Video: Why Google & Facebook Remarketing Should Be Part of Your Audience Development Strategy
The following video is excerpted from the Publishing Executive webinar “Innovative Strategies for Growing & Monetizing Your Audience”. The full webinar is available on-demand here.
What’s the missing piece to your audience development strategy? According to eMedia Strategist founder and president Eric Shanfelt, it’s remarketing. During a recent Publishing Executive webinar, Shanfelt explained that a publisher’s remarketing list is just as important as their email list in driving audience growth. “What’s the size of your Google remarketing list? What’s the size of your Facebook remarketing list? If you don’t know the answer off of the top of your head, you’re missing a pretty big opportunity,” said Shanfelt.
He explained that remarketing to site visitors involves embedding a Facebook or Google code onto a publisher’s website. Facebook and Google can then tag users that visit the publisher’s website and deliver the publisher’s ad programmatically to those same users when they are on Facebook or Google. Using these targeted ads, publishers can drive readers that aren’t on their email lists back to their site by offering an exclusive white paper or a free webinar. “If they come to our website, why can’t we go out and target them on Facebook and Google to drive lead gen programs, event registrations, or print circulation?” asked Shanfelt.
In the following video, Shanfelt explains how remarketing works and why it is an incredibly powerful tool that publishers can use to strengthen their audience development efforts.