Member News: RETARGETING ABANDONED WEB TRAFFIC by Kathy Heslop, Director of Communications at Ve Interactive Ltd
Article Date: 4th Apr 2010
"In a week that saw the Guardian's iPad app hit the 50k download mark, some brands at risk by the potential closure of Bebo and others excited at the prospect of 'Promoted Tweets', it's clear that digital marketing dominates." NMA April 2010
The Google monolith had already personalised its online marketing tools when it launched its behavioural targeting, or "interest marketing", serving dynamic ads to promote, cross sell or up sell products based on what a visitor has viewed. They then opened this option up for all their AdWords advertisers. By tagging pages and using cookies to identify that visitor or a category of people, they then supply an ad or offer directed specifically at that person's interests. However this re-marketing technology is still blanket marketing, catching people of all walks of life who happen to have previously hit on a homepage, so it is not segmented or tailored. Indeed it is still more on par with booking mass inventory across multiple industries.
However according to the Advertise.com/SEMPO study run in August 2009, almost half (46.3%) of the online marketers surveyed felt that retargeting was the most underutilised marketing strategy, by a wide margin, with the remaining being:
- Geo-targeting: 18.3%
- Traffic source optimization: 15.9%
- Keyword targeting: 13.4%
- Other: 3.7%
- Category targeting: 2.4%
And in the online world, all eyes are set on privacy concerns too. Users may ask themselves: what information is stored about me when I browse the web? There is of course always opt out. However, most users won't bother to opt out, they simply won't care. Warning signs on cigarette packs don't stop most people from smoking, which is proof enough that warnings often aren't enough to change people's habits. However digital natives do not value privacy online in the way that digital immigrants do, who tend to think more about concealing information. Digital natives look to share information and are open to discovering anything that could be useful or relevant to them or could benefit their lifestyle. It's a generational trend. Behavioural remarketing is therefore actually just another step and not actually a revolution.
So where does VeCapture fit in?
Unlike behavioural retargeting, VeCapture essentially delivers high-valued data of precise abandoned audiences to its retail partners and brand clients, (ie. people who are already familiar with that brand's services or products). Then working with best practise remarketing strategies and within the Data Protection Act 1998, brands can get access to the most important measure of engagement of all - closure and sales.
Try our demo at: http://www.veinteractive.com/demo.html
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