Retargeting marketing tips, apps should be done for old customers instead of new customers?

In the last year, the electronic commerce industry, the advertising industry has talked about this word "retargeting" (another article please see this, or call "remarketing").

What is retargeting, remarketing?

Re-aim and marketing?

It means ... When a website detects you this customer has been to this station, "almost" bought a certain thing, but did not buy! It doesn't matter, this site can continue to you to carry on the "retargeting" promotion skill, it in some way tells a big display advertiser "This netizen almost buys our website's package", then, the Display advertiser will begin in its website " Layout ", even if you never go into that shopping site, as long as you" accidentally "into other and The Advertiser signed the website, these advertising version will be very magical, deliberately tune" bag "to you, when you point down, it is easy to go back to the original shopping site, finally bought the bag that did not buy! As a consumer, you miss the "array" of business, so it was once again, once again, once again, once again ..., the original did not complete the purchase behavior, after all, because these ads let you "finally" bought, we can say, retargeting technology is like "thermal tracking missile", Chasing you, run to the ends of the earth!

This type of company, all of its own retargeting technology is very "God", a long time ago wrote an article, discussed several similar new creative advertising http://www.aliyun.com/zixun/aggregation/17703.html "> Technology companies. I think, think carefully, "retargeting" even do not cause the question of privacy, can not really "track you to the ends of the Earth", always, will be broken.

So I think it's more interesting to see a story recently than to track down those "not bought." The retargeting concept mentioned in this report is better than what was previously known!

This case comes from diapers.com (diaper. com). I have written this website before, and this website and its soap.com, Beautybar.com, who has just been bought by Amazon for more than 500 million dollars, and Amazon buys companies to keep them on their own, Diapers.com does continue to create new gadgets, the latest news is that they open Facebook fan page, the number of fans is good, diapers.com itself about four , 50,000 people, and, importantly, they start selling things on Facebook!

There's nothing great about selling on Facebook! These shopping sites have always been known for their excellent systems, so let's see what kind of system they do when they do Facebook's e-commerce.

That's a shock! Diapers.com's three-site fan page, instead of opening a "store" like any other Facebook store, should say that they did open a store, but the store was only able to "come back" to an old customer who had previously bought something

What？

They are designed for ecommerce pages embedded in Facebook pages, called "my list" (my shopping list), and you have to buy something in one of Quidsi's shopping sites, whether it's diapers.com or Soap. COM or beautybar.com, bought something, got the member account number and password, in order to login through Facebook, see the "my list" page. Everyone sees the "my list" is not the same, the above list is full of goods bought by this person!

Originally, these three shopping websites, sell all is "the attrition goods", you bought the diaper, waits for uses up, still must buy a batch again! You bought a soap, bought shampoo, bought a lotion, are used up to buy another batch. Therefore, they boldly launched this kind of new "my list" shopping concept, only serves the "old guest" which buys, the goal is lets them be easy "buys again". Currently on their website, the old guests are about a year to buy 5~8 times, and such purchases accounted for their site revenue of the bulk, so as long as these old customers willing to buy more than two times, on their website is directly growing almost 30% of the revenue!

This reminds us of a very interesting concept: let the existing guests, buy a little more. In fact, all shops would have to do this, but, whenever the IT expenditure, most of the store, think or "attract all guests", rarely think of "old guests."

When we start thinking, what kind of app should we design for our old guests or our current guests? The technology needed for such "retargeting" is not the idea of a missile thermal tracker, but rather the design of different things based on the habits of the old customers, to make them "pay more". These three sites are smart, and their strategy is to specifically select where these old customers "haunt" each other, so they are particularly selected: (1) mobile phones, (2) Facebook, which is very close to their old customers and they can use "my list" at any time.

In addition, this is always in front of the manufacturer, for the Facebook commerce has his own very unique insights, known as the "two-minute law."

What do you mean, "two minutes law"? Facebook, they say, is not suitable for direct sales, and they are looking at it: "We can probably draw these netizens two minutes at a time." "The question they ask themselves is, two minutes, what can they do?" Tell them to buy something in two minutes, forget it! The time is too short!

But what if you could do a little "errands" every two minutes? They are called "Internet errands" (digital errands). Instead of trying to sell new things to new guests, their Facebook pages are used to lure old guests, and the old guests simply click on what they've bought, and they can buy it again, with at least hundreds of thousands of people on Facebook, and this "my list"is to let these netizens can see that they often buy things in these websites, need to buy when you can click on Buy.

So the company's strategy for "m-commerce" is exactly the same as Facebook's, and they don't think they should attract new consumers to buy new things on their phones, the same problem, when users are on the phone, they are: "What can I do for two minutes?" "So they also give a"my list", so that customers who have already come, can use, buy a little more."

Source: http://mr6.cc/?p=5728