Advertisers know that remarketing can help them drive conversions, and while the practice has grown, many still approach it with a limited mindset. They use data derived from consumer behavior on their site to retarget the user, hoping to draw them back to make a purchase.
But limiting the data set to on-site behavior can limit the effectiveness of the campaign, and ultimately leave out valuable data that many marketers don’t know they have. Here are a few alternate resources that can help serve as an extension to your current remarketing efforts.
- Video: It’s possible to differentiate and remarket to consumers who have simply viewed a portion of your video content, viewed the video all the way to completion, or even clicked on the video ad unit. They may not have visited the site, but interacting with video on YouTube, Vimeo or another provider is a display of intent, which makes these valuable consumer prospects.
- Search traffic: Marketers study their analytics to learn how much traffic comes from search engines, and they use that data to buy search ads. But it can be used for remarketing too. By utilizing dynamic creative based on search keywords that brought a user to the site, advertisers not only leverage intent data, they also build a custom ad experience for that consumer, further increasing the likelihood to convert.
- Email: Retail advertisers have seen great results from reaching out to past customers with news, discounts or special offers. But rarely is email data tied together with display buys. If a consumer clicks through to a site via an email link, it’s possible to retarget them based on that action. Advertisers can go a step further and craft different messages for different parts of the email that drive traffic. The data that comes from a consumer’s path to the site is just as valuable as the consumer’s behavior on your site.