“96% of visitors to your website are not ready to buy, and you may only be able to convince 4% of first-time visitors to your website to buy your items.” This is a scary fact for marketers. Remarketing can provide an opportunity to showcase your brand and convey your message to users who have shown interest in your products, which can remind users of their initial interest while increasing trust and reputation by appearing on some of the top websites on the Internet.
Remarketing is a strategy of advertising to users who are already interested in products. For example, users may visit a store or view a product but do not place an order. Remarketing targets such users and ultimately convinces them to complete the purchase through specific offers and promotional campaigns. The working mechanism of remarketing is: potential customers visit your website – leave the website for some reason and do not spend money – after a while, users go online – see your remarketing ads – the ads attract them back to the website – and finally spend money on your website.
Because cross-border e-commerce B2B buyers purchase in large quantities and often involve customization, almost all large orders require remarketing. This is the biggest difference from cross-border e-commerce B2C. Therefore, the value of foreign trade salesmen in cross-border e-commerce B2B enterprises is particularly important.
Advantages and Disadvantages of Remarketing
The main advantages of remarketing can be summarized as follows.
(1) It helps to improve the overall return on investment of advertising. This is mainly because the audience of remarketing ads is more accurate than that of non-remarketing ads. Secondly, for corporate marketers, allocating attention to the effect of remarketing ads is more efficient than other ads.
(2) It helps to enhance the brand image. The capacity of the customer’s mental model is limited. Remarketing can be reinforced through multiple displays and is easier to implant in the customer’s mind, successfully establishing and enhancing the brand image.
However, remarketing also has a significant disadvantage: it cannot attract new customers (note that this is not about acquiring customers, but attracting new customers). But for many sellers, the core demand is to attract new customers. Because every industry has a conversion rate ceiling, once it approaches or reaches the conversion rate ceiling, it will be difficult to continue to tap the potential in private domain traffic and maintain growth. Of course, the current cost of attracting new customers online is also very high, so the value of remarketing is finally confirmed.