An engaging communication with past website-visitors in order to increase the conversion percentage is Re-Targeting.

How does Re-targeting work ?

Driving, Monitoring & Segmenting traffic, landing on your website

Every website publisher is aware of the importance of having a huge volume of traffic with a high sticky quotient and repeat value. Towards this end, techniques such as SEO & Search-marketing (Google, Yahoo, MSN) have been in use to increase eyeballs to the site. The key to a Brand’s success is to convert these visitors to consumers. The holy grail of increasing Conversions lies in Re-Targeting.

Visitor Profiling for Retargeting

Today’s Ad-server technologies offer the ability to create Retargeting Pixels based on Profile of visitors belonging to a certain campaign/geography. These pixels are reused (for re-targeting) on subsequent campaigns which attract a similar visitor-profile. What this means for a Brand Manager/Advertiser is that their marketing Ad-Spends will yield higher ROI owing to the efficiency of (re)targeting a relevant profile.

Greater Conversion Ratio

With the ability to Re-Target, the relevance of visitors to a campaign-website increases, thereby, leading to Higher Conversions and Sales. The Advertiser sees greater ROI and the Ad-server produces higher yield for media-inventory. Once a visitor makes a purchase, Re-targeting provides the opportunity to a Brand Manager to engage with an Online customer beyond the life of the campaign, thereby creating a communication channel for building relationships & trust in the process of Marketing. Subsequently, the Brand can Up-Sell, and Cross-Sell based on this capaibility to Re-target.