One of the country’s top marketing gurus says that retargeting has become a buzzword for a reason. Quite simply, it works — across all industries.
Rex Software group sales manager Peter Bongiorni says that there are good reasons your agency should be all over it. Here they are.
1. Create brand recognition
“Potential vendors usually do quite a bit of research before deciding who to sell their home with,” says Mr Bongiorni.
“Retargeting ads for your agents or agency can help build recognition and trust in your brand, making them more likely to purchase from you.”
Advertisers call this brand affinity, the sales manager adds, and it dramatically impacts how likely your audience is to actually click on your ad.
2. Save you ad spend
Every time someone sees one of your ads, it costs you (or your vendors) money, says Mr Bongiorni.
“Don’t worry, it’s only a few cents, but it does stack up. If they don’t click on your ad, it’s money down the drain,” he says.
“People are three times more likely to click on a retargeting ad than a regular ad — meaning they’re much cheaper to run. You’re targeting to an audience that has already shown an interest in what you’re advertising, so that makes sense.”
3. Create less ad fatigue
Mr Bongiorni adds that a phenomenon known as ad fatigue happens when your audience becomes overly familiar with your ads.
When that happens, they get bored and stop paying attention, he says.
“You know, like those Rugs-a-Million closing down sale ads.
“Well, it happens with digital advertising, too. Users sign in to Facebook an average of 13.8 times per day. If they see the same ad each time, they’re probably going to get sick of seeing it.”
Mr Bongiorni says that the risk of fatiguing your audience is halved if you use retargeting in your marketing strategy, because your audience is continually seeing fresh ad, even if they are for the same thing.
(Bonus reason) Keep your offering front of mind
What it all comes down to, says Mr Bongiorni, is this: the average human’s attention span is less than eight seconds.
“The exact number of seconds is contended, but you get the gist. Retargeting provides a mechanism for repetition, which helps your message and your brand to be remembered.”