The Benefits of Adding Remarketing to Your Advertising Strategy

What Is Remarketing?

Remarketing is a powerful way to reconnect with people who have interacted with your brand in the past. It is an approach to digital advertising that allows you to create custom audiences based on the specific actions a person has taken on your website or within your other digital properties.

The most common use of remarketing is in B2C e-commerce. Retailers use remarketing as a way to entice their customers back to an abandoned shopping cart or other transaction. B2B remarketing tends to be more sophisticated, focusing on moving leads through the buyer journey by re-engaging their attention.

The Benefits of Remarketing

Remarketing allows you to maintain the momentum that your content marketing and other digital marketing campaigns have already provided. You have the opportunity to bring a lead’s attention back to your brand in a personalized, highly engaging way that tends to garner a greater response than a “cold” ad.

Used correctly, remarketing has higher ROI and lower costs than other types of advertisements. You can tailor your remarketing to the specific buyer journey step the lead is on and even make reference to their previous behavior. This granular, micro-targeted customer experience makes your brand look responsive and helpful.

The Risks of Not Remarketing

Remarketing is one of the only digital advertising techniques that allow you to reconnect with leads who did not follow the path to purchase in a recent interaction. Without a remarketing campaign, you can easily lose touch with such people for weeks – or permanently – as they look to competitors.

All in all, not remarketing will increase your spend and reduce the effectiveness of your advertising. It will also serve to stifle the reach of your content marketing. Luckily, it is very easy to prove results by deploying a small-scale remarketing campaign as a test case. Data analytics can clarify the business case from there.

Industrial Brands Need Remarketing to Compete in Long Sales Cycles

Barriers to entry have been falling in the industrial sector. Customers have more options and feel less loyalty to established supplier relationships. This creates opportunities and challenges. With remarketing, you can raise your visibility and position yourself as a trusted adviser before customers look elsewhere.

With our unparalleled expertise, AIMG is the recognized leader in marketing for industrial companies. To find out more or get started with remarketing and other digital marketing best practices, contact us today.