[vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_column_text]If you’re wondering what Geofencing is, let’s summarize and catch you up quickly before we go further. Geofencing is also known as Location-Based Mobile Advertising, also sometimes called Hyperlocal Mobile Marketing. Those of us in the online marketing business who save our precious energy for creative advertising instead of pronouncing unnecessary syllables call it Geofencing.
Geofencing at its most essential function creates a virtual perimeter using GPS coordinates; a marketer triggers advertising to send to mobile devices located within that perimeter.
How to GeoFence Events & Conventions
As you know, almost every person attending some kind of event enables location-based apps such as Google Maps; this technology transmits their exact location to 3rd parties. Many 3rd party entities take this information and use it for their own advertising purposes; websites and search engines including Facebook, Google Search and even Weather apps tap into this technology. You’ll then be sent advertisements by various platforms who have targeted you from your location (in about a five-meter radius), which allows the geofencing technology to work.
An advertiser might also customize what is sent to you based on the general time of day as well as your general location. Do you ever see advertisements for a the lunch menu of a restaurant near you as lunch time approaches? Or does a map of a shopping center you just arrived at pop up on your device suddenly and conveniently. It’s not a coincidence, by the way; geofencing technology is being used.
The other fun part of Geofencing is the length of time a company can use your location data to send messages and reminders tailored to you and your interests. Advertising platforms can be designed to use time and location data to retarget shoppers for months after they had visited within the area geofence.
So How Does Geofencing Apply to Event Marketing?
Let’s imagine that you’ve established a Geofence around the area of your conference and exhibition halls, your parking lot, and of course the hotels close to the event center where you’ll likely have loads of visitors staying. Now that your Geofence is set up, let’s pretend that 85% of those currently located within your Geofence perimeters will be sent a number of targeted mobile ads related to the current event, if they pick up and check their phones.
Digital Sponsoring GeoConquesting Opportunities
Did you know you can include geofencing into your currently offered Sponsorship packages? Along with your existing offerings that your Sponsors can purchase such as signage, logos on your event app or website and ads in show guides, you can now offer purchasers the capability of targeting nearly everybody who accesses a mobile device in or around your event.
GeoFence for Exhibitors
You can also design special Geofencing packages specifically to sell to exhibitors; this offers them a digital option for getting foot traffic to their exhibition displays, promote gifts and freebies, parties and more.
In either case, following the event you can offer your Sponsors and Exhibitors the chance to retarget attendees and visitors who showed interest in something relevant to their brand or product after the event is over. These retargeting messages following the event can be fairly simple; maybe something like, “Thank you for Coming to Event Awesomesauce, We Hope to See You Back Next Summer!”
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If you are among the savvy business managers already utilizing retargeting strategies, then congratulations on choosing one of the most effective online marketing strategies available.
However, not all retargeting campaigns are designed equally; some produce positive results and others don’t produce the best results for your company. Below are the retargeting plans that we have personally observed to be successful for those advertising online.
Closing the Sale: How to Convert Your Interested Shoppers Into Buyers
If you’re already working on retargeting ads, then you have Google Analytics ready to go and you’ve placed your pixel and started creating a user list in order to serve branded adverts to your website users. This is a great start but now you need to optimize your clicks and customer conversions so that you can maximize your profit. Follow the steps below and you’ll have a lot more success.
How to Categorize Your Potential Shoppers
Audiences In Google Analytics
You should divide your visitors into segments based upon the products they’ve clicked on. Once you have segmented the different interests of your prospective customers, now all you need to do is design a clever, attractive ad with text and visuals catered to those interests. Although a generic ad might seem to be a smart idea that will generate more possible interest, when it comes to retargeting this will be a waste of money when you’re trying to connect with someone who has already demonstrated interest in certain goods.
You also want to recapture their attention soon, the more quickly you remind them, the more likely they are to decide to return to your site and make that purchase. The more time lapses, the more likely they are to forget about the product and be distracted by something new, or to buy it from one of your competitors.
Shorten Cookie Duration, Increase Consumption
The smartest strategy is to set a shorter duration on your Cookies so that you display your retargeting ads in front of the shoppers who looked at your products most recently. When it comes to retargeting, you’ve got to jump on the boat before it’s too far from the dock. In other words, when someone visits your site and shows interest in goods you sell, the best time to retarget them is as soon as you possibly can. As time goes on, the boat gets further way, or their interest may dwindle and be harder to recapture.
Diversify your ads
When you spend precious time and money on your ad campaigns, it’s important to channel these resources so that you get the best return for investment on your ads. Diversify and mix it up a bit; try out different sized ads. Most importantly, place your retargeted ads on multiple retargeting channels, such as Facebook and Adwords. The idea is to cover as many outlets and bases as you can so that your brand is visible to as many potential and previous shoppers as possible.
Reward Customer Loyalty; Offer More Savings for Repeat Buyers
Loyalty ad campaigns are an essential best practice in which your company rewards customers who keep coming back to buy your products. Loyalty rewards create a situation that’s beneficial for both your company and the customer; if you aren’t taking advantage of this win-win opportunity, then you’re missing out on an easy way to grow your company’s success and reputation.
As an advertiser, encouraging and rewarding repeat shoppers statistically increases your brand adoption and sales and the buyers are attracted to these ad campaigns because they can save a little bit of their hard earned funds.
To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.
Not too long ago, putting up a website was the only online advertising strategy that a business owner needed. Start a Facebook business page, grow organically, sales were great. Today, most the platforms, including Facebook, are pay to play, meaning to grow organically, well, just don’t try. All the platform survive off advertising spend, it’s no surprise they increasingly make spend more of a forefront for all businesses that want to use their platform to grow.
Why Online Advertising is Crucial
Roughly 70% of the population has some sort of social media profile. You can bet the other 30% still uses Google, Bing or any other major search engine on a daily basis, too. Not only are all your potential customers online, but online advertising has given you a unique way to target your users. When online advertising is done correctly, you’re only showing your ads to your ideal customer, and in many cases, the customer is appreciative they were either reminded you exist (because we are shown a million other items every day) or they now know about a new product that can change the way they live their life.
Display Advertising
Display advertising uses websites, apps and some social profiles (Youtube) to show advertisements and deliver specific brand messages. This online method employs a wide variety of formats and includes images, videos, flash, audio, and text.
There are many ways display ads can reach your ideal customer. One common technique is to pay for sponsorship. This adds a brand or a logo to the design of a website. Another way to make space visible online is through overlays — advertisements that pop up or appear as a website is opened.
The Real Value of Display Advertising
Many advertisers say that display advertising does not yield a satisfactory number of clicks. A good number of critics say that to drive clicks, paid search advertising is still the way to go. I wouldn’t argue that statement.
If any business enters into a display ad campaign and expects the same results and say Google AdWords (now Google Ads), you will be disappointed.
The role of your display ad campaigns is brand awareness. Always reminding your customer you exist. So when something breaks, they get a bonus and want to splurge OR they see your Facebook ad running, they already know who you are.
You are priming their mind to recall your brand!
Making the Most of Online Advertising
Online advertising, particularly display ads, provide an opportunity for companies to target their ideal prospects. This intensive focus is achieved through thorough study of the demographics, the interest, the geography, and the purpose of Internet users as they go through thousands of websites. Examples can include showing ads to people who visited your website before, city they live, sex, age, income, political views, buying habits, car they drive, and the list goes on and on and on.
Optimizing Online Advertising through RTB
Attention on the internet is…minimal. We have so much information coming at us, it’s hard to stay focused on one particular item or task. This poses some problems for a business when you’re trying to get someone to pay attention to your message.
To conquer your ideal prospects from among the masses, online advertisements need to be targeted, massive and widespread. As a business, you need to be showing your ads on multiple websites and multiple times a day for each consumer.
Real time bidding achieves this with display advertising, getting you in-front of your ideal customer in the most cost effective way.
How Real Time Bidding Works
With RTB, an advertiser bids in real time for online ad impressions through supply-side platforms or ad exchanges. Auctions for RTB take place in the time that a webpage would load, and the site being auctioned is one being viewed by a user. Once you win a bid for that site, your ad is immediately loaded. This whole process will only take seconds, and the viewer will catch your advertisement while he or she is on that page. The key to all this is the ad impression. The ad exchange is able to project the advertisements that a user is more likely to welcome.
RTB has several characteristics that allow your display ads to successfully accomplish your online branding targets. RTB is efficient. You are able to access a wide number of sites and pick the ones with impressions that you think will work best. Everything happens quickly enough to catch your ideal prospects while they are browsing around the Internet for similar goods. In addition to this, RTB allows you virtually limitless exposure.
When all is said and done, in today’s business environment, display advertising and RTB are a combination that bring your brand and products or services to the market that you want to reach.
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Online visibility and performance is a key measure of the viability of a business in today’s market. In an era in which consumers and businesses alike utilize the internet across all facets of everyday life and the exchange of goods and services, a strong business requires a marketing strategy inclusive of well-planned display advertising.
Despite some unfavorable press and the assertion by some that AdWords are preferable because they’re more targeted, Display advertising has consistently been irreplaceable in digital marketing strategies for the following reasons:
Gain Global Brand Awareness
Display ads are the best way to generate brand interest and awareness. AdWords campaigns on the other hand are not as far reaching. Display ads cast a global net; what this means for the growth of your business is that your products and services are presented to a wider variety of potential clients or customers.
Compared with SEO and PPC, Display Advertising shows your business to users that could be a match for your services and products whereas SEO and PPC is helpful only for those who are searching and looking at that moment for one of your services. In other words, Display advertising is geared towards connecting with your target audience through a visual ad and these potential customers may not be actively seeking you out. Even if a user does not click on your ad, they’ve seen the image you wanted them to see and this will help them recognize your company later or remember you when they are seeking your products or services. Display advertising is also arguably the least expensive way to spread brand awareness on the web.
Optimal Customer Loyalty
Retargeting is a savvy strategy for touching base with previous buyers or visitors. By displaying an appealing ad for your service or product, you’re encouraging a previous visitor to go back to your website and take another look or make another purchase. Your Display ad can be retargeted to catch the attention of anyone who has been to your website in the past or purchased from your company.Retargeting is a fabulous way to amp up your conversion rate optimization. Your website is designed to entice the user to fill out a form or make a purchase or other inquiry, retargeting is a way of attempting to ignite such conversion activity on your site.
Drive more leads, increase conversion rates, and augment offline sales through Display ads
Display advertising has been used for years, and it’s proven to be effective as a digital marketing service that works and produces measurable results. Your display advertising, done right, will drive up your sales and lead generation. You’ll be pleased to notice the improvement to your ROI when you optimize your Display ads.
Keep in mind that you’ll want a display banner that’s designed well enough to impress your potential or returning customers and spark their interest in visiting and making purchases at your online store or website.
A great way to utilize Display advertising is to promote special or seasonal offers or to advertise new products.A trick of the trade that proves itself effective for many companies is to include an end time on the offer; this creates a sense of urgency and can produce a FOMO type of feeling which means more web traffic and potential sales for you.
To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.
Here is a great list of statistics from Giselle Abramovich from CMO.com
The average Web site conversion rate is a little more than 2 percent. In other words, nearly all of the people who visit a site for the first time leave without some form of desired action.
That’s why many brands have turned to retargeting, which focuses on getting those previous visitors back to your site. Retargeting can be accomplished via display ads, search, e-mail, and now social media, as well as via Facebook’s FBX ad exchange and Twitter’s new retargeting option.
According to research we’ve found from around the Web, there’s no question about it: Retargeted ads can influence conversion.
1. In a study that evaluated various strategies in terms of the average lift in search activity generated for an advertised brand, retargeting represented the highest lift in trademark search behavior at 1,046 percent.
2. Nearly three out of five U.S. online buyers said they notice ads for products they looked up on other sites.
3. Thirty percent of consumers have a positive or very positive reaction to retargeted ads, vs. 11 percent who feel negatively about them. The greatest percentage, though—59 percent—had a neutral reaction.
4. One in five marketers now has a dedicated budget for retargeting.
5. Among primary site retargeting goals are increasing brand revenue and acquiring new customers (at 33 percent each), with additional focus on increasing both site engagement (16 percent) and increasing brand awareness (12 percent). Significantly, marketers are more likely (+15 percentage points) to use site retargeting to acquire customers.
6. Retargeting can boost ad response up to 400 percent.
7. Forty-six percent of search engine marketing professionals believe retargeting is the most underused online marketing technology.
8. E-mail retargeting CTRs and conversion rates are anywhere from 3 to 5 percent higher with upsells, as compared to standard site retargeting.
9. Online consumers are open to receiving behaviorally retargeting ads. While the majority of consumers (60 percent) remain neutral about the topic of retargeting ads, 25 percent enjoy them because they remind them of what they were looking at previously.
10. Being drawn to products in advertisements is the most commonly noted reason consumers gave for clicking on a retargeted ad (37 percent). Consumers also said retargeted ads are a convenient way to visit a Web site users already intended to visit (28 percent) and for desiring more information on the product in the ad (21 percent).
11. CPG company Kimberly-Clark relies on retargeting, saying it is seeing 50 to 60 percent higher conversion rates among consumers who have been retargeted.
12. The average click-through rate for display ads is 0.07 percent, and the average click-through for retargeted ads is about 0.7 percent.
13. Web site visitors who are retargeted with display ads are 70 percent more likely to convert on your Web site.
14. When looking at more than 1 billion impressions from 547 advertisers running retargeting campaigns on FBX’s right-hand side, FBX News Feed, and standard Web retargeting, after just one month FBX News Feed accounted for 15 percent of clicks, despite having just 0.5 percent of the total ad impressions.
15. Click-through conversion rates for retargeted FBX ads were slightly lower at 9 percent under Web retargeting and 16 percent lower than right-hand side conversion rates.
Original Post by Giselle Abramovich at http://www.cmo.com/articles/2013/11/20/15_Stats_Retargeting.html
