Setting Up a Successful Digital Remarketing Campaign with Digital Displays

In today’s competitive market, reaching potential customers once isn’t always enough. Often, it takes multiple touches before a customer decides to purchase or engage with your brand. This is where digital remarketing comes into play. 

Remarketing, or retargeting, allows you to reconnect with people who have already interacted with your brand but haven’t yet taken the desired action, such as making a purchase. By combining the power of digital remarketing with digital displays, you can create highly effective campaigns that keep your brand top-of-mind and drive conversions.

What is Digital Remarketing?

Digital remarketing is a strategy that targets people who have previously visited your website, viewed your products, or interacted with your brand online. By showing them relevant ads as they browse other websites, use social media, or engage with other online platforms, you can remind them of your offerings and encourage them to return and complete their purchase or take other desired actions.

Why Combine Digital Remarketing with Digital Displays?

Digital displays, such as those found in stores, shopping malls, or public spaces, offer a unique opportunity to reinforce your digital remarketing efforts. These displays can serve as an additional touchpoint, reinforcing the messages your customers have already seen online and driving them toward conversion. Here’s why combining digital remarketing with digital displays is a winning strategy:

• Increased Reach: Digital displays expand your reach by targeting customers in physical spaces where they spend time.
• Reinforced Messaging: Seeing your brand both online and in the physical world reinforces your message and increases the likelihood of conversion.
• Enhanced Engagement: Digital displays can catch the attention of potential customers in a dynamic and visually appealing way, keeping your brand top-of-mind.

How to Set Up a Remarketing Campaign with Digital Displays

Setting up a successful digital remarketing campaign with digital displays requires careful planning and execution. Here’s a step-by-step guide to help you get started.

1. Define Your Goals

Before you begin, it’s important to clearly define what you want to achieve with your digital remarketing campaign. Are you looking to increase sales, drive more website traffic, or boost brand awareness? Defining your goals will help you determine the best approach and measure the success of your campaign.

Tips for Success

• Be Specific: Instead of vague goals like “increase sales,” set specific targets, such as “increase sales by 20% in the next quarter.”
• Prioritize: Focus on one or two main goals to avoid spreading your efforts too thin.

2. Identify Your Audience

The effectiveness of your digital remarketing campaign largely depends on how well you understand your audience. Who are they? What are their interests? Where do they spend their time, both online and offline?

How to Do It

• Segment Your Audience: Divide your audience into segments based on behavior, such as those who viewed a specific product, added items to their cart but didn’t check out, or spent a significant amount of time on your site.
• Use Customer Data: Leverage data from your website analytics, CRM system, and other sources to create detailed audience profiles.

3. Choose the Right Digital Displays

Selecting the right digital displays for your remarketing campaign is crucial. Consider where your target audience is likely to see these displays and how the environment will impact their attention.

Tips for Success

• Location Matters: Place digital displays in high-traffic areas such as shopping malls, near popular stores, or in public transit stations where your target audience is likely to see them.
• Consider Viewing Distance: Ensure your displays are appropriately sized and positioned for the distance from which they’ll be viewed.

4. Create Compelling Content

The content you display is the heart of your digital remarketing campaign. It needs to grab attention, convey your message quickly, and encourage the viewer to take action.

How to Do It

• Keep It Simple: Use clear, concise messaging that can be easily understood at a glance.
• Use Strong Visuals: Incorporate eye-catching images or videos that align with your brand and appeal to your target audience.
• Include a Clear Call to Action: Make sure it’s easy for viewers to understand what you want them to do next, whether it’s visiting your website, checking out a product, or redeeming an offer.

5. Integrate with Your Online Remarketing Campaigns

For maximum impact, your digital displays should work hand-in-hand with your online remarketing efforts. Consistency in messaging and branding across all channels is key to reinforcing your message.

Tips for Success

• Coordinate Content: Ensure that the ads shown on your digital displays align with the ads your audience sees online. This consistency will help reinforce your message and increase brand recall.
• Use Retargeting Pixels: Implement retargeting pixels on your website to track visitors and create more targeted ads that can be displayed both online and on digital displays.

6. Monitor and Adjust

No campaign is perfect from the start. It’s essential to monitor the performance of your digital remarketing campaign and make adjustments as needed to optimize results.

How to Do It

• Track Key Metrics: Use analytics to track key performance indicators (KPIs) such as impressions, click-through rates, and conversions. This will give you insights into what’s working and what’s not.
• A/B Testing: Test different versions of your ads to see which ones perform better. This can include variations in messaging, visuals, or call-to-action prompts.
• Adjust Placement: If certain digital displays are not performing as well as expected, consider moving them to different locations or adjusting the content displayed.

7. Measure Success

Finally, measure the success of your digital remarketing campaign to understand its impact and return on investment (ROI). This will help you refine your strategy for future campaigns.

Tips for Success

• Analyze Results: Look at the overall performance of your campaign, including online and offline touchpoints, to gauge its effectiveness.
• Customer Feedback: Gather feedback from customers who engaged with your digital displays to learn more about their experience and how it influenced their decision to take action.
• ROI Calculation: Calculate the ROI of your campaign by comparing the costs of running the campaign (including digital display costs) against the revenue generated.

Common Pitfalls to Avoid

While setting up a digital remarketing campaign with digital displays can be highly effective, there are some common pitfalls to avoid:

• Ignoring the Environment: The success of your digital display depends heavily on its environment. If it’s placed in an area with poor visibility or too much competition for attention, it might not perform well.
• Overcomplicating Content: Remember that simplicity is key. Overly complex messages or visuals can confuse your audience and reduce the effectiveness of your campaign.
• Lack of Integration: Failing to integrate your digital displays with your online remarketing efforts can lead to disjointed messaging and missed opportunities.

Advanced Strategies for Optimizing Your Digital Remarketing Campaign

To take your digital remarketing campaign to the next level, consider these advanced strategies:

1. Geo-Targeting

Use geo-targeting to display ads on digital displays based on the viewer’s location. This can help you reach the right audience at the right time, especially in areas where your target customers are likely to be.

How to Implement It

• Set Up Location Parameters: Define specific geographic areas where your ads should be displayed. This could be near your physical store locations, competitor stores, or popular shopping districts.
• Personalize Content: Customize your digital display content to reflect the local culture or preferences of the target area.

2. Retargeting In-Store Visitors

If you have a physical store, use digital displays to retarget in-store visitors who haven’t completed a purchase. You can display promotions or remind them of items they viewed online but didn’t buy.

How to Implement It

• In-Store Wi-Fi: Offer free Wi-Fi in your store and encourage customers to log in. Use this data to retarget them with relevant ads on your in-store digital displays.
• Display Reminders: Use digital displays to remind customers of items left in their online cart or similar products they viewed.

3. Time-Sensitive Offers

Leverage the immediacy of digital displays by promoting time-sensitive offers. This creates urgency and encourages customers to take immediate action.

How to Implement It

• Countdown Timers: Display countdown timers on your digital displays to highlight limited-time offers.
• Flash Sales: Use digital displays to announce flash sales that are only available for a short period.

Conclusion

Setting up a successful digital remarketing campaign with digital displays can significantly enhance your marketing efforts and drive conversions. By carefully planning your strategy, choosing the right displays, creating compelling content, and integrating your digital and online efforts, you can create a powerful campaign that keeps your brand top-of-mind for potential customers. Remember to monitor your campaign’s performance, adjust as needed, and measure its success to ensure you’re getting the best possible results.