The biggest challenge and key to unlock all components of marketing lies within your audience. Your audience moves your marketing, determines your revenue stream, if you get any leads, and if they come to you for advice. In order for you to even have that conversation with your audience you have to connect, engage, and educate all while providing relevancy from your brand.
That understanding is clear for inbound marketing efforts encircling owned and earned channels; however, for paid elements such as social ads, digital ads, SEM, there is sometimes the implication that everything above is lost and sometimes with these paid channels your audience might feel targeted by a cold, strange force.
As I’ve stated in the past, I’m a huge fan of ads and I have a firm belief that they provide a easy way to scale your marketing if done correctly. Many marketers get caught up in the mishaps that other marketers have gotten themselves into through overspending on their ads with their budget or only focusing on the vanity metrics without looking at the end game of conversions. However, the true essence of paid ads allow us marketers to target a specific audience in order to give them the product they need.
However, there is that element of being impersonal and I completely understand that, but there is something to counter that — retargeting or remarketing.
Retargeting, or remarketing, is defined as showing ads to users who’ve previously visited your website as they browse the web. Essentially, you are targeting your audience even further, engaging with users who weren’t ready to fully commit the first time, and shooting over a friendly reminder to come back again. This part of your audience already found you once, so why shouldn’t you try to reengage with a scalable form?
Retargeting is one of fastest growing channels in 2013.
10 Retargeting Tools That Marketers Should Know About
Google Adwords — the mothership or the mac daddy who controls keywords and how your ads are displayed. As much as I would like to say that Google’s Remarketing Tools are the easiest to navigate, they really aren’t; however, Google essentially own the ad space and as a marketer Adwords should be a familiar tool in your belt. Through a series of cookie dropping before hand and a couple dozen clicks, you can have your remarketing campaigns ready to go. One note, Google is very responsive to customer support through their ads and have a number listed to call (1-800-919-9922)
2. Adroll
Adroll defines themselves as “a simple and effective platform for advertising online and retargeting previous website visitors to bring them back to your site.” Adroll has a long roster of big brands using their platform such as Hipmunk, Levi’s, and Salesforce. They also have a wide variety of services such as Facebook Retargeting, Customer Segmentation, and their “Unparelled ROI” claiming that customers earn $10 for every $1 dollar they spent on retargeting. Sounds like a good deal to me!
3. Retargeter
“Start to Finish Advertising Solutions.” Retargeter is a “full-service display advertising solution specializing in retargeting and audience targeting” and claim that their “solutions can help you optimize your marketing spend by serving targeted display ads to the right people at the right time.” Retargeter serves companies such as Zendesk, Icebreaker, and Brahmin, but serves a wide variety of companies in different industries. They also have several different products to help with your remarketing needs, like Facebook, Email, CRM and Search Retargeting. I only named a few, but it looks like they have a full roster of tools to fit with your needs.
4. Rocketfuel
Rocketfuel “delivers a leading programmatic media-buying platform at big data scale that harnesses the power of artificial intelligence to improve marketing ROI.” They claim that agencies have a 229% ROI and advertisers have a 192% ROI providing their data-driven targeting, so users aren’t getting fruitless clicks. Rocketfuel works with brands such as General Mills, Nissan and Allstate and screens over 28 billion ads a day for real-time bidding purposes. For ad targeting at a much larger scale RocketFuel looks like a promising solution.
5. Criteo
Criteo is a “personalized retargeting solution” that targets for the “right product to the right user at the right time.” They have had over $6.5 billion of post-click client sales in the last 12 months and work with brands such as BMW, Dell, and Expedia. Criteo also has Facebook retargeting along with mobile ad buying. Effective engagement? Tell me more!
6. Ebay Enterprise (formerly Fetchback)
Like any retargeting platform, Ebay Enterprise drives the point home stating “targeted diplay is a crucial piece of any well-rounded online marketing campaign” and states that their goal is to “provide you with customized campaigns, world class tools and unmatched expertise to help you every step of the way.” Ebaby Enterprise provides site retargeting, look-alike and intent targeting and Ebay advertising. Clients include big brand retailers like Kate Spade, DKNY, and Speedo. If I was a retailer, I would definitely look into Ebay Enterprise more!
7. Vizury
Vizury helps “marketers secure customers-for-life” and is purposed for retargeting and display solutions. They have customers such as Sony, Jet Airways, and Lenovo with other brands in the e-commerce, flight and hotel industry. Vizury also has a few products — Vizury WebConvert, Vizury AdProspect, and Vizury MobiConvert. Customer for life, sounds like a marketer’s dream come true.
8. Chango
Chango states that it can help marketers at every stage of the funnel, especially with retargeting saying that they can serve a personalized message to your potential customers who haven’t converted yet. Chango breakdowns their programmatic display in three ways, Search Retargeting and Data-Driven Prospecting, Programmatic Site Retargeting and Look-alike Targeting. They also state that they have over 100 billion algorithmic decisions made each day. Mind-blown.
9. TellApart
TellApart is “marketing solutions for omnichannel commerce” and mainly works with retail brands such as Neiman Marcus, Warby Parker and Sur la Table. They cater towards online shopping data and personalization for when that customer adds something to their cart, but doesn’t always purchase. TellApart gives retailers “performance-driven actionable insights” to further engagement. They probably had a hand in helping me finally purchase my Warby Parker glasses ;)
10. Perfect Audience
Perfect Audience is the “#1 Facebook retargeting platform” and is “a fast and easy way to retarget lost customers on Facebook and the web” to bring them back to your product. They say that setup just takes a matter or minutes and have customers such as New Relic, Tasting Table, and VitaCoco. For Facebook ads they also state that they earn their customers $10 dollars for every $1 they spend and set frequency caps for your ads to ensure that your potential customers are sick of hearing from you!
Implementing retargeting into your ad campaigns is the next step in your paid channels and strengthens the engagement that you have with your audience in a scalable and quantifiable way.
Did I miss any tools or platforms on here? Let me know in the comments or tweet at us (@TrackMaven)! Maven always loves to bark back with those tweets!