Looking for fresh ways to extract real business value out of your social media efforts? The next chapter in our new webinar series is sure to have the answer.
On March 12, Sprout Social will host a special online discussion with AdRoll — the global leader in retargeting — to address the “5 Best Practices for Integrating Paid and Organic Social Media.” We invite you to download today to get actionable insights into how your company can craft a more prosperous social presence for tomorrow.
Gregory Kennedy, AdRoll’s Director of Content Marketing, gives us a preview.
For those new to retargeting, can you give a brief overview?
GK: Retargeting is a form of programmatic advertising that allows brands to serve personalized ads based on the behavioral data they collect on their website or from their customer relationship management (CRM) system. By placing a simple pixel on their site, brands can customize ads they serve to people based on the way they’ve interacted with the brand. Past site visitors will see ads tailored to their interests when they navigate to their favorite blog, news site, or social network on desktop and mobile.
In a nutshell, retargeting lets advertisers serve ads to consumers who have already shown interest in a company’s products, services, or brand.
What’s the biggest misconception about retargeting?
GK: That it’s a bottom-of-the-funnel tactic that only applies to online retailers. While retargeting was originally dubbed an easy way to convert shopping cart abandoners, brands across all industries are using retargeting for a variety of functions, including brand awareness, customer retention, and lead nurturing.
As the technology has matured and marketers have become more savvy, advertisers are now using retargeting throughout the customer buy cycle. B2B tech companies are using it to promote their content (webinars and white papers) to pull qualified leads into their sales funnel. Retailers are retargeting loyal or previously engaged customers that may have attended an in-store event or purchased last season. Travel companies are targeting folks, using dynamic creative to engage and educate previous customers on promotional deals.
Why should brands employ retargeting on social media?
GK: In a recent study we conducted of 1,000 marketers, retargeting was the single hottest topic. Social media is an essential tool to engage consumers in a two-way conversation. It’s also the place where consumers are spending most of their time. With native formats and a mobile-friendly user experience (UX), social media platforms like Facebook and Twitter have become one of the best places to advertise. In fact, AdRoll clients see 184 percent more impressions, 205 percent more clicks, and 218 percent more conversions when adding Facebook to their web retargeting mix.
How can brands effectively segment their audiences with retargeting?
GK: One of the biggest benefits of the AdRoll platform is that we make it easy to get started with segmentation. Here’s an example for an online retailer.
- Products viewed: serve ads to consumers that visited your product catalog.
- Shopping cart abandoners: for users that put something in their online shopping carts without making a purchase.
- Previous seasonal purchasers: use an email list of people who purchase during your March Madness sale last year to retarget them leading up to the event.
What’s a good example of paid and organic social media complementing each other?
GK: One example is Alex and Ani. The jewelry retailer does an amazing job of maintaining a consistent voice and using beautiful, dynamic creative for their paid and social campaigns. They leverage real-time organic conversation with real-time bidding strategies, which complement each other nicely. Their ability to create innovative campaigns on both sides of the spectrum has helped the brand skyrocket year over year.
Check out the on-demand webinar about the “5 Best Practices for Integrating Paid and Organic Social Media.”