Many things can happen that make us lose the logic of the defined strategy, but I would like to focus on two:
We forget that we are addressing people : it seems that when we address a large audience, people become numbers and we forget that we need to know them well to know how to sell to them, that they take their time to decide on a purchase... we forget that they behave as we would.
We get carried away by technology and the wrong metrics : This usually happens when we apply a more or less automated way of doing campaigns, and we only focus on the short-term return on the campaign.
The result is that we lose perspective. We launch a campaign with a certain logical structure, invest, analyze the results and try to optimize them based on what we see.
But of course, things don't work like that. People have different needs and behaviours, and unless we are very careful, machines are not able to adapt to them.
In this sense, I really liked indonesia whatsapp number list a concept that has been circulating for some time, and which is called incrementality or literally translated incremental mentality .
It’s another buzzword, but it makes perfect sense. Let’s see how it applies to retargeting campaigns .
Incrementality : the metric to check if your retargeting campaigns are really effective
The first thing is to clarify the concept of what retargeting is and its meaning, for those who do not know it. The definition of retargeting marketing that I liked the most is the one from the 40 de fiebre blog :
What is retargeting marketing ? Definition and meaning:
Retargeting is a digital marketing technique whose objective is to impact users who have previously interacted with a particular brand.
You've probably experienced it before. Have you ever visited a website to look up information about a product and found ads for that product on other websites? That's retargeting marketing.
By all accounts, retargeting marketing is a very practical thing for brands. It is a very effective way to get people interested in your product to come back to your website, and ultimately buy.
If we do not configure our campaigns well, in addition to obtaining a lower return (ROI) than expected, we will be generating a bad experience for the customer, and therefore, damaging our brand.
How to do retargeting marketing effectively?
Think about the example I gave you. What happens if you receive too many hits from the same retargeting campaign ?
You may or may not end up buying, but your experience and opinion of the brand will not be good (you will feel “harassed”). And if it is also poorly configured and you are not removed from the campaign once you have purchased, it is even worse.
The biggest dilemma of these retargeting marketing campaigns is how to regulate the frequency of impact (number of impacts per cookie, audience overlap, etc.) so that the audience has a good experience (we have reminded them of the product and thanks to that they have bought, but without bothering them too much) and we manage to maximize profitability (we have impacted the people we need to convince and not those who were going to buy anyway).
To see how to do retargeting effectively, we can start doing some research in this regard. First, a basic explanation
Correlation does not imply causation
This is an approach that is often forgotten in marketing. Of course, there is a direct relationship between campaigns and conversions (correlation). The greater the investment, the greater the number of conversions.
What is not proven is that these conversions are 100% caused by the campaigns (causality).
I'll leave you with a funny example that I found, so you can understand it better.