What is Augmented Dynamic Retargeting ?
Today's digital shopping experience is all about reaching out to prospective buyers and if they don't end up buying ( 97% users don't buy on first visit ) then retarget those users over and over again across websites to remind them what they left behind. This is the norm and has been for a while, although quite effective I couldn't help but wonder if this is the best possible mechanism to reach out to cart abandoners and casual window shoppers.
Retargeting platforms such as GDN, Criteo, AdRoll, RTB House and others, all have their pros and cros but the core underlying purpose is the same - Remind users of what they looked at and bring them back to the website. Great! But what if the user needs a little more persuasion than that in order to head back to the website - login - enter shipping details - enter payment details and finally make the purchase. There's a thousand reason why he/she was not interested anymore, putting all the major reasons such as price, UI/UX and logistics aside, let's look at a few minor ones.
- They don't trust you
- They got bored and left
- They couldn't find what they were looking for
If this is the case then our retargeted ads won't have much effect, in fact it can get quite annoying being forced to see those ads over and over again for a month or whatever the cookie duration is. So how do we go a step further to not only show the users what they looked at but also take care of those pain points that might be preventing them from buying. This is where augmented dynamic retargeting kicks in.
Here's how augmented dynamic retargeting would work in the most basic form.
The only addition I've made so far to your "typical" dynamic retargeting is adding an overlay which would appear for 5 seconds, 5 seconds after you'd see the familiar products. This is first step, GDN currently does not support overlays for dynamic remarketing, Criteo and AdRoll on the other hand are quite nifty in this area. They allow you add image overlays to all your dynamic creatives but why stop there? Augmented dynamic retargeting is not just about immediate sales but also leveraging the digital real estate you're buying across thousand of websites as a persuasion tool to showcase all the unique perceived benefits of your brand.
Here's is a flowchart of how an augmented dynamic retargeting process would be, this would obviously vary from business to business but the core essence remains the same i.e, influence purchasing decision by highlighting your USP's.
First thing you wanna do before you decide to get on board augmented dynamic retargeting is build a comprehensive and detailed list of all the benefits that are available to your user. Then dig the same info for your competitors, this will give you an idea if the benefits you have are truly of any value. For example, if your competitors are all providing free delivery to their customers, then pointing this out in an overlay is a waste of space. Instead if you showcase customer reviews, that would resonate more with your audience.
Then there's the Attention Grabbers - If you don't have frequency capping on your Ads, chances are people are getting really annoyed seeing the same Ads everywhere they go. These overlays are meant purely to distract users from whatever they're doing - reading an article, watching a video or playing a game. It's got nothing do to with your USP or brand, we're hitting a different spectrum here with wit, humor and creativity.
It's all about trial and error in the beginning, test what works for a week and optimize the next. Augmented dynamic retargeting is brand new concept that i'm continually working on to improve from a technical and creative point of view. The process of assigning different overlay creatives based on conversion history ( segmentation by emails + cookies ) is not easy to implement but definitely something that would be worth the effort in the long run considering brands are in constant pursuit to one up each other.