By Chris Botterill

Here’s a common scenario: You realize you need a warmer blanket for winter, so you hop on the Internet and begin browsing. Shortly after you’re done researching the best warm blankets in your price range, you see advertisements for the exact same blankets you were viewing popping up on unrelated websites. Welcome to the personal world of remarketing.

Remarketing enables advertisers to collect information about the specific products and product categories a consumer searches for on Google. Based on establishing specific keywords, advertisers are able to show consumers specific products as advertisements on other websites after they leave their company website, like the blanket you were just looking at. These advertisements can get very specific.

If you look at something but decide not to buy it, because maybe shipping cost too much, advertisers can target you. Advertisers can see shoppers who abandoned buying a product at the last step and remarket them with a notice that offers free shipping.

This process allows advertisers to spend extremely targeted ad dollars on consumers with an expressed interest in a product. Advertisers don’t have to focus on acquiring new customers who may or may not be interested. Remarketing is resulting in major shifts in advertising techniques.

The world of advertising has changed; it’s not about lead acquisition anymore. It’s about the sales process and refining each step of the sales process to make money.

To take this a step further, Google created custom lists. Generally, people are less responsive to email campaigns than they used to be. Now, people are making buying decisions on social media or other online platforms.

Google’s custom lists allow advertisers to take an email list and integrate it into ad campaigns targeted to customers on Facebook or Google systems. This gives customers an exclusive offering in a place they are already using. It’s a really direct path to hitting your customer base.

The top players in today’s marketing world are able to deliver highly targeted and custom advertisements to consumers with an expressed interest in a product or service. Traditional marketing methods such as addressed mail campaigns and print advertisements are simply unable to deliver the same results as taking advantage of digital tools such as remarketing and email campaigns.

This is the third article in a three-part series on how companies can spend less but get more using digital marketing. See Earn More by Spending Less With Digital Marketing to read the first article on making the switch to digital marketing and Reach Targeted Audiences With Custom Email Campaigns to read the second on sending more effective email marketing campaigns.

– Chris Botterill, owner of Cranbrook’s Genex Marketing, is a tech-savvy, marketing expert who loves to talk websites, ad campaigns and anything else that helps you and your business grow. Since starting Genex Marketing in 2008, Chris has grown his business year by year, to become a successful entrepreneur. He started in virtual web design and is now offering full Agency Services to businesses local and abroad. Agency Service includes all types of marketing from web, social media, print, radio and creating business collateral. Chris and Genex Marketing know how to help you adjust to the radical change in the marketplace from print and word of mouth to digital, social and virtual.

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