Every time I do a search for a product on websites like Amazon I am “prisoner” to that search, it is what Google has become fashionable as remarketing.
I say it has become fashionable because the concept “remarketing” in its broadest sense has always existed. Literally remarketing is “re-marketing”, that is, giving a new opportunity to products that have not been sold in a first campaign. When a product can not be sold under certain conditions, it is put back on the market with new conditions (price, format etc.) to activate its demand. We can talk about cars Km 0, stockades, outlets, products with tare etc. Serve as simple example the perfume that goes on sale without box at a lower price than the market, this was the traditional remarketing.
Currently, we talk about remarketing when we “chase” our potential customers by offering information on products they have previously searched through our website, is what is known as retargeting or behavioral retargeting and that Google itself has been charged to baptize as remarketing Through your Display Network.
Going back to the beginning, when I do a search in Amazon for a Roger Waters DVD for example I am already informing Amazon of my tastes and my intention to buy; Whether or not to complete the order, Amazon will follow my trail to offer me the same product or similar products related to my searches (Roger Waters albums, others direct on DVD, etc.).
For this, three remarketing routes are used: the web itself, ads and email.
Continuing the example of Amazon that is really meaningful and takes advantage of remarketing better than anyone, I will develop these three tools:
Remarketing through the web itself
After our search, if we continue browsing the Amazon website, they will be in charge of “recommending” permanent products related to our previous searches. At the bottom of the web we find a section called “recommendations for you” in which we provide products of our favorite artists who know thanks to our search history.
Once off the Amazon website, they can still follow our trail on the net and continue to offer products related to our searches thanks to remarketing tools such as Facebook Exchange or the network Google Display Network. So in webs of a completely different theme to Amazon we may appear ads about the album we are looking for a few days ago.
If we have previously registered with Amazon, we will occasionally receive emails promoting products related to our searches on the portal. These new recommendations may have added some type of discount that would motivate our purchase decision.
Companies such as Criteo, Fetch-target or Tradedoubler in addition to the aforementioned Google and Facebook allow this tracking technology to the user, which can result in annoying times and affect the privacy of users. Fortunately, there are tools like Do Not Track Plus with which we can regain control of our privacy and curb “persecution”.