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Online retargeting is a digital marketing technique that involves serving ads to users who have previously interacted with a brand’s website or online content. For overseas brands, retargeting can be a highly effective way to re-engage potential customers in the Chinese market. This article explores the online retargeting strategies that can help international brands convert interest into action.
Understanding User Behavior
Retargeting is based on user behavior. Understanding why users left and what might bring them back is crucial for creating effective retargeting campaigns.
Case Study: Zara
Zara uses retargeting strategies to reconnect with users who have浏览过 their site, offering special deals and keeping the brand top of mind.
Utilizing Retargeting Pixels
Retargeting pixels are small pieces of code that track user behavior on a website, allowing for the delivery of personalized ads based on the user’s actions.
Case Study: Dell
Dell places retargeting pixels on their product pages to serve ads to users who have shown interest in specific laptops or desktops, increasing the likelihood of a return visit and purchase.
Personalized Ad Creatives
Ads served through retargeting should be personalized to the user’s previous interactions. This can include showing products they viewed or content they engaged with.
Case Study: Adidas
Adidas tailors its retargeting ads to showcase the specific sneakers or apparel a user has previously browsed, creating a personalized experience that encourages re-engagement.
Cross-Device Retargeting
Users often interact with brands across multiple devices. Cross-device retargeting ensures that the brand’s message is consistent and persistent, regardless of the device used.
Case Study: Samsung
Samsung employs cross-device retargeting strategies to reach users on both their mobile phones and desktop computers, maintaining brand visibility throughout the user’s digital journey.
Segmentation and Frequency Capping
Segmenting the audience and applying frequency capping can optimize retargeting campaigns, ensuring that ads are served to the right users and not overwhelming them with too many messages.
Case Study: Nike
Nike segments its audience based on user behavior and interests, applying frequency capping to ensure that retargeting ads remain effective and non-intrusive.
Measuring Retargeting Success
Tracking key metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS) can help brands evaluate the success of their retargeting efforts and make informed adjustments.
Case Study: Louis Vuitton
Louis Vuitton closely monitors the performance of its retargeting campaigns, using data insights to refine its strategy and improve the effectiveness of its luxury brand messaging.
Compliance with Data Privacy Regulations
Retargeting must be carried out in compliance with Chinese data privacy regulations. Brands must ensure transparency and obtain user consent where required.
Case Study: BMW
BMW maintains compliance with data privacy regulations in its retargeting campaigns, ensuring that user data is handled responsibly and that the brand maintains a trustworthy image.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
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