Or How Decorative Lighting Diminished My Workplace Productivity

As a homeowner in the middle of a complete home renovation, I have become way too familiar with Wayfair, Overstock, West Elm, AllModern, and other home décor and furniture websites. In return, they have become extremely familiar with me. They email me several times a day alerting me that a chandelier I checked out has been reduced or that a wall sconce I fancied is limited in quantity so I should ACT NOW.  Their ads for pendant lights I’ve browsed follow me on Facebook and inspire me on Instagram. Should I be concerned?  Have I fallen victim to the dark state of home décor?

Ever since people gained access to the internet and began searching for things they wouldn’t want their Aunt Prudence to know about, people have worried about internet privacy.  Although most web browsers offer some sort of privacy option which allows you to surf the web without saving your cookies, temporary files or browsing history to your computer, adjusting browser settings is beyond some people’s comfort level, so they simply carry on.

And why wouldn’t they? If the web is going to deliver ads to you anyway, why not see ads that are relevant to your interests – at least your less prurient interests.  I, for one, would much rather see ads that address my love of cooking, travel and music than fly fishing lures, monster truck rallies and nursing bras.  Just saying.

What is Remarketing?

But back to the topic.  What is remarketing? Also called retargeting, remarketing enables your brand to follow potential customers as they move across the internet. I know it sounds a bit stalkerish, but bear with me. When a user visits your website, a small snippet of code adds their information to a remarketing list. Then, as they visit other websites on the same display ad network, they are presented with your digital ad.

Since 97% of people who visit your site for the first time leave without buying anything, remarketing prevents your brand from being ignored – like that rabbit in Fatal Attraction, but I digress.

Remarketing isn’t limited to online ads.  Wayfair was so kind as to email me a reminder that three mid-century pendant lights were abandoned in my online shopping cart and in need of a good home. Fearing they might be separated and left to hang in period-inappropriate interiors (gasp), I broke down and purchased them all and threw in some decorative LED bulbs as well.

Abandoned shopping cart reminders, upcoming sale notifications, insider VIP offers. If you’re logged into a website, prepare to receive daily emails promoting these and other specials.

Remarketing, whether an email or online display ad,  has the uncanny ability to personalize what you see – featuring products in which you’ve shown an interest, alert you to current sales in categories you’ve browsed, offered a first time discount when you first register, or offer you a discount to lure you back if you haven’t visited in a while. The options are as plentiful as Sputnik-inspired chandeliers – trust me, it’s a lot.

Ready to keep your brand top of mind and potential customers coming back to your website? Then contact the digital marketing experts at Electrum Branding.