But, like it is with any other marketing strategy, re-targeting is often executed in the wrong manner, which, of course, leads to poor results. Well, as they say, awareness is half the problem solved and by knowing what not to do, you can make sure your re-targeting efforts are perfect.

So, here are some of the most common re-targeting errors to avoid.

Going After Converted Users

Re-targeting is a very productive endeavor and that means it can be used to hide wasteful efforts. A very common wasteful effort that marketers engage in is the re-targeting of people who are already customers.

This usually happens when the provider of a service forgets to remove or exclude certain users who may already be subscribed to the service. As a result, these individuals end up receiving the same ads over and over again.

For the customer, this is just annoying. For the business, it’s a complete waste of time and effort.
This issues also occurs when the provider makes use of a manually drafted list. Manually drafted lists are rarely updated, which results in the same individuals being targeted again.

Not Segmenting

In any marketing effort, segmentation is absolutely necessary. Whether it’s allocating expenditures or developing creative collateral, segmenting is a basic function and must be done. It’s the same with re-targeting, but that’s exactly what some marketers forget to do.

Now, though the error might not necessarily lead to loss, it definitely won’t boost your RIO and that’s the bad part.

Marketers must learn to segment for their re-targeting campaigns. There are several categories under which they can do this. For instance, they can start with behavior. Prospects can be segmented on the basis of the pages they visit and the subsequent actions they indulge in.

Apart from that, segmentation can further be done on the basis of recent visits, CLV or Customer Lifetime Value, geographic location, and even their position in the sales funnel.

Failing to Rotate Ads

The last thing marketers should be doing is showing the same ad over and over again. This repetitive action only leads to the message becoming meaningless and prospects becoming annoyed or irritated. Marketers make this mistake thinking that it can improve recall.

Well, this isn’t completely wrong. The more people see the same ad, the more likely they are to remember the brand. However, they won’t necessarily remember it in the most pleasant way. The best way to improve recall without being annoying is to show multiple ads.

This way, you share fresh messages while maintaining your signature brand image.

This is simply known as ad rotation and studies have shown that consumers take an interest in a product or service when they’ve been exposed to more than just one type of advertisement about it. Plus, the more variety there is, the likelier it is that you will better response.

It’s simple logic really. If your advertisement doesn’t get the desired response, there is no point showing it repeatedly. You need to try something else.

So, start by creating a series of ads. Ideally, about 3-5 should be good. Now, in terms of changing these ads, you do not have to rely on drastic measures. Simply altering elements such as design, text, and images should do the trick. Make sure the overall theme is in line with your brand so that it’s recognizable. There has to be consistency, which means key elements such as logos or brand colors need to be retained.

The next step is to simply rotate the ads. Run ad number 1 for a while before you switch to the rest. For example, if you’re running a month-long campaign, you can rotate the ads every 6 days or so. This way, you’ll prevent what is called ad fatigue and also draw in a new bunch of customers with each attempt.

Failure to Advertise with Relevance

Relevance is a very important aspect of marketing. It isn’t enough to advertise to the right person at the right time. Your actual advertisement needs to be convincing too. For example, if marketers start re-targeting customers with ads for products/services that the customer has not bothered to take a look, it’s bound to end in failure.

The whole point of marketing, even during the re-targeting phase, is to showcase products/services that customers have shown an interest in.

In order to avoid making this mistake, marketers have to use a certain logic and look to boost the concerned ad’s relevancy. For example, marketers should try and identify interests by looking at a user’s behavior.

Failure to Get the Frequency Right

As we discussed earlier, showing the same ad over and over again is a surefire way to annoy the customer and destroy their interest. But, that’s not the only issue. There is also the issue of frequency.

Frequency here refers to how often you run your ads. You see, even if you were to rotate your ads, you need to make sure they aren’t shown too often. Make sure you establish a limit on the frequency of the ads you run.

Customers don’t want to be reminded of the same thing time and again.

Ignoring Promotions

Now, it’s obviously not a nice idea to deliver offers and discounts every now and then. But, that doesn’t mean you don’t deliver them at all as part of your re-targeting efforts.

Offers and discounts are a good thing. It’s just that you have to know when to implement them and how often to implement them. They are particularly helpful in re-targeting campaigns. So, take the time to think things through and use such promotions when you think they would be helpful.

For example, let’s say one customer has abandoned his/her cart with high-value products. You can take this opportunity to motivate the purchase with a discount that brings down the price sufficiently.

So, that’s about it. Hopefully, these tips will help you out. But, if you still need some help with re-targeting, please get in touch with Crafted.

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If you have been in the marketing world for a few years now, you may have realized the influence of digital media today. Digital marketing is not very difficult to understand; it is the promotion of products and services to a specific target audience on digital channels and platforms.

But what differentiates digital marketing from traditional marketing is its targeting and interactiveness. While traditional marketing forms like TV ads, radio ads, and out-of-home billboards focused on reaching out to a large mass, digital channels use precise targeting features to reach out to only relevance consumers. In addition, there’s real-time exchange of feedback and opinions on digital media between brands and consumers, thus taking interaction to a new level.

But if you are new to the domain, here are 7 types of digital marketing you should know about:

Search Engine Optimization (SEO)

The concept of Search Engine Optimization (SEO) is not new in the marketing world. It is the process of pushing a website’s rank higher up organically on the results page of search engines like Google, Yahoo, and Bing. The success of SEO strategies depends on a number of factors, but the most important factor to keep in mind is keywords, which are the various terms users type in the search bar. Although search engines have their own ranking algorithms, businesses have to focus on using the right keywords in their web content in order to climb to the top of SERPs.

Search Engine Marketing (SEM)

While search engine optimization (SEO) aimed at pushing up website ranking through unpaid traffic, search engine marketing (SEM) aims at doing so through paid traffic. Google Adwords is the most popular form of search engine marketing. Here marketers pay Google an amount of money for showing their ad on a spot on the search results page.

Since Google is the most popular search engine today, Google Adwords gives marketers a unique opportunity to drive website traffic and increase conversions. But it’s important to know that success of SEM depends on the use of keywords and advertising budget. Search engine marketing is a form of pay-per-click (PPC) advertising, which requires advertisers to pay search engines on the number of clicks received on their advertisement.

Social media marketing

Ever since social media channels, such as Facebook, Twitter, Instagram, Snapchat, Google+, and LinkedIn, etc. have emerged, social media marketing became a new form of digital marketing. Marketers have leveraged the power of these channels to promote and sell their products and services.

The reason behind such a high adoption of social media marketing is simple: these channels allow real-time communication between brands and consumers. But more than this, it can provide insightful data to marketers to gauge performance and take corrective actions. Social media marketing is one great way of increasing brand awareness and building brand loyalty through digital media.

Content marketing

You may have experienced the hype around content in today’s online marketing domain. After all, it’s widely believed that content is the king. This is where content marketing becomes important as a process of delivering relevant and superior-quality content to online users. The objective behind content marketing is simple: to help the business increase leads and sales. But in order to achieve this objective, a business has to create interesting, engaging and relevant content. Content marketing is actually great because it blends outstanding content with other forms of digital marketing like social media marketing and SEO.

Email marketing

Email marketing is considered one of the best marketing channels for increasing conversions. You must have seen the barrage of promotional emails you get in your mailbox. While some people may find it annoying, others actually subscribe to such promotional offers. Email marketing is a great way to keep these subscribers updated with latest offers, content, product, etc. Doing so helps a business form stronger relationships with prospects and consumers, and increase brand trust and loyalty.

Email marketing campaigns help in gathering a list of subscribers earned by providing them with valuable content. Such subscribers are more likely to become actual customers when they move down the conversion funnel.

Affiliate marketing

For those of you who don’t know, affiliate marketing allows you to recruit people who can get leads for your business. These affiliates act as salespeople who you recruit on a commission basis. The amount of commission, however, is figured out by you. While some businesses offer a flat rate, others offer a percentage of sales as commission to affiliates.

Affiliate marketing is perfect for e-commerce, B2C businesses. The best part of this form of digital marketing is that it doesn’t cost you anything. It helps you to track direct sales and where such sales are happening the most. This is one form of marketing that’s gaining increasing importance, especially in today’s age of digital media.

Influencer marketing

Influencer marketing is relatively a newer concept, but it’s certainly profitable and exciting as a form of digital marketing. This form of marketing uses people who have a strong influence on a brand’s target market. It becomes a good way to leverage such influence and generate traffic and sales.

For example, a brand may hire a popular celebrity to endorse it before the target market. This is because the celebrity already has an influence over consumers who are likely to get inspired by them to buy the product. Influencer marketing as a form of digital marketing has become all the more popular after social media came into the picture. It’s a great way to reach out to millions of people without spending a whopping sum.

Digital marketing is a highly dynamic domain. Brands are likely to get ample opportunities to market their products and services more effectively. There’s data, insights, ideas, research and everything marketers need in order to keep pace with the competition. It won’t be wrong to say that the aforementioned formed of digital marketing are blurring the lines between brands and consumers, making the marketing process more interactive, personalized and engaging.

About Crafted

Crafted is counted amongst the top web designing companies in New York City. We specialize in meticulous campaign conception, innovative app and web development, and top-notch visual designs. We aim to create campaigns that take our clients’ business to the next level. We ensure that all our projects meet clients’ budget and scale. We focus dedicatedly on improving the user experience of whatever we create and present complicated business models and products in the simplest fashion before consumers.

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