Affiliate Marketing Theatre; Guaranteeing month on month uplift? The psychology behind behavioural retargeting
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Affiliate Marketing Theatre; Guaranteeing month on month uplift? The psychology behind behavioural retargeting
- 1. Guaranteeing month on month uplift? The psychology behind behavioral retargeting
- 2. RUMOURS
- 3. UPS and DOWNS 3
- 4. UNIQUE 4
- 6. 6 AUDIENCE
- 7. EVOLUTION 7
- 8. BROWSER into 8 BUYER
- 9. INDIVIDUAL 9
- 10. Case study: Thistle Hotels 10
- 11. PROBLEM: reliant on voucher sites 11
- 12. SOLUTION: target relevant customers 12
- 13. 18% of all completed stays for Thistle were Bookings generated via pre & re-targeting with adGENIE 13 Jun Jul Aug Sep Oct Nov Dec
- 14. To conclude 14
- 15. If you build it, they will come 15
- 16. 16
Editor's Notes
- Martin and I are going to be talking to you about the hot topic of behavioural retargeting and how you can make it work for your brand to drive incremental sales. We’ll start by covering some of the key issues surrounding the topic, talk you through how and why you should be using retargeting in your marketing mix and we’ll end on a case study from Thistle on how they’ve been using retargeting through the affiliate channel.
- There’s currently a lot of buzz in the market about behavioural retargeting and with buzz come rumours, misconceptions and questions. You may have asked or been asked some of the following:Just because it’s shiny and new, is retargeting right for my brand?One brand I know is working with behavioural retargeting on a CPA, another on a CPC – why the difference and which one is going to work best for me?How much will the EU Cookie Legislation affect the industry?And probably the most popular of all:Can retargeting truly deliver incremental sales or will it just canabalise sales from customers who would have bought from me anyway?
- Much like Mr Keating here there are several perceived positives and negatives to working with a behavioural retargeting solution.Let’s start with the positives:It is a brilliant tool for scooping up leaked leads and putting them back in the sales funnelYour spend is going on adverts that are highly relevant to your target audienceProduct level data in adverts can convert a customer who has browsed multiple sites for a generic item such as a pair of red shoes or a Sony TV into your customer as they will assosicate the product they’ve been browsing with your brand and not a competitor’sThe flip side to all this is:Stalking! – think about the user experience for a customer, if a customer is being followed round the web excessively by your advert is that a good user experience. We would recommend insisting on a frequency cap for adverts featuring your brand and make sure you know the right questions to ask – if your provider is claiming a frequency cap of 15, ask them how many buy points they are purchasing from as the frequency cap will be multiplied by the number of buy points potentially leading to brand burn-outAlso consider the creative: a one-size fits all template wouldn’t be tolerated in other types of advertising and yet in the retargeting world it’s common to see the same template used over and again for competing brands. When considering a retargeting vendor, think about who’s going to represent your brand best.
- To summarise, the key things to think about when considering retargeting for your brand are:Don’t just do a retargeting campaign because you think you shouldDo it because it’s the right thing for your brandDo it in a way that represents your brand in the most positive way
- 'Martin's going to talk you through how to make re-targeting campaigns work'
- The first thing you have to think about is your audience. What makes them tickHow do they behaveWhere are you losing conversions?
- All forms of marketing grow, they evolve as new technology is developed Dynamic Pre-targeting allows advertisers to target ‘New Customers’ who haven’t already visited their site, in relevant shopping environments. Dynamic Retargeting allows advertisers to target ‘Lost Customers’ who have visited their site and left without making a purchase, with relevant offers/products
- The point of a behaviourally targeted programme is to turn browsers into buyersYour audience is already interested in your brandThey’ve already found youThis is your last chance to have an impact on their choice of product + make sure they are buying from you e.g. a customer browsing for electrical goods will visit many sites – how do you make sure they buy their TV from you and not a competitorRemind them of what they already like
- Produces an advertthat looks good and represents the brand correctlyAlso a great opportunity for upsellOpt-out availability
- We’ve talked a bit about the theory and the technology of making retargeting happen but now I’d like to share some results from the Thistle affiliate programme that display how effective retargeting can be as part of your marketing strategy
- When Thistle approached us in late 2010, their affiliate programme was underperforming.Tasked internally with delivering 15% of all sales through the affiliate programme, their then network was delivering just 3%Additionally that base was saturated with voucher code sites and there was no feed available for affiliates to use.After a thorough audit of the programme, Commission Junction devised a strategy designed to broaden the affiliate base through the introduction of new technologies including a feed for hotelcomparision sites to use.By the end of 2011 we had hit and surpassed the 15% target.
- The introduction of dynamic retargeting and pre-targeting were key elements of this strategyPre targeting was used to grab ‘new’ customers based on searches on lastminute.comRetargeting = lost customersAlso included email remarketing into the mix to talk specifically to customers who had abandoned at cart level.
- Results speak for themsleves
- If you approachbehvioural retargeting in a way that’s sensitive to your customers’ needs and leverage all the opportunities it gives you to engage with your potential customers it can become an essential part of your marketing mix.