It all started when my GE range broke. (Note to GE: I’m not sure why you would ruin your hard won reputation by putting your name on a piece of junk. But I do know that I will never buy another GE product again.)
While I did most of my research on my own computer, one night I must have used his and as a result he started receiving those ads that follow you around the internet (called retargeting). I can see why advertisers have embraced this technology. Conceptually the idea makes sense, since apparently only 2% of shoppers actually buy on a first visit. (2013) But it has occurred to me that while I have had many ads following me lately the advertisers have wasted their money. Let me recap why.
1. I am done with my new range research. My next step is to go to a store to check out the possibilities in person. Continuing to send me ads now is a waste of money.
2. I am also being stalked by swim goggles. In this case since the first supplier I checked did not have the exact item I wanted, I bought them from someone else. Again sending me ads now is a waste of money.
3. Someone I know told me that they were buying a piece of artwork. I visited the artist’s website to check out his work. I never had any intention of buying any. So, that’s more money wasted.
4. I am being stalked by lamps because I bought one a few months ago. In this case the company is sending me ads for models that I checked out and rejected in favor of the one I bought.
5. Recently I searched for sneakers that are out-of-stock. For some odd reason Zappos thought this would be a good time to send me ads for the sandals I looked at last summer. Hmm. I already bought those as well.
To date, I have never bought anything due to this type of advertising. My husband points out that if they told him as they stalked him that they had lowered the price of the item he had checked out then he might be interested – assuming that he hadn’t already bought it. I think that’s a good idea.
What about you? Have you bought anything based on retargeted ads? If they told you the item was on sale, would you?
(2013) How Retargeting Works. Retrieved February 14, 2013, from http://www.adroll.com/retargeting