Retargeting is the process placing a small text file on a website visitor’s computer — called a “cookie” — in order to send them a tailored ad in the near future as they search and browse third party platforms, like Google, Bing, Yahoo, Facebook, YouTube, LinkedIn, and so on.
Here is an example: a business that sells gourmet coffee selections to residential customers places a cookie on a visitor’s computer. A few days later, that individual is on Facebook reading a post by a family member, and on the margin (where ads appear) they spot an ad for gourmet coffee with a message like, “Thanks for visiting! Download our special report on how to make gourmet coffee at home — 6 secrets that Starbucks doesn’t want you to know!” If the stars align, i.e. if the retargeting works, then the individual clicks the ad, heads to a landing page to download the eBook, and eventually becomes a customer.
While retargeting has the potential to be lucrative — especially since rather than avoiding them, individuals actually like and prefer tailored ads, since they make them feel special and important, it is not a purely automated process; it is a strategic one. That means businesses win or lose the retargeting game based on the intelligence of their approach and reliability of their data. That is where market research enters the picture and makes a dramatic difference in three areas: keywords, personas and offers.
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Keywords
Market research helps businesses identify what keywords they should be using — and just as importantly, not using — as part of their retargeting campaign. This insight goes far beyond free (and even some paid) keyword tools, which are typically based on search volumes.
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Personas
Market research helps businesses identify, categorize, and analyze their buyer personas, which are different customer types that either make purchase decisions, or influence purchase decisions. Equipped with this vital information, businesses can craft ads and offers that resonate with their target customers — instead of get ignored or lost in the crowd.
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Offers
As described in the gourmet coffee example above, market research gives businesses insights into what their target market (i.e. buyer personas) finds interesting and relevant, whether it’s an eBook on best practices or tips, checklists, videos, special discounts, and so on. These can be pushed through retargeting to create awareness and ultimately generate sales.
Learn More
To learn more about how market research dramatically improves retargeting results, contact the Communications For Research team today. You’ll speak with our co-CEO Colson Steber about your business plans and he can suggest the best course of action to take to reach your goals. Whether you’re looking for design, recruitment, analysis or full-service, Colson can provide you with a timeline and a quote for your project.
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