Communique Newsletter

WINTER 2018 ISSUE

The Basics Of Retargeting

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Have you ever browsed the internet and felt like you were being followed by a company? The furniture set you looked at two days ago keeps popping up in an ad on every website you visit. Why does this happen? If you have experienced this type of internet advertising, then you have been the target of a retargeting campaign.

Retargeting (also known as remarketing) has become very popular in recent years. Retargeting is a great way to market to potential customers who are already familiar with your business.

They have spent time reviewing your website, filled out a form or took another specific action on your site. This type of advertising has become an extremely popular way for businesses to stay in front of prospects they know have a higher likelihood of converting into customers, due to their online actions. But how do advertisers gather this information about prospects?

What Is Retargeting?

Retargeting ads are online ads that are shown to people who have already visited

your website or are a contact in your database (e.g., someone who signed up to receive information from you). There are two main types of retargeting campaigns, ones that use a pixel, or coding on your website and ones that are list based.

Pixel Based Retargeting

A pixel is a piece of JavaScript code that is placed on the landing page connected to an ad. When someone visits that page, the code then gets recorded in their web browser. This is also known as being “cookied.” When the visitor leaves the first site and visits other sites, the cookie notifies retargeting platforms to serve selected ads to this person’s browser screen.

Marketers love the pixel (or cookie) retargeting option because it allows them to reach potential customers while the company’s services are fresh in their mind. The retargeting can be as broad as anyone who visited any page on a site, down to someone who looked at a certain page on a site or who completed a certain behavior (e.g., put an item in their online shopping cart, but did not complete the purchase).

List Based Retargeting

List based retargeting allows companies to upload a list of email addresses that have been collected from customers who signed up to receive information. This type of retargeting is mainly used for social media advertising. List based retargeting is beneficial because it identifies people who have actively taken an interest in the business. The downside is that most people have more than one email address these days. When filling out online forms, they may provide a work email, but have a personal email address attached to their social media account. If this is the case, then retargeting these people on social media isn’t possible.

Both types of retargeting have their benefits. But, before deciding on the type of retargeting, companies should evaluate their goals, as well as who their customers are. If most of your customers are older and tend not to use social media, then retargeting on Facebook or Twitter won’t benefit you. If the goal is to increase the impressions your ads receive, then retargeting on the internet might be better since the ad will show on websites rather than social media. Like all other types of advertising, there are a lot of things to consider with retargeting, but the ability to serve up timely ads and focused targeting is hard to beat.

Agreeing To Disagree Helps The Creative Process

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Disagreements are inevitable, normal and healthy part of relating to other people. In our everyday lives, many of us try to avoid disagreements as often as possible. This behavior is probably due to a number of reasons. Some people view comments about disagreeing as being angry, rude or unkind to others. Some feel uncomfortable in offering an opposing viewpoint. However, when it comes to the creative process, disagreement is at the heart of refining the final product.

Getting negative comments about your work can lead to frustration – if you interpret them as personal attacks. In order to get any benefits from disagreement, you have to change how you react. Realizing that insight and innovations never come about when we are feeling satisfied and comfortable with the status quo. We need the discomfort that conflict brings to generate a desire to explore new possibilities.

The opinions and comments others provide can give you a new viewpoint or angle to approach the task. Your individual interpretation of a piece of work is often not how others see the same piece, since we all come from unique perspectives. Often times when receiving criticism during the creative process, we tend to see it as an attack on our work and in return act defensively. Instead, we should interpret disagreements as valid feedback and a way to help improve our work.

Another’s comment or opinion could provide a new angle or approach you may have missed or not thought of. When staring at the same piece of work for a period of time, we can also become “blind” to new ideas, since our mind is focused on only seeing it through our perspective. It’s important to remember that everyone is working towards the same goal.

While the easiest route may be to just agree with someone, it is not always the best for the creative process. When we decide to just agree rather than share our ideas, we tend to miss out on great opportunities to improve our work. Once our mindset is changed, we will no longer run from disagreements but rather embrace all they have to offer.

Geo Mapping Enhances Advertising ROI

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Geo mapping allows a business to take data with location elements and map it out to provide visualizations to better understand their customers and market share. More specifically, geo mapping can provide many benefits in the process of better targeting customers. Originally limited to use by large companies, due to the cost, geo mapping software has become affordable for smaller companies and entrepreneurs.

Geo mapping can help you define a target market, identify areas of growth or show the reach of products and services. Further analysis of the data can reveal top selling products by location, demographics by the location of customers or purchase history by location. The map visualizations can help companies assess the ROI of advertising efforts in order to recognize trends and changes over a period of time, narrow down a more effective direct mail list or even determine the best criteria for where to target social media ads.

The use of geo mapping spans different industries. For a simple example, imagine you’re a company who belongs to an industry that has many competitors located nearby, as well as a trend of consumers staying local for your service. The use of geo mapping could help you to define a radius that your services reach. This would then give you a better picture of what media outlets to use or who to include in a direct mail campaign. Mapping data gives companies a better feel for who their consumers are and better understand their position against competitors.

In industry studies conducted, geo mapping has been found to increase ROI in a number of areas. For instance, for one Canadian hardware retailer, RONA, geo mapping allowed the company to redefine their distribution plan for direct mail. The changes paid off when the company sent 10% fewer flyers to non-productive areas, which saved thousands of dollars per year.

For some companies mapping has been effective in recognizing demographics for geo targeting through social media to increase the ROI of their interactive budgets. Others have used it to better define the locations of their customers and identify media outlets that can best reach the areas. While not always perfect, the data from geo mapping can provide limitless options for building a good foundation for better enhancing advertising effectiveness.

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