Pixel-based retargeting is nothing new. Hands up if that pair of shoes you put in your online basket is still stalking you around the web. Or that delivery service you were maybe going to order from last week is telling you there’s a discount on fried chicken tonight. Retargeting needn’t be so disruptive. Brands can enter the minds of users, remind them of their offering and understand their behaviour seamlessly. It all comes back to the amplification of great content.
Cut through the noise
With people sharing everything nowadays, great content needs to be able to first cut through the noise and earn this space in people’s networks. However, with more and more brands becoming powerful storytellers, it’s increasingly difficult to remain top of mind and attract new customers. The best way to establish the value of content is in its shareability and contribution to driving conversions. So how do you guarantee eyeballs and understand user behaviour enough to drive action? Through retargeted native ad placements.
The new path to purchase
This is not your level one in-feed and recommendation widget approach – this is cross-channel content consumption inspired by the new path to purchase. The new path to purchase is no longer smooth, straight or arguably funnel shaped. In fact, most users nowadays pave their own path. This rapid change calls for an evaluation of how we reach these consumers and a strong focus on analytics.
One consistent aspect we know about this new path is the major shift towards mobile and the fact that users now carry content with them 24/7. All brands want to establish a relationship with their target audience and find the best way to truly connect with them across channels. This can be achieved through the repetition of content amplification, a strong conversion placement and understanding their behaviour through analytics.
A great example is e-commerce brands that have apps to purchase from. With Facebook’s advanced offering for advertisers, we can now reach, convert and retarget users through native ads.
Stay top of mind
Here’s how we connect content consumption to conversion and stay top of mind through retargeting the consumer in the simplest way possible. We develop a sponsored app ad showcasing a piece of desirable content that aims to engage the brand’s target audience on Facebook. Once the user has downloaded the app, they will be immediately directed to the content they engaged with in their feed – minimising any disruption to the user’s behaviour and also establishing them as a converting customer for the brand.
Now that the user has downloaded the app through Facebook, we can continue to track their behaviours. How often they logged in, what steps they took inside the app. From there, we can retarget them with further placements to get them engaging with the app – considering that each user will be at a different stage of their weird and wonderful path to purchase.
Through measurement and analytics, this kind of native advertising can come full circle with reengagement ads – retargeting users with new content and encouraging them to interact with the brand once again. This activity is not limited to app activity. Through monitoring their actions on other platforms, we can seamlessly bring them new content across devices based on their behaviour and interests.
As audiences become larger and more connected, the opportunities for native advertising continues to evolve. Brands are no longer happy with simply publishing a blog article and hoping the right message reaches the right audience at the right time. We need to raise the bar and take a more tactical approach to amplification.
If those shoes were on a blogger in your news feed or that fried chicken message came with a recipe in a recommendation widget, how much more likely would you be to engage with that brand? Finding, retargeting and reminding these audiences with great, innovative content is key to driving success.