Retargeting: Black Friday Cyber Monday (BFCM) Marketing Explained

Retargeting, in the context of Black Friday Cyber Monday (BFCM) marketing, is a powerful digital marketing strategy that aims to re-engage customers who have previously interacted with a brand's website or online content. This strategy is particularly effective during the BFCM period, a time when consumers are actively looking for deals and are more likely to make purchases.

Retargeting works by placing a small piece of code, often referred to as a pixel, on a brand's website. This pixel allows the brand to track visitors to their site and display targeted ads to those individuals as they browse other websites or social media platforms. The goal of retargeting is to remind these potential customers of the products or services they viewed on the brand's website, encouraging them to return and complete a purchase.

Understanding the Basics of Retargeting

Retargeting is a form of online advertising that allows brands to stay connected with their audience, even after they leave their website. It is based on cookie technology, which is used to follow users around the web and serve them with relevant ads. This is particularly useful for BFCM marketing, as it allows brands to remind customers of the deals they have available, potentially leading to increased sales.

There are two main types of retargeting: pixel-based and list-based. Pixel-based retargeting is the most common form and works by using a pixel to track website visitors. List-based retargeting, on the other hand, works by using a list of email addresses that a company has collected. Ads can then be served to these individuals when they sign in to their email account or a social media platform.

Pixel-Based Retargeting

Pixel-based retargeting is a type of retargeting that works by placing a small piece of code, or pixel, on a brand's website. This pixel is unnoticeable to website visitors and does not affect the site's performance. It is triggered when a visitor lands on the website, placing an anonymous browser cookie in the visitor's browser.

When this visitor browses the web, the cookie informs the retargeting provider to serve specific ads based on the pages they visited on the brand's website. This allows brands to serve targeted ads to individuals who have already shown an interest in their products or services, increasing the likelihood of a conversion.

List-Based Retargeting

List-based retargeting, unlike pixel-based retargeting, does not rely on website visitors. Instead, it works by using a list of email addresses that a brand has collected. This could be through a sign-up form on their website, a customer making a purchase, or any other method of data collection.

Once a brand has this list, they can upload it to a retargeting platform. The platform will then serve targeted ads to the individuals on this list when they sign in to their email account or a social media platform. This type of retargeting is particularly effective for re-engaging existing customers and encouraging repeat purchases.

Importance of Retargeting in BFCM Marketing

Retargeting plays a crucial role in BFCM marketing. During the BFCM period, consumers are actively looking for deals and are more likely to make purchases. This makes it the perfect time for brands to re-engage their audience and remind them of the products or services they have to offer.

Retargeting allows brands to stay at the forefront of their audience's minds, increasing brand awareness and potentially leading to increased sales. It also allows brands to target individuals who have already shown an interest in their products or services, making it a highly effective strategy for converting potential customers into actual customers.

Increasing Conversion Rates

One of the main benefits of retargeting is its ability to increase conversion rates. By targeting individuals who have already shown an interest in a brand's products or services, retargeting can significantly increase the likelihood of these individuals making a purchase.

This is particularly true during the BFCM period, when consumers are actively looking for deals. By reminding these consumers of the products they viewed on a brand's website, retargeting can encourage them to return and complete their purchase, leading to increased conversion rates.

Boosting Brand Awareness

Retargeting is also an effective strategy for boosting brand awareness. By serving targeted ads to individuals as they browse the web, retargeting allows brands to stay at the forefront of their audience's minds.

This increased visibility can lead to increased brand recognition and recall, making it more likely that individuals will think of that brand when they are ready to make a purchase. This is particularly beneficial during the BFCM period, when competition between brands is high and staying top of mind is crucial.

Best Practices for Retargeting in BFCM Marketing

While retargeting can be a highly effective strategy for BFCM marketing, it's important to follow best practices to ensure its success. This includes segmenting your audience, personalizing your ads, and testing and optimizing your campaigns.

Segmenting your audience allows you to serve more relevant ads to different groups of people, increasing their effectiveness. Personalizing your ads can make them more engaging and appealing to your audience, increasing the likelihood of a conversion. Testing and optimizing your campaigns allows you to identify what works and what doesn't, allowing you to continually improve your retargeting efforts.

Segmenting Your Audience

Segmenting your audience is a key best practice for retargeting. This involves dividing your audience into different groups based on their behavior, demographics, or other characteristics. By doing this, you can serve more relevant ads to each group, increasing their effectiveness.

For example, you might segment your audience based on the products they viewed on your website. You could then serve ads for these specific products to these individuals, reminding them of what they viewed and encouraging them to return and make a purchase.

Personalizing Your Ads

Personalizing your ads is another important best practice for retargeting. This involves tailoring your ads to the individual viewing them, making them more engaging and appealing.

This could involve including the individual's name in the ad, showing them products they've previously viewed, or offering them a personalized discount. By personalizing your ads, you can increase their relevance and effectiveness, leading to higher conversion rates.

Testing and Optimizing Your Campaigns

Testing and optimizing your campaigns is a crucial part of any successful retargeting strategy. This involves continually testing different elements of your campaigns, such as your ad copy, images, and targeting parameters, to see what works best.

Once you've identified what works, you can optimize your campaigns based on these findings. This allows you to continually improve your retargeting efforts, leading to increased effectiveness and better results.

Conclusion

Retargeting is a powerful strategy for BFCM marketing, allowing brands to re-engage their audience and remind them of the products or services they have to offer. By following best practices and continually testing and optimizing their campaigns, brands can maximize the effectiveness of their retargeting efforts and achieve better results.

Whether you're a small business owner looking to boost your sales during the BFCM period, or a marketer looking to improve your retargeting efforts, understanding the basics of retargeting and how to use it effectively can be a game-changer for your business.