Whilst impulse purchases are commonplace online, the vast majority of customer journeys are a little more complex than that. Customers may get half way through a purchase decision, and then realise that they should get the opinion of their partner or colleague before going any further. Or perhaps they get distracted by the doorbell or realised they’ve left their wallet in another room and can’t be bothered to go and get it that moment. More often than not, people just need an amount of time to process the decision and reassure themselves that it’s the right thing to do, but then life gets in the way and they forget about the purchase altogether.

This is why remarketing is so powerful. Whether it’s remarketing to people who have added something to their shopping cart but not completed the transaction, or remarketing to those who have simply visited your website, it’s an important part of the overall digital mix to ensure that you are keeping this purchase (and your brand) at the front of the customer’s mind.

There are several kinds of remarketing:

  • Search remarketing, where a website can feature in the PPC results for users that have been on their website before, for terms that they may not usually bid on.
  • Display remarketing, where visual ads follow the customer around on other websites.
  • Email remarketing, where the business will email the customer a promotional message, often a discount code. This is particularly common when users have signed up to an account but not proceeded any further.

Contact us today to find out how remarketing could feature within your digital strategy.

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.