20 Jul STALKING Or… REMARKETING?
The first time it seemed you to be a singular coincidence. You had just have a look for the availability of that hotel, just to dream of a romantic weekend, and the next day, browsing other websites or in the news of your Facebook page, you came across the advertising, look what a coincidence, just of that same hotel. Or have you ever made the imprudence of leaving your child’s shoes in the e-commerce cart because you have decided that, after the math test, he does not deserve it? Be sure that those Vans shoes will appear everywhere, reminding you the gift price, the colors available and the awful math test. No, it does not depend on a strange astral coincidence or heavenly signs and prophecies – even if your child would try to make you believe it about the Vans shoes.
It is called “remarketing” and is a very effective tool to be remembered by a user who seemed to be interested, visiting your website. Among the online advertising model, the remarketing is very performing as conversion rate, because it complies with rule 1 on the internet: customize contents based on your user’s interests.
The trick is in cookies, which are linked with the IP of those who have visited the site and acted specific actions; exactly like the transceiver under the runaway car in James Bond movies, cookies remain attached to that address also in the following navigation and allow you to track that user and target him with ads everywhere. Both Google and Facebook allow to set up remarketing campaigns and, furthermore, underlies many e-mail marketing strategies.
Like antibiotics, like all effective tools, it is better not to abuse of them. Excessive remarketing, besides giving us the clear perception of how illusory is the privacy on the web, ends up looking like stalking and producing unfavorable reactions and dislike towards the brand so intrusive. And then – be resigned Booking.com – if I looked for a hotel in Syracuse a year ago, by now or I have already gone, or I have given up the trip; do not clog up my mailbox with photos about Ortigia for twelve months! Finally, if you do not want to inspire the same reactions of call center calls at dinner time, “do remarketing responsibly!” and well supported by consultants such as Bia.
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