Retargeting

Even if you leave the details to the experts, it’s important to understand exactly how the different components of your marketing campaign work together. This helps marketing managers to get a feel for how different service providers bring value, boost brand visibility, and ensures that the campaign’s budgets are being spent wisely. For consumer tech brands, and most anything else, two of the most powerful tools in your arsenal are branding campaigns and retargeting campaigns, especially when used in concert and optimized with Deep Learning algorithms.

Ready to learn more? Let’s dive in.

If you’ve landed here, you’re probably one of many professionals trying to answer the question: is retargeting effective? You might even be asking yourself whether retargeting is dead. Marketers have been worried about the viability of retargeting for some time, and many believe that the elimination of third-party tracking cookies could be the final nail in the coffin for retargeting as a strategy.

This article will help you understand whether retargeting has a place in your marketing playbook, and if so, how you can most effectively leverage a strategy that will work now, and in the cookieless future.

We’ve previously discussed why retargeting should play an important role in any marketing campaign, and today, we’d like to discuss one of the biggest retargeting myths: That a single provider is better than multiple retargeting providers.

The argument about whether you should use a multiple or singular retargeting strategy, is the source of many “spirited” discussions amongst the more geeky circles at marketing conventions, especially once the drinks start flowing at the post-convention parties.

The hardest part of business is not usually envisioning where you want to be, it’s implementing a plan of action in logical and effective steps in order to get there. When we’re making plans, these steps will inevitably include a Deep Learning powered retargeting campaign, but let’s not get ahead of ourselves.

Instead, Let’s start with a simple statement:
“We want to increase online sales”.

There are many ways that you might do, such as; improving your online store’s UI and UX, increasing product range, and running promotions. However, the most likely solution is digital ad campaigns. So, you can add focus to your original statement by saying:
“We need to run digital ad campaigns to increase online sales”.

Many companies make a couple of missteps at this point by trying to skip to the end or doing things out of sequence. Here’s a simple breakdown of the questions you need to ask… and the order in which you ask them while evaluating your advertising model options.

From the printing press to Deep Learning, the history of marketing shadows all our great leaps forward in communications technology. It is the marketer’s job to identify how these novel technologies can be used to reach potential customers, and educate them about products and services that enrich their lives.

The printing press let us create posters, radio and television enabled us to speak to people in their homes, and the internet gave us new ways to sell to people. Today, we’d like to take a moment to dive into how marketers can take advantage of the next big leap forward in technology: Deep Learning.

In an environment where customers have countless ways to engage with a product before purchasing, we need to rethink how we approach marketing activities. To achieve this, marketers often use a concept coined by Google called the “Zero Moment of Truth” (ZMOT). This represents the moment when customers engage with a product or service online before they make any commitments to purchase it.

Making the most of ZMOT is the key to a successful marketing strategy, particularly regarding retargeting, and this article will help you understand how to do just that.