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18 May

Remarketing: How frequency leads to familiarity!

How often do we search for good hotels and deals when planning a weekend escape? Also, how often have you seen ads by similar websites just within a few hours of browsing them?

The customer journey begins with awareness, is fuelled by interest and desire but does not necessarily end with a purchase. Data reveals that about 30% of customers show complete interest in the product or service but only 3% of people make the final purchase.

This is where retargeting in digital marketing can play an important role!

Mere Exposure Effect: The underlying principle of remarketing!

Sometimes, when you listen to a new song you may not like it at first but after a few listens you’ll find yourself tapping to the beat of the song. This shows that the mind will perceive something positively through repetitions and this is the mere exposure effect.

Did this image remind you of Disney? We’ve seen the Disney logo in this font frequently, which leads to familiarity, and hence the Disney logo is associated with this font!

This is a simple yet powerful example of how remarketing works because of the mere exposure effect. Great retargeting ads are those that are positioned to potential customers to increase familiarity and need for purchase.

Monetary benefits of Retargeting:-

  1. Increased brand awareness that builds trust amongst the customers

The brain reacts positively to something known.

Let’s take an example of toddlers, they might react to strangers by crying or throwing a fit but when they come in contact with a familiar adult, they’ll greet them with a smile because they trust that adult.

Similarly, customers are more likely to trust a brand when its visibility is high and if the brand has a positive message for them. When it comes to remarketing in digital marketing, there are different ways to target potential customers through different channels.

  1. Better chances to convert potential customers and improve the CTR:-

So how does retargeting work technically?

There are different types of retargeting ads. For example; customers who have already visited your website and have shown interest in the services that you offer can be targeted again with ads with the same and/or similar products.

The right way around remarketing in digital marketing is to ensure your ads are shown to a primed audience resulting in a better CTR and increased conversion rates.

Common mistakes to avoid while retargeting:

  1. Making generic ads for all segments:
    Great retargeting ads require unique ad copy and imagery so they can grab attention of potential users. Branding should be done smartly so all ads look unique.
  2. Failing to create a landing page:
    All ads should ideally have an optimized landing page. Every landing page should ideally have testimonials, personalized deals, a lead form, and a compelling CTA.
  3. Bombarding customers with ads:
    Customers might feel saturated if they come across the same ad multiple times. Limit the frequency of ads shown to the same audience, or they may not want to engage with your website or product again.
  4. Unsegmented list of audiences:
    It is very important that the right ad reaches the right set of people. For example, a person who is looking for an SUV wouldn’t click on an ad for a sedan. Such ads would lead to a bad CTR and monetary losses.
  5. Using an outdated audience list:
    Users who have already purchased need to be shown ads to promote cross-selling and/or up-selling, showing them retargeting ads of the same product won’t help. So ensure your lists are up-to-date.

Remarketing when strategized correctly will prove to be a powerful tool for any organization. Thanks to the mere exposure effect people will remember the company’s product and service in the long run.

Once you have the mantra of how to do retargeting – all you need to do is implement your ads. Did this image remind you of Disney? We’ve seen the Disney logo in this font frequently, which leads to familiarity, and hence the Disney logo is associated with this font!

This is a simple yet powerful example of how remarketing works because of the mere exposure effect. Great retargeting ads are those that are positioned to potential customers to increase familiarity and need for purchase.

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