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Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects
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Retargeting - Re-connecting and Re-gaining Traction With Lost Prospects

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AMA webcast 29 Oct 2010: …

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 practices

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  • 1. © 2010 IBM Corporation Retargeting: Re-connecting and Re-gaining Traction With Lost Prospects AMA Webinar October 29 2010
  • 2. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential2 Martin Doettling – VP Product Marketing Coremetrics, an IBM Company mdoettling@us.ibm.com Lindsay Conwell – Senior Solutions Consultant Coremetrics, an IBM Company lconwell@us.ibm.com @PETCO Speaker Introductions
  • 3. © 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
  • 4. © 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?
  • 5. © 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
  • 6. © 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
  • 7. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential7 Market Trends
  • 8. © 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
  • 9. © 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
  • 10. © 2010 IBM Corporation 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
  • 11. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential11 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
  • 12. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential12 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
  • 13. © 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
  • 14. © 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
  • 15. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential15 Single Page Bounce Rate has INCREASED compared to last year. Visitors are more unwilling to hunt for what they want. Online Trends
  • 16. © 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
  • 17. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential17 • 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
  • 18. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential18 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
  • 19. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential19 • 17x Lift in Conversion Rate • 25x Lift in Revenue/Email L’OCCITANE EN PROVENCE – Email Personalization
  • 20. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential20 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
  • 21. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential21  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
  • 22. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential22 Retargeting Use Case Examples
  • 23. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential23 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
  • 24. © 2010 IBM Corporation 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
  • 25. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential25  Leverage your search analytics application to identify target segments and use retarget specific ad groups via display advertising Use Case – Retargeting Search Users
  • 26. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential26  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
  • 27. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential27 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
  • 28. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential28 ReTargeting via Email ReTargeting via Display Advertising ReTargeting Measurement and Optimization Your Path to Sophisticated Retargeting
  • 29. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential29 See how it works: www.CoremetricsWorld.com
  • 30. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential30 Request copies of the presentation by emailing webinars@coremetrics.com 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
  • 31. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential31 See how it works: www.CoremetricsWorld.com
  • 32. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential32 Request copies of the presentation by emailing webinars@coremetrics.com 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
  • 33. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential33 See how it works: www.CoremetricsWorld.com
  • 34. © 2010 IBM Corporation IBM Enterprise Marketing Management IBM Confidential34 Request copies of the presentation by emailing webinars@coremetrics.com 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

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