Synchromarketing

Very often, a company is satisfied with the general level of demand for its products, but it is not satisfied with the state of demand for any specific product over a certain period of time.

Demand may significantly exceed production capabilities or, conversely, the volume of production of a given product may be greater than market needs. Fluctuating demand is a condition in which the structure of demand is characterized by seasonal or other fluctuations that do not coincide in time with the structure of supply of goods. Thus, many types of urban passenger transport are underloaded most of the working time, but their number is clearly insufficient during peak hours. In such cases, the level of demand can be changed by switching incentives or as a result of advertising and promotional activities; in other cases, the level of demand can be changed only as a result of many years of activity aimed at changing people's habits.

Remarketing and Demarketing

The difference between remarketing and demarketing is that remarketing is used to reduce demand for a product, while demarketing is used to reduce demand for a product.

Remarketing is marketing used in situations of declining demand, characteristic of all types of goods and any period of time depending on the phase life cycle goods.

The concept of the product life cycle is based on the fact that any product, no matter how excellent consumer properties it may have, is sooner or later forced out of the market by another, more advanced product. The principles of remarketing are to search for new opportunities to revive demand, that is, to give a product market novelty, reorient the company to new markets, etc.

Thus, remarketing is an attempt to match the firm's high production capabilities with potential markets.

Sometimes the demand for a product or service significantly exceeds supply. Excessive demand is a condition in which demand exceeds the level of production possibilities, commodity resources. It may also be associated with the high constant popularity of individual goods and services. The problem of reducing excessive demand is solved with the help of demarketing in various ways: they increase the price of the product, stop stimulating sales, etc.

Thus, demarketing is a type of marketing aimed at reducing demand for goods or services that cannot be satisfied due to an insufficient level of production capabilities, limited commodity resources and raw materials.

The inability to satisfy high demand leads to a number of negative phenomena, for example, the emergence of negative emotions associated with the name of the company and its trademark and trade name. In particular, an opinion is formed that the company either cannot or does not want to satisfy demand completely.

Based on demarketing goals, they increase prices, reduce or even stop the advertising campaign.

But since potential and unsatisfied demand means the loss of customers and possible money, in some cases it turns out to be profitable to sell foreign industrialists a license for the right to produce these products under the trade name of the licensor company. An approximately twofold reduction in the volume of possible profit in this case will be better than its complete absence in this market.

Surely you have already encountered a similar situation: you visited one online store, and now, when searching online for the necessary product (for example, a refrigerator), you began to be pursued by promotional offers from this site - related products, another cheaper refrigerator, promotions, and so on. Offers appear in the form of banners, contextual advertising and even videos. And if you also made a purchase on this site, then offers are pouring in not only throughout the network, but even by email and telephone. This “attack” is possible using a tool called “remarketing.”

So, what is remarketing? This is a powerful mechanism internet marketing, the main purpose of which is to re-appeal to users who have already visited your site, but for some reason left the site without completing a specific targeted action. Remarketing makes it possible to finalize an unfinished target action and even stimulate a repeat action.

If you dig deeper, this tool is the strongest means of influencing an obviously interested audience. But in order to really effectively manipulate visitors, you need to pull the right strings! To do this, you need to clearly understand: why, to whom, how and when your advertising message should be shown. Otherwise, you can cause a negative reaction from users to your offer and the brand as a whole.

With development information technologies remarketing has penetrated our phones, email and to all corners of the Internet. There are a huge number of ways to use each of these areas. In this article we will talk about the Google AdWords service, which allows you to conduct remarketing advertising campaigns in contextual media Google network on tens of thousands of sites with multi-million audiences, and more recently - in search network Google. Detailed instructions You can read how to set it up in the Google AdWords help.

It all seems so easy: read the help, set up remarketing advertising campaigns and you’re done – sales come one after another. Not so! Simple internet user may not always be able to distinguish remarketing from a regular advertising campaign, but professionals very often encounter mistakes made by advertisers in using this tool.

© Depositphotos.com/nmedia

We have already examined the main problems of remarketing in the article “”, but now we propose to analyze each of them in more depth.

1. Often advertisers they forget to set a limit on impressions for one user. Let's say you had the temerity to accidentally click on a real estate site for sale in Kaluga. You realized that you were mistaken, you immediately left the site - but for a whole year they have been trying to sell you a wooden house on the street. Gas. Of course, such advertising begins to evoke negative emotions on the part of the user.
2. Excessive intrusiveness in completely inappropriate cases. Let's say you bought samsung smartphone Galaxy S3 in one of online stores, and for some reason the marketers of this store think that one phone is not enough for you, and they offer exactly the same one. And if it’s also for a promotion, then it becomes completely offensive. In such cases, remarketing has the exact opposite effect. However, if this online store offered you a special case for a purchased smartphone, then perhaps he would have acquired a regular customer.
3. It is also a common case when advertising offer is completely irrelevant. For example, in October 2012 you chose a New Year's tour to ski resort in Bukovel, and in the summer of 2013, when it’s time to bask on the beautiful beaches of Bulgaria, you are persistently lured to celebrate New Year in some fancy restaurant. The demand for this offer is already zero, and advertising is still ongoing. Thus, the advertiser not only works at a loss, but also causes surprise and then irritation on the part of users.
4. Sometimes advertisers choose incorrect time period in remarketing lists. A remarketing list is a set cookies those users who have already visited your site. Let's say you buy an expensive designer bag: you saved for a year, took out ten loans, and finally make the purchase. And the very next day they try to sell you a magnificent bag that you have always dreamed of, but at an even higher price. The average person can’t pamper himself like that every day. But if they offered you small accessories until your next paycheck, and a month or two later they offered you a newfangled collection of bags, the store would gain the trust of another customer.
5. It is also a serious mistake using one common remarketing list for all site visitors. For example, if you chose spare parts for a KIA car, then, most likely, in the future you may again need parts for this particular car, but for some reason you are directed to a huge catalog of spare parts for completely different cars. And again you have to search for the required brand on the website. It turns out that the advertiser is not at all interested in your preferences.

© Depositphotos.com/Chakrit Thongwattana

There are still many errors that can be found, but for Ukrainian advertisers there is still a small excuse - in our country, the options for setting up remarketing are limited. In order to set everything up correctly and take into account the preferences of almost every site visitor, it is necessary to manually enter each list in a long and tedious manner. Often the above errors arise due to the patience of the advertiser for such painstaking work.

However, in some countries, for example, in Russia, it has already become possible to automate this process. In addition, some Ukrainian companies have found a way to bypass the system and use foreign accounts to carry out remarketing in Ukraine with all the functions and advantages available in it.

Be attentive to buyers

Despite the complexity of setting up remarketing, to begin with it is better to focus only on the target audience and gradually segment it depending on their behavior on the site and interests. In the future, you can use secondary audiences. You need to have a clear remarketing strategy and a number of unique selling propositions for each audience segment. In this case, you can use this tool really effectively. Let's give an example of a successful remarketing strategy, focusing on the experience of Western advertisers.

The visitor came to online store, and he was most interested in three things. That is, he spent the most time on three sites, studying information about three specific products. But for some reason he left without making the purchase. Information about the preferences of such a visitor was included in the remarketing list. Then, when visiting other sites on the Internet, he is shown a banner with exactly those products that interested him most. This presentation of information unobtrusively encourages you to make a purchase. This scheme is most effective for goods with deferred demand. If within a few days the specified visitor has not made a purchase of one of the advertised products, the banner stops pursuing him. And through certain time he will be offered new products and current promotions. In such a situation, the user subconsciously develops trust in online store, since the appeal goes specifically to him.

© Depositphotos.com/agsandrew

This strategy is implemented using dynamic remarketing, which automatically “pushes” products to the banner based on certain criteria of visitor behavior on the site. In Ukraine, unfortunately, this function is not supported. To implement a similar strategy for online store with traffic of more than 100 people per day, it is necessary to develop many unique banners every day and register many unique lists, which for some topics will never collect the number of cookies required to launch (more than 100 for one list). Therefore, most Ukrainian advertisers have to create general lists with one or two general advertising offers, which leads to a decrease in the effectiveness of this tool internet marketing.

Despite all the power of remarketing, it must be handled very carefully, since if configured incorrectly (or inappropriate web analytics), it can work not to benefit the advertiser, but to the detriment. Therefore, before using this tool in practice, you need to carefully consider the strategy for its use so as not to harm your business.

Probably every Internet user has noticed that advertising is “getting smarter” with a frightening, almost supernatural speed. In fact, as soon as you visit the site once, its advertising begins to literally haunt you. Of course, there is no mysticism in this - just the effective use of such a marketing technique as remarketing (or retargeting).

What is remarketing

Essentially, remarketing is personalized banner advertising, i.e. advertising aimed at a specific user after he visits some sites that use this technology. Remarketing allows you to show advertisements to users who have already visited your site or used your application in order to return potential customers. From regular banner advertising Remarketing technologies are characterized by deeper personalization, which is based on the user’s recent activity on the Internet. Thus, more likely to coincide with your latest interests.

The main goal of remarketing, like any other advertising technology, is to increase the effectiveness of remarketing. An important factor that determines the effectiveness of remarketing is that such advertising is less likely to cause irritation or rejection.

How is remarketing different from retargeting?

In general, the concepts of “remarketing” and “retargeting” are identical. Both of these technologies are powerful online marketing mechanisms provided respectively Google services AdWords (in the case of remarketing) and Yandex. Direct (in the case of retargeting). The difference is only in the name and a little in the functionality, which is still broader in Google AdWords. But their operating principle is the same: you go to a site that uses AdWords or Direct promotion technology; then the advertising of this site begins to “pursue” you; You, unable to stand it, click on the banner and - voila! - become a client of this company.

How does remarketing work?

In order to use remarketing technologies, when developing a website, you need to embed a small piece of java code into it that does not affect the performance of the resource. This is necessary so that each time you enter the site, the server creates anonymous cookies and sent them to visitors' browsers. Users usually don't even know it, but as they continue to use the Internet, advertising providers place your ads on the pages they visit.

Remarketing technologies in practice

Here are some examples of remarketing. In 2016, a small company engaged in hotel business, halved the cost of outdoor advertising, and used the savings to connect remarketing services of the contextual media network. As a result, the volume of orders increased significantly and profits increased. The interesting thing is that when investing in contextual advertising 28 thousand rubles, the company received more than a million profit.

In addition, to point out striking examples of remarketing, it is enough to recall any popular online store. In these cases, the use of this online marketing tool allows you to increase the popularity of the brand, stimulates multiple visits to the site, and also increases ROI.

Benefits of Remarketing

• Attracting customers who are ready to make a purchase. AdWords services allow you to provide the user with information about your company either after he visits your website, or after he enters a search query that in one way or another relates to the services you provide. In any case, he will most likely see your advertisement at the very moment when your ad can interest him as much as possible.
• AdWords allows you to customize user lists based on the focus of your advertising. For example, you can select a separate list of visitors who added an item to the cart, but for some reason did not make a purchase.
• Breadth of coverage. Google AdWords turns into yours potential clients users of more than 2 million Internet resources and mobile applications.
• Effective price management. Using online auctions, AdWords technology calculates the best price for an ad based on information about the user who will see it. Access to auctions is free.
• Access to campaign statistics allows you to evaluate the effectiveness of your advertising.

According to MasterCard statistics, about 70% of visitors leave the site by abandoning their cart. The reasons may be different: something distracted you from making a purchase, the Internet froze, the person did not want to fill out a long registration form, etc. But online marketers have a powerful tool to win back lost customers. It has two names - remarketing and retargeting. In essence, they are the same thing, with almost imperceptible differences in functionality.

Both tools solve the same problem - reapply to the user of your resource with a reminder that he has already visited your site and encourage him to take certain actions. Moreover, ads are shown on sites that the user visits, in mail, and on social networks.

Remarketing is set up in Google, and retargeting in Yandex. It is quite natural, given that Google and Yandex still differ from each other, the algorithm and forms for applying each of the functions are also somewhat different.

Features of setting up remarketing and retargeting

Google Adwords

Google Adwords allows you to set up search and display remarketing. To enable remarketing, you need to collect a database of users who visited the site, but for some reason “forgot” to perform the action expected of them, for example, make a purchase. Google Adwords allows you to collect such lists. You can select all visitors at once or only those who visited only a specific section or page. You can create multiple lists.
Setting algorithm:

• In the “Shared Library” panel, select the “Audience” section.
• In the “Site Visitors” menu, select “Set up remarketing” and enter the parameters you need.
• Select “Remarketing tag” - “Tag information” - “Settings”.
• Copy the tag code in the “View AdWords tag for websites” subsection and add it to the pages of your site.
• In the “Campaigns” section, select “Create a campaign” - “+campaign”.
• Select “Display advertising only” and check “No marketing purposes” and save the settings.

Remarketing starts working as soon as the audience reaches 100 people.

Yandex.Direct

Retargeting in Yandex.Direct can be configured for each ad separately. But we recommend creating separate campaigns for retargeting to make it more convenient for you to view statistics in Direct, Metrica and Callibri.
To use the tool, you need to link your Yandex.Metrica and Yandex.Direct accounts and install a Metrica counter on each page of the site.
Retargeting setup algorithm:

• Create goals in the Metrics counter. They depend on the type of your business and the tasks at hand. For example, you sell spare parts for foreign cars and have launched a promotion for the sale of summer tires. The target will be all users who visited the “Summer Tires” page. You can create up to 200 targets for one counter.
• Create in Metrica the audience segments to which you want to display ads. Proper use of this setting allows you to highlight your target audience. There are more than 50 very different conditions, attributes and criteria: transitions by traffic sources, geography of visits, age of visitors and their interests, having achieved a certain goal, etc.
• In the Direct interface (under the list of campaigns), click “Audience selection conditions” + New condition and select the Metrics segment or create a segment right here, selecting achievement/non-achievement of Metrics goals.
• On the ad creation page, in the “Audience selection conditions” section, select the created segment.