Tuesday, 18 September 2012

Behavioral targeting and why your business needs it

With the vast number of online stores looking to draw customers to their website through cheap products and offers, exploring ways in which you can bring customers to your website is going to make the difference between your store is successful or not. One of the ways to encourage customers to return to your store in order to make a repeat purchase is through behavioral targeting.

There are a number of different types behavioral targeting available for a business which are based on keywords typed in to a search engine, content read by users and websites a person has visited. However, the most important part of behavioral targeting for a business is retargeting. 

How does it work?

When a customer visits your ecommerce store and begins browsing the products you have for sale, the information regarding which products they have looked at is then stored within the data for that particular browser. When this user visits different websites, this is where retargeting kicks in. Even if the website they are viewing has nothing to do with your business or the products you have for sale, your items will still appear within the banners of the site. This will then expose the customer to the products in your store that the user would be interested in. For example, if the customer visited your store and viewed a pair of shoes, the retargeting advertisement will show all other shoes in your store that are similar to the original pair they viewed. This then gives them the option to click on the advert and be taken directly to your website to make a purchase. 

Benefits of retargeting 

There are a number of different reasons why retargeting is an important tool for any business, big or small: 

  • It allows you to increase the reach that your business and products are having. Even if a customer makes a purchase from your store and then never returns or views another advertising promotion you run, they will still become aware of your products through retargeting. 
  • The real benefit for any small business is that it improves your advertising performance by reducing your waste and increasing your ROI. Unlike other advertising methods, retargeting ensures that the customers your adverts appear to will definitely have an interest in what you are selling as they have already previously viewed them. This means that you will have a greater chance of drawing them to your website and will result in a much higher conversion rate than you previously had.
  • Even if a customer decides that they don't wish to purchase an item from your store, the fact that your products have appeared in their browser through rebranding means that they have gained further exposure to your business and products, increasing your brand image.

When running a small business, it can often be difficult to stand out from the rest and draw in the customers you need to keep your business afloat. Retargeting can be an affordable way to not only help increase your brand awareness, but improve your conversion rate by bringing back customers who already have an interest in what you have to sell. 

However, don't just rely on retargeting as your only advertising method. While this is a great way to bring customers back to your store, you must first use other advertising techniques to draw them to your site for the first time. Read 'The complete small business guide to marketing' to find out about other marketing methods you can use to advertise your products to users.
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