If you are online most of the time, you would have observed by now that you don’t take any action on most of the website or social media pages you visit. You just browse through, view content, watch videos, and sometimes save some of the content you find there. But that was not how the owner of the website or social media page expected your interaction with the business will end. Websites and social media pages are created for a purpose; to get visitors to take any action which helps the business that owns these digital assets, fulfil their business objectives. These could be communication objectives, marketing objectives, sales objectives and advertising objectives. Whatever the objective is, if you as a visitor don’t take immediate action that helps in fulfilling them, the goal of creating the website or social media page may look like it is defeated.
One advantage digital marketing and advertising has over traditional means of marketing and advertising is in its ability to store and analyze its audience activities using cookies, pixels and other tracking methods. Information gathered can be used to profile past visitors and send them offers based on the activities they carried out when they visited your website or social media page. This style of sending personalized offers to past visitors is called re-marketing or re-targeting.
So, for example, if you are a fashion designer, you can target personalized offers at visitors who viewed a particular video on your Facebook page, or who viewed a particular product page on your website.
Re-Marketing or re-targeting, as the phrase suggests, is marketing or targeting people that have interacted with any of your digital touchpoints in the past. So, you can reach out again to people who visited your website or social media page, only this time with a more personalized offer.
Imagine a scenario where you post a video on your Facebook page about a secret recipe you use in preparing jollof rice, and this video gets about 100,000 views. You can re-target everyone who watched the video within the last one year with personalized offers like “Order for this Jollof rice, and get it delivered for FREE in 5 hours”. Now you can send this offer as an advert to viewers of this video, and they will see it when they are on Facebook, Instagram, the inbox of their email, or when they are browsing on some random website (that publishes ads) on the internet.
How Re-Marketing Works
Re-marketing or re-targeting has to be set up on your website or social media page. It is usually best to set it up on your website. If you don’t have one, find out how to get a website here. You can re-target visitors on the following digital assets:
- Website – using Re-Marketing Tags from Google and Bing
- Facebook Page
- Instagram Page
How Re-Marketing can help your marketing and advertising efforts
Re-Marketing or Re-Targeting
- Gives you a second opportunity to reach out to your visitors, but this time with a more personalized message.
- Helps you reduce your advertising cost by reaching out to visitors based on activities they took when they first visited your website or social media page.
- Allows you to create another impression about your offering, in case the first impression you created was not convincing
Setting up a re-marketing or re-targeting campaign is a process that could be quite overwhelming for a non-technical user.
- Get a website
- Set up Google Tag Manager on your website, if you are going to be installing tags from different social media accounts
- Set-up tags from a search engine like Google Re-Marketing and Bing Re-Marketing
- Set up tags or pixels for each social media account you will be using to drive traffic to your website
If you would like us to set up a re-marketing campaign for you contact us