Retargeting is a powerful marketing strategy that makes your visitors convert into your customers. It works by redirecting customers back to your website after they’ve left by showing them ads of your website afterward. This makes the customer re-think of your website and your products and increases your chances of making the traffic bounce back to you.
When it comes to retargeting techniques to be used, you can either use static retargeting or dynamic retargeting based on what you need. We at Polus Media are your guide to what is static marketing and dynamic marketing, what is the difference between the two and scenarios when to use either of the two techniques according to your marketing goals.
What Is Static Retargeting?
Using static retargeting strategy, you can create various formats of ads as apart of a bigger marketing campaign. These ads are then placed on the ad serving platform. A set of predetermined conditions are put on it and ads are then assigned to those conditions to identify which ads are to be shown to which segment of the audience. In short, it is an optimized approach that lets only relevant ads to be shown to relevant people.
Static retargeting is applicable to scenarios where marketers want to aggregate leads or promote awareness of their products and services to a large number of audiences. If you want consumers to gain more information about your products after they return to your website, use static retargeting.
Suppose you developed a marketing campaign around a clothing line. You create three ads that redirect users to your clothing line’s e-commerce website. Each ad will be triggered by user activity like clicking or browsing through a section of your website. You can assign one of your ads to the audience that looked at the product, while another one to those who browsed through different other websites offering clothes similar to your clothing line.
What Is Dynamic Retargeting?
Dynamic retargeting creates a separate unique ad for each visitor according to the data collection of their preferences, likes, and dislikes. It involves technology solutions like Machine Learning and Big Data analytics to gather their data and devise ads according to the analysis performed on that data. It involves a behavioral analysis technique that determines which elements will attract the consumer and make them redirect to your website and make a purchase. Dynamic retargeting is a technique that is sure to give the perfect solution to the right target audience.
Dynamic retargeting is best applicable to businesses that involve e-commerce and a huge product backlog. When, how and why someone buys a product depends on a large number of factors, so using technologies like machine learning and big data analytics will save your money and time by crunching through the data.
For instance, consider yourself as a potential buyer who surfs through an e-commerce clothing brand’s website in search of some formal clothing. You look at a couple of dress pants and formal shirts and leave. The retargeting platform will now start tracking your behavior across different websites across the web and other social media platforms. Using Machine Learning, the underlying algorithm determines when are you most likely to convert, creates a personalized ad for you to display and shows you the ad when you intend to buy formal clothing.
When To Consider What?
Though both static and dynamic retargeting techniques have their importance and efficiencies, knowing the scenarios where their application is the most suitable will help you make the most of each technique. So, here’s when you should go for static retargeting and dynamic retargeting:
When To Consider Static Retargeting
Consider static retargeting when:
- You have a B2B (Business 2 Business) business: The sole purpose of this business is to generate leads and keep the target audience more informed.
- Small Portfolio: You have a few products and services to be offered to your target audience.
- Generic Campaign: You want to run a specific campaign for your visitors and want to promote only one of your products.
- Target Marketing: You want your ads to target specific chunks of people but not an ad specifically designed for an individual.
- Control Over Creativity: You want to dictate ad specifications if you are running a specific ad campaign.
When To Consider Dynamic Retargeting?
- You have a huge product catalog: Especially for an e-commerce business. Websites that exist for buying and selling of goods with inventories of thousands of items that attract a large number of people.
- Large Inventory: Your catalog contains many products under various categories.
- Large Target Customer Base: Your brand targets a large number of audiences, in thousands or millions and they all have different preferences, priorities, and intentions to visit your website.
- Customer’s Taste: You know your customer’s taste and its different for each customer. The products in your catalog or inventory may appeal differently to different types of people with different wants and needs.