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1/ It’s no secret that retargeting has become incredibly annoying. As marketers prepare for the wave of digitally native consumers entering the market, we need a better approach.
Want the PDF version of the slides below? Grab a copy here: learn.shoelace.com/cjr-deck/
Want the PDF version of the slides below? Grab a copy here: learn.shoelace.com/cjr-deck/
2/ We’ve all had that horrible experience where we buy a product online, and for months we keep seeing the same retargeting ad over and over again everywhere we go. 
3/ I hear ya, @digitalshields 😂
4/ I know, I know… “but it works!”, right? Maybe on Boomers, Gen X and the first half of Millennials. But Gen Z onwards are different. As @TZhongg points out, “We grew up on social media so we can identify an ad from a mile away.”
forbes.com/sites/samantha…
forbes.com/sites/samantha…
5/ The stats are clear, consumers are not happy about the experience. So our retargeting strategy needs to be part of the conversation around building brand affinity. If you’re on the fence about the power of branding, read this by @Camille_Krieb: medium.com/eutopia-vc/why…
6/ Besides, annoying-but-high-performing retargeting is an unnecessary trade-off. It’s possible for retargeting to be an engaging and memorable experience for consumers *and* wildly profitable for brands. So why not aim for this?
7/ It all starts by being funnel-aware. As customers move through their personal buying journey with a brand, their retargeting experience can be tailored to the stage that they’re in.
8/ We go to Instagram looking for interesting and engaging posts (#dopaminehits). Nothing kills the mood like seeing repeat content. Brands can use retargeting to better tell their story in small digestible bites over multiple touch-points.
9/ At Shoelace, we call this Customer Journey Retargeting (CJR): a personalized approach to retargeting that shows the right customer, the right ad at the right time based on where they are in the buying journey.
10/ To break it down, here are the 5 components of Customer Journey Retargeting:
11/ One: Visitors who are in various stages of the buying journey see content that is relevant to them at that stage.
12/ Two: Consumers expect to see fresh content in their social feeds. Bombarding them with repetition causes ad fatigue.
13/ Three: Past visitors go through a sequence of ad experiences that evolve like a story in the days and weeks after their visit.
14/ Four: CJR leverages signals and content from Email, UGC, Loyalty and other marketing channels to create more personalized experiences.
15/ Five: ROAS is important, but CJR success is also measured by revenue growth, retention and conversion rate increase.
As @web elegantly puts it, “Retention is the new currency”: 2pml.com/2018/12/10/ret…
As @web elegantly puts it, “Retention is the new currency”: 2pml.com/2018/12/10/ret…
16/ The book Positioning by Al Ries is a must read for marketers. It does a great job describing the assault on the mind consumers experience in the digital age. Highly recommend! amazon.com/Positioning-Ba…
17/ The assault on the mind is real and often it sounds like “BUY NOW!”. Trust @mrsharma, that’s no way to win consumers over the long term:
18/ Instead, retargeting can be a really effective channel for marketers to communicate their brand positioning.
19/ Now for some fun! Let’s look at some examples from fast-growing ecommerce brands who are crushing it at Customer Journey Retargeting!
20/ Let’s break the journey down into four stages: Expressed Interest > Showed Consideration > Took Action > Became a Customer.
Starting with Expressed Interest, these are folks who may have visited the website, but never checked out any products or collections.
Starting with Expressed Interest, these are folks who may have visited the website, but never checked out any products or collections.
21/ Instead of showing ads with simple product images, @ShopifyPlus brand @100percentpure ran informational content to provide value to the customer and help build credibility at this early stage.
22/ Visitors in this stage may not be ready to make a purchase just yet, but they may consider signing up to your mailing list for exclusive offers. Sync this lead ad up with @klaviyo or whichever email provider you use!
23/ Since these visitors never checked out any products, it could be valuable to showcase your trending bestsellers for some inspiration of products to browse. Those who click-through will have progressed to the next stage of your funnel. Congrats!
24/ Messenger bots are becoming an important part of a brand’s marketing strategy. One experience in the journey could be a prompt to engage in a messenger conversation. Sync this with an app like @OctaneAI to trigger a preset flow!
25/ In the Showed Consideration stage, folks will have browsed some collections or products but never took any action towards a purchase.
26/ Brands like @EvoGimbals are very product-centric, so it makes total sense to leverage your typical Dynamic Product Ads (DPAs) to rekindle further evaluation. But there’s much more that can be done to really stand out!
27/ Lifestyle photos are great for telling a story. They can also be more inspiring and embed your brand on a deeper emotional level with customers.
28/ Social proof is *key* in a customer’s buying decision. It’s why product reviews have become a must-have for brands. Leverage User Generated Content (UGC) from providers like @Yotpo to enhance your ad experiences.
29/ Promoting your rewards program can be a really powerful way to create trust and build a more meaningful brand relationship for the long term. Sync your efforts from solutions like @smilerewards for a consistent loyalty experience!
30/ In the Took Action stage, visitors will have added a product to cart (or wishlist) but still haven’t completed their first purchase.
31/ Brands like @FindlayHats offer a wide-variety of styles, so when a visitor has their heart set on something specific, it’s great to go deep on what makes that product great (imagine a mini product page served in a carousel ad!)
32/ But we are emotional creatures. Sometimes what triggers a final buying decision is affinity for what a brand stands for. Having your customers love your products is great, but having them love your brand is 😍😍
33/ As popular as online shopping has become, many consumers are still worried about the same things: What if it doesn’t fit? Is there a return policy? Is it going to take forever to ship? Address those objections to assure buyers that the experience will be smooth.
34/ Ahh.. I love this stage. Marketers have been screwing this one up for a while and have completely missed what a pivotal role retargeting can play in a brand’s retention strategy!
35/ Everyone knows retargeting is a thing. Why don’t we own that and creatively thank customers for their recent purchase!
36/ Congrats on acquiring a new customer, but now it’s time to strengthen your relationship. It’s time to build loyalty and promote your community. Learn more about the power of building community here: blog.smile.io/how-to-build-a…
37/ Since by now you’ve crushed it so hard at building loyalty, your customers are going to love hearing about your brand-new arrivals. Keep them in the loop with retargeting to drive repeat sales!
38/ To wrap up.. Here are the 5 Benefits of Customer Journey Retargeting!
39/ One: Customers develop a stronger affinity for your brand as they journey through a memorable retargeting experience.
40/ Two: Visitors are encouraged to progress through the buying funnel in a natural way that is proven to increase conversions compared to conventional retargeting.
41/ Three: Retargeting shouldn’t end with a single purchase. CJR allows you to keep your customers engaged and coming back for the long term.
42/ Four: Brands that have adopted the full-funnel approach of CJR have seen a sales lift of up to 30% compared to traditional retargeting.
43/ To survive the Amazon-era, brand building is not negotiable. Take @dunn’s word for it who says "DNVBs are maniacally focused on the customer experience and they interact, transact, and story-tell to consumers." forbes.com/sites/forbeste…
44/ Alright.. That’s all for today, folks! Hope this was informative. If you’d like to keep digging into Customer Journey Retargeting, check out how @FindlayHats increased conversion rates on retargeting by 600% here: shoelace.com/how-findlay-ha…
45/ Or how @RockwellRazors used Customer Journey Retargeting to differentiate against incumbents in their space: shoelace.com/rockwell-razor…
46/ Finally, if you’d like to grab these slides in PDF format, download a copy here: learn.shoelace.com/cjr-deck/
