The Secret to Running Smarter Dynamic Remarketing Campaigns

The Secret to Running Smarter Dynamic Remarketing Campaigns

Marketing professionals must adapt their digital strategies to the evolution of the complex digital advertising environment. Enhanced insight into a more serious and in-depth level of digital advertising is a must-have, part of the ongoing effort to attract prospects and maintain a loyal customer base. Making use of dynamic advertising solutions fused with automated personalization capabilities increases the richness and personal level of engagement and thus leads to higher marketing ROI.

Dynamic Remarketing Best Practices

Constantly Invest in Audience Segmentation

Traditional campaign approaches make the assumption that all potential customers are alike and one ad fits all. Audience segmentation is an opportunity to know the buying psychology of the customer and capitalize on the touchpoints that trigger a reaction.  This type of ‘psychographic’ approach separates consumers into various elements of interest and pulls each one in, depending upon their position in the conversion cycle. Audience segmentation transcends the old linear conversion funnel of ‘looking – interested – purchase’ to deeper, non-linear journeys that illustrate the complex behavioral factors that need to be taken into consideration for behavioral retargeting. The conversion rate optimization process lets you implement structures which deliver the right messages to each audience based on their distinct and unique needs and expectations.

Segment groups for retargeting can include those who opened your emails as well as the ones who read them multiple times, individuals who viewed a complete video or those who began an e-commerce order process but abandoned their cart. Crafting a specific follow up message that is customized for each behavior offers the chance to convince your prospect to complete a purchase. An additional advantage is in sifting out those prospects who may be considered irrelevant, such as existing clients (if applicable) or those who spend less than twenty seconds on your website. Make use of any and all tools such as web analytics, CRM information, email and campaign reads and click-throughs to establish a baseline hypothesis group and continue to drill down to establish more concrete customer segments.

Onboard 1st Party or 3rd Party CRM Data

Making use of rich offline data from your CRM system and adapting it to targeted online campaigns is the heart of CRM data onboarding. This approach bridges the strategies to re-engage, cross-sell, and even upsell to an existing interested audience. An example might be to use retargeted cookies with an online ad, match it within the CRM, and then craft a specific campaign for that viewer. Depending on the business and technology, this can be considered a type of data mining to attract those most likely to buy.

Email campaigns can help upsell the latest product or release to existing customers. Loyalty programs use purchase history statistics for cross-sell opportunities. Online statistics unlock the cohesion between existing data and interest level. Each level gives you the opportunity to extend your reach, capture attention, and make smarter use of your data and marketing platforms.

Strategize Your Cross-Device and Cross-Channeling Retargeting

Omnichannel targeting relates to the ability to attract and maintain consumers’ attention on the many devices they use. In essence, it is done by monitoring ever-changing consumer behavior and capitalizing on it. The goal is to engage customers with highly relevant and targeted messages on desktop, mobile apps, mobile web and tablets. However, this may be easier said than done. There are many technological barriers involved in cross-device and cross-channel targeting.

Tracking behavioral patterns across devices can be tricky, at best. Making use of intelligent targeting and ad-tech solutions can assist in maintaining the information that has led to both interest and potential purchases. 70% of retail industry senior executives have already adopted omnichannel strategies as a method to link consumer behavior with company websites, mobile devices and social media platforms to create a seamless customer shopping experience. Have you?

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