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A New Marketing Strategy Being Used By Goldman Sachs (and my clients)

I call this strategy: Partner Remarketing

I’m assuming most of you will know what remarketing is.  For those of you who don’t, it’s likely you would have experienced it. It’s when you are on a website, you leave, and then you are ‘followed’ by banner ads from that website everywhere you go on line.

While it does annoy some people, our data shows it is very effective in increasing conversion rate.  And, because it is pay-per-click, your visitors are reminded that you exist and often don’t even click on the ad to return to your website.  In a lot of cases they simply Google your company’s name – so you are getting return traffic and brand awareness for free. This is why we suspect most of you will be doing basic remarketing. However, the chances are you won’t doing what we call ‘partner remarketing’.

It’s a concept I came up with and tested the strategy successfully with a client. The only other company I’ve seen do this is Goldman Sachs. The way remarketing (or retargetting if you are using FB and Twitter) works is that you put a code on a webpage where you want your ads to ‘follow’ people.  Most companies employing this tactic only put these codes on their own website.

But there’s no reason why you can’t put the remarketing code on any other website where your target audience might be! Going back to the Goldman Sachs example, at the beginning of 2015, they had a leading story on the Telegraph online.  It was about their predictions for the upcoming UK general election.

One of Fountain’s directors read the article and then found he was being remarketed to, not by the Telegraph, but by Goldman Sachs. The PR and Marketing Team at Goldman Sachs must have insisted that if the Telegraph were going to run the story they must include the remarketing code on that page.

How many online PR opportunities could your team or agency take full advantage of with this strategy?

How many partner organisations, or trade bodies you work with would allow remarketing code on a webpage where you are mentioned? It takes your remarketing to the next level – and hardly anyone else is doing it… yet!

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