Are your competitors retargeting your customers?

Posted: Sep 12, 2013 in Business, CRM, Data, Marketing
Tags: , ,

computer-thief

Can we place a pixel across your whole site and we’ll give you free customer insights? Can we place a pixel on each stage of the user journey so that we can optimise towards all site traffic data?

These are two very common questions which originated from traditional ad networks and still lives on even though technology has evolved.

If you ask a marketer if they could target anyone in the world with advertising with no restrictions, it would no doubt be their competitors customers.

I am fortunate enough to have bought display remarketing campaigns targeting competitor customers in the past. This was when I worked across the largest hotel chain in the UK at an ad agency via an ad network. That level of targeting, special offer creative and high frequency reaped rewards as you’d expect.

Marketers spend £millions a year on advertising and driving quality traffic can be expensive, so the last thing they want is a competitor just simply remarketing all of their users who visit their site either through FBX or display.

Fortunately this can be avoided if marketing deploys a strict policy that they only allow media pixels to fire on an attributed basis, yes some partners might say that they’d need all data to optimise but when you weigh up value vs. risk, it’s simply not worth it. Optimising on attributed traffic only is good enough for third party ad partners.

On the analysis front eg. Google Analytics, Click Tale, Quantcast etc. it’s a case of applying a bit of logic, experience and research so then when deploying tracking / pixels on site, your data will not be sold in a data exchange or given to a competitor for remarketing. When it comes to big blue chip companies like Facebook, Adobe and Google, there’s no need to hesitate about data security because if it gets out that they’re selling your data then it would be disastrous for them. Whereas the likes of Quantcast who are very well known for giving you FREE customer insights just for placing a pixel across your whole site, is one of those cases where big red warning lights should appear because in this world nothing is really for free and the likes of Qantcast make money from using your data.

Having a strict cookie / tracking policy is safe and advisable but by not having one could cause your market share to decrease as your competitors steal your customers.

You don’t walk across a busy road without looking in either direction so think twice before implementing code on your site.

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