Regardless of the online activity you run, it’s always recommended to devote time and budget to retargeting or remarketing activities.
 
The Retargeting is a marketing technique that allows you to «follow» users based on the actions they have taken on the web. We used the verb «follow» on purpose, precisely to make even clearer the concept that it’s an activity aimed at winning back the user who did not complete a desired action, which may be a purchase or filling out a form, and which results in a missed conversion.
 
It is especially useful for e-commerce, where situations often arise in which you can recover the business relationship with someone who, for example, abandoned the cart with some products inside.
 
It is strategic because through targeted sponsored ads you address individuals who already have familiarity with the brand and have already shown an interest, even if minimal, in it.
 
It’s an opportunity to give your company the «second chance to make a great first impression», to break through to the potential customer, to lead them to buy from you.

Get used, for every digital activity you develop, to defining in advance the goals you want to achieve. 
 
Retargeting activities pursue two types of goals:
1| Brand Awareness or Brand Knowledge.
2| Conversions.
 
Brand Awarness is the goal for those who want to be known, for those who want to increase their visibility with the target audience, for those who want to create familiarity with users due to a very simple principle: if they don’t know you, they won’t buy from you.
When faced with a purchase choice, people are more likely to choose products that feel familiar over others that may be better, but unknown, because it reassures the decision.
 
Instead, by «conversion» we mean the specific action the user is asked to take and it can be a purchase, filling out a form, subscribing to the newsletter, downloading an App or starting a free trial period.

Remarketing requires a slightly deeper level of digital skills because, to develop it, you need tracking of the user’s browsing data and mastery of Cookies, Pixels and code strings.
 
Without boring you with technicalities, cookies are small fragments of data that a site sends to the device on which the site is displayed, whether it’s a PC, a mobile device or a tablet. In other words, they allow websites or Apps to remember and record information such as products added to the cart, clicks on certain buttons or, more generally, the pages visited. And that’s the theoretical side.
 
In practice, you need to insert a small piece of code into your site called a «pixel». Don’t worry, it’s not visible to visitors, but it’s essential to collect different types of data:
 
• generic: they collect browsing data, geographic location or the viewing of a specific page or which content the user lingered on the most.
• specific: they allow you to profile the user more precisely, such as purchases, source clicks, newsletter subscription or downloading an App 
Remember that the use of the pixel must always comply with current privacy regulations.
In this regard, if your site is not compliant, request the adjustment of your site’s Policy from our Legal Team (click to open pop-up with additional service + link)
 
Finally, the advertising campaign is published and, through the data collected by the site, the provider (Facebook or Google) shows ads to that specific user because it is certain that that type of product, that type of content, that type of solution you offer is ideal for that specific profile.

Remarketing campaigns are very flexible and lend themselves to criteria such as:
• behavior: you reach those users who, beyond the Home Page, have visited other pages of your site, showing greater interest than others, but who still did not convert.
• last visit: in this case the criterion is the time elapsed since the last time a user visited the site and the frequency with which they see your ads.
• up-selling and cross-selling: the first consists of suggesting an alternative higher-tier product or a premium version to someone who has already purchased a product; or, through cross-selling, you propose something complementary to the main product that improves its performance or user experience.
• geographic: it tends to show ads exclusively to an audience within a specific geographic area, perhaps to bring them into your store to convert rather than on your e-commerce.
• competitor: even if it’s a more advanced technique than the others, it deserves to be mentioned because, after careful analysis, it allows you to reach user profiles who are interested in the type of products you sell, but set their search using the name of another brand that is your direct competitor.

A separate mention goes to the technique that uses e-mails for remarketing. It’s a powerful low-cost strategy because it combines the immediacy of e-mails and the creation of personalized content to build an increasingly close relationship with your customer, acting at the right moment too.
The Flazio platform enables remarketing in an automatic way through the configuration of multichannel messages.
This type of messages can be associated with specific actions, but the most important one we invite you to activate is the action for recovering the abandoned cart.
You can simply write a message that reminds them of the products in the cart, but if you want to make it more persuasive, follow our tips:
• send it automatically within a couple of hours; with Flazio you can schedule the timing,
• add a promo code created by the e-Commerce Manager, or offer free shipping or something else that may interest the e-mail recipient.
• if the abandoned product is already on sale, send it to remind them that the limited-time offer is about to expire: often the sense of urgency to act is the trigger that helps convert,
• add a product for up-selling or a cross-selling product with the same logic seen earlier, in order to make your offer even more attractive.

Although we tried to simplify remarketing, it remains a technique that, even if very profitable, requires a minimum of technical skills to develop it independently, even with the integrated features of the Flazio platform.