Wednesday, April 30, 2014

The Retargeting Playbook:
How to Turn Web-Window Shoppers into Customers

book review by Gloria Buono-Daly
GBDaly Smile Rating - 5 smiles Up )))))


“At the moment (long after the proposal) the ads I’m currently being targeting with seem to be a little more accurate. Particularly on Facebook, where I’m no longer treated to engagement ring ads. I’m now privy to ads about hiring suits, booking wedding venues and going on honeymoon..." ~~ Christopher Ratcliff, on his retargeting experience, eConsultancy blog What is retargeting and why do you need it? Christopher's primary interests include social media, online video, digital music, content marketing, Stanley Kubrick, LEGO and being rubbish at karaoke. In his spare time he runs his own music website called Popdin.co.uk

Although more and more consumers purchase online, the statistic of 3% website conversion rates have remained constant virtually all over the internet over the past 8 years.
The internet population worldwide has more than doubled in the past 8 years (2005 – 2013 -- 1.04 billion to 2.79 billion) and 77% of that growth comes from users in the developed world (Source: International Telecommunications Union ). (Photo above left, courtesy of FreeDigitalPhotos.)

WHY DO 97% (or so) OF VISITORS LEAVE A WEBSITE WITHOUT CONVERTING OR PURCHASING?

There are many reasons why visitors quickly navigate away from websites: Be it annoying sounds, distracting pop-ups and interstitial ads, to bad navigation, too many clicks, poor grammar, typos and overall horrific design quality. LiveAdmins.com reports that “94-97% of website visitors leave a website within two minutes and completely forget about it once they leave.”

All the more reason why digital marketers need retargeting and why retargeting has acquired phenomenal momentum in such a short time. However, I highly recommend any website issues be corrected before implementing a retargeting campaign. You wouldn't want to remind one-time visitors why they've left your site in the first place, would you?


"The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers," authors and industry “insighters” Adam Berke, Greg Fulton, and Lauren Vaccarello explain the importance of retargeting and how if implemented effectively, can increase conversions and sales. (Photos above right and below left, courtesy of FreeDigitalPhotos.)

The authors’ findings are from their decades of experiences and from their expert deep analyses of thousands of retargeting campaigns and case studies. They share a wealth of helpful tips and expertise throughout.

WHAT IS RETARGETING?

Without getting too technical, retargeting works by tracking the 97% of website visitors who leave without converting and then redisplays tailored “retargeting ads” as they visit other online sites (anonymous cookie visitors with a tracking tag ring a bell?).

WHAT MAKES RETARGETING SO EFECTIVE?

The reason why retargeting is so effective is that it keeps your brand at the forefront of all those 97% or so that left your website during their initial visit. Retargeting ads bring about brand recognition even though they left your site. Retargeting does all the work and in best practice.

With the right skills and implementation, retargeting has the potential to increase impressions, sales and conversions for all digital marketing channels. There are various retargeting platforms to choose from.

Retargeting saves tremendous amounts of campaign dollars and provides digital marketers with unlimited autonomy. Retargeting also works with many leading ad networks including AdX, Facebook, Google Display Network, etc.

RETARGETING IS THE BIG NEW HYPE

Retargeting is the latest technology for strategizing and is growing at a phenomenal rate. Retargeting has quickly become the best platform for connecting lost website visitors as they visit other websites. According to a recent article by Convince & Convert, “20 percent of marketers now have a dedicated retargeting budget.” Retargeting has room for all size budgets and various options for controlling your budget spending and strategizing.

“The Retargeting Playbook" teaches the ins and outs of everything you will need to know from early preparation, research, as well as how to set up a campaign initially, monitor, budget, gage, analyze results, etc.

“The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers," by Adam Berke, Greg Fulton, and Lauren Vaccarello is a must-read for all media buyers, digital agencies, in-house marketing managers, ecommerce managers and comes highly recommended. Gloria Buono-Daly smile rating, 5 smiles up  ))))).


GBDaly Smile Rating -
5 Smiles Up ))))) (c) 2014
If you need to integrate marketing campaigns and want to connect with the 97% or so visitors who've left your site without purchasing or subscribing, you need to read The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers by Adam Berke, Greg Fulton, and Lauren Vaccarello. The book is on sale at bookstores everywhere.
(Photo above right courtesy of FreeDigitalPhotos.)


RESOURCES:
    ▓ █
    ♦  ADRoll on Retargeting
    ▓ █
    ♦  Adam Berke, Gretory Fulton, Lauren Vaccarello authors of The Retargeting Playbook:, Wiley.com
    ▓ █
    ♦  New "Retargeting Playbook" Arms Marketers With Best Practices, ClickZ article
    ▓ █
    ♦  The Retargeting Playbook published by Wiley
    ▓ █
    ♦  Retargeting: 5 New Statistics That May Surprise You , Convince & Convert
    ▓ █ What is retargeting and why do you need it? , Econsultancy Blog by Chris Ratclif


Please check out all the links in the resource section above and share this on your LinkedIn, Facebook, Twitter, and other social media networks you enjoy! Thanks!

Photos courtesy of The Retargeting Playbook authors and Wiley & Sons, Inc., unless otherwise mentioned.


Visiting this blog frequently and sharing this with your social media and professional network is much appreciated. Thanks.

GBDaly exclusive "Smile Rating" (c) 2013 created and conceptualized by Gloria Buono Daly.
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AUTHOR BIOS:

ADAM BERKE (@adamberke) is an online advertising industry expert and President of AdRoll. He is part of AdRoll’s founding team and is passionate about performance, advertising, and marketing analytics. Adam is a guest author for ClickZ and AdExchanger, as well as a frequent speaker at industry events such as SES, SMX, OMMA, South by Southwest and ad:tech. Prior to AdRoll, Adam helped to launch the CPL network at Aptimus, a publicly-traded ad network acquired by the Apollo Group. Outside of work, Adam is an avid surfer, kiteboarder, and barefoot runner. He lives in San Francisco.

GREGORY FULTON (@gregfulton) creates cutting-edge display products that are simple, scalable and effective as AdRoll’s Head of Product. During AdRoll’s earlier days, Greg was tasked with building an advertising operations department able to service thousands of advertisers. In doing so, he gained intimate knowledge about what truly successful retargeting campaigns can do for clients. Prior to AdRoll, Greg managed marketing communications at TechTribe, a career networking portal. Greg lives in San Francisco and has three passions outside of online advertising: surfing, mountain biking, and skiing.

LAUREN VACCARELLO (@laurenv) is a digital marketing thought leader, author, and AdRoll’s Vice President of Marketing. Well-versed in running both online and offline marketing campaigns, Lauren also coauthored the highly-regarded book Complete B2B Online Marketing. Prior to AdRoll, Lauren led online marketing at Salesforce, the market and technology leader in enterprise cloud computing. She was a member of the Google Tech Advisory Council and is a popular speaker at industry events such as ad:tech, South by Southwest, ClickZ Live, eMetrics and the Online Marketing Summit. She lives in San Francisco and enjoys boxing, pilates, and swordfighting.

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