How to Use Programmatic Marketing in Remarketing
We can all admit as consumers, that remarketing can be very annoying, but it is a very effective marketing strategy. For those of you who have not had the experience of remarketing, it is a way to connect with previous visitors from your website to remarket a promotion through targeted advertisements in social media. As an avid shopper, I experience remarketing daily, I frequently visit the Nordstrom app on my phone, and will search around for different items. Then, later that day, I will scrolling on Facebook, and I will see those items that I searched for on Nordstrom on my news feed or Nordstrom will send me an email again reminding me to finish my purchase. It is a little creepy how Nordstrom does that, but let me tell I have bought a lot things because Nordstrom is constantly reminding me to further my purchase through social media advertisements and emails. I did a little experiment with Nordstrom, I added a pair of shoes into my cart on the Nordstrom app, and then waited to see if Nordstrom would send an email alerting me to finish my purchase, and the brand did without a doubt.
Many marketers confuse remarketing with retargeting, they are similar, but definitely not the same. Neil Patel explains this in his article, “Remarketing Made Simple: A Step-by-Step Guide,” that both are acts of advertising to the same person, but retargeting is targeting web traffic, while remarketing is usually only email.
Wishpond gives a some helpful tips on how to remarket, here are the top four:
- Tagging Pages. When you’re analyzing your landing pages to see which one to tag, ensure that the landing page is directly tied to your marketing objective, because this one will relate to your ad campaign. You can tag with the Google Analytics remarketing code, Adwords remarketing code, or with a third party remarketing tool.
- Segmentation. Segment your remarketing campaigns to directly relate to each target audience. This is especially helpful because the user behavior like: how much time the user spends a web page, how many pages they view, and what exact pages they are viewing will determine whether to pursue these visitors aggressively or nurture them towards the brand.
- Be Creative with your Ads. Make advertisements for all different types of platforms, it will optimize your message reach to potential customers.
- Shopping Cart Abandonment. Once your lead has abandoned the shopping cart, remind them to come back and further their purchase. In my Nordstrom example, the brand reminded within two hours to revisit the app and complete my purchase, Nordstrom was using a remarketing bid strategy.
A great tool when remarketing is using programmatic marketing. Ameet Ranadive explains programmatic marketing as “the practice of implementing an automated set of business rules to efficiently target your most valuable customers and prospects with personalized ads.” This is useful for remarketing because the automation decreases the amount of time in the marketing process by creating personalized advertisements to your site visitors. The customization of the advertisements is all based on the data collected from that particular user.
Programmatic marketing uses the data and technology to make customized advertisements in real-time. There are three different types of data that can be used for programmatic, Marketing Week describes them as..
- First-party data. This is the data collected by the organization on their customers
- Second-party data. Data collected by another organization, where they share data to build the programmatic strategy.
- Third-party data. This data can be bought by anyone through a rate card.
Using programmatic marketing to help remarket to potential customers is a great strategy, and programmatic can also be used to look for similar audience to the existing customer base, in hopes to expand on that market.