Conventional wisdom is that your best customer is the one you are talking with at any given time.
Why? Because unlike your next prospect, this one has at least shown some interest in your products and services…otherwise why would they be in front of you at all?
The modern interpretation of that is the prospect who took the time to seek you out and go to your website or blog or any number of other web properties. They didn’t get there by accident. They either searched for you, or clicked on an email, or interacted through some social medium. In any case it was most likely through an effort that cost you money or time.
So let’s go on the premise that they were interested enough to check you out, but like the vast majority of initial web interactions, they weren’t ready to take any action. The reality is that they will probably check out your competitors…and do nothing with them either. At least initially…
Thus the reemergence of a technology called “Remarketing”, or the process of marketing specifically to people who have recently shown interest in what you offer.
Here’s how it works:
When a consumer visits your website via a search engine result, pay-per-click ad, email link, or even an off-line advertisement, all of which you undoubtedly paid for in one fashion or another, we “tag” them. As they go about their business across the Internet over the next hours, days, weeks or months, we show them your custom banner ad. Your brand literally follows your best prospects around in the places they surf for mere cents per impression (literally a fraction of a penny).
Remarketing is designed to get the most out of the advertising dollars you’ve already spent, however a full display advertising program is designed to do that AND increase your brand awareness to specific demographics by advertising on our extensive network of hand-picked and “A-list” websites.
