It seems that each year that passes brings some new forms of advertising that marketers can add as another tool in their arsenal.
These past few years have brought native advertising to the mainstream, which comedian John Oliver analyzed this past August:
Native advertising has taken hold online. Here’s an example from Buzzfeed:
This native advertising happens offline as well. You’ll find it in newspapers, magazines and hear it on the radio (it’s sneaky).
The web has also exploded with the growth of exit intent popups. Hover your mouse near the top of the browser to close or switch a tab and out of nowhere comes a near full page ad asking the visitor for something before they leave – typically an email address. Here’s an example, courtesy of 2xecommerce.com:
In recent years we have also seen the growth of retargeting. This purpose of this is to advertise to people who have previously visited a specific site.
For example, let’s say you visit amazon.com today, place a few items in your cart, and leave. A few days later you’re browsing nytimes.com and see an Amazon advertisement with the products you put in your cart. You can then click the ad and are directed back to Amazon, and complete your purchase.
Sound like a new channel you’d like to test? Neil Patel of Quick Sprout has created an infographic to help you out. Whether you’re just diving into retargeting or have been around the block a few times and want a refresher on some of the principles.
Resources for Learning More
We’ve covered retargeting in the past, including a couple webinars:
You’ll also find some great content around the web:
- How to Spend Your First $100 on Retargeting Ads
- Putting Retargeting To Work For Your Startup
- 5 Tips for Running a Successful Retargeting Campaign
If you’re going to dabble in retargeting, it’s important to measure the results. You can use Kissmetrics to measure and optimize all your marketing campaigns. I’ve written some articles about how to do this:
- Using Channels in Kissmetrics to Learn Where Your Most Valuable Customers Come From
- How to Track the Effectiveness of Marketing Campaigns
- How to Find out What Marketing Campaigns are the Best for Acquisition, ROI, & Retention
You can also view our landing page to learn more.
About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.