Leveraging remarketing: the key to targeted marketing success

Written by Søren Kjær Nielsen

Remarketing, also known as retargeting, allows businesses to target ads to consumers who have previously shown interest in their brand by visiting their website. The goal is to encourage these visitors to complete a purchase and foster customer loyalty.

In the digital landscape, remarketing has revolutionised marketing by enabling businesses to leverage insights from previous campaigns and target specific groups with tailored messaging.

The evolution of remarketing

Remarketing strategies continue to evolve, offering new ways to segment website visitors and deliver personalised ads. Platforms like Google have introduced innovative features, such as product-level remarketing through Google Merchant Center in AdWords. This enables customers to see banners featuring the exact products they have previously viewed on the webshop. Additionally, Google Analytics has enhanced its remarketing capabilities, allowing for precise segmentation and targeting.

Finding the balance: Customisation vs. customer Experience

Many experts tout personalised marketing as the future, emphasising the importance of tailored communication. However, it's crucial to strike a balance and avoid overwhelming customers with excessive ads. While some remarketing methods may go unnoticed by customers, others are more apparent. 

Customers might not realise that an airline's ad promoting "5000 cheap tickets across Europe" is a result of their previous website visit. On the other hand, they may notice the uncanny similarity between an ad suggesting "Travel to London on the 15th May at 7.30 am for only €79" and their recent search. These methods are increasingly common, and we encounter them daily.

Our approach to remarketing

We believe that remarketing is a powerful marketing tool that benefits both businesses and customers. It enables companies to reach their target audience more cost-effectively, while customers can avoid irrelevant ads. 

However, we also recognise that 100% personalised marketing may not always be the most effective approach for closing sales or fostering loyalty. 

It's essential to consider the nature of the product, brand identity, and customer target group. As a Google Employee once stated during a remarketing presentation, "Don't be creepy!" – and we wholeheartedly agree.

To learn more about remarketing strategies and how they can benefit your business, feel free to contact Søren Kjær Nielsen at +45 2619 8088.