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No, we haven’t pivoted into selling coffee from being a creative advertising agency in Ahmedabad or digital agency! But, we’re sure that the above text did remind you of having something familiar, either as a text message, email or a push notification on the phone. This is an example of a brand trying to lure back its existing customers to keep shopping with them regularly. This is the brand remarketing itself to stay relevant, maintain a loyal customer base and keep the sales going. The example here is of a prominent Indian coffee brand pitching one of its popular summer brews as soon as the weather started getting hotter.
But, what is remarketing?
Remarketing is a type of marketing activity that focuses on consumers who have previously shown interest in the brand. This interest could be in the form of a visit to the brand’s website, following it on social media, or clicking on any of their ads online.
The idea behind remarketing is to reach out to the most receptive audience, the one that already has an interest in the brand. Remarketing is basically rekindling such an audience’s interest and drawing them back. The chances of conversions are always higher when remarketing to this loyal audience.
Remarketing vs Retargeting
Remarketing is sometimes considered as retargeting. Yes, they do sound eerily similar, but there is a slight difference.
Retargeting is usually done to serve ads across various platforms, such as social media and Google Ad Network, to potential customers based on their past interaction on digital mediums with the brand.
Remarketing is reaching out to users and website visitors through messages and mails making a sales pitch, with the help of the contact information shared by them while subscribing or making a purchase earlier.
However, over the years, remarketing has become an umbrella term, of which retargeting is a part alongside the many other marketing activities which engage existing customers and previous website visitors.
So…how does Remarketing work?
Let us understand this using an example of a remarketing activity that Flora Fountain performed in its role as creative advertising agency in Ahmedabad for one of our ecommerce clients.
Sujith visited the www.falguni.shop ecommerce website of Falguni Gruh Udhyog, a famous farsan and snack store in Ahmedabad. He purchased some delicious Gujarati snacks and chose to get them delivered to his friend living in New Delhi. Now, for the purchase to be completed, Sujith had to create a profile on the website by providing his email ID and contact number. In the next step, he had to provide his friend’s information, like her name, address, email ID and contact number for the delivery to be done.
A week later, both of them receive an email that looked something like the one below:
While Sujith ignored the email, it piqued his friend’s interest and later that day, she ended up visiting the website and ordering the Theplas and some more Gujarati snacks.
You see what happened there?
Types of Remarketing
– E-Mail and SMS Remarketing
Customers who have previously purchased anything from the brand’s website or subscribed to the newsletter are the target of this strategy. The brand reaches out to them through tailored text messages or emails with specific offers relevant to them, such as promotions or discounts comparable to what they purchased or showed interest to in the past.
This list of customers/users can be segmented too. They can be grouped as:
- Customers who bought a similar product in the past
- Customers who added products but abandoned their cart before checkout
- Customers who looked at a product that wasn’t in stock at the time
This type of focused remarketing increases the chances of conversion.
– Display Ads on third party sites
The most prevalent type of remarketing is display remarketing. It entails reaching out through paid marketing, notably display ads on third-party websites, to users who have visited the brand’s website.
There are many platforms to run such display remarketing campaigns, and Google Ads is one of the top and most used platforms.
These platforms track the traffic to the brand’s website using cookies, and then target users who visited the site with ads of the products and services of the brand. Display ads appear on websites that are connected to the ad network the brand is using. If a brand uses Google Ads, then its display ads will appear to users when they visit sites that are part of the Google Display Network.
– Push notifications
This is a relatively new method of remarketing that is quickly gaining traction. These messages exist for both mobile and desktop devices and can be sent either manually or automatically to contact website or app visitors, whose personal information the brand may not have access to.
For instance, if someone who visited a site or opened an app leaves it halfway, a message can be sent to the user’s browser or device encouraging him/her to return to the site and finish the purchase or re-visit the site. Mobile apps even use this method to create recall, engage with users and pitch offers to the user with the idea of drawing them back to the app and making a purchase.
The best part about it is that no matter what the user is doing on the computer or mobile phone, the message will appear as a pop up notification on the screen, until he/she either clicks it away or opens it, hence there is no ignoring it.
Sounds interesting? Getting ideas about how your brand can benefit from remarketing? Get started by dropping us a “hi” on [email protected]. Get the best digital marketing company in Ahmedabad, India to back you and your brand in this crowded marketplace that is the internet.