Re-targeting campaigns that reach across platforms and devices allow marketers to reach the same prospect as they move across the web, social networks, and mobile devices, creating a new level of engagement and interaction based on data. Understanding the best ways to implement a successful re-targeting strategy can result in dramatic improvements in customer conversion. When done poorly, you run the risk of annoying target audiences with constant messages that do not resonate. When done right, they can go a long way toward driving personalized engagement.

By collecting anonymous information on user behavior and intent, brands are able to convert prospects by engaging them with the right creative and messaging at the right time. By simply placing a short snippet of code, marketers can turn valuable customer data into actionable advertising strategies in real-time.

With that in mind, here are our top four tips for an effective re-targeting strategy that will deliver the results that brands need for a successful campaign:

Pick the Best Platforms. As mobile devices and social media become the dominant platforms for consuming news and information, incorporating the right channels into a campaign is critical. Social networks attract engaged consumers and give brands a direct line to those prospects. Re-targeting on social lets you take advantage of native tools such as shares, likes, and comments to further expand your reach.

At Bluetext, we often recommend Facebook for B2B clients and tend to shy away from Twitter, where users are more interested in entertainment, sports and politics as opposed to business issues. To get the most out of Facebook campaigns, test messaging and creative on smaller subsets of viewers to understand which is going to produce the best engagement. We like to test variations on headline copy, CTA buttons, offers and creative concepts to make sure we are optimizing for the right ads.

Don’t Neglect Mobile. Mobile traffic has surpassed desktop for most brands. There are now more opportunities to leverage retargeting on mobile to reach these prospects. With mobile retargeting, advertisers can retarget desktop visitors as they browse across social networks on their mobile devices or retarget mobile site visitors as they move to desktop computers to research larger purchases. One study found that, on average, AdRoll customers who include a mobile element to their retargeting campaigns receive a boost of nearly 25 percent in clicks and nearly 10 percent more conversions.

Personalize the Experience. While it’s especially important to reach the right user at the right, it’s not always obvious how to do that. Here are three categories of segmentation that marketers can identify to reach their audiences through mobile retargeting and personalization throughout the buyers’ journey:

Level of intent. A visitor who has checked out a half-dozen pages is obviously more valuable than one who has bounced after 10 seconds. When you see a level of interest, focus on that visitor.

Products viewed. When a visitor views a product or services page, make sure your messaging is focused on that product. You already have them half-way down the sales funnel, so don’t try to force them back up again.

Those who have converted. Just because someone has already been a customer doesn’t mean you should cut them out of your campaign. Enlist them instead into a loyalty campaign that can help validate your brand for other prospects or else offer them additional products or services that complement what they have already purchased.

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