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What Are Remarketing Campaigns?

Remarketing campaigns show ads to people who have visited a business’s website or downloaded one of its apps. Remarketing is designed to get potential customers who have shown interest in your product or service to recall your business and their intent to buy, therefore increasing the odds of them converting.

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Why Is It Important to Have a Good Remarketing Campaign Model?

A good model for remarketing is important because approximately 95-99% of visitors won’t make a purchase on their first visit to your website. However, a large amount of these have the intent of returning in the future to make a purchase. The best way to capitalize on the potential customers who have not yet converted is to create effective marketing campaigns. Companies that do not remarket effectively are losing business.

What Internal Data Should I Have for a Good Remarketing Campaign Model?

Remarketing models should be primarily based on customers’ past purchase history and behavioral data collected from their interactions with your website and social media accounts, cross-referenced with your company and product information. This should help personalize advertisement to each potential customer.

What External Data is Essential for a Good Remarketing Campaign Model?

External data that should be used to remarket effectively consists of models created to try and determine for each potential customer the ideal places for remarketing positioning, using cookies, web history, etc.

What External Data May Prove Useful for a Remarketing Campaign Model?

Surveys and questionnaires, along with studies, can show the effectiveness of remarketing in different ways and through different media channels (email, social media, etc.). These could be taken into account in planning a remarketing model.

What Are the Main Challenges of the Remarketing Campaign Use Case?

Firstly, high frequency and repetition in advertising has been shown to have negative effects, so limiting the number while diversifying the types of advertisements is both important and challenging. It is also difficult to remarket within the right window of time and not use cookies or web data that are either too old or too new. Customer segmentation is also needed to remarket effectively but this is more challenging than broad and mass remarketing.

Interesting Case Studies and Blogs to Look Into

Appier: Supercharge Your Remarketing Strategy With Artificial Intelligence
AARKI: Re-engaging Users Through Retargeting Campaign: Case Study

Tangible Examples of Impact

According to a recent survey conducted by RocketFuel, more than 60 percent of millennials saw value in brands using AI to deliver personalized offers.
[…]
Leading agencies such as JWT and Saatchi & Saatchi are already testing and using several AI driven processes.

The Next Web: 4 ways AI can supercharge your remarketing strategy

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