How to Ruin Retargeting For the Rest of Us
The courtship of two singles in a bar is a strange and unique human experience. Think about all of the pickup lines and anti-pickup lines that have been a major part of our national culture since reproduction was invented. The careful line that people have try to skate when approaching someone in a bar is a balancing act between “I want to give you the impression that I have an interest in you physically, yet I don’t want to appear cheesy and overanxious.” This balance typically denotes extreme failure or success for singles the world over.
This very same balance, interest versus over-anxiousness, manifested in design, could make the difference in your behavioral retargeting ads. The resurgence of display advertising has been led by the precision of behavioral targeting—in essence, we can now serve impressions to only those potential consumers that we actually care about.
There are 3 major benefits in launching this type of behavioral advertising:
1. Stimulate return visitors to your site
2. Drive otherwise “lost” sales
3. Create the “They’re Huge” effect
Most people forget that #3 is a real and powerful thing. The “They’re Huge” effect is the consumer phenomenon of established credibility when an internet marketing company, or any advertising agency, is seen advertising on their most trusted and visited websites. Because credibility and authority are such critical factors in influencing buying decisions, we see this as the cornerstone benefit of all retargeting campaigns—which should be thought of in the same light or priority as all other metrics. Trust, on the very same Internet that has a spam rate as high as 75%, has been completely relied on by on-site activity in the past to influence consumer willingness to buy.
The Internet Consumer Trust Model (above) as well as hundreds of other theses already written and hypothesized illustrates just this. The motive of this post is to really pick apart retargeting design strategy from a standpoint of trust and apparent value of the “They’re huge effect.”
The natural tendency of designing new media banner ads is hard to resist for some creatives. They not only want bigger, better, and flashier, but also to reduce the user to a set of targeting filters. Trying to outsmart your target brings creatives to launch ads not unlike the following:
The concept of this retargeting banner is to directly address the targeted prospect and pull back the virtual shade on their marketing initiative. In a nutshell, this banner tells a consumer: “you can’t escape us; we are everything that consumers have come to fear on the Internet.” And with the oxygen expelled from prospects’ lungs at the moment of realization that they are infected with some new strain of web-pig-flu, trust flies right out of the window.
If consumers know they are being targeted, they slam shut like a Washington clam. The way marketers can further perpetuate the sensation of mistrust is to unveil their strategy right smack dab in people’s faces.
Stick to the basics, folks. Whether you’re trying to earn valuable trust from a potential date or a retargeting prospect, one thing holds certain and that is that you should never reveal that you are aiming toward a conversion.September 20, 2010 10:11 am Advertising, Media