I would say its safe to say almost everyone literally LOVES cookies; however, when it comes down to ‘taking a bite’ from online cookies, many are left with an uneasy feeling.
WHY IS THIS?
Is this due to the obvious lack of taste and smell from the cookie? Or is there simply a lack of information available to consumers to better understanding re-targeting?
Lets digest. …
Picture this; you visit a local bakery where you specially order a ham & cheese croissant (preferably warm) along with a medium coffee, EVERYTIME!
NOW, lets add a little tidbit. ….
You are known to the staff as a ‘regular and have been visiting almost every Sunday morning for 2 years.
Of course, some Sunday’s you are unable to make it BUT your business is missed by the staff! Upon your next visit, you will likely be greeted with a big SMILE, curiosity regarding your absence, and LASTLY you will receive the traditional ham & cheese croissant along with a medium coffee. ….
PSSSSSSTTTT (enter whisper) – without even asking!
The key part here is, you receive the ham & cheese croissant and medium coffee without asking the staff; the staff serves you based on YOUR previous preferences and THEIR previous observations.
This is retargeting in a nutshell; ads suggested to you based on your previous ‘observed’ preferences and/or behavior.
Now let’s translate this into an online experience!
Picture this; you visit NetFlix – a streaming Movie/TV service – to learn more about their current offering. Side note, you may be interested in setting up NetFlix in a couple months, potentially sooner depending on the weather. Winter is approaching.
A few days later you login to YouTube for a little comedy relief.
While watching the 2nd video you notice an advertisement on the side for NetFlix, SUMMER ENDING SPECIAL, 45 day free trial, act now! Comedy continues, 3rd & 4th video ads are also for Netflix. Just so happens the rain is pattering outside. …
Ends up, you can ACT on the retargeted NetFlix ad and then continue on with the comedy relief!
Lets remember people, when retargeting is done correctly you are simply a NUMBER, not a name nor a face! Can consumers appreciate retargeting when implemented correctly?
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