Marketers to Increase Online Retargeting

Now that online shopping is integrated into the daily life of most consumers, marketers may be able to improve their competitive position by understanding how  customersnativeadvertising find their site. It also helps to know whether consumers who put off a purchase might be enticed through retargeting to make a buy on another day. Toluna & Adroit addressed this topic in their recent digital survey.

Site retargeting occurs when marketers show ads to consumers who have already visited their website or perhaps have even made purchases. This marketing method sits near the bottom of the purchase funnel. Marketers also use search retargeting at the middle of the purchase funnel to capture consumers who’ve been searching for something specific in the recent past.

In reporting their survey results, Adroit-​Toluna analysts note that consumers most recently purchased electronics (20%), apparel or shoes (17%), or household items (14%) online. About 34% of these consumers visited only 1 site to research the items before making a purchase. Another 22% visited 2 sites and 17% visited 3 sites. All of these visits create opportunities for retargeting.

After researching, about 58% of these consumers notice retargeting efforts in the form of ads for these products and sites appearing on other pages. Only about 15% of consumers say they feel negative or very negative about the brand showing up in this way. And, 16% say the same if they actually purchased a product. The rest of consumers feel positive or neutral when they are retargeted.

It turns out that price motivates 31% of these consumers to purchase a specific brand. For 54% of shoppers, both brand and price influence the purchase decision. Over half of these consumers also say that social media never influences what they purchase. These attitudes suggest that marketers are safe to retarget consumers. However, they may want to emphasize price in their retargeting ads.

Have you been using retargeting this year? Do you feel it's been a successful strategy for your company?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.