retargeting - re-connecting and re-gaining traction with lost prospects
DESCRIPTION
AMA webcast 29 Oct 2010: •Understand the value of retargeting •Retarget valuable prospects with search, display ads and dynamic product recommendations •Gain retargeting insights and best practicesTRANSCRIPT
© 2010 IBM Corporation
Retargeting:Re-connecting and Re-gaining Traction With Lost Prospects
AMA Webinar
October 29 2010
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential2
Martin Doettling– VP Product Marketing
Coremetrics, an IBM Company
Lindsay Conwell– Senior Solutions Consultant
Coremetrics, an IBM Company
@PETCO
Speaker Introductions
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential3
Market Overview
Retargeting/Remarketing – What it Is
Retargeting – How it Works
Regaining Traction with Lost Prospects
Industry Best Practices
Q&A
Agenda
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential4
Let’s Take a Poll
How would you describe your organization’s emphasis
on retargeting:
A. Primary focus
B. Same focus as paid search and email marketing
C. Some focus
D. What is retargeting?
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential5
Remarketing to your audience with highly tailored offers and messages
Reacquiring, converting, and retaining high value visitors
Leveraging granular, cross-channel website activity data site visitor and customer
profile data to retarget visitors and browsers
Retargeting/Remarketing – What it Is
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential6
Marketers beginning to use personalization at varying levels.
Paid search costs continue to rise. Marketers turn to retargeting expensive search
users via email and display advertising.
Granular analytics, such as impression attribution are a necessary component of
optimizing retargeting campaigns.
Market Trends
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential7
Market Trends
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential8
Advanced segmentation
Automatic retargeting
Real time syndication through multiple
networks
Seamlessly initiate retargeting via email,
display advertising.
Broad segmentation based on a single
attribute
Lag times with to retarget
Limited syndication opportunities
Multi-step and time consuming processes
to retarget
3-5 Years Ago Today
Evolution of Retargeting
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential9
Identifying relevant segments and content to retarget visitors.
Effectively engaging the visitor without alienating them.
Measuring success and articulating ROI to management.
Challenges
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IBM Enterprise Marketing Management
IBM Confidential10
Search for Product
Search Engines
Arrive Directly to Website
Shop within Website
Search within Site via Homepage
Browse Product Pages
Place Items in Cart
Purchase Items
Leave Website
Continue Researching
Continue Shopping
Return to Website
Purchase
Research Alternative Items
Solution: Retargeting With Personalized Content at Multiple Touchpoints
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Step 1
Potential Customer acquired via PPC Campaign…
Step 2
Presented with personalized product recommendations based on browsing history…
Step 3
Carts an item, but does not purchase…
Delivering Value from Retargeting Programs
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IBM Enterprise Marketing Management
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Step 4
Views a display ad on another site and returns to the site…
Receives a follow-up email showing products related to carted item…
Step 5
Clicks through email and purchases product.
Delivering Value from Retargeting Programs
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential13
PETCO Display Ads: Audience Segments Retargeted…
Bird Cage Searchers
Dog Behavior Control Searchers
Aquarium Searchers
Cat Furniture Searchers
Delivering Value from Retargeting Programs
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential14
Average Time on Site has
DECLINED compared to
last year.
Shrinking window of
opportunity to engage
visitors.
Online Trends
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IBM Enterprise Marketing Management
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Single Page Bounce Rate
has INCREASED
compared to last year.
Visitors are more unwilling
to hunt for what they want.
Online Trends
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential16
Another Poll
What is the biggest benefit to engage and adopt
retargeting strategies?
A. More effectively spend to acquire visits
B. More efficiently reaching out to visitors
C. Avoid becoming irrelevant to your customers
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• Do not be irrelevant • <Less Tolerance, Attention span is on the decline>
• <Tailored Messages, Personalized Conversation>
• Be Efficient• <Leverage Real-time data syndication and Extensive Web Reach>
• Be Cost Effective
• Key tools to Evaluate and Optimize
Best Practices
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Challenge
• Finding the right message for the right audience
Solution
• Advanced Segmentation
• “Ace in the Pocket” segments
Dormant, Abandoners, Post Purchasers
• “Social and Adopter” segments
Mobile users, Socializers, Ratings, Facebook Fans
• “Surgical Shoppers” segments
Bouncers, One Page visitors, leverage search terms, products browsed
Benefit
• Increase conversion, increase brand loyalty, increase visitor opinion of each interaction
Relevancy
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• 17x Lift in Conversion Rate
• 25x Lift in Revenue/Email
L’OCCITANE EN PROVENCE – Email Personalization
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Challenge
• Communicating with your customers before the competition does
Solution
• Real-Time Data Syndication
• Leverage Display Advertising Partners
• Communicate with those who you do not have email addresses
• Answer the call of the Attention Challenged
• Deliver effective content and messaging to each target group
Benefit
• Recapture visitors before your competition does.
Efficiency
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IBM Enterprise Marketing Management
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Post-Purchase Offers
Trigger after items are purchased
Offer complimentary accessories, up-sells, or refills for
specific SKU sets
Recapture abandoner
Retargeting Use Case Examples
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IBM Enterprise Marketing Management
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Retargeting Use Case Examples
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Challenge
•Cost Effectively acquiring and reacquiring visitors to your site.
Solution
•Retargeting Segments through less expensive channels
•Non-identified visitors via Display Campaigns
•Registered visitors via Email Campaigns
•Re-acquire paid searchers via Display Campaigns
•Shift target segments into a more affordable and more effective personalization message.
Benefit
•More effectively spend marketing dollars and increase conversion
Cost Effective
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IBM Enterprise Marketing Management
IBM Confidential24
Leverage your search analytics application to identify target segments and use retarget
specific ad groups via display advertising
Use Case – Retargeting Search Users
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IBM Enterprise Marketing Management
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Leverage your search analytics application to identify target segments and use retarget
specific ad groups via display advertising
Use Case – Retargeting Search Users
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IBM Enterprise Marketing Management
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Leverage your analytics tool to identify and segment users that are referred by social
media sites
Reach these users via email
Use Case – Retargeting Search Users
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IBM Enterprise Marketing Management
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Challenge
•Continuously optimizing retargeting efforts as visitors change behaviors.
Solution
•Evaluate across all channels for each key segment
•Automate the integration of segment data to partners
•Leverage Attribution to better attribute credit to key investments
•Understand how different channels play different roles in buyer lifecycle
• Invest in the channels to trigger the desired behavior
•Optimize spend through leveraging more cost effective channels
•Continuously re-evaluate.
Benefit
•Better understanding of how your marketing efforts are performing.
Measurement and Optimization
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IBM Enterprise Marketing Management
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ReTargetingvia Email
ReTargetingvia Display Advertising
ReTargetingMeasurement
and Optimization
Your Path to Sophisticated Retargeting
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IBM Enterprise Marketing Management
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See how it works: www.CoremetricsWorld.com
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential30
Request copies of the presentation by
emailing [email protected]
Visit the Resource Center:
www.CoremetricsWorld.com
…including 12 new white papers
• Driving Value from Your Multichannel Data
• Social Media Marketing and Measurement
• Quantifying Your Returns from Online Advertising
Thank you for your participation.
Please submit your questions in the chat box.Question & Answer
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential31
See how it works: www.CoremetricsWorld.com
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential32
Request copies of the presentation by
emailing [email protected]
Visit the Resource Center:
www.CoremetricsWorld.com
…including 12 new white papers
• Driving Value from Your Multichannel Data
• Social Media Marketing and Measurement
• Quantifying Your Returns from Online Advertising
Thank you for your participation.
Please submit your questions in the chat box.Question & Answer
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential33
See how it works: www.CoremetricsWorld.com
© 2010 IBM Corporation
IBM Enterprise Marketing Management
IBM Confidential34
Request copies of the presentation by
emailing [email protected]
Visit the Resource Center:
www.CoremetricsWorld.com
…including 12 new white papers
• Driving Value from Your Multichannel Data
• Social Media Marketing and Measurement
• Quantifying Your Returns from Online Advertising
Thank you for your participation.
Please submit your questions in the chat box.Question & Answer