Rethinking Remarketing: Driving Audience Strategy across Search, Display, and Social
The reality of digital marketing is shifting. Audiences are the new norm and tech, data, and even the way consumers engage with brands and devices are pulling for it. However, leveraging audiences in remarketing can be a challenge. All forms of evolving retargeting methods must maintain focus on bottom-line impact. To do that, personalisation efficiency must be balanced with expanded reach.
Why Are You Using Remarketing?
There are many ways to remarket, from the very basic bid increases on prospects who have already clicked on one of your ads, to the more advanced cross-channel combinations of bid logics and audiences. Always remain focused on why you’re doing remarketing. Ultimately, you want to reach consumers – people, and what attaching audiences to campaigns enables marketers to do is execute ways of doing just that. This requires a shift in thinking: instead of asking how to attract customers to your site, think about how to bring them back when they’re ready to convert.
How Are You Going to Do It?
In order to execute effective remarketing campaigns, you need the right data in place. Do you have a robust analytics layer in place underpinning your online channels and integrating your offline business data? Do you have a DMP solution that lets you tie together your first party data with second and third party data to quickly create audiences you can dynamically deploy and utilise across channels? Is your reporting system clear and responsive so you are able to efficiently and effectively monitor performance, share incremental uplift with the wider business, and accurately view the value of your remarketing efforts in context?
What Are You Trying to Achieve?
Building, testing, and maintaining remarketing campaigns can be time consuming, and the traffic – as it’s more qualified – comes with a lower CPA and higher ROI. That’s why you want to be clear what business results you want to drive with every remarketing campaign you create. Are you looking to generate more qualified leads at the top of your sales funnel, perhaps pitching for more generic traffic that would otherwise be too expensive? Is your aim to ensure you’re present at the last click, wherever it is, before a prospect converts, to have your brand in front of them when it’s time to close the deal?
For a deep-dive into these questions and more, be sure to attend the “Rethinking Remarketing” breakout session at Adobe Summit. We’ll be exploring practical ways to implement and test remarketing in your business, as well as ways in which Adobe Media Optimizer and Adobe Audience Manager can enable you to put your remarketing strategy into action.
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