Facebook Retargeting Secrets

Why Targeted Marketing is the ONLY Type of Marketing That Matters

Think about walking down the average high street. How many storefronts do you normally walk past without so much as looking up to see what’s in the window?

This is normal behavior, seeing as most of us have no interest in 90% of what we see as we stroll down the high street. Chances are that you came for something specific and that you have a few items of interest that might just be able to distract you from your mission. So let’s say you came to town for a screwdriver, but that you also love martial arts, so you might stop and look in the window of the occasional sports store, health store, or book shop.

Everything else is just noise.

It’s the same thing online. These days we have become desensitized to ads to the point that we give very little consideration to most of the flashing images vying for our attention. And that is after all, what 90% of the internet and advertising all around us is designed to do – get our attention.

Targeted marketing on the other hand is designed specifically to get around these issues and limitations. A targeted ad is an ad that is designed specifically for you – or at least feels that way. To extend the metaphor, it’s a little bit like walking down a high street and suddenly everything in all the store windows is the stuff that you would have an interest in.

Imagine a martial artist. He walks down the road and enters a bookstore, where he sees the owner holding up his latest tome of martial arts techniques. At first glance, you would think this is a match made in heaven. Surprisingly, he walks straight out of the bookstore and keeps walking down the road.

Finally, he sees a department store, and this time, without hesitation, he dashes inside and finds himself a screwdriver- the martial artist had no reason to look in another shop because he knew for certain that the store had what he was looking for.

To achieve this though, you can’t just use conventional targeted marketing online. Targeted marketing takes into account demographics but it doesn’t take into account what a person is actively seeking out – these conventional targeting strategies that everyone else is using can not know what potential customers are doing at that given moment. Retargeting on the other hand can: it works by showing things that the customer has previously been looking for. In the case above, it was the screwdriver. What will you sell?

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