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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