According to Google Canada’s 2014 Holiday Shopper survey, 34% of Canadians will research and buy their gifts online. For marketers, that means it’s time to step-up your online game with stand-out campaigns and effective holiday retargeting to help close the sale.
However, it’s important to remember that there’s a fine line between showing consumers relevant retargeted ads to nurse a conversion, and stalking them across the internet to the point of insanity.
There’s no doubt that retargeted ads are a great opportunity for marketers, especially around the holidays. They help keep your brand top of mind when a consumer is ready to buy and they get 2x more clicks than regular display ads. But what happens when your marketing dollars are spent chasing consumers who have already converted, or have already made up their minds that they don’t want to buy from you?
A couple of weeks ago, I was looking at winter jackets online. For the next few days, an ad was following me around the internet (particularly on YouTube) advertising a duck feather jacket. I’m allergic to feathers. I’m never going to buy that jacket, and I never clicked on the ad. Yet, it wouldn’t leave me alone. Granted, advertisers can’t (yet) predict a consumer’s allergies, but at what point should retargeted ads stop following a person and what can you do to make sure your ad dollars are well spent?
This is where a professional strategic partner, such as Acart Communications, comes in. Through research and insight discovery, our team can help you form an overall digital strategy that boosts the effectiveness of your marketing efforts. We’ll help find the answers to important retargeting questions, such as:
1. What was the user looking for on your site, and did they find it?
2. At what page (or stage) did the user leave your site?
3. What length of buying cycle is appropriate for your product or service?
4. Which types of users are most likely to convert?
With these answers, you can not only create relevant ads, but you can also make sure they are delivered to the right people, at the right times, and at the right touchpoints.
Want to learn more about how you can make the most out of your holiday ad budget?