Privacy has become a major concern both for regulators, browsers and the companies behind them, as well as for users themselves.
The GDPR has shown us where things are going, but decisions such as Apple’s, which has determined that its Safari browser will delete cookies from domains after 7 days, will mark the future and the concerns of all of us who are dedicated to marketing, and especially remarketing.
Because of this, I think that in 2019 we will see a lot of efforts to develop “first-party” remarketing strategies that come out of the advertisers’ own systems. And that do not depend on external networks that need cookies and similar mechanisms to be able to do user tracking.
The CRM of the companies will begin to be the central axis of many remarketing strategies and we will see more communications via email. SMS or even by phone, which are launched from the CRM and less persecution generated by external networks that are not well integrated. with customer behavior.
Do you consider that remarketing is the king of conversion?
Not at all. In fact, I believe that it is often attributed more importance and more ROI than it actually generates. If you analyze remarketing in the context of an entire marketing strategy. You can more clearly determine its real contribution.
Like any action that is in an almost final phase of the conversion funnel. Remarketing usually yields very good results. In short, we use it to “attack” customers who already know us and who on many occasions have already shown interest in a specific product within our online store or in a service we offer.
In addition, we usually use it in “bulk” format, that is, we attack by remarketing all those users who have visited us. But regardless of whether they show a greater or lesser purchase intention. Very Georgia Email List rarely do we exclude recurring customers from remarketing actions and, with this. We tend to go after users who would very likely buy from us anyway.
With this I am not saying that you should not use remarketing. Much less since it is a great tool. But when evaluating the impact on our strategy, we must adequately weigh the results that remarketing gives us in relation to the moment in which it impacts our users, and all the points of contact that we have previously generated with each of our potentials. buyers.
What role will technology play in the implementation of new remarketing strategies?
Although technologies are already a ‘commodity. Because we find solutions on the market that allow us to do almost anything we want. In the case of remarketing, technology continues to be a fundamental pillar for several aspects:
- With the continuous regulatory changes and privacy policies applied by some browsers (such as what we mentioned in the first question about the changes in Safari at the cookie level), it is difficult to keep remarketing strategies up to date with these policies if we do not use technologies that are quickly adapt to these changes.
- In the coming years we will see how Artificial Intelligence will begin to enter TR Numbers very strongly in markets such as remarketing to change the rules of the game. With these new technologies we will be able to better predict who we have to remarket to and who not, determine in real time the possible saturation of users. Offer products that may really interest users and not just remind them of what they have seen, etc.
