What is Remarketing?

What is remarketing?

Have you ever visited a website to check out a particular product or service, left that site and then noticed ads for them following you wherever you went on the web? Creepy huh? But, it got your attention didn’t it? And perhaps prompted you to revisit that website…

That creepy process of ads following you wherever you go after visiting a website is called remarketing. Basically what happens when you visit a website is we are able to capture your ip address and drop some cookies on you. That allows us to track where and when you visit various sites online, which in turn allows us to follow you with ads.

Remarketing works like this.

what is remarketing

Many companies invest money into attracting visitors to their website either through traditional advertising on online. However, the conversion rate for lead generation or sales has always been a small percentage of visitors. There are many reasons for that, some are not ready to buy, some get distracted, maybe you are not what they were looking for etc. But, it makes sense to try and re engage some of these visitors, perhaps they just weren’t ready, but now they are.

This is the reason we are proud to now offer remarketing tools for our clients. Call or email us today to find out more.

Cats, Dogs & Unicorns – Pay Attention!

Musings on a lifetime in advertising…

Clients, account executives and advertising creatives (hate that term) could be categorized – just for fun – into three groups.  The dog group.  The cat group.  And, the unicorn group.  See?  Just messing around because I didn’t capitalize the group names.

Cats always pay attention – Even when they’re seemingly asleep; they’re totally aware of what’s going on.  Don’t believe me?  Checkout a sleeping cats ears.  They’re like radar dishes sweeping the room and rotating towards any noise source.

Cats are in control of their environment.  The environment forms their personality.  As in real estate, for a cat, location is everything.  There are a lot of clients, account executives and advertising creatives who are very much the same,

Environment isn’t just a place, it’s a social. statement and a behavioral index   One cat environments are different from multiple cat environments.  Human and feline alike, those at the bottom of their social hierarchy tend to be more aggressive.

So, the smaller the ad budget (clients), the account/project size (account executives) and the creative challenge (advertising creatives) or, the creative challenge of a (advertising creatives) smaller time/money investment is perceived as a greater responsibility.

There’s more to lose and, more aversion to risk.  In other words, the smallest thing is compounded tenfold.  As comedian Paula Poundstone said, the cat could be zooming in on a moth or a burglar.

Dogs always want attention – Dogs always want some sort of validation.  Dogs can’t lie.  Dogs are their environment.  They adapt.  A canine balances their domestic side which has evolved genetically, socially and environmentally with their wild ancestor characteristics.

Where cats are solitary, dogs are gregarious pack animals.  The leader of their pack is called the Alpha male.  This leader is oddly, more calm and assertive than his followers.

So, unlike the cat, the dog group reacts differently. A smaller ad budget (clients) or, account/project size (account executives) or, the creative challenge of a (advertising creatives) smaller time/money investment offers an opportunity to loudly bay at the circumstances.

Working together with the pack,the perception is that there’s less to lose. There’s also less aversion when risk is shared. The dog group sees challenges as a game which is extremely necessary to the overall well-being of all involved.

The differences between these two groups is evidenced for example by eye contact. Cats, when they do make eye contact remain studiously aloof. While dogs make eye contact to engender an emotional or beneficial action – feed me, let me out…

A Dog cannot hide their emotions or thoughts because of their body language. A cat on the other hand uses their body language quite the opposite. When they seem the most detached is when they’re hiding their emotions or thoughts.

What does this have to do with advertising? Let’s look at the unicorn group first.

Unicorns always get attention – Unicorns are magical, mythical creatures. They look like a horses but are not horses. They are difficult to catch and, even more difficult to understand.

So, unlike the cat group or the dog group, they behave differently. Smaller ad budgets (clients), account/project sizes (account executives) or, the creative challenge of a (advertising creatives) smaller time/money investment offers unicorns an opportunity to lean on the magic of technology and gimmickry.

And, where there is no hope of success, a unicorn personality will create some kind of success seemingly out of nothing – as if by magic! What do cats, dogs and unicorns have to do with advertising? It’s all about the number one goal of good advertising: paying, wanting and getting attention.

In other words, tell a good and engaging story that defines an obvious solution to the identified problem and offers an instant payoff!

Are You Guilty of Media Gratification?

Once upon a time any advertising that centered on the owner of a company was referred to as an egotisement.  Maybe it still is.

But any radio, television, print ad or website that features, promotes and stars the owner is usually bad on more than one level.  If that owner ever decides to sell that business – how can they?

They are the business!  Now, there’s nothing wrong with promoting yourself unless the end result is a cheesy, corny and annoying ad.

Auto dealers, and you know who you are, are the most obvious examples of media gratification.  And, it now seems that medical professionals are coming up as a close third just behind lawyers! 

Those of you out there promoting yourselves instead of your services or product are not really building the type of brand equity you think you are.  Do you really think that the consumers out there who are looking to buy or ready to buy are going to be impressed by your pomposity, shtick or bluster?

All they’re interested in is what your ad’s message or offer will do to solve their immediate problem or long-term need.  They’re not going to listen to what you have to say about yourself!

Your bad advertising message will only make your good product or service seem lees than it really is.  So, who’s the star of your show – you – or your products and services?

You may be the expert but customers buy based on their initial advertising impression and sales experience not on what expert says.  Avoid media gratification and remember what David Ogilvy, one of the best ad men ever, said: What you say in advertising is more important than how you say it.

Want gratification?  Get it with advertising that is crafted to get positive attention with language and images that increase consumer’s interest and their desire to buy.  And, best of all, advertising that sends customers to your business!