What is Retargeting?
Retargeting online customers is a concept that’s been around since the days when banner ads dominated the Internet marketing world. Thanks to rise of advanced search, social media and other new factors, web publishers are looking at retargeting with a fresh set of eyes.
In a blog posting titled, What Exactly is Meant by Retargeting?, SearchEngineland.com contributor Lionel White took at how today’s web marketers can get the most out of this legacy technique.
Here’s a few of his insights on modern retargeting that are particularly relevant to casino affiliates.
This is the most common form of retargeting and is defined by Joanna Lord on the Moz Blog as:
…a form of marketing in which you target users who have previously visited your website…
For affiliates, this can be something as simple as a banner ad targeting return visitors who are identified through cookies. These efforts don’t have to be complicated, all they have to do is point towards return visitors.
Search retargeting could probably use a new name because it actually focuses on customers who are searching for similar services, but may have never actually visited your site. This strays into the realm of SEM (search engine marketing) and involves a lot sifting through search data.
Though it definitely involves a little more legwork than SEO, but White claims that its much more effective for harvesting conversions.
Social retargeting is a nifty way of getting a little more mileage out of your social marketing investment. Retargeting social users is just what it sounds like and requires you to keep a pretty close eye on your social users and reaching out to them outside the social space.
This is also a good way to effectively experiment with social advertising venues like Facebook.
If you’re the kind of web publisher who loves A/B testing, heat maps and other cutting edge testing techniques, you’ll love behavioral targeting. For the rest of us, it could be a just little too cutting edge.
That said, behavioral retargeting doesn’t necessarily have to be overly complicated. At its simplest, it’s all about marketing to customers based on their previous behaviors. For example, a customer who followed a casino bonus on a previous visit could be directed to a landing page with a new offer on their next visit.
(For more on how behavioral retargeting works, check out Advanced A/B Testing Techniques for SEO.)
Retargeting is another way of re-purposing, and looking at data in a new way. The more mileage you can get out of each player, and potential player, the better off you’ll be.
Have you had any success retargeting customers? Share your experiences in the comments section below.