What is retargeting/remarketing?

Retargeting, also known as remarketing, is a form of online advertising that 4CORNERS CREATIVE can use to keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the Web.

HOW DOES RETARGETING WORK?

Here’s how it works: 4CORNERS CREATIVE will place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.

WHEN DOES RETARGETING WORK?

Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy.

Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Strategies involving content marketing, AdWords, and targeted display are great for driving traffic, but they don’t help with conversion optimization. Conversely, retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.

Interested in getting started? Contact us.

What is Behavioral targeting?

Behavioral targeting is, in the context of digital marketing, the practice of using individuals’ web-browsing histories for targeting practices. Interests, projects and life situations are deduced from past online activities.

Visitors’ behaviors can be tracked within a unique website or across a network of websites thanks to cookies.

Behavioral tracking within a unique website is used for audience extension and retargeting campaign. In the latter case, initial behavioral tracking (for instance, a product page viewed without a buy) is done on the ecommerce site, but the targeted visitor is found back on a retargeting network.

Behavioral data collected from a websites network are far more richer. For one individual, hundreds of visits on hundreds of sites can be taken into account and produce a big amount of data.

Different elements can be tracked:

  • natures of websites and pages viewed
  • context of pages viewed
  • tools use (simulator, product configurator, etc.)
  • search and search clicks
  • text typing
  • ad clicking
  • online (and sometimes offline) purchases histories

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