I read a lot about online marketing and sometimes I come across things that completely ground me. For instance, this Sunday I was browsing my inbox and decided to open a weekly email news item I get from a friend of mine, Justin Jackson. Justin is a great guy, a digital product developer, and part of a social group we have here in Vernon called Geek Drinks. (Last Thursday every month after work, a local pub. You can figure it out).
In his last email, Justin was talking about a new product launch and how it worked out. But he also posted a good little reminder of how marketing really works. You can read that here if you want. Because we in marketing do sometimes forget that not everyone is out there looking for our product.
But, the reality is that long before this happens, there is a long, twisted path to get to the point of purchase.
This is supported by strong data that is takes at least 6 and as many as 34 views to convert shoppers into buyers. So, when you plan a campaign you have to remember the journey through time as well as through search engines, websites, new stories, blogs etc. How do you do this? Basically, through good inbound marketing tactics, basics, and when appropriate, retargetting.
Retargetting or remarketing refers to using your website to tag your visitors with cookies that activate display ads according to coded criteria. The end result is that as your former website visitor travels the internet over time, in certain places an ad will appear that has your message on it and this links back to a specific landing page that you create with a call to action or some other info. The mechanics of this are unimportant, but the results are. This form or advertising is quite effective as it targets actual visitors to actual webpages on your site and presents them your message multiple times. So if they have made to your shopping cart, for example, you know that are at least serious enough to be looking at dates, availabilities and prices. Of course you want to tag them.
Interested to learn more and get a price? Contact us.