Retargeting has become a Marketing 101 strategy.

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And with today’s available data and AI tools, one would expect companies to be experts at it.

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However, there is no shortage of cases where the approach fails.

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Offering the same product after it’s been bought. Ignoring cross-device behavior with a one-size-fits-all strategy. Inaccurate segmentations. Advertising too frequently.

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All of these can lead to a negative perception of your company and be counterproductive.

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So how can you retarget effectively?

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Keep scrolling for all you need to know to maximize your impact and revenue!

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The pitfalls of static retargeting

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Traditional retargeting methods often fall short of delivering optimal results due to their static nature.

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The lack of real-time adjustments can lead to misaligned targeting, resulting in missed opportunities and potentially alienating customers.

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For instance, if a customer has already made a purchase but continues to be bombarded with retargeting ads for the same product at a lower price, they may feel robbed or misled.

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This not only fails to add value to the customer but may also result in a negative experience.

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To address this challenge, make sure to embrace real-time adjustments to align retargeting efforts with all the information you have on the customer.

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The power of real-time adjustments

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Real-time adjustments in retargeting involve adapting campaigns based on customer actions, ensuring a more personalized and relevant experience.

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By capturing and activating real-time data, you gain valuable insights into a customer's journey.

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This allows you to make instantaneous changes to your retargeting strategies. 

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For example, transitioning a customer from an ad segment for a product they already purchased to related items or complementary offerings enhances their experience.

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The immediacy of real-time adjustments is crucial in engaging customers during the limited window of opportunity within which they interact with a brand.

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Deciphering customer intent for personalized offers

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Understanding customer intent is a cornerstone of effective retargeting.

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Instead of relying solely on historical data, you should delve into the motivations driving customer actions.

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From traditional demographic segmentation to more accurate, sales-oriented metrics.

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Whether a customer is purchasing a gift, expressing remorse, or simply exploring options, decoding these intents allows for the creation of highly personalized offers. 

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Move beyond generic product recommendations to craft tailored suggestions that align with the customer's specific needs and preferences. 

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This shift towards intent-based retargeting ensures that you not only capture immediate sales but also foster long-term customer loyalty.

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The role of conversational shopping experiences

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The integration of generational AI has paved the way for conversational shopping experiences. 

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AI-powered tools can simulate real-time conversations. 

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This enables you to engage customers in personalized interactions like the guidance of an in-store expert.

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Through conversational interfaces, you can provide a more integral service.

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Providing recommendations. Answering queries. Offering a seamless shopping experience. All directly within the retargeting ad space. 

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This approach not only enhances customer satisfaction but also sets the stage for scalable and efficient retargeting campaigns.

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Balancing short-term gains with long-term investments

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The commerce space moves. And fast.

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Options are abundant and markets require brands to have agility and adaptability.

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Be willing to experiment with new technologies and strategies, even if it means letting go of established methods that may no longer be as effective.

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This also applies to understanding when to do what.

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Sometimes, retargeting needs to be quick to ride the consumer’s intent wave.

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Others, retargeting needs to be dialed down a bit to avoid negative perceptions and play the long game.

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Both should be part of your strategy to help you make a profit while building a loyal customer base.

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Testing, testing, testing

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As usual, it is all a game of trial and error.

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Retargeting requires reiteration.

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It’s a strategic blend of understanding customer intent and implementing real-time adjustments over and over again. 

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Think outside the box and your comfort zone.

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Embrace the dynamic capabilities of AI to decipher customer motivations. 

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That way you can capture immediate conversions and foster long-term customer relationships.

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It may feel counterintuitive at times, but what is a human if not contradictory?

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For a real case study on effective retargeting, check out this week’s episode of TOP CMO with Bloomreach’s CMO!

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