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  • How to Stalk Your Customers Like a Pro

    23 June 2010

    Stalk CustomersImagine going into your local electronics store, Joe’s Electronics, to look at a new flat-screen TV.  You check out the various models, talk with a sales person, and decide to think it over.  You’ve heard Best Buy has some good deals, and maybe you’ll head over there tomorrow to see what they’ve got.  As you walk toward your car, you encounter a guy wearing a Joe’s Electronics t-shirt.  You start your car and can’t help but be shocked by the coincidence as a Joe’s Electronics commercial comes on the radio.  Driving a little ways down the road, you notice a Joe’s Electronics billboard, featuring the TV you were looking at, then another similar billboard on the next block.  You get home to find a direct mail piece from Joe’s Electronics with your favorite TV highlighted, and when you flip on the TV (your old one), the first commercial you see is for – what else – Joe’s Electronics.

    If this happened in real life you might be a little weirded out, but aside from that you’d probably pretty impressed with Joe’s.  You’d think they must have one heck of an ad budget, first of all, and they would have accomplished getting their message in front of you the seven times that researchers say are necessary, on average, for a person to see it before they buy.

    Of course in the offline world, advertising is somewhat of a shotgun approach, so to get the kind of coverage that any specific person would see this much would take many thousands of dollars.  Online though, this kind of targeted marketing is becoming easier all the time.  A relatively new trend in online advertising, retargeting, is taking off in a big way.  Basically, the way retargeting works is that it allows you to present targeted ads to visitors to your site who don’t make a purchase.  After the non-buyer leaves your site, these ads are presented all over the internet using a number of ad networks, via tracking cookies.

    If you have an ecommerce site or sell anything at all online, there are a few providers of this service you’ll want to look at.

    FetchBackUsing what their patent-pending FIDO technology, FetchBack claims to be the only company that offers retargeting specific analytics.  This translates into saved time and strong ROI. On June 1st, FetchBack announced they had been acquired by GSI Commerce, which will allow them to bring even more value to customers, as GSI is a leading provider of e-commerce and interactive marketing solutions.

    FetchBack

    AdRollFounded in 2006, AdRoll believes online advertising should be easy for small to medium-sized businesses to implement and understand.  AdRoll offers precise targeting through Google, OpenX, AdBrite, AdMeld and others, and their feature-rich retargeting product, RoundTrip, promises the best performing placements for site-targeted campaigns.

    AdRoll

    Specific MediaLocated at Retargeting.com, Specific Media offers multiple levels of service depending on your advertising goals. Their Premium service is comprised of over 450 ‘Brand Name’ web publishers, such as, ABC, ABCNews, Gannett Newspaper Group, ESPN, FoxNews, FoxSports, Major League Baseball, NBC, NYTimes, The Weather Channel, CBS, CBSNews, Food Network, and others, whereas their Performance level product is a large aggregate of small to medium websites that are not known ‘Brands’ and typically wouldn’t attract the advertising budgets from large agencies or advertisers.

    Specific Media

    Google AdWordsYou know when Google gets in the game the trend is usually here to stay, and they did just that in March of this year.  They call the feature “remarketing” and you can easily set up and create a remarketing campaign through the new “Audiences” tab in AdWords.

    Google AdWords

    Any of these services will allow you to retarget your customers (or would-be customers) by “stalking” them after they leave your site.  If you, like many, are averse to tracking cookies and feel like this is, in some way, a violation of privacy, this technique probably isn’t for you.  On the other hand, if all that doesn’t bother you and you’re looking for an effective way to convert your visitors to buyers, retargeting might just be the answer you’ve been looking for.  If you are using retargeting or have tried it, help out the community by sharing your experience in the comments bellow.

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    15 Responses to How to Stalk Your Customers Like a Pro

    1. teknoloji June 23, 2010 at 9:26 am #

      I had quite doubts google implemented this technology because here is what happens, i search for term xyz on google. Then half an hour later i am on a web site that is completely unrelated to xyz but Adsense shows me ads from xyz search results. This started to happen recently to me.

    2. Credit Girl June 23, 2010 at 9:30 am #

      Currently using Google Adwords. When I saw the title of this post I immediately had to read it because if we are successful at “stalking” our customer, then we’ll be successful at providing them with what they need. Furthermore, allowing us to make a sale.

    3. CJ June 23, 2010 at 1:22 pm #

      Awesome post man,
      I might have to try out some of these services! Quantcast is also another great tool!!!

      CJ

    4. Rebecca June 23, 2010 at 3:12 pm #

      Hey there. Good piece. Just thought I’d quickly add that there are certain tools that anyone using retargeting advertising can (and should) employ to combat privacy concerns, such as frequency caps to control how many ads are displayed and how often. It’s a powerful marketing tool and highly effective, but it’s all about balance.

    5. FetchBack looks promising…you have to squeeze those leads til’ it hurts! (not your customer of course)

    6. Jamie Barclay June 23, 2010 at 5:20 pm #

      I enjoyed reading this post a lot. I know that I need to find a way to convert my visitor into buyers. Reading this article gave me an idea on how to retarget them. Thanks a lot.

    7. JohnAtBlogtrepreneur June 23, 2010 at 6:34 pm #

      @CJ: Thanks for the Quantcast suggestion. Hadn’t heard of them but it looks like an interesting tool.

    8. Escort Service London June 28, 2010 at 1:16 am #

      Yeah I agree on you Salah. Maybe it would mark a difference.

    9. Andrew @ Blogging Guide June 28, 2010 at 1:44 am #

      It’s the first time I hear about retargeting. I think Google adwords is the mot popular among them snce it;s owned by a search engine, Google. But, this is a great list though. Thanks for sharing this really clever tactic. Sometimes we really need to know more about customers to be able to cause them to buy our product/service.

    10. Mark Nasri June 28, 2010 at 1:15 pm #

      AdRoll is the best one from that list.

    11. Kelvin Forex Indicator July 1, 2010 at 11:06 pm #

      I have only heard of google adwords and you have provided me with other alternative. I am currently going for SEO and article traffic and I will definitely consider what you have recommended above if I am going for paid traffic.

    12. Mark Nasri July 2, 2010 at 12:45 am #

      Adwords is the easiest way to advertise so far if you have the time to mantain all the campaigns

    13. cleaning services July 2, 2010 at 10:26 pm #

      yea I’ve used Quantcast in the past but i think i might take a look at Google Adwords in the next couple of days. Good work with the list . Thanks.

    14. tires July 18, 2010 at 6:36 pm #

      It’s scary sometimes how good the advertising has become nowadays, and especially the targeting the advertisers are able to do, thinking about it, I wonder how it will be a few years from now, and just how much it will advance even further.

      Till then,

      Jean

    15. Vernetta Diak December 22, 2010 at 6:29 pm #

      I like this web site its a master peace ! .

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