Retargeting - The Next Gen Marketing Tool!
Retargeting
What is retargeting - Retargeting is an online marketing technique in which pertinent advertising is delivered to users after they leave a site. Now that would mean that if a user has visited a particular site and left after viewing for some odd reasons, then next time the user surfs the net he gets to see an advertisement for that particular website again. Who is doing this? Why is it needed? Well luckily all these questions are answered:
Before going into the details it’s important to have looked at a generalized model of what retargeting is all about. Suppose you have a website selling t-shirts. Now, whatever traffic that comes to the website, is mostly from the following sources - Search engines, banner ads, advertising campaigns, forum/blog links, viral marketing, etc. Once we have a user on the website, it is not 100% sure that the user will actually buy products in the first go. Now, this means that the next time the user logs in, he begins the search again, there are chances that he might visit one of the competitors web site, and buy his product. Does this mean that we have lost the user? Well retargeting helps you get this user back. How? It simply tracks the users visiting your website, and next time they are surfing the web, they see your ad, on heavy traffic websites like cnn.com, and comes back your sire. And the best is that this process begins immediately the user has left your website. Another advantage is that the user is taken back to the page where he was the last time. I.e. to the page of the product he was looking for earlier.
There are many tools that are into the retargeting business. And these are the companies that do retargeting. These companies actually flash your advertisements on the various websites that have a huge traffic and are one of the most visited domains [e.g. cnn.com]
When a user after leaving your website visits these common sites where the advertisements are flashed, on seeing the advertisement they often visit back your website.
Once we register with these tools available on the web, they give a code to be put into your website. Many people consider this to be a spy ware. But research has shown it’s actually used to track where the user is leaving from the customer’s website so it performs no malicious activity.
The possibilities of retargeting, if not endless, are enormous. People who have window shopped can be re-pitched with the product they almost bought, while purchasers can be retargeted with ads for supplementary or complementary purchases, more of the same, service contracts, promotions or special offers.
Comparison with Google’s AdWords:
Say a company C invests in Google’s AdWords and gets a visitor through the ad. Generally, either the user takes a profitable action justifying the cost of the ad or leaves the site costing the ad for the company without any revenue. When this visitor through ad-click comes to C’s website, because there is a piece of html code belonging to the retargeting company, they get to make a note of the user and the website visited through a cookie. Now, when the user goes to some other website X which is part of the network, then the ReTargeting logic knows about the user through the cookie and using this past-context, as opposed to the present-context that Google and other context-sensitive advertisering models operate, displays an ad about company C.
The bottom line is, there is definitely a scope for a visitor coming back to the earlier site, when a link to that site is shown on another site the user is viewing.
AVAILABLE RETARGETING TOOLS:
There are a good number of retargeting tools available over the internet. We have tried to list the most popular and the best reviewed
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Retargeting.com – As per the website about 95% of advertisers who utilize the Retargeting.com technology renew their advertising contracts with them! They charge $19.95 for a month for their services.
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iMediaConnection.com – Another big names in the marketing industry, they provide various plans but have not disclosed the prices.
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Fetchback.com – They have two plans to choose from. Both of these plans are focused to optimize websites with 20,000 visitors or less per month. The SPAT plan promotes clients sites on their performance network. And with this plan you get to promote 3 websites per account. The fee is $75 pm with a one time setup fee of $50. The BUDDY plan makes the client site appear on their premium network and allows unlimited websites per account. The fee is $150 a month with one time setup charges of $50.
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almondnet.com – Another big name in this industry, provides retargeting service to clients. Pricings can be found out by contacting bizdev@almondnet.com
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advertising.com – They also provide clients with various solutions to choose from. The solutions are listed on http://www.advertising.com/advertisers/solutions.php
About the author: Sameer Relan is working as Business Head - Operations, taking care of all the Online Marketing, Web Design and Web Development operations at Vantage Webtech.
Tags: marketing, Online Marketing, retargeting, retargeting tool, retargeting.com
July 2nd, 2008 at 8:19 pm
Wednesday I was searching for topics that are related to Improving Search Engine Placement and specifically banner advertising cost.
July 4th, 2008 at 10:27 am
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July 7th, 2008 at 6:53 am
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