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Forrester: Optimove’s Total Economic Impact
Personalized Retargeting is a form of advertising that targets customers that have previously visited a website or interacted with a brand. These ads are specifically tailored to the user’s behavior and the goal is to reignite their interest in a particular product or service. Moreover, by showing customers relevant products and highlighting specific offers, users are more inclined to continue browsing and eventually complete the purchase they were deciding on before.
Personalized Retargeting ads work by utilizing data to target people who have previously visited a website. First, a customer has to interact with your website in some way; this can include signing up for a newsletter, adding something to cart, or spending time looking through the website. Then, a cookie is placed on their browser, tracking behavior and storing information about each interaction that the customer has. Next, when the customer leaves the website/platform, the cookie prompts the retargeting ad to show up. Since the cookie collected specific, personalized data, the retargeting ad is intentional about mirroring the customer’s interests, as shown by their history on the website.
Now, you may have heard the term, “remarketing”. However, it is not the same as “retargeting”. These terms are often used interchangeably but there are slight differences between the two. Remarketing is a broad term that encompasses multiple strategies to reengage users who have previously interacted with a website. Personalized retargeting is a subset of remarketing that focusses on tailoring ads to users based on their past behaviors. Other subsets of remarketing include email marketing general display ads.
In order to create an effective personalized retargeting ad, there are various steps.
Additionally, you must think about the customer journey:
The best practices for personalized retargeting include:
And don’t forget to be creative!
Optimove’s recommendation engine utilizes more than 20 real-time Machine Learning models, so you can provide targeted advertising to individual users across various third-party ad platforms. This personalized approach significantly increases the effectiveness of our programmatic ads, resulting in higher click-through rates and ROI of over 90%.
Optimove helps to enhance the effectiveness of advertisements with dynamic and personalized content on channels including Display, Social, Video and Mobile.
The purpose of retargeting ads is to encourage customers who have previously interacted with your brand to reengage and take specific action. Moreover, there are multiple practices that can help companies do this in the most effective and efficient way:
* Know your audience
* Create a sense of urgency or call to action (CTA)
* Keep ads concise and to the point
* Align ads with brand image
* Make dynamic changes based on data insights
As we know, retargeting generally involves advertising to customers who have previously visited your site or interacted with your brand.
However, dynamic retargeting takes this one step further by dynamically generating and displaying ads that are personalized to each user. Based on user’s previous behavior and engagement, highly relevant and tailored ads are continuously presented to these customers.
Contact us today or request a Web demo to learn how you can use Optimove’s Personalized Retargeting technologies to optimize marketing actions and increase engagement.
Forrester: Optimove’s Total Economic Impact
The Forrester Total Economic Impact™ Study shows that Optimove’s Positionless Marketing Platform drives an 88% boost in campaign efficiency.
