If there’s one thing that’s true about human beings, it’s that we love when something is made just for us. This is certainly true when it comes to advertising. We’re much more likely to respond to advertising that we can relate to. We’re also more likely to trust a brand when we feel as if they really know what we want – even if it’s just an illusion.
Let’s face it, the fact that you’re more likely to buy something when an ad is targeted specifically at you and your individual wants and needs, is not exactly a closely guarded trade secret. It’s called human nature.
That’s why the concept of retargeting is so powerful. It targets your best prospects – those who have already visited your website – with ads that are designed to reflect their interests. The only problem is: display ad retargeting simply doesn’t drive transactions.
But combine the impact of personalized retargeting with the responsiveness of a medium like direct mail, and what do you get? You get remarketing that not only becomes immediately more impactful, but more personal as well.
Here’s a little thought experiment: Let’s say you went online the other day and browsed the website of a major retailer, looking for men’s dress shirts. If you were then retargeted with a digital display ad, you probably didn’t even notice.
We’ve become accustomed to “tuning out” display ads when we browse the web – in fact, a recent study revealed that 82% of Americans completely ignore online display ads. Believe it or not, you’re statistically more likely to survive a plane crash, than to ever intentionally click on a digital display ad. Think really hard: can you remember any of the display ads that were served to you on the last website you visited?
But what if you returned home from work today and checked the mail to find a postcard from that retailer promoting their menswear collection and offering a discount code or promoting free shipping on all online orders? You’d be much more likely to return to their site or store and make a purchase.
Here’s where the personalization aspect is key: if the mail piece you received had pictures of kitchenware or furniture on it, would it have the same appeal to you? Most likely not.
In the early days of advertising, we used to hear all about how the “product is king”. That’s not the case anymore. Now, the customer is king, and marketing that puts the wants and needs of the customer above the product, is the marketing that tends to win out.
The ability to create high-performing, personalized marketing campaigns with tailored creative and offers, and execute them via responsive channels like direct mail and email, is what can set a successful brand apart from the competition.
And in today’s economy, oversaturated with competition, even the slightest advantage can make the biggest difference in your bottom line.