Jan 28, 2011 2
In the world of Ecommerce, it is still early days for remarketing and that’s exactly why you should make it a part of your web marketing strategy today. Remarketing is at the stage where online text ads were 8 years back. It’s about to get a lot more competitive.
Remarketing is nothing but being able to market to a potential customer who has been to your website, browsed around, looked at stuff, and then just moved on without buying anything.
I’ve listed out some of the ways in which web marketers can do this today.
Google and remarketing
A year ago Google introduced Adwords remarketing. All it does is that it allows you to show ads to users who’ve previously visited your website as they browse the Web. Its like a moving banner that keeps following your users, teasing and enticing them to buy the product that they looked at. Pretty powerful stuff no? You bet.
Note: Its important that you’re smart about the keywords you use in the remarketing ads. They need to be related to the products or categories that user was interested in, and not generic site adwords.
Well as a web marketer, the one thing we know is that different customer segments behave differently, and in the end it is all about experimentation of marketing techniques on your set of visitors and to keep fine tuning the method that works. So try this out and spend more money on it if it does give a positive ROI for your business.
When you combine your keyword campaigns with remarketing, you might see higher conversions for your campaigns overall.
Start being pro-active about potential customers who abandon their carts. Chase after them with limited time offers, valid for a day or two, to get them to complete their purchase.
As always, monitor the progress of this activity and its use by the customers. If you find the customers are using this purposely, reduce the time period to a tighter period.
But this is one thing which has a massive impact in my experience. As a lot of the shoppers are such bargain hunters that they might not jump ship to your competitor if you give them a little discount. Make sure the discount is churned out of your marketing / customer acquisition budget.
Notification of Changes
Basically you need to track what products users have seen. So wouldn’t it be great as a user, if you could get notified about price changes (or other changes) about the products that you’re interested in? I’d love it.
So start tracking those visits, store the products viewed against those customer names, and send them details of it every time something changes in the product of their interest.
Should do wonders to brand and product recall, and improves chances of purchase!!
Favorites or Wish List
An old technique but still effective. Send out reminder mails if the wish lists are not being accessed for a while. Can also double up as a gift registry, which is a nice feature to have nevertheless.
Customers like it when the site they are on lets them know that they care enough to see what they have been viewing. It’s the closest you get to customer service reps in the aisles in the retail outlets. Add recommendations to that feature and you get a very strong marketing combination that is very enticing, easy to notice, and difficult to ignore.
When sending out email campaigns, if we record the user’s clicks on the mail, and record the corresponding products that they have viewed, that’s very useful information to have.
Secondly, it also helps to know what the customers don’t click on, as a general feedback into the mindset of your customer set.