If you spend any time at all online, then remarketing is unlikely to have escaped your notice. I’m currently being chased round the internet by a pair of rejected lampshades, and Sonja is being stalked by a scorned summer wardrobe. We don’t like it.
When we talk about remarketing, we mean the practice used by marketers and online merchants of targeting advertising at website visitors who leave websites without buying. Once a visitor has left the website empty-handed the ads appear in many places – from social media feeds to other unrelated websites. The aim of remarketing is to prompt the customer to return to the original website, and buy the product they were looking for.
“As building long lasting relationships should be the goal of every marketer, it just doesn’t feel right to us.”
For us, remarketing belongs in the Port of Quick Wins – the gaudy glittery place in the Land of Content that promises much but does nothing in the way of building long lasting relationships with customers. And as building long lasting relationships should be the goal of every marketer, it just doesn’t feel right to us.
Does that matter?
Well, yes. How your marketing makes people feel shouldn’t be an afterthought, it should be the main event. Your brand lives in the minds of your customers, not in the copy of your ads. What they think about you is way more important than what you say about yourself. If people are thinking – oh no – not this again – make it stop then your marketing has misfired.
“How your marketing makes people feel shouldn’t be an afterthought, it should be the main event.”
We say, invest in marketing that people love. Treat people as you would like to be treated. Create useful, inspiring and helpful content that delights your ideal customers. Invest in better customer services so that people naturally say good things about you. Invest in developing relationships, not ad space.
Idealistic, maybe, but if you see marketing as an extension of everything else your business does – serving your community, making lives better for your customers – it makes long term business sense too.
That’s our view. But how about you? Remarketing – fair game or internet plague? What’s your view?
Check out Sharon’s SlideShare too:
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If you need any more persuading, this book will help: Marketing – a love story, by Bernadette Jiwa
[SlideShare Design by Daniel Penford]