MD Kelly White talks at Ad:Tech on Retargeting

Stephen McCance October 23, 2014

Red Cow Media Managing Director, Kelly White, was invited to speak on retargeting and the evolution of cross-platform advertising as par of Adroll’s session at Ad:Tech London

Yesterday, our Managing Director, Kelly White, was invited to speak on retargeting and the evolution of cross-platform advertising as part of AdRoll’s session at Ad:Tech London.

She was asked questions about Red Cow client Boda Skins and how we’re currently assisting with their online marketing through Retargeting which has proved to be very successful for the client over their 6 month period with us, achieving return on investment figures of up 20 40x. But what is retargeting? And what can it do for your business?

Retargeting, or remarketing as it is known to some, is a relatively new concept that involves putting a pixel on a website which tracks user behaviour. It looks at what pages the user has visited and categorises them with this in mind. It then informs sites, that the user will visit later, that they have been to the previous website which means that the new sites can put up an advert, directing them back to the original site, prompting the user to click on it.

In an age where the customer directional journey isn’t what it used to be and 90% of potential customers don’t make a purchase on their first visit to a site, retargeting has proved to be a very successful tool in our digital marketing campaigns. It has also been estimated that customers who return to the site in this manner are 70% more likely to make a purchase than those who do not.

E Commerce can be a very competitive environment, especially for those who don’t have the right tools for the job. Retargeting is a tool that can make the hard work a little easier as it is proven to increase website conversions by up to 600% while decreasing cost per click advertising by up to and around 75%.

Figures like these are hard to argue against which is why we have taken the time to make retargeting one of our specialisms and today it is one of the main tools which we can offer to our clients to help them in their digital marketing campaigns. This is what makes us one of the top digital marketing companies in Manchester and number 1 for retargeting!