For effective retargeting, brands must tailor messages separately for top-funnel visitors.
The piece suggests how brands can optimise paid social media campaigns for seasonality. Social media as a marketing channel may not present an “intense moment of buying” but it can remind or introduce consumers to a brand. It can present consumers with the benefits of a product or brand.
Early exposure can let marketers build an audience to market to when seasonality occurs. Businesses must target seasonal behaviour, they must look at search trend data and brand analytics to determine consumer’s seasonal behaviour.
Michelle Stinson Ross, marketing operations director at Apogee Results states that retargeting becomes crucial when advertisers can return to “audience pools generated through broader campaigns.” However, brands should be cautious of measuring paid social’s impact based on last-click attribution.
[3 minute read]