Remarketing – Why All The Hate?

There has been a common denominator over the years around remarketing: clients hate the thought of it.

Digital Remarketing

Despite it hands down being their strongest digital channel, without exception, the thought of a negative consumer opinion always comes to the surface when remarketing is mentioned.

To an extent I understand this, the thought of a company knowing what you get up to online can appear to be a little 1984, but I truly believe that this is an unfair analogy. If Big Brother wasn’t watching you, but instead throwing you interesting offers and insights based upon your lifestyle then I’m sure we would all love Big Brother and this would actually be a fairer comparison.

There are a few agencies out there that do give remarketing a bad name. Ironically I’ve found some PPC and SEO agencies really over doing their remarketing frequency and messaging. Shame on them.

However, if the strategy is based upon positive brand association remarketing can be beneficial for all parties involved. I, for one, would rather see an advert offering me a discount of a product I didn’t end up buying but I did look at reviews for, rather than a random product picked out of the blue by an ad network; this is far more harmful for a brand and largely why display advertising is not seen as an acquisition channel for a lot of businesses.

What’s Next for Remarketing?

Cross device remarketing will expand its reach from the 15th of May. This has been happening for a few months now however, this is now being opened up to the Google Analytics audiences which is the far more popular remarketing code; rather than the adwords specific remarketing code.

This will mean that if you are logged into the likes of Gmail on a desktop and a mobile, you will be shown relevant ads not based upon sites you visited on the device you are currently on, but potentially on sites you viewed on another device previously.

In the real world this is no more intrusive than the current approach, but I do predict another uproar and hate in online privacy once people realise what Google in particular are up to.


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