Retargeting is a great online marketing technique for keeping those people within the circle, who had once (or multiple times) expressed their interest in your brand by visiting your site. Marketers in the past have used display ads for remarketing, but with the use of several third-party vendors remarketing with video is now an available option. The same kinds of ads should not be used to target the fresh and to retarget old visitors. The nature and functions of both these targeting are different. A good marketer will at least try retargeting with video, a great marketer will put into place customized strategies for the different audiences, fully aware that visitors should be treated differently based on their unique behavior and activities they had performed on that particular site.
Video-Centric Marketing Campaigns
Marketers are still not aware of the potential that a video retargeting campaign may have. It is the secret behind the success of many major online campaigners. Video is an amazing tool, which can be used to raise awareness among the target audience with information, curiosity or offers. It is a hidden power, which hits the target right on the focal point.
No other tool has been as useful and has used the engagement of the end user like a video, and the numbers below from a recent study prove this claim:
• Over 70% of the respondents agreed that businesses that use video content leave a positive impression about those brands.
• 65% of the participants were influenced positively in terms of information gathering through watching of videos.
• 58% of the respondents consider the companies that share videos with customers to be more trustworthy.
• 81% participants said that videos helped them to make a purchase decision, quickly.
Videos are used not only for generating awareness, but also as a prime tool for retargeting. Brands can use videos as a proven method to reconnect with the site visitors or with the ones who had once remained customers or fans. The videos can act as emotional bridges between the customer and the brand.
Depending on what kind of viewers they are, the visitors can be sorted out and classified. It has been observed that visitors who take the pain of watching a complete video, whether it is 2 minute or 4 minute long, they have better chances of making purchases or using the services that are provided by that brand.
Those viewers who watch a video till the end are 20% more likely to make a purchase or become loyal fans.
Hence, retargeting repeat visitors like this also helps to cut down on costs that are used on focusing any visitors who are visiting your homepage. Customers who are deep in your book have to be connected better to your brand using these techniques.
To get started, you should keep track of all key events- whether a visitor has completed a video or downloaded it or has watched it for only 5 seconds. These events and stats could be connected, compiled and used by your retargeting provider, and different segments of customers will start receiving different and customized ads very shortly.
Make sure that your retargeting banner of video stands out from other ads and videos. The eyes of the visitors ignore anything common- they have been conditioned to behave like this. Whether it is in blogs, sites or other online publications, the target video must stand out from the rest. A few quick tips have been mentioned below how this could be done:
Using a distinct color
Do some research! Find out what usual color schemes are used by other online marketers and publishers. Then stand out. Choose to be different and avoid colors that most common publisher’s use. Do researches on the “likeability” factor- whether too many bright colors would appeal of repel a set of audience? This would vary from page to page, brand to brand- depending on the nature of the audience that has been targeted. So the designs and choices by the retargeting agency will mean a lot.
Compared to standard banner ads, videos generate several times more site visits. Even talking about the email campaigns, it has been noticed that the emails with a “Play” button incorporated into it generates more curiosity in the minds of the readers than normal ones. The “same” strategy could also be applied in case of banners. A play button incorporated well will attract more viewers.
Work with video production companies to create powerful content that is exciting and entertaining. Drive more traffic to your brand pages using videos as tools for retargeting and experience success like never before. Consult third party vendors and experts that have done this before and who are willing to do this for you as well.