What is re-marketing?
We've all seen this pure witchery. You'll often overhear your friends or relatives talking about products they've viewed online following them around the web, like some sort of strange sorceress coincidence. Your relatives without doubt, have no idea as to what is actually happening behind the scenes.
Your friends and relatives are shocked by the fact they just saw an advert for a car they are interested in, whilst they were browsing a UK sports website.
How does re-marketing work?
This witchcraft is powered by re-marketing lists. Marketers are able to define lists of website visitors based on actions an audience has taken on their website. Marketers can then target adverts to individuals within these re-marketing lists, via Facebook, Google, Instagram and many other services. If somebody visits your website, you will be able to keep in touch with them. If someone performs a specific action on your website, you will be able to display a specific type of advert, just to those visitors.
Is this unethical? No not exactly but it can be annoying if consistently pushed in front of a customer in an intrusive manner.
Clever marketers are able to keep relevant products, front of mind within a relevant audience, without becoming annoying or intrusive. Re-marketing is simply a tool and as with any tool, it can be used correctly or incorrectly. Too much of a good thing can often equal a bad thing, re-marketing is no exception.