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Without identity, retailer ad retargeting misses the mark
Marketers spend billions to retarget ads to customers and annoy them with their repetitive messaging.
Contributor Mike Sands offers a suggestion for leveling up your retargeting game.
As any parent who has endured a summer road trip with young, easily bored children can attest, there is no question more annoying. Especially after hearing it repeated ten times… within the first half hour.
Sound familiar?
If you’re a retail marketer, it should. Because as much as you love retargeting, long the KPI darling on most retailers’ media plans, repeatedly sending the same customers the same ads — no matter how far along on their buyer journeys — can really annoy them. It may be enough to drive them away.
In a recent survey of US digital shoppers and retailers conducted by Nanigans, 77% of consumers say they receive too many retargeting ads from the same retailer and 88% complain they still receive retargeting ads for products they’ve already bought. Not surprisingly, 57% claim retargeting ads do not persuade them to buy…Read more
