Remarketing y Retargeting

MKT 101: Re-atrae Visitantes a tu Sitio con Remarketing

CÓMO MEJORAR TUS NIVELES DE CONVERSIÓN CON EL CORREO MASIVO

En todo negocio, giro e industria existe una enorme cantidad de visitantes que ingresan al sitio Web y que se van así como entraron, sin hacer nada. Esta realidad es dura para los que buscamos un resultado medible, un retorno a nuestra inversión digital.

Es posible volver a atraer a los visitantes de nuestra página y lograr que compren, dejen sus datos, o realicen algún otro tipo de acción valiosa. Para ello necesitamos volver a llegar a ellos con un mensaje persuasivo.

El remarketing es una herramienta digital que permite crear anuncios específicos para las personas que visitaron nuestra página,

Cuando un usuario ingresa a la Web y no realiza una conversión (la famosa acción valiosa), es identificado con una cookie. Es, entonces, añadido a una lista especial y a partir de ese momento empieza a ver anuncios personalizados de nuestro negocio. Estos anuncios se orientan a re-atraer a nuestro público al sitio para incrementar nuestras conversiones.

Podemos fomentar la recordación de marca de manera tan amplia o específica como deseemos. Por ejemplo, si un usuario agregó un producto al carrito pero no finalizó la compra, podemos llegar a él con un mensaje que lo invite a completarla con un descuento extra. De la misma manera, si identificamos un usuario que visitó la sección de cremas hidratantes de nuestra Web, podemos mostrarle anuncios que incluyan la imagen de la última crema que vio antes de abandonar el sitio.

El remarketing permite, además, tener un alcance muy alto y costos por conversión mucho más bajos que los de otras campañas, por lo que nuestra inversión rinde mejores resultados. Existen diferentes plataformas que permiten realizar remarketing. Las tres principales pertenecen a Google y Facebook.

  • Facebook Ads: cuando una persona ingresa a nuestro sitio desde Facebook, podemos empezar a mostrarle anuncios dentro de su newsfeed. Estos pueden aparecer como publicaciones patrocinadas o en la columna derecha de la computadora.
  • Google Display Network: existe una lista de sitios asociados a Google que venden su inventario para la publicación de anuncios de display (banners gráficos). Nuestros anuncios de remarketing se publican en sitios de alta calidad que además resultan relevantes para el consumidor.
  • Youtube: los anuncios de Youtube más efectivos son los llamados True-View In-Stream. Son aquellos videos publicitarios que estamos obligados a ver antes de acceder al contenido que buscamos originalmente (esos que casi todos nos saltamos luego de 5 segundos). La gran ventaja de estos es que solo pagamos cuando un usuario ve mínimo 30 segundos del video.

El remarketing es una parte fundamental de cualquier estrategia digital, que ayuda a elevar los índices de conversión, a generar una mayor recordación de marca y a fidelizar a los usuarios.

_Minimalist es una agencia de marketing digital especializada en el posicionamiento digital integral de las marcas 2.0. Si tienes algo que agregar o quieres saber más sobre este servicio, deja un comentario o escríbenos a contacto@minimalist.mx

 

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