Retargeting strategy: winning back lost customers in a targeted manner
The retargeting strategy enables companies to retarget visitors who have already visited the website. These users are accompanied by targeted adverts to motivate them to return and complete an action such as a purchase.
The core of the retargeting strategy is the use of tracking technologies that record the behaviour of visitors. For example, the strategy recognises who has looked at a product but not completed the purchase. These users are later targeted with specific adverts - often even with the exact products that previously interested them.
How does a successful retargeting strategy work?
It is important to segment the target group. Visitors who have only briefly visited the homepage receive different adverts than those who have placed goods in the shopping cart but have not made a purchase. In this way, a retargeting strategy can deliver personalised and relevant messages that are better received.
Another important point is the frequency of the adverts. Too many adverts can annoy users. This is why many companies regulate the frequency of adverts in order to achieve an optimum balance between reminder and excessive demand.
Practical examples from the industry
BEST PRACTICE at company XYZ (name changed due to NDA contract) The company implemented a retargeting strategy in which users who left products in their shopping basket were targeted with adverts for precisely these products. This significantly increased the conversion rate, as the reminders supported the completion of the purchase.
BEST PRACTICE at ABC (name changed due to NDA contract) There, the retargeting strategy was used to initially accompany visitors with branding content such as blog articles and user reviews. After a few days, targeted product adverts were then shown. The result was stronger brand loyalty and an increased willingness to buy.
BEST PRACTICE at DEF (name changed due to NDA contract) This company used dynamic retargeting by adapting adverts individually to the product range being viewed. This meant that users saw adverts for exactly the products they were interested in - which significantly boosted sales.
My analysis
The retargeting strategy is a valuable tool for projects that aim to win back lost customers. It helps to reach users in a way that is appropriate to the situation and provides impetus to influence purchasing decisions. Clients often report that a well-considered retargeting strategy sustainably increases the impact of marketing measures, especially when target groups are carefully segmented and ad content is personalised.
Further links from the text above:
[1] Retargeting explained simply | Smarketer Glossary
[2] Tips for successful retargeting strategies - ConversionBuddy
[4] Retargeting: How to bring back lost website visitors
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