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Why product marketing shouldn’t just be restricted to Retargeting

Retargeting should always be a central element of your strategy towards product marketing.

It enables you to re-engage with users that have already shown interest in your products and target the 98% of users that don’t convert on their first visit to your website. When done well it can increase your conversion rate by 10x.

Retargeting is not something to be ignored, but it’s not the only option to get your products out there to potential customers. Yet Retargeting also shouldn’t be used in isolation some of your other options can include: 

Contextual targeting

This is an ideal tactic to build your brand awareness campaigns at a product level. 

Users that are researching online will have questions and needs and they’ll be looking for a solution to their question or problem. They might not know about your website or your products so it’s important to make them aware of your brand. 

Creating content in line with search data will work as a long-term tactic to engage with these users. Contextual targeting will help you build brand awareness in the here and now by targeting users that are viewing content which is similar to your product offering. 

Serving precise product ad as opposed to a general branded ad is where you can provide a more tailored experience. You’re helping them get to the root of their issue with the exact product they need. 

Contextual targeting will work in tandem with Retargeting, acting as the top of the funnel product marketing, before Retargeting guides them through their path to purchase. 

Geotargeting

Are you looking to engage with a specific demographic in a certain geographic area? 

Perhaps you know that those customers will need to stock up on essentials for winter as soon as the weather changes, which is set to be imminent. It’s crucial to get your product out to that audience and only that audience, at the right time. 

Geotargeting gives you the capability to target that exact audience in the defined area. Your spend will go towards targeting only that audience. By combining it with dynamic creative, you’ll be able to get your tailored message out there at the perfect moment, in this case as soon as the weather begins to change. 

Geofencing 

With geofencing you can to extend your product marketing to promote what is in your brick and mortar stores. 

This works much like Retargeting in a physical space. Define your chosen location and draw a digital “fence” around it. Users that pass through will have a digital marker placed on them and will be served with ads on whatever mobile device their using such as a smartphone or tablet. 

You have the capability to engage with people in and around your store showcasing your newest products, tempting customers from your competitors with better deals on similar products, or pull existing customers back to store with a new product to complement the one they’ve just bought. 

There is even the possibility to target customers of stores that sell complementary products in your local area. When you get your approach and messaging right, geofencing can be a central cog in your product marketing strategy. 

Making product marketing simple  

As an e-commerce retailer with a vast and ever-changing product inventory, product marketing can be challenging. It’s essential to be able to advertise products across your full range, rather than simply concentrating on a few top sellers. 

Your ads will need to be up-to-date with the latest pricing, and inclusive of the newest offers and deals. When anything changes it must be reflected in the content of your ads. 

By integrating Fluid Ads with your ecommerce platform, you’ll enjoy easy campaign creation and rich functionality. Your full inventory, product lists and prices will be pulled directly from your ecommerce platform connected to your digital display ads, enabling engagement with new audiences and the capability to retarget existing website visitors in a cost effective manner.  

Contact us today to learn how Fluid Ads can help you implement a high-performing product marketing strategy. 

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