Behavioral Retargeting: Reconnecting With Old Friends (or Site Visitors)
It's likely you've used behavioral targeting to reach out to and convert shoppers on your website or through display ads. Now, however, with so much of your online marketing occurring on social media sites, wouldn't it also be valuable to reach consumers there with behavioral targeting? And what if you could actually improve your campaign effectiveness by retargeting those same people via social media?
Welcome to the new world of behavioral retargeting via social media interactions. Finally, it's possible to reach consumers in a much more personal and meaningful way than through banner ads alone.
One leading beauty product retailer, for example, recently used social media interactions to get 200,000 consumers to opt in for future retargeting efforts. In the process, it awarded 150,000 free product coupons to be redeemed at brick-and-mortar locations.
Its secret? Using display ads that invited consumers to join a game experience that rewarded them with the promotional offer. Consumers were excited to share this experience with their friends and followers via social media because they were given incentives to do so — not to mention the fact it only took a simple social sign-in on an opt-in basis to join. The retailer was equally excited because once it had the data from that opt-in, everything the consumer did related to the initial ad could be tracked and used for behavioral retargeting purposes.
Better still, analyzing this rich trove of data allows marketers for the first time to create powerful segments of their social media audience, identifying and targeting groups of influencers and sharers.
Using this process, standard social media advertising — e.g., display ads on Facebook — is replaced by advertising into social media. Through a strategic combination of display ads, social media and behavioral retargeting, groups of sharers and influencers pass along offers and game experiences so that they spread outward like ripples on a pond. Consumers thus become active participants in the experience created by the brand instead of passive recipients of a message. In effect, they become "living ads" for the brand.