Retargeting ads, and remarketing in general, target prospective customers who have already visited a website, via the use of cookies, with specific ads tailored to their behaviour, including what they viewed on the site, and the messages they respond to. When you visit a website and look at a product and then see ads for that same product again over the next few days - that's remarketing. When you get an email reminding you that you didn't complete your purchase - this is a form of remarketing. Advertisers are marketing to you again, with a specific message that is relevant to your online behaviour. What web visitors did when they visited an advertiser's website and which message prompted them to visit in the first place can provide invaluable insights into what that visitor is looking for and help the company to shape a second or follow up message to them accordingly.

These remarketing strategies can significantly improve the effectiveness of campaigns that aim to drive event registration and attendance. Here are 8 reasons remarketing should be used for your event campaign.

The straight, narrowing line of the classic acquisition funnel from awareness to conversion does not reflect the modern day decision journey. Audiences are influenced by multiple messages, across various devices (sometimes at the same time), from diverse sources, across many platforms and a multitude of media types. They may need to see your ad or visit your website three, four times or more before they make a purchase decision. Advertisers need an approach that delivers different messages in different moments. Retargeting makes this possible, allowing advertisers to try messages and selling points that work for different parts of the audiences decision phase and adapt to their behaviour.

A very small portion of your target audience is going to register after seeing a single ad making them aware of your event for the first time. But that web visit was hard earned and shouldn't be lost; maybe they weren't ready, or got distracted but you certainly got their attention. Retargeting gives you another chance to speak to them, with a message tailored to their behaviour.

You have a 2nd, 3rd, 4th chance to convince your prospective customer/attendee and you're armed with information that tells you what they might be thinking - did they get 90% through the registration and drop out when they saw the price? Maybe you can tailor your message with a discount or price comparison. This type of data allows you to present them with relevant, convincing message they need to take action.

Despite many stories to the contrary, not everyone objects to behavioural targeting and cookies. A Pew Research Centre study reported that 47% of consumers are willing to accept tracking tools if it helps give them better a better deal. eMarketer reported a majority react positively or, at worst, neutrally to the idea of retargeted ads.

Audiences that see a retargeted ad are ten times more likely to click on that ad than an average display ad. And that's the average. If you segment your audience based on demographics and the data you have on how they have interacted with your site, an on-point message suited to their particular phase of the decision journey can mean an even more effective CTR.

Once these audiences respond to a retargeted ad and click through to your site they are 70% more likely to convert*. Thus increasing your investment in your initial web visitors can significantly increase the ROI of your entire campaign.

With a message being consistently and repeatedly reinforced to your target audiences, brand awareness is positively affected. So even if your campaign doesn't convert some parts of your audience this time, it should help to make them more likely to convert the next time.

Each performance campaign offers an opportunity to learn about your audiences, their behaviour and the messages they respond to. These preferences can be used to inform not only your marketing tactics, but also your product development and may give you insights that allow you to adapt your event to meet the needs and preferences of your target customers.

Evolution's Communications team is made up of strategists, copywriters, content creators and graphic designers. We understand every aspect of marketing from brand building to performance marketing; we'll create the right strategy to deliver on your communications and business goals.

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References:

*CMO by Adobe https://blog.adobe.com/en/topics/cmo-by-adobe.html#gs.I=g_2Lg

https://www.pewinternet.org/2016/01/14/privacy-and-information-sharing/

https://www.emarketer.com/Article/Online-Buyers-Notice-Retargeted-Ads/1010122

https://www.criteo.com/blog/power-of-retargeting-computing-high-tech/