Retargeting is a popular new trend in online advertising. If you haven’t heard of it until now, chances are you’ve probably been retargeted by someone else. Retargeting can be a useful tool for reaching potential customers who have already visited your website and there is a great opportunity for the Healthcare industry to re-engage with their customers.
Retargeting is a cookie-based technology that uses unobtrusive code called a “pixel” to drop an anonymous browser cookie when a new user visits your website. The pixel can record what time and date the user came to visit your site, what pages they landed on and for how long, and their rough geographical location. Once they leave your site and browse the Internet, your retargeting provider will deliver your advertisement to those that have the browser cookie. Retargeting is a useful tool to reach current users and drives conversion rather than traffic to your website. As it does not target prospective users, retargeting works best as a tool within a larger digital marketing strategy.
Measuring the way a visitor uses your website can speak volumes about their interests and consumption behaviour. Utilising this information can help send tailored messages based on your users prior engagement with your website. This is referred to as “intent-based retargeting”. There is a common misconception that retargeting is only used for e-commerce purposes. However, it can be an effective tool for any company that does not see a 100% conversion rate. This also extends to the healthcare industry. The behaviour of a healthcare user can change throughout the duration of a campaign depending on a number of reasons, retargeting can be useful to communicate messages according to those changes.
At Thrivase, we believe that retargeting current users is an important tool within your greater digital strategy. If you are interested in adding retargeting to your strategy, the team would love to help.