Rethinking Remarketing: Driving Audience Strategy across Search, Display, and Social

Digital Marketing

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.

Cov­er Image © tashatu­van­go — Fotolia.com


Digital Marketing
Meghan Falter

Posted on 04-20-2015


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