The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers by Adam Berke & Gregory Fulton & Lauren Vaccarello

Author:Adam Berke & Gregory Fulton & Lauren Vaccarello
Language: eng
Format: mobi
ISBN: 9781118881163
Publisher: Wiley
Published: 2014-03-03T18:30:00+00:00

FIGURE 7.2 Recruiting Retargeting Ad

BUILDING COMMUNITY THROUGH RETARGETING

In February 2012, Gartner published a report that indicated the CMO would outspend the CIO within five years and cited technology-based marketing and the rise of Big Data as fuel to this trend.3 At the same time, there has been an increasing number of articles discussing how marketing is changing, which in many ways is focused on the evolution of the customer and the overall customer journey. Marketing is no longer just about a one-and-done, direct-sales approach, but is increasingly about the long-term customer relationship.

With that in mind, we started to look at ways retargeting can help build strong relationships with customers and instill a sense of community. For this, your retargeting programs will start not at the shopping cart or product page, but at your thank you or confirmation page. Once someone purchases your product, rather than removing them from all retargeting programs, you can instead put them into a loyalty campaign or go even further and put them into a community campaign.

If your company already has an established community, for the week-after-purchase message let the buyer know you have a community and encourage them to join. Encourage buyers to share their stories. Facebook News Feed ads are a great vehicle for this as they are inherently social and encourage interaction. For example, AdRoll encourages people to comment and post on their ads on Facebook. Not only does this allow for candid conversations, but it also causes a nice viral effect as the post now appears to the commenter’s friends.

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