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Digital Marketing - Study Notes:

Re-marketing is when people have visited your site in some way and then they have left your site, typically without purchasing, and you’re going to try and market to those people again to get them back to your site to complete their purchase in the future.

So there are a number of different channels that you can do this through. YouTube and Facebook are two examples, but it’s also possible to do it through Google display networks and through other websites.

Now there are a couple of tools that are available to help you do this as well. Effectively, if you think about all these different channels of YouTube, Facebook, Google display network, that’s a huge number of different potential places to show your ads. And then if you think about all the different types of customers that you’ve got, and the different ways that you might group them. So you might have people that have just visited your website once and only gone to your homepage. You might have a segment of people that have been on a particular product page that you want to serve different efforts to. You might have people that have put the product into the basket, but haven’t completed check out, and that’s a different and segment of people that you want to send different messages to.

All of that – in terms of different channels, different potential audiences, and different content, and different advertising executions that you want to share with those people very quickly – becomes a whole range of different executions. This can become very, very difficult to manage without using a tool like AdRoll or even enterprises, that effectively helps you pull all of that stuff into one place and gets you an easy-to-understand user interface and typically a dashboard, a portal, and so on. That helps you seal all of that in one place, manage it effectively, and make appropriate decisions.

Types of methods

So let’s speak a bit more about the different types of re-marketing.

Product feed

This is where someone has viewed a particular product on a website, and you capture that information that these customers view this product and as a result when they move out of your website you then show them that product at different opportunities.

So that might be through Facebook ads or it might be through Google display ads that show up on other people’s websites.

Site retargeting

This is when someone has just been to your website and then again you’re going to show them adverts as a result of that. So where the product feed stuff is often product specific, this might be that you’re showing them more top-level brand awareness type advertising, or issuing an advertising that reinforces the value proposition of your business.

So it’s slightly higher up the purchase funnel and generally saying, “This is who we are as a brand, this is what were about, please come back and find out more about us.”

Re-marketing lists for search ads

This is where you can actually show different search ads based on how people have been to your site, or whether they’ve been to your site or not, and then what they’ve done on those sites. So you might well find this that if you’ve gone and searched for flights to a particular destination, and you’ve gone to that website and checked out the flights where you need to go, and you’ve thought “Actually, before I book, I’ll go and check some other sites.” You then leave their site, go and check some other sites, and then come back to Google and type in a new search, and you then get shown some different information.

So it might be that the price of your flight is actually changed, and that can be because the airline knows that you have previously been on, done some research, gone elsewhere, come back, and so they guess that they can potentially show you a higher price and still complete that purchase. You’ve just got to be conscious there are different ways that you can tailor the advertising you’re showing people based on how they’ve already interacted with your site.

Search re-targeting

This is where you can actually show different advertising and different search results to people based on what they’ve searched for. This even before they get to your site. So if someone has searched for bright golf trousers, and has not come to our site, through the Google display network I can have our advertising shown to those customers as they move around the Internet.

Similar audience re-marketing

This is where you capture data on the people that are visiting your site, and then you say to the likes of Google and Facebook, that these are the characteristics of the people that are on my site, in terms of demographics and attitudes. Please find me another audience of people that have a similar set of characteristics. I show my advertising to those people. Again, you’re just looking for ways to increase your chances of your advertising being shown to a relevant target audience of people.

Using re-marketing

People who have visited our site

We capture information about people who have visited our site, but not gone through the purchase. We do this through an email capture on the homepage so that we can re-market to them through email. We also use Facebook pixels to advertise on Facebook to the people, and basically show them branded content about Royal & Awesome to try and encourage them back to our site in future to buy.

People who have visited a product page

The second group of people is people that have been to a particular product page, and again we use the product feed and advertising both on Facebook and on Google display, to show those people adverts for that particular product to again, encourage them back to our site.

Abandoned baskets

This is where people have put a product into their basket and haven’t gone all the way through to purchase. Yes, we know that they’ve got a high likelihood that they could be tempted into buying our product in the future.

So again, we serve them ads through Facebook and through Google display to try and encourage them back to buy. There’s actually a fourth way we do it as well, which is through marketing to people after purchase.

Often, once you’ve bought a product from a website, you’ll be added to their database so you can be communicated with in future, and given information about new products, new offerings, new launches, and new bits of information that might be relevant to that consumer.

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Graeme Smeaton

Graeme Smeaton is the founder of Royal & Awesome. Along with a proven track record in defining and delivering marketing strategies that drive significant growth and create real shareholder value, Graeme is highly commercial. He has extensive experience managing PLs and other key financial statements, while being an operational board director of AFG Media Ltd, and has experience negotiating with suppliers, distributors and licensing partners.

By the end of this topic, you should be able to:

  • Identify the channels and formats used to generate e-commerce customer interest including e-commerce websites
  • Analyse user behaviour on an e-commerce platform
  • Critically assess opportunities for creating e-commerce conversions

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

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You can find more information and content like this on the Digital Marketing Institute's Membership Library

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Applied E-Commerce
Graeme Smeaton
Skills Expert

Marketing strategist Graeme Smeaton will introduce the key concepts of effective e-commerce and will teach you how analytics allows for refinement of the model. You will become familiar with the elements of a successful e-commerce website and the process of traffic generation. Graeme will also introduce you to various sales tactics, including channel selling. Finally, you will recognize how the e-commerce Customer Relationship Management (CRM) systems can help you maximize user experiences.