Day one at SASCon filled my head with juicy titbits from across the search marketing spectrum. One particular aspect I was interested in was remarketing so I joined the Keywords to audience targeting seminar where the purpose of the presentation was to explain the shift towards programmatic buying; bringing technology and audience centric data together to reach the right user, at the right time, with the right message.
The growing popularity and monopoly of Facebook’s people-based ad platform has upped the pressure on Google to respond. This combined with the challenge of a single customer view has meant that Google is working on a Data Management Platform (DMP) to help ad targeting that aligns brands and people.
The future of remarketing will therefore see the amalgamation of data sets including audience, product, messaging, exposure, affluence, high/low cost, aspiration and so on. The DMP could also help to combat the challenges of device fragmentation and attribution modelling, so watch this space!
In the meantime we’ll have to continue to make remarketing as focused and valuable as possible by making the most of the pages that generate the highest ROI, such as the payment page and using remarketing to serve incentives to pull the consumer back to the website.