If you tend to collect a lot of offline data about your customers – email addresses, phone numbers, or on-site purchase histories, for example – then give yourself a pat on the back. You have created many opportunities to further those relationships and increase sales online, too, with a strategy called remarketing.
What is remarketing?
Backing up a bit, remarketing is when you take existing data about consumers and use it to created targeted ads they see online.
For example, if someone looks at a product on Amazon.com but does not purchase it, that person may see an ad for that same product while they are on another website. If you spend enough time online, you may have already experienced this for yourself.
Remarketing with Offline Data
Using online data to fuel ads is a great online marketing strategy. Today we want to talk about using offline data to remarket to customers during their online time. It’s an excellent way to bridge offline activity with online behaviors, to continue the relationship with your customers as they go about their day.
If you collect email addresses from your customers when they shop in your retail store, then you can import them through various online platforms that serve ads.
Google AdWords, for example, allows you to import email addresses (you need at least 1,000 addresses) to its ad platform. You can then target your ads to all customers with Gmail addresses, and segment them according to your needs.
Facebook has a similar offering. Once you upload your customers’ email addresses to Ads Manager, you can target ads to anyone on Facebook whose email address matches the one you have.
But you don’t have to have a retail store to take advantage of this strategy. In fact, anywhere you collect data – trade shows, company events, online forms – is a great resource for remarketing.
Maximizing your offline data with remarketing allows your business to nurture customer relationships, grow brand awareness, and sell more products or services to customers who are most likely to buy.
To find out if remarketing is the right online marketing strategy for you, reach out to us via our contact form. We take the time to discover all valuable offline data resources, so you can reach consumers with ads that resonate with them.
