Retargeting & Influencer Marketing : An Untapped Potential

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Retargeting has been a trending topic for digital advertisers since mid 2007, and exploded in popularity in late 2010 according to Google Trends. Retargeting, simply put, is when a brand serves its ads on other websites only to visitors who have visited the brand’s site. For example, when a person visits a clothing retailer and looks at men’s shirts, then the brand may serve ads for men’s shirts on other websites that the visitor goes to. The type of ad varies according to the action a site visitor takes. An abandoned cart or cancelled transaction may generate a coupon advertisement for that site visitor. There are many ways to customize retargeted ads, and with it, a massive industry. The popularity of retargeting gave birth to industry giants like Criteo and Adroll, who helped boost ad impressions and clicks by finding the best audiences for a given ad. Not surprisingly, Google jumped on the retargeting bandwagon simply to keep from being left behind.

What is retargeting?

The goal of retargeting is to provide contextually valuable ads that receive clicks, form conversions, and brand engagement. Retargeting should not be a blatant cash-grab in the form of direct response campaigns– audiences see through this. Brands will pay well for exposure and form sign-ups and clicks through retargeting ads. This is especially exciting territory for influence marketing to work.

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credit picture: growthgrind

Retargeting is huge– it’s everywhere. Any many people don’t even know it. But wanton ad serving and intrusive, flashy display banners helped bring on the rise of adblockers. Moreover, the people who do see ads are being served redundant ads, or ads for products that they’ve already purchased. Retargeting also has its challenges when a site owner takes a gamble on a series of ads that have little to do with their brand message, which can scare off site visitors in general. Failures in retargeting occur blatantly when the targeted audience is not an audience that reliably converts (even without an ad blocker). Another big problem with traditional retargeting is a simple lack of quality data. Influencer marketing helps to resolve the problems that come with traditional retargeting advertisements by providing quality data for retargeting and visibility.    

Influencer marketing: the new frontier for retargeting ads

Influencer marketing targets the best audience because it focuses on people who choose to read a piece of content and interact with it– not by random selection. Influencer marketing connects brands with thought leaders and industry tastemakers who typically have a blog, website, column, or popular social media pages. Brands develop content that aligns with the influencer’s ethos, which the influencer then shares as “sponsored content” on his blog or her website

How influencer marketing works with retargeted ads

Data generated by influencer marketing is used to target given audiences that have shown interest in a brand or products. These audiences are called ultra-qualified, which are more likely to complete a desired action, or engage with targeted content than a random population sample. The more data marketers have on its audience, the better they can deliver relevant content to an already interested audience. Influencer marketing is focused on KPIs like visits and clicks– it is not focused on impressions, unlike traditional display advertising where unsolicited ads appear randomly on websites. Retargeting is a perfect vessel for serving direct response campaigns (typical of Influencer marketing) in order to drive sales. Retargeting can be thought of as simply another touch point in the visitor’s “Conversion journey,” while the influencer marketing aspect qualifies audiences and creates brand awareness.

How to use retargeting with an influencer marketing strategy

Step 1: Set up a clear goal campaign. Native advertising campaigns targets content on other websites, but the goal here is to get targeted site visitors to visit the company’s website. The company often produces a landing page to optimize its visitor experience and to facilitate the campaign’s goals, like capturing leads, or informing visitors about a new product.

Step 2: Data. Upfluence anonymously collects all data generated by the influencer marketing campaign – the people who actually read the company’s content. This collected data is organized by industry, campaign, time, location, and demographics.

Step 3: Display ads on relevant websites to a highly-qualified audience. Thanks to the quality of collected data, only people who are already in touch with the brand’s content will be able to see the campaign.

What can retargeting do for brands?

Learn customer behavior

Companies will learn about the digital habits of people interested in a their brand. At the end of the campaign, the brand receives a detailed report, including the list of websites where their ads appear. The brand learns a lot about their customer’s desires and behavior, like the content they read, ads they click, and pages they tweet or comment on. This valuable data can be then reused for traditional digital marketing for both better targeting and audience segmentation. Retargeting creates and builds a data asset that will be useful for developing subsequent content and campaigns.

Boost ROI

Good quality data will only improve marketing efforts and KPIs. A company that integrates retargeting with an influencer marketing campaign will improve their metrics. Conversion rates and CTR (click-through-rate: the percentage of people who have viewed an ad that click on it) will be higher, site visit duration will improve, bounce rate will decrease.

Create Illusions of Grandeur

For the many people who are not familiar with retargeting, a brand’s continued presence on their screen gives the impression of major ad spending and a stable brand. People tend to trust large, well established brands with their business. Retargeting establishes and fosters positive brand awareness, which leads conversions down the road.

What Upfluence guarantees

Visibility

All ad impressions are actually seen by the brand. Ads are generally divided into “below the fold” (ads that the visitor has to scroll down to view), and “above the fold” (ads that appear on the portion of a webpage that the viewer sees without scrolling). “Above the fold” ads are considered more valuable by industry professionals. Regardless of which ad format is chosen, all ad impressions are verified, which means that real people actually view the advertisement. This prevents fraud and wasted spending.  

Brand safety

If a brand suffers because of careless advertising, then it’s absolutely not worth the investment. Upfluence ensures that retargeting ads served aligns with the

business mission and style. Ads will always be served in a contextually safe environment– never next to content or other ads that are at odds with the brand’s message or product.

Quality data

Detailed reporting, including list of websites, and all relevant business metrics. This ensures that the brand can reuse the data for later campaigns.

Conclusion

Success or failure of retargeting strategies are highly dependant on data quality. It is also reliant on who is targeted. Influencer marketing guarantees a high quality of gathered data from the brand’s content itself. Apart from better metrics, direct sales, and leads generated, influence marketing helps each company to understand where the right audience is. This is the greatest value of this brand new product.

Need to step up your influencer marketing strategy? We can help:

  •      Send an email to Kevin Creusy, our Retargeting Marketing Expert, or reach him
  •      Use our Contact form and we will answer within the next 24 hours.

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