Staples Remarketing Campaign
A few weeks ago, I was in the market for a new office chair. I did my research and examined options from a variety of websites. Since then, I have seen several ads for Staples office chairs. On some sites, the ads are for the specific chair I was reviewing and on other sites it scrolls through a few options.
How did they know I wanted a chair? It’s not that Staples just happened to have a chair campaign going on at the time. The website is sophisticated-enough to track my visit. The data gods flag my IP address and then started hitting me with targeted ads.
What is remarketing?
Remarketing allows a company to target online ads towards specific audiences. There are various software tools you can use, each with its own set of functionality. Some allow you to target based on age and previous web traffic. Some even go so far as analyzing buying behaviors and shopping personalities. A well-developed remarketing campaign drastically improves your ROI.
Does remarketing make sense for our product?
This is a tricky question. Will your audience appreciate being “stalked” by your marketing? As a marketer, I appreciate the ability to do this. Remarketing is one of the most powerful ways to engage your target audience. Google uses this example: “if you wanted to expand the reach of your fashion brand, you could target only women between the ages of 18-24 who have not yet visited your site, and present them with an offer that is tailored to them.”
However, if you take my chair example. There are several people who would feel Staples invaded their personal space. Not only did Staples take my web presence, they projected that information towards other websites.
Is remarketing worth it?
It’s no secret that effective remarketing costs more than traditional online marketing. If well structured, its worth every penny. Make sure you have an online marketing expert on your side. Our advice is to start small. Pick a specific product or service to promote and see how it does. If you get good results, expand your investment.
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