While Remarketing Has Its Opponents the Technique is Proving Effective

A powerful promotional technique that has become a must-use strategy for digital marketers is remarketing. At its core, remarketing (also called retargeting) involves sending reminder messages to customers to get them to reconsider an action they did not take. For example, an e-commerce website can remarket to customers who visited the site but did not complete an online purchase. Targets of remarketing can range from customers who only viewed a single page and then left the site, to situations of “shopping cart abandonment,” where customers placed product in their online shopping cart only to not go forward with the purchase.

There are many ways remarketing can take place, but for simplicity purposes we will separate these as being either externally managed or internally managed. Externally managed remarketing occurs after customers leave a marketer’s website or mobile app. Prior to leaving, computer code is installed on the customer’s device.  Through the use of customer tracking methods, the code is recognized and remarketing can provide specific product reminder messages, typically in the form of advertisements, as customers visit other digital outlets. Message delivery is generally handled by third-party provider, such as Google, and other major advertising networks. For example, let’s assume a customer visits Amazon and searches for a particular product, such as bird feeders. But after viewing a few product options the customer leaves Amazon without making a purchase. Using remarketing techniques, Amazon can follow the customer to other websites, where an advertisement may appear, thus, offering Amazon another chance to get the customer to purchase.

Internally managed remarketing is where the marketer provides their own reminders. For instance, a visitor to a clothing website may have looked at several jackets but then shifted their search to viewing shirts. As the visitor views shirts, a pop-up notice may remind them about the jackets they were previously investigating. Additionally, if the visitor is already a customer and has been identified when they came to the site, the website may also be able to remarket through the use of reminder emails. A further explanation of how internally managed remarketing works can be found in this story from ClickZ.

While remarketing offers tremendous benefits for marketers, not everyone shares this feeling. In a post back in November, we noted how privacy advocates are at odds with remarketing techniques, claiming that most customers are not aware of the tracking that occurs. Additionally, for those who are aware, there is often no easy way to opt-out of being tracked. However, internal remarketing would appear to be somewhat less intrusive, especially if someone is already an existing customer of the organization doing the remarketing. However, for proponents of stronger privacy policies, tracking is tracking no matter how it is done, so expect this to remain a contentious issue.

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New Google Ad Features Homer Simpson Advertising His Mr. Plow Business On YouTube

New Google Ad Features Homer Simpson Advertising His Mr. Plow Business On YouTube
Google has a new ad showing small business owners the efficacy of YouTube advertising. The Alphabet-owned internet giant released a video spot featuring The Simpsons character Homer Simpson, who successfully uses YouTube video ads to boost his …
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Apple Taps Grey’s Tor Myhren to Lead Marketing Communications
Mr. Myhren is a creative leader who accomplished what other top execs have attempted yet failed to do: transform a once-stodgy and sluggish big shop into one of advertising’s most creative companies. During his time at Grey, the agency delivered ETrade …
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While Retailers May Be Losing Sales Due to Warm Weather, It Could Be Much Worse

For retailers, figuring out what to stock in their stores for the holiday selling season is often the most difficult merchandising decision they face. It is especially challenging for retailers selling winter products, such as clothing, footwear and snow removal equipment, because weather prediction is extremely challenging. Consequently, estimating customer demand for winter products is quite difficult. And because retailers must determine how much inventory to order months in advance of the selling season, making the wrong decision on what customers will buy can mean missing out on significant sales (i.e., not enough inventory) or being forced to slash prices (i.e., too much inventory).

As part of their planning for seasonal sales, store-based retailers often turn to weather analytics firms that use highly advanced software for estimating future weather patterns. Their forecasts are especially useful in aiding retailers to not only decide what type of products to sell, but also to suggest when the best time will be to ship products to stores in a particular regional area.

While forecasting the weather has improved and is helping retailers with their inventory decisions, it is far from perfect. For example, even though most weather analytics firms have already predicted a relatively mild winter for much of the U.S., so far temperatures have been even higher than forecasted. Consequently, as discussed in this Advertising Age story, U.S. retailers have already lost a large amount of sales due to unusually warm weather.

Though the amount of lost sales cited in the story, $ 185 million for the month of November, seems high, it is almost certainly much lower than what it could have been if the science of weather prediction was not where it is today.

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Millennial Media lets advertisers target phones based on ads watched on TV

An AOL-owned company says it can now send advertisements to users’ smartphones based on the television commercials they watch. The new technology, offered by A Media, extracts data from set-top boxes and anonymously matches it with the viewer’s smartphone. Read The Entire Story (Fast Company)