useful tool in Google AdWords as it is different from standard display advertising with the usage of consumer targeting. This type of marketing makes it easy for a company to advertise to people who have already come in contact with the brand. This is done through the means of a special tracking code to place cookies in the computer of people visiting various websites. What we have learned in class to be important when implementing this strategy, is to select your audiences. According to Rejoiner.com, the main difference between remarketing and retargeting is that “retargeting” uses display advertisements as the primary medium that “retargeting” uses email.
As you can see on the left image, the right side of this screen shot shows retargeting from advertisements on a recent clothing retail site that I was shopping at and another of a Mac laptop case from Amazon. The second image on the right is an example of remarketing. This shows a personalized email from Zaful.com to remind me of my recent activity on their website to help encourage me to follow-though in the consumer purchase funnel.
