Share on facebook
Share on linkedin
Share on twitter
Share on facebook
Share on linkedin
Share on twitter

What Is Retargeting?

Your online business has attracted the interest of potential customers, but they are just not ready to spend money with you yet. According to a recent study, 92 percent of consumers who visit a brand’s website for the first time do so for reasons other than buying. If they do leave without spending any money, it can be very hard indeed to reach them again.

This is where you can use retargeting (also known as behavioral retargeting) to bring potential customers back a second time around, driving uptake and increasing revenue for your business.


What Is Retargeting?

Retargeting is a way of serving potential customers with adverts once they have expressed an interest in your products or services. Based on their behavior on your site, you would know what products or services they have expressed an interest in, which allows for a much higher degree of personalization within this retargeting marketing.

Retargeting is different to remarketing though. Retargeting involves targeting ads to your website’s visitors once they are on the wider web, while remarketing refers to re-engaging customers mainly through email marketing. Dynamic retargeting, meanwhile, lets you show individual visitors ads that contain specific products and services that they viewed on your website or they might be interested in.


How It Works

The most common type of retargeting adverts is known as pixel-based retargeting, which places a piece of JavaScript (a ‘pixel’) on a consumer’s web browser (meaning their browser is ‘cookied’) when they visit your website. When they navigate away from your site, the cookie tells retargeting platforms to serve specific adverts based on the specific page or product they viewed on your website.

This method is timely (ads can be retargeted almost immediately after a customer has left your website), specific and based on behavior. However, the downside is that it targets a lower volume of people, and it can be complicated or time-intensive.

The second type of retargeting campaign is list-based. This works once you already have a customer’s contact information in your database. Upload a list of your customers’ email addresses to a retargeting campaign like those found on social networks, and the platform will identify those users and only serve the ads to them.

This is more customizable than pixel-based retargeting, because it is not based purely on behavior. The downside is it is not foolproof – a customer may use different email addresses to sign up to websites and for social networking, in which case they won’t see your retargeted ads. It also involves you maintaining an up-to-date contacts list. So, it is far from perfect.

However, leveraging machine learning (ML) to interpret data on users’ purchase histories and identify patterns in their behavior can help you predict future purchase behavior, and see who are more likely to buy. So, you can prioritize them when devising your retargeting strategy.

ML can also identify patterns and predict changes in shopping behavior to provide more accurate recommendations, and analyze long-term browsing behaviors to distinguish between serious purchase intent and just a casual interest.


What Are Retargeting Best Practices?

1. Segment your audience

Use a data science platform to interpret a massive amount of consumer data that will help you gain a deep understanding of your site visitors’ changing behaviors and interests. You can then create user segments that align with your objectives.

2. Personalized product recommendations

Show the most relevant products, and that is not only the last product that they viewed on your site, but also the products based on their external interests. Leverage artificial intelligence (AI) to predict which products they would be most interested in buying.

3. Cross-screen targeting

Use AI to predict the best timing and the right device your customers use to purchase, increasing the chance of conversion.

4. Call to action

Have a clear call-to-action button, linking it to the relevant landing page or product page.

5. Frequency capping

Don’t hit your audience with the same ad repeatedly. Leverage ML to measure the accurate number of impressions and predict optimal capping with the highest click-through rate.


* Trying to bring those new visitors back or upsell to existing customers? Talk to our AI specialists now to see how AI-powered ad solutions can help you!


Let us know the marketing challenges that you’re facing, and how you want to improve your marketing strategy.


Artificial Intelligence Will Make Us More Human, Not Less

At this stage of 21st century, we are living in a time when the need for interaction with other people is diminishing – ordering a meal, a taxi or making an appointment no longer requires a phone call or an outing. Hollywood movies and other televised imaginings of the future would have us believe that robots will soon take over. Large technology companies are also eager to bring the future to us, touting advanced artificial intelligence technology in our homes, our cars and any number of other places in our lives. This might lead us to question the role of humans in an increasingly automated world. Artificial intelligence (AI) has been around since the 1950s and increased computing power has sped up its development. At its core, AI is analysing data to make informed decisions and predictions, but its ability to do things faster, more efficiently and more precisely than people may challenge our understanding of humanity. For all its vast capabilities, AI certainly has limitations. Through the things it cannot do, it will draw out the core of what makes us human. Scientifically, it is still challenging for AI to lead a team, empathize, or be inspired by an

3 Ways to Stretch Your Marketing Budget Further

Global marketing spend is expected to increase across most markets, especially in Asia Pacific, which will account for one third of the global advertising market by 2023. However, higher spend doesn’t always mean higher return on investment (ROI). A recent survey by Rakuten Marketing shows that marketers worldwide waste an average of 26 percent of their budgets on ineffective channels and strategies, while half of them misspend at least 20 percent of their budgets. As the uptake of marketing technology increases, more and more marketers are looking to artificial intelligence (AI) to support their marketing and customer engagement activities. A research shows that AI-powered marketing campaigns had a sevenfold increase in customer engagement and a threefold increase in revenue, compared to campaigns without AI help. Here are three ways how you can use AI to stretch your budget, and get the most bang out of your marketing efforts.   1. Develop High-Value Micro-Segments for Precise Targeting When it comes to audience targeting, it is no longer enough to just know customers’ demographic profiles and what types of products they have viewed in general. For precise targeting, you need to dig deeper to identify their specific interests. This is where you

Everything You Need to Know About Exit-Intent Technology

Exit-intent technology is a highly-underused tool. However, when implemented effectively, it can encourage visitors who would have otherwise abandoned your site to stay and even to convert. So, what is exit-intent technology? When should you use it? How to make it work for your brand? Read on.    What Is Exit-Intent Technology? Exit-intent technology is smart behavioral software that tracks online visitors’ mouse movements on a webpage. The purpose of exit-intent technology is to help marketers detect when a visitor is going to leave a site without making a purchase. Every exit-intent provider uses different algorithms and technology and responds to different types of visitor mouse activity. Movements that indicate abandonment include when the cursor moves towards the back button, remains idle, or scrolls up quickly. When signs of abandonment or customer intent such as these are identified, exit-intent technology automatically delivers a pop-up message that engages visitors with an enticing offer, product recommendation, or other messages to encourage them to stay and convert.   When Should Marketers Use Exit-intent Technology? Exit-intent technology works well on e-commerce websites, landing pages, and commercial websites. Marketers should use exit-intent technology if they are looking to capture more potential customers, reduce cart adornment,