The Who, What, Where, and Why of Advertising- and the surprising conclusion why marketers must reinvent themselves
If you are using remarketing to solve cart abandonment or mid-funnel engagement, then you’d use ALL retargeters at each step.
After all, it’s about reaching a particular set of people when they didn’t complete the action you want. So who cares where you serve the remarketing message?
Thus, there is no such thing as a Facebook ads expert, LinkedIn ads expert, or other channel-specific expert anymore.
Because you’d have a smart sequence of content to feed to your audience at each stage, remarketing is no different than smart email marketing.
“The shift to digital requires new technology, new approaches and, in many cases, entirely new roles for marketers,” said Ann
Lewnes, chief marketing officer for Adobe. “The good news is that marketers see the change in front of them, and understand
they need to embrace data, focus on creating personalized experiences and work across their social, Web and mobile
channels. They just need to take the plunge.”
Marketing executives must understand how this affects their strategy, and they must get their people to add new tricks to their bags.