tag:blogger.com,1999:blog-6569681.post8817308717599616454..comments2024-03-24T10:38:16.997-07:00Comments on Geeking with Greg: More on what to advertise when there is no commercial intentGreg Lindenhttp://www.blogger.com/profile/09216403000599463072noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-6569681.post-69305295336805394122015-01-22T14:55:58.627-08:002015-01-22T14:55:58.627-08:00Retargeting is yet another communication mechanism...Retargeting is yet another communication mechanism to reach and engage potential customers when they are away from your site. Not taking advantage of their interest and intent is rather dumb if you ask me.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-6569681.post-74639544619623999362015-01-22T05:17:14.324-08:002015-01-22T05:17:14.324-08:00Worse still, even when you buy the item (the chair...Worse still, even when you buy the item (the chair in this case), the ads will still follow you around - this time they are trying to sell you something you have already bought. So at the very least there is opportunity loss here, quite apart from the annoyance.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-6569681.post-82267728833516092802015-01-15T07:46:24.622-08:002015-01-15T07:46:24.622-08:00While remarketing in this blunt way can be a) spoo...While remarketing in this blunt way can be a) spooky and b) annoying but it's also something else c) effective.<br /><br />In the search world re-finding content is actually quite powerful and something to solve for. In the commerce world 'cart abandonment' is a big issue. I think it would be a poor assumption to think that all of that abandonment was final. <br /><br />People vacillate or they were interrupted or they had to chat with their spouse or they didn't have the money just then. Or they just had better impulse control at that point in time. Whatever it is, seeing that item again can often re-engage that process. So instead of the Belly Fat ad you might get this type of remarketing because it simply works well enough (really well) for a sub-segment of the market.<br /><br />Of course there are others (like you and I) who see that ad and know we're not going to act on it again. Been there, done that. So there is an advancement to be made here but I think it's harder than potentially presented.<br /><br />Personalization is important but understanding intent may be even more so. I'm not saying that remarketing shouldn't evolve. It should and needs to but the current ads serve a purpose so it's building ways to understand the timing of that intent (by AOV perhaps) and then switch to something else algorithmic (something more personalized) when that first re-engagement intent has passed.<br /><br />Amazon still relies on what you previously viewed quite a bit, though they're mixing in some recommendations along the way. But it's taken them a <i>long</i> time to get that working. So I think we'll be seeing what we saw for longer than we'd like.AJhttps://www.blogger.com/profile/02175617181122004213noreply@blogger.com