Most of the traffic that comes to your website will not convert, or even take an action you’d like them to take. It’s just an unfortunate fact of life. Today’s consumers have access to a staggering amount of information and tend to do a lot of research before taking action. As marketers, it’s our job to make sure that our brand stays top of mind until they are ready.
In order to stay front-and-center we need to make sure that we deliver relevant messages to them both on and off of our websites. There are a variety of tools that you can use to do this, but recently we did a webinar that focused on how combining the power of Marketo’s Real-Time Personalization and Google’s Remarketing can help accomplish these tasks. When these technologies are combined, they provide the ability to serve beautifully focused ads that better convert your past website visitors. But before we get into that let’s take a step back and define what Real-Time Personalization and Remarketing means to marketers and how they use it:
- Real-Time Personalization: allows you to personalize your website content based on data about the visitor or the company they work for. For example if you sell software and a visitor comes to your website who works for a large healthcare company, you can change the customer logos you display on your homepage to show similar companies in their industry and present them with a relevant case study.
- Remarketing: is a method of serving ads on other websites based on the behavior a visitor displayed on your website. We’ll use an ecommerce store as an example here. Let’s say a visitor comes to your website and looks at walking shoes, but doesn’t purchase. You can then show them ads for those shoes, or similar shoes, as they browse other websites to try and bring them back to your store.
Now, let’s bring these tools and examples together and see what happens:
Let’s stick with the healthcare industry example and assume your website sells uniforms and accessories. Real-Time Personalization identifies that there is a visitor on your site who works in healthcare, and shows them the best-selling hospital uniforms on your website. The user skips those and goes right to the shoe section, browses a bit, and then leaves to go watch a YouTube video.
Now that the visitor is on a different website, Remarketing comes into play. An ad network, like Google’s, identifies them as a part of your remarketing audience, using your personalization segment data, and shows that person an ad for your best-reviewed work shoes by healthcare professionals. Hopefully that ad, or the next, will light the fire that leads the person back to your site to buy those shoes.
This basic example illustrates the benefit of combining Real Time Personalization and Remarketing. Delivering this type of targeted ad has helped us, at Marketo, double the conversion rates in our personalized remarketing campaigns versus our standard remarketing campaigns. And this is just the beginning—there is a huge opportunity for expansion and optimization ahead.
I’d love to hear about how you are targeting your website visitors across channels? Share your process in the comments section below.