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Are you retargeting your out-of-stocks?

Retargeting is a hot subject. If you surf the web at all, you probably find yourself stalked by ads. If you venture onto someone’s site, or execute a search, you will be followed for weeks by the ads that want nothing more than to get you to please come back and buy. And if you are a digital marketer, you’re probably doing this, too. But are you doing much simpler things that pay off even better?

My wife Linda showed me an email that Walmart sent her, shown above. She told me that this is the first time she has ever bought something in response to an email solicitation. What did Walmart do right?

They sent her a notice that an item that she looked at recently is now back in stock.

Now, this sounds obvious, but many companies still don’t do it–even companies that do a lot of retargeted advertising. One reason that they don’t is that they don’t know who is coming to their site. Unless you have a system that recognizes return visitors and can tie them to an email address on file, this tactic isn’t open to you.

You might think that this applies only to eCommerce companies, but you’d be wrong. Personalization based on visitor behavior is critically important for any company. When you see that visitors have interest in your content, you need to remember that and use that information in the future.

Increasingly, knowing who your customer is makes more and more tactics possible. How much do you know about your website visitors?

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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