What Are Touchpoints and Why Do They Matter?Touchpoints are essentially any instances of contact between you and your customers. If you are seen by a customer, you have created a touchpoint with them. Digital touchpoints include online ads, social media channels, email newsletters, or just about any type of content marketing. There are marketing adages that say it takes 7, 10, or even 13-plus touchpoints to make a sale. Whether they’re true is up for debate, especially online, where customers often know what they’re looking for. Nevertheless, you should always create as many touchpoints for your business as possible to build your brand and drive conversions.
What is Remarketing and How Does it Work?Remarketing, also called retargeting, is one of the most sophisticated digital strategies around—there is no other medium better for creating touchpoints efficiently and cost-effectively. So, what exactly is remarketing?
The Short Version
- Someone visits your website, even just for 30 seconds
- You begin following them around the Internet with your messaging
The Long VersionIf you’ve ever shopped online, you’ve likely experienced a company remarketing to you. Well, now you know the name for it: remarketing! What a coincidence that their ad showed up on your Facebook feed the day after you viewed their page, right? For those who care, here’s how remarketing works behind the scenes:
- Your developer adds a code to the back-end of your website enabling you to track who visits your website.
- Unless a visitor is browsing the web in Privacy mode, they are sharing “cookies,” which are messages from their browser to your server about what they are searching for online.
- Very few people browse in Privacy mode. Most don’t know or care how cookies work, and those who do know that having their cookies on makes for a better browsing experience with faster page load times, auto fill of commonly used personal information and logins, and relevant advertising (a la remarketing).
- Remarketing is delivered through what we call display networks, Google and Facebook being among the largest of them.