Camping season is in full swing once again, and my wife and I love to go camping – but we’re sorely in need of a new tent. So the other day, I went online to a big-name sporting goods website and made my way over to the “Camping” section.
I saw a few that caught my eye, but I wasn’t ready to pull the trigger quite yet. This is mostly because I’m an annoying millennial and I refuse to ever buy the first thing I find online, in hopes that I will find one for much cheaper “somewhere else”. Also, it takes me a minimum of three weeks to make any kind of substantial purchasing decision.
I will buy a new tent…eventually. Whether it’s from that big-name sporting goods website, or from Amazon, or “somewhere else”. But that sporting goods website wants me to buy it from them. And if they were able to deploy an email or direct mail campaign to target me based on my web-browsing behavior, I’d be much more likely to.
Now, I’m sure they’ll track my IP address and follow me around the internet for the next few millennia with digital display ads – but those don’t phase me anymore. The ghosts of hundreds of past curiosities and almost-purchases follow me around to the point where they’ve become little more than background noise.
But what if they could target me with more than just those ineffective display ads? What if they had the ability to send me a customized direct mail piece or a personalized email with a discount code for camping gear only a few days after I had visited the website? Now we’re getting somewhere.
Think of how much more effective it would be to harness the timeliness and relevance of display ad retargeting, but with the performance and customization of more responsive media like direct mail and email.
After all, my visit to their website alone already makes me a highly valuable prospect. It’s because my web behavior is a powerful indicator of my intent-to-buy, it’s because I’ve already proven that I am aware of their brand and possess knowledge of their product, and it’s because people who are served retargeting ads are 70% more likely to convert than those who aren’t.
It’s that simple, even despite the fact that I haven’t registered an account on that website, nor did I provide any information about myself during my visit. The power of smart data makes it easier than ever for brands to reach prospects like myself, who would otherwise just be a few clicks lost in a sea of web traffic.
So while display retargeting is powerful when it comes to brand building and product awareness, multichannel remarketing can drive transactions like nothing else before it. More importantly, it can turn ordinary, even anonymous, web-browsers like myself, into prospects, leads, and, eventually, customers.