Remarketing is a recent trend to hit South Africa's digital media sector and has proven its success for digital media specialists, Lighthouse Digital, in a campaign for long-standing client, Air France, to boost its online sales and further grow the brand.
Remarketing is a feature that lets you reach people who have previously visited your site by showing them relevant ads when they visit other sites on an Ad Network. When people leave your site without buying anything, for example, remarketing helps you connect with these potential customers while they browse other websites.
"The campaign was aimed to increase awareness of Air France and its online reservation service, to boost sales and to position it as an economical alternative to other international carriers," says Aaron Van Schaik, Managing Director of Lighthouse Digital. "This new technology drove a staggering number of consumers to the website. More than 5.2 million potential travellers interacted with the brand."
Remarketing, as a digital media tool, is already a huge success internationally and is a powerful way to stay engaged with a target audience. The information the consumer wants and needs is delivered to them at exactly the right moment, in the ideal online environment in a manner that is engaging and highly relevant. This means that the brand is top of mind when the consumer is ready to buy, which can radically improve return on investment (ROI).
"So far the campaign has exceeded our client's expectations", says Van Schaik, "with exceptionally high numbers of flights being booked. It's reassuring to see Air France making digital a priorty."