Video Transcript: What Is Remarketing?
Hello, hello, and welcome to another episode of The Great Reset. My name is Robert Brill, and I'm the CEO of BrillMedia.co. We're an advertising firm that drives sales and leads with tools and capabilities that are traditionally reserved for the Fortune 500 brands.
We're here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who's looking for a leg up to grow their company. Today we're starting a new series about remarketing, and remarketing is one of the most powerful tools available to advertisers, and in this series we'll dive into the details about what it is, how you can deploy it, and the theory behind remarketing. So let's jump right into the theory of it.
The core idea for marketing in general, even if you take out the advertising component, is to capture user attention. In order to sell something, people need to know that you exist. In order for them to know that you exist, you need to communicate as much to the larger marketplace as possible.
By communicating to people that you offer a product or service, you are driving attention for your business, and in the process, pushing people down the traditional purchase funnel. You get attention, and some of that attention turns into consideration, and some of that consideration turns into sales. People who want what you offer look at you more closely, which can only happen because you drove attention to your business.
Then things go well, and the person is about to make a purchase. They've visited your site or engaged with your Facebook page, and you know they are interested. Then the user makes the purchase.
They buy in-store, or they buy online. Across the process, remarketing plays a really pivotal role. Remarketing allows you, the advertiser, to reconnect with consumers after they have expressed interest in your business.
At every touchpoint, you can follow up with an ad that further educates or persuades the user to continue engaging with your business. What makes remarketing particularly interesting is the audience is warm to your pitch. You know they know who you are, and you know they have some level of interest in your product or service.
The emphasis is on some. We're not saying that a user is hot and ready to take an action and buy immediately. What we're saying is that the user has taken a simple and often tepid response, a tepid action that shows you that they are interested in what you have to offer.
Even something as simple as a like on a Facebook page is a good point of engagement to start with. In the upcoming videos, one of the things we'll talk about is how to use Facebook as a fully organized and fully developed funnel, even if you don't have a great landing page. In the upcoming videos, we'll dive into why that even tepid response is really valuable for your business.
And we'll go into details about the different places remarketing can happen and the different types of data that can be deployed within remarketing strategies. So that's it for this episode of The Great Reset. We will see you tomorrow.
Welcome, welcome to episode number 91 of The Great Reset. My name is Robert Brill and I'm the CEO of BrillMedia.co. We are here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who's looking to grow their company.
Our job at BrillMedia is to drive sales and leads for our clients. And one of the key ways that we do that is with remarketing. In this episode, we'll talk about the different types of remarketing that can be deployed for advertisers, the core idea behind remarketing is that you are serving ads to people who have recently engaged with your business in some way.
And in this video, we'll take a top line overview. And in the subsequent videos, we'll go dive deep into each one of these topics. So the first one is site traffic.
For many marketers, this is the holy grail of remarketing that is most synonymous with how advertisers think of remarketing. Any person who visits your site is tracked. And with those trackers in place, ads can be delivered to users when they are seen on the web.
Site remarketing. Another avenue for remarketing is Facebook engagement. Facebook is a great store of consumer data as it relates to your business.
Plus, Facebook gives you the tools to filter into different actions that people take on Facebook or Instagram. The advertisers can use remarketing to reach out to these people. So if someone likes your page, you can remarket to people who recently liked your page.
The next one is email address remarketing. Email address remarketing is often used, but I think for a lot of advertisers who don't realize the power of remarketing, this is a surprise. Email address remarketing is about serving ads to people who are on an email list.
The list must be a group of people whose data you have collected. So don't be buying email lists, but organically collect them through whether it's paid media or any other SEO or site visitation. Email address remarketing allows you to use an email address as an identifier even when the user hasn't visited your site.
And we use this a lot to drive sales for various types of products and to generate additional leads for consumer buying interest. The next one is app remarketing. For any app owner that wants to get people to buy a product inside an app or fund an account to play a game, for example, app engagement targeting lets marketers push the consumer towards an in-app goal.
So, for example, what we've done in the past, if a user downloads an app but doesn't actually make the doesn't register or doesn't fund, we can remarket to recently downloaded app users. The next one is across platforms. Many platforms like Twitter, YouTube and Amazon allow users to be remarketed based either on actions from the website or actions that people take directly on these platforms.
For any brand that is particularly reliant on these tools, remarketing based on these unique data sets inside these social media platforms or buying platforms is really valuable because of their unique engagement action that exists on these platforms. And again, this is just a high-level view of how remarketing can happen across platforms. In the coming videos, we'll dive into all of the examples and talk with more granularity about the types of remarketing to deploy.
So, what type of remarketing are you doing in your business? That's it for this episode of The Great Reset. We'll see you tomorrow.
And what I would encourage you to do, if you can, please like the channel or like the video and subscribe because you will get daily updates of the videos that we create on The Great Reset and the Brill Media channel. That's it for this episode. We will see you tomorrow.
