Retargeting is one of the most effective cross-channel strategies in 2014, which is probably why it was such a popular topic of conversation at the recent Marketing Nation Summit in San Francisco. In a recent interview from Marketo’s conference, Murray Newlands talks with Bizo’s Dave Karel about successful retargeting techniques and how to take your retargeting efforts to the next level.
To find out more, watch the full interview below:
These are the key takeaways from the video: A lot of the conversations at Marketo’s Marketing Nation Summit revolved around B2B marketers, marketing automation, and ways to get the most out of consumers’ behavioral data. One of the ways marketers have been able to use their stockpiles of customer data is with cross-channel retargeting, which enables them to put relevant, targeted content in front of potential customers across various online and other digital channels. David says that despite all of the money marketers spend trying to drive traffic to certain pages or products, only around 5% of those users convert to a sale. He explains that most marketing automation software focuses on that 5% of people, and the challenge going forward is to use those same tactics, but on contacts you don’t have data for or are anonymous. By finding ways to segment, target, and market content to anonymous contacts, marketers will have a better chance of generating a better return on their money because they will be focusing efforts on a new segment of customers that are likely to convert, but not a guaranteed sale. David says the power of retargeting is that it allows marketers to continue a dialogue with a customer after they’ve engaged once, which then helps companies nurture that potential customer towards completing desired action.
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