1. PROJECT REPORT
ON
DIGITAL MARKETING (REMARKETING & RETARGETING)
WITH SPECIAL REFERENCE TO AMAZON
FORMULATED BY KASHIKA JAUHARI
MBA (marketing)

2. ACKNOWLEDGEMENT
This is to inform the viewers of this project that it is a self-paced project work
done to acquire learning in the field of digital marketing and it is not authorized
from any known firm, this is for learning purpose only.

3. OBJECTIVE OF THE REPORT
1. To study broadly about digital marketing.
2. To understand how remarketing and retargeting works.
3. To analyze how firms, target the potential customers.
4. To observe the different SEO strategies used by multiple MNCs.
5. To conduct research on SEO & digital marketing for self-learning

4. TABLE OF CONTENTS
CHAPTER 1
i. What is digital marketing
ii. History
iii. Channels of digital marketing
iv. Examples of digital marketing
CHAPTER 2
i. Digital marketing in reference to Amazon.
ii. Brief of amazon
iii. Services and products of amazon
iv. Marketing campaigns of amazon.
v. Customer relation of amazon.
CHAPTER 3
i. What is remarketing and retargeting.
ii. How remarketing & retargeting is done.
iii. Case study of amazon in regards to remarketing.
iv. Outcomes of remarketing
v. Benefits of remarketing
CHAPTER 4
i. Review of case study
ii. Conclusion
iii. References
iv. Report analysis.

5. CHAPTER 1

6. What is Digital Marketing
Digital marketing is the component of marketing that utilizes internet and online
based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services. Its development
during the 1990s and 2000s, changed the way brands and businesses use
technology for marketing. As digital platforms became increasingly incorporated
into marketing plans and everyday life, and as people increasingly use digital
devices instead of visiting physical shops, digital marketing campaigns have
become prevalent, employing combinations of search engine optimization (SEO),
search engine marketing (SEM), content marketing, influencer marketing,
content automation, campaign marketing, data-driven marketing, e-commerce
marketing, social media marketing, social media optimization, e-mail direct
marketing, display advertising, e–books, and optical disks and games have
become commonplace. Digital marketing extends to non-Internet channels that
provide digital media, such as television, mobile phones (SMS and MMS),
callback, and on-hold mobile ring tones. The extension to non-Internet channels
differentiates digital marketing from online marketing. The development of
digital marketing is inseparable from technology development.
HISTORY
One of the key points in the start of was in 1971, where Ray Tomlinson sent the
very first email and his technology set the platform to allow people to send and
receive files through different machines. However, the more recognizable period
as being the start of Digital Marketing is 1990 as this was where the Archie
search engine was created as an index for FTP sites. In the 1980s, the storage
capacity of computer was already big enough to store huge volumes of customer
information. Companies started choosing online techniques, such as database
marketing, rather than limited list broker. These kinds of databases allowed

7. companies to track customers' information more effectively, thus transforming
the relationship between buyer and seller. However, the manual process was not
as efficient.
Digital marketing became more sophisticated in the 2000s and the 2010s, when
the proliferation of devices' capable of accessing digital media led to sudden
growth. Statistics produced in 2012 and 2013 showed that digital marketing was
still growing. With the development of social media in the 2000s, such as
LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent
on digital electronics in daily lives. Therefore, they expected a seamless user
experience across different channels for searching product's information. The
change of customer behavior improved the diversification of marketing
technology. Digital marketing is also referred to as 'online marketing', 'internet
marketing' or 'web marketing'. The term digital marketing has grown in
popularity over time. In the USA online marketing is still a popular term. In Italy,
digital marketing is referred to as web marketing. Worldwide digital marketing
has become the most common term, especially after the year 2013.
Digital media growth was estimated at 4.5 trillion online ads served annually
with digital media spend at 48% growth in 2010. An increasing portion of
advertising stems from businesses employing Online Behavioral Advertising
(OBA) to tailor advertising for internet users, but OBA raises concern of
consumer privacy and data protection.
Channels of Digital Marketing
1. Website
The website is often the home to your digital marketing efforts. Brands and
organizations use websites to host content while using other mediums to
distribute it. Most of your digital marketing activities will link back to your

8. website, where an action is expected to take place, and the conversions are
tracked. For example, the download of a file, booking of a product or a service,
and so on.
2. Content Marketing
Content creation is the spine of your entire digital marketing strategy. Whether
you’ve got a documented content marketing strategy or not, you’re creating
content to inform, entertain, inspire, or persuade your buyers through other
channels. Some of the most common formats of content include text (blog posts),
videos, images, infographics, podcasts, slide decks, and eBooks.
3. Search Engine Optimization (SEO)
SEO acts as a jetpack for your content marketing efforts. SEO consists of on-
page and off-page activities to boost your website’s visibility in search engine
result pages (SERPs) for your preferred keywords. Earlier, SEO was primarily
text-based, but in recent years voice search has gained prominence as well, which
is why your SEO activities need to have a conversational approach.
4. Digital Advertising
Digital advertising is an umbrella term for various online advertising strategies.
The typical pricing/bidding strategies for digital advertising are cost-per-click
(CPC) and cost-per-mile (CPM), i.e., per thousand impressions. Common
formats of digital advertising are search engine marketing (SEM), display
advertising, native advertising, social media advertising, and programmatic
advertising.
5. Email Marketing
Email marketing is the process of maintaining a database of cold and warm
contacts and sending them email alerts about your brand, products and services.

9. It is an effective channel to communicate with your audience on an ongoing
basis. Email marketing is useful to build your subscriber base, onboard new
customers, retain existing ones, promote discounts and offers, and distribute
content.
6. Social Media Marketing
Social media marketing ensure you are present on the platforms your users are
spending the most time on. These include Facebook, Twitter, LinkedIn,
Snapchat, and Instagram, where you can distribute content through both –
organic and paid channels. Social media has also played a vital role in
propagating video marketing and the ephemeral content wave. It enables two-
way communication and your fans and followers can interact with you on your
content through likes, comments, direct messages, or by posting on your official
pages.
7. Affiliate Marketing
The concept of affiliate marketing is similar to commission-based sales.
Organizations provide custom links to their affiliates. Affiliates earn a specific
cut/commission every time someone buys through their custom link. Influence
marketing could be considered a modern and evolved spin-off of affiliate
marketing.
8. Mobile Marketing
The number of smartphone users across the world is expected to grow to 3.5
billion in 2020. To bank on this opportunity, brands connect with their users on
their smartphones through mobile apps, emails, mobile-friendly websites, and
social media. By connecting with users on the go, brands have been able to
optimize their marketing strategies and send timely messages.

10. 9. Online PR
Online Public Relations is a type of earned media. This is when a member of the
press (journalist or online publication) mentions your brand through their stories,
interviews, and so on. Product reviews by customers and bloggers and
Influencers mentioning your brand or products whether paid or organic also
contribute to your online PR.
10. Conversational AI
The rise of technologies such as artificial intelligence (AI) and machine learning
(ML) have paved the way for more evolved marketing strategies such as
conversational AI. As the adoption of voice search, chatbots, and digital
assistants becomes prevalent, conversational AI becomes vital to digital
marketing.
11. Web Analytics
Web analytics is the practice of collecting, measuring, analyzing, and reporting
data. This is commonly tracked through Google Analytics, but websites could
also build their analytical tools. The data collected could be quantitative or
qualitative. Web analytics helps marketers understand the sources of traffic,
what's working and what's not, the return on investments (ROI), and how they
can enhance their digital marketing efforts.
Examples of Digital Marketing
If you're looking for serious business growth, SEO, or search engine optimization
is the strategy for you. Why does it work? Simple! It targets the users that are
most likely to convert on your website, and takes them there. A custom SEO
campaign with WebEx targets on-page and off-page SEO, which includes things

11. like keyword research and content implementation, to help your most valuable
audience find you online.
Drive results with social media marketing services.
Almost 75 percent of people use social media when making a purchase decision.
It’s a critical touchpoint for shoppers in the business-to-consumer (B2C) and
business-to-business (B2B) industry, which is why companies invest in
professional social media services. With a client recommendation score that
exceeds the industry average by 488 percent, WebEx is a trusted choice for social
media marketing services. As your partner, we’ll help your business improve its
brand awareness, customer loyalty, revenue, and more.
PPC Management Services That Grow Businesses
PPC, or pay-per-click advertising, is one of the best ways to target your most
qualified audience. It allows you to reach them where they’re already looking,
and gain a leg up against competitors. WebEx can deliver a custom PPC

12. campaign to help you increase both conversions and revenue for your company
with our PPC management services.

14. Here we can see clearly how digital marketing works, it starts advertising the
moment you search something on google, this is what also called as SEO
(search engine optimization) which helps to find and optimize the quality of a
website and through certain ways it start showing adds to that very person who
came to search.
These are my own examples as I have a keen interest in digital marketing so I
keep searching for it and keep looking for different courses and here what it is, I
just searched on google and within sometime I started getting these digital
marketing course adds on my Instagram feed.
Same goes for the college search that I did just to show how digital marketing
works and how advertisements appear at your feed.

15. CHAPTER 2

16. Digital Marketing with Reference to Amazon
What are the steps Amazon is taking?
They are aggressively hiring. Amazon's Advertising division has a new HQ in
Manhattan as of late 2017. It leased 360,000 square feet and hired 2,000 people
for its advertising, Amazon Fashion, and AWS teams. Releasing new product
features on its advertising platforms. In January 2018 they released a long-
awaited feature to generate date-range reports on its AMS platform. While
Amazon's self-serve ad technology is still far behind the feature set of the
incumbents, it is continually releasing features to catch up and gain share.
What trends are they taking advantage of?
Amazon already captures 43% of e-commerce sales in the US and accounts for
almost 50% of all online product searches. Amazon is capitalizing on its existing
strength as a search engine & fulfilment provider by selling advertising space to
brands who want to catch consumers at the transactional end of the purchase
lifecycle.
Who does this matter to, and why?
Leaders, Marketers, and advertising professionals of consumer products brands
who currently use digital advertising to reach their target customers. Because
now there is another contender in the race. There is now another vehicle to reach
their customer and to do this profitably and directly at the time the consumer is
actually making a purchase decision - not just discovering or researching. Very
large brands with significant media budgets will find there is another option for
display advertising - their media buys can include Amazon's web properties and
devices like the Kindle. Even the Alexa voice assistant could support advertising
one day.

17. For those it matters to, what can/should they do?
Leaders, Marketers, and advertising professionals of consumer products brands
should be initiating their Amazon PPC strategies now. The more experience and
time these campaigns have, the better they perform and the more data there is to
interrogate. Advertisers should be using Amazon for end-of-funnel paid search
campaigns, but not at the expense of abandoning their Facebook and Google ad
campaigns. Those platforms are still powerful at awareness marketing and earlier
in the consumer purchase lifecycle.
Will Amazon's display advertising fit that gap eventually?
Potentially, but currently it is built for very large brands with a reported $100K
minimum spend. Amazon is disrupting the digital advertising landscape. Here's
what you need to know.
Brands want to shift ad spend to Amazon for a variety of reasons. One equity
analyst predicts Amazon will quadruple their advertising revenue by 2020. This
would take Amazon's estimated share of the digital advertising industry spend
from around 3.5 percent in 2016 to over 10 percent by 2020 based on eMarketer
estimates. Over 50% of all product searches start on Amazon, and many
consumers choose Amazon as their first website to scan for any purchase.
Amazon offers advertisers cheap, and efficient ad spend. In many instances,
consumer product brands find their Return on Advertising Spend (ROAS) to be
lower than on other paid search channels like Google and Facebook. Kiri Masters
founder and CEO of Bobsled Marketing, says that "several of our clients have
shifted significant advertising budget to Amazon due to the strong double-digit
conversion rates their products experience on Amazon when compared to the
lower single digit rates they get from AdWords, Google Shopping. "Amazon is at
the transactional end of the consumer purchase funnel. Once a customer knows

18. what they want to buy, Amazon helps consumers to validate their decision
through product detail content and user reviews. Amazon further removes
friction from the purchasing stage through their inbuilt fulfilment offer: free and
fast shipping and easy returns. By saving people effort and time and essentially
guaranteeing a good experience, Amazon's creates a fast path to purchase for
brands.
The above image shows the social media impact of amazon and how it creates its
presence on the social media.
Brief of Amazon
Amazon is known for its disruption of well-established industries through
technological innovation and mass scale. It is the world's largest online
marketplace, AI assistant provider, live-streaming platform and cloud computing
platform as measured by revenue and market capitalization. Amazon is the
largest Internet company by revenue in the world. It is the second largest private
employer in the United States and one of the world's most valuable companies.
Amazon was founded by Jeff Bezos in Bellevue, Washington, on July 5, 1994.
The company started as an online marketplace for books but expanded to sell

19. electronics, software, video games, apparel, furniture, food, toys, and jewellery.
In 2015, Amazon surpassed Walmart as the most valuable retailer in the United
States by market capitalization. In 2017, Amazon acquired Whole Foods Market
for US$13.4 billion, substantially increasing Amazon's footprint as a physical
retailer. In 2018, Bezos announced that its two-day delivery service, Amazon
Prime, had surpassed 100 million subscribers worldwide.
Amazon distributes downloads and streaming of video, music, and audiobooks
through its Prime Video, Amazon Music, Twitch, and Audible subsidiaries.
Amazon also has a publishing arm, Amazon Publishing, a film and television
studio, Amazon Studios, and a cloud computing subsidiary, Amazon Web
Services. It produces consumer electronics including Kindle e-readers, Fire
tablets, Fire TV, and Echo devices. In addition, Amazon acquisitions include
Ring, Twitch, Whole Foods Market, and IMDb. Among various controversies,
the company has been criticized for technological surveillance overreach, a
hyper-competitive and demanding work culture, tax avoidance, and anti-
competitive practices. Jeff Bezos founded Amazon in July 1994. He chose
Seattle because of technical talent as Microsoft is located there. In May 1997, the
organization went public. The company began selling music and videos in 1998,
at which time it began operations internationally by acquiring online sellers of
books in United Kingdom and Germany. The following year, the organization
also sold video games, consumer electronics, home-improvement items,
software, games, and toys in addition to other items. In 2002, the corporation
started Amazon Web Services (AWS), which provided data on Web site
popularity, Internet traffic patterns and other statistics for marketers and
developers. In 2006, the organization grew its AWS portfolio when Elastic
Compute Cloud (EC2), which rents computer processing power as well as
Simple Storage Service (S3), that rents data storage via the Internet, were made

20. available. That same year, the company started Fulfilment by Amazon which
managed the inventory of individuals and small companies selling their
belongings through the company internet site. In 2012, Amazon bought Kiva
Systems to automate its inventory-management business, purchasing Whole
Foods Market supermarket chain five years later in 2017.
Services and products
Amazon.com's product lines available at its website include several media
(books, DVDs, music CDs, videotapes and software), apparel, baby products,
consumer electronics, beauty products, gourmet food, groceries, health and
personal-care items, industrial & scientific supplies, kitchen items, jewellery,
watches, lawn and garden items, musical instruments, sporting goods, tools,
automotive items and toys & games.[citation needed] In August 2019, Amazon
applied to have a liquor store in San Francisco, CA as a means to ship beer and
alcohol within the city. Amazon has separate retail websites for some countries
and also offers international shipping of some of its products to certain other
countries. Amazon.com has a number of products and services available,
including:
Amazon Fresh
Amazon Prime
Amazon Web Services
Alexa
Appstore
Amazon Drive
Echo

21. Kindle
Fire tablets
Fire TV
Video
Kindle Store
Music
Music Unlimited
Amazon Digital Game Store
Amazon Studios
Amazon Wireless
Marketing campaigns of Amazon

22. On time delivery campaign by amazon through video display platform.
Starting new business campaigns through amazon, a video display advertisement.

23. Amazon Instagram story campaigns to keep the customer informed and aware
about the new products.
Customer relations of Amazon
Since its founding 22 years ago, Amazon has reached near mythic status for its
superior service and customer service strategy.
Says company founder and CEO Jeff Bezos: “I would define Amazon by our big
ideas, which are customer centricity, putting the customer at the centre of
everything we do, [and] invention. We like to pioneer, we like to explore, we like
to go down dark alleys and see what's on the other side.”
Now it’s time for you to leverage what Amazon has learned works – and doesn’t
– to take advantage of their top customer service and customer experience
strategies for your organization. And remember – no matter what industry or
business you’re in, you’re competing with Amazon’s customer experience in the
eyes of your customers anyhow – so you should consider adapting some these
practices for your brand.

24. Start everything with a core commitment to the customer.
Customer service strategy is in the DNA of Amazon. In fact, you could argue
that it is the DNA. Read the company’s vision/mission statement and you will
see the words: “to be earth’s most customer-centric company.” Bezos has said his
leadership decisions have many times fallen to these simple words. With a laser-
focus on customer experience and service as guiding strategic forces, it’s no
surprise that Amazon has risen to the top.
Build a corporate culture that knows how to listen.
Because CEO decisions aren’t enough, Amazon makes sure that people in the
company internalize the vision. Whether entry level or executive, many Amazon
employees have opportunities to attend two days of call-centre training. The
goal: get them to learn how to listen – not just talk – to customers. When you
listen, you understand. And through understanding, you can take the appropriate
steps to meet the needs of your customers.
Give your users the power of DIY service.
Amazon has an incredibly detailed yet easy-to-navigate help centre, which lets
you drill deep into a number of specific concerns. Under the hood, there are
thousands of articles, but the surface experience is streamlined, visually
appealing, and in sync with the website’s shopping experience where users
search by category or by specific need. With streamlined help and customer
service paths, shoppers save time and feel empowered as they find their own
solutions.
Nurture a community of fellow customer support.
Sometimes, it takes a village to solve a problem. Through hosting numerous
forums, Amazon has made it easy for shoppers to tap into the wisdom of the

25. crowd to get their customer support. The benefits are numerous. When customers
help one another, Amazon’s service representatives can handle customer requests
at a faster pace. And those users who do help one another get the satisfaction that
comes with knowing they are part of a community.
Make personal interactions an easy option.
If Amazon’s self-service FAQs or community forums can’t solve the problem,
customers have the option of reaching out to a real person. Callers get 24/7
support and are almost never put on hold. Amazon has also amazed with a free
customer support service called “Mayday.” Owners of Amazon Fire phones can
tap a “Mayday” button and get instantly connected via video to a tech advisor.
The user sees the advisor live while the advisor only sees what’s on the phone
screen. It’s yet another example of how important human interaction can be to
ensure quality customer service.
Help your buyer stay connected – wherever they are, whenever they want.
The tipping point has passed for mobile commerce as more than half of
customers now use their devices to make e-commerce purchases. Amazon’s
mobile-first approach has become an industry standard, an impressive feat given
the company’s vast array of products and categories. Streamlined and easy to
navigate, Amazon’s site provides smart categorization and search functionality.
With auto-fill, 1-click ordering, and other features, the shopping experience is
one of convenience — something critical for modern-day shoppers on the go.
Follow Amazon’s lead and meet your customer anywhere they are, as you build
loyalty and appreciation by always keeping mobile in mind.
Foster relationships between customers and brands.
Amazon also wins points for advocating for the consumer when there is a
problem with a vendor’s product or delivery process. In addition to this, the

26. company builds relationships between its shoppers and hosted brands. Last year
the company launched Amazon Exclusives, an initiative for entrepreneurs who
want to promote their story. In the spirit of a crowdfunding website, the videos
help shoppers feel more personally connected to the company and its products.
Make your customer needs the driver of innovation.
It’s important to remember that in 1994 when Amazon first started, the idea of
making a purchase through “the information superhighway” was still new.
Customers had to learn to trust the method of buying something online — a
challenge Bezos met largely because he placed such strong emphasis on
customer service. But books were never the end game for Amazon. Since then,
the company has obviously expanded into other products and services to meet its
shoppers’ content needs such as streaming and digital downloads. The company
has also created its own hardware such as the Kindle e-reader. The lesson here is
to never get comfortable with your success. Customer preferences are always
evolving and always will, so let their needs drive your innovation.

27. CHAPTER 3

28. What is remarketing & retargeting
A mere 2% of people actually convert to becoming a sale the first time they land
on your webpage. This number might seem surprisingly low, but the truth is that
you really need to win people over long before they make the decision to choose
your company over others. You might be getting a lot of new incoming web
traffic, which is great, but you may not see those numbers directly translate to
sales. Sometimes, the best people to target are either those who have visited your
site more than once or have already digitally interacted with you in the past.
Retargeting and remarketing can allow you to reach the customers that are even
more likely to purchase with you than first-time visitors, and this can be an
extremely important strategy in your marketing efforts. While remarketing and
retargeting have similar goals, there are some important differences in terms of
strategy and who you are able to reach effectively. Let’s explore each
individually so that the differences become clear.
What is Retargeting?
Retargeting can have multiple approaches, but it most often refers to online ad
placement or display ads, which target users who have interacted with your site
in specific ways. Once a visitor enters your website, clicks on a product, or takes
a certain action that you want them to take, a cookie is set in their browser and
you can use this information to “retarget” them with ads based on their
interactions once they leave your site. These ads are placed by third parties, such
as the Google Display Network; allowing your ads to occur on other sites that
your visitors use regularly. Ultimately retargeting can be placed into two
categories: “on-site” and “off-site” events. Thus, there are different strategies you
can take depending on the kind interactions you want to target. Let’s look at
these a little closer.

29. Targeting “Off-Site” Interactions. This group of individuals has not previously
interacted with your site, yet they have similarities with your previous customers
and you are looking to add them to your sales funnel and get them on your site. If
you choose to target an individual based on their “off-site” interactions, you
could be looking at targeting their searches. In other cases, you might choose to
target individuals who search or interact with the web similarly to how previous
customers have. You can also target based on interactions with distributed
content (i.e., a Facebook page or an app) or with a partner site that is similar to
your own.
Targeting “On-Site” Interactions. This is the category most often associated with
retargeting because it involves targeting individuals who have already revisited
your site and have interacted with your products, services, or have taken some
other action but may not have completed the sale. With retargeting to those who
have had “on-site interactions” you can increase conversations and retain those
who have already expressed interest in your brand. Here are some of the ways
you can target to individuals who have partaken in onsite interactions:
Target based on a product that they interacted with. Based on how they found
your site (social media, a search, or other inbound events) Those on your email
list who have expressed interest in your brand but have not yet converted to a
purchase Ultimately retargeting campaigns show higher engagement than non-
retargeting campaigns do. Again, this goes back to the fact that it is a lot easier to
market and advertise to those who have expressed interest in your brand or
industry.
What is Remarketing?
This is where it gets a little confusing and there is some overlap in the industry.
Sometimes retargeting is referred to as “remarketing” (even though it actually is

30. remarketing). An example of this is Google’s Remarketing Tools, which are
really all retargeting tools in the classic sense. While this may be a little
confusing, just remember that remarketing and retargeting do share goals, and
that the terminology is not as important as the associated strategy.
That being said, remarketing is often about email campaigns that are able to re-
engage customers in their inbox. They use tactics like emailing a customer after
they abandon their shopping cart or add an item to their wish list. I haven’t
abandoned any shopping carts lately, but Shakeology still managed to remarket
to me because they knew that my one-month Shakeology plan was almost up. It
could also be an email related to the items that the customer searched for or
added as a “favourite” in some way. This kind of approach works well because
the potential customer already expressed interest in the product they added; they
were just not able to execute at the time they were on your site. As you’ve
gathered, remarking is email campaign focused, and is intended to increase
conversions for those who have already interacted with your site in a meaningful
way.
How it is done?
It’s not difficult to set up a retargeting campaign for your website. When you
create a campaign with a particular ad network, the network will provide you
with a small piece of code (called a pixel tag) to add to your website. Every time
a new user visits your site, the code will drop an anonymous browser cookie and
the user will be added to your retargeting list. When the same user visits another
site that hosts display or native ads from your ad network provider, the system
will serve your ad to this particular user. This will occur as long as you have an
active campaign running.

31. Now, here I searched for earplugs in the google search bar and then I opened this
site link here you see a dialogue box appears where it says accept our privacy
terms these are called cookies which collects the user data. In some websites they
do not ask for any permission there they just inform you that we are using
cookies in this website.
What are remarketing pixel tags?
Pixel tags are those small pieces of code on a webpage that enable websites to
place cookies. Cookies are ‘crumbs’ left by website visitors. Every visitor has a
unique yet anonymous ID, so their website activity can be tracked by their trail of
cookies. In remarketing, the ad server can access the visitor’s ID and save it to
the relevant remarketing lists.
What is a remarketing list?
A remarketing list is a list of website visitors who perform a certain action or on
your site. For example, a “Homepage” remarketing list comprises all the visitors
to your homepage over a specified period. As the visitor lands on your

32. homepage, their cookie is added to the remarketing list. Then, you can remarket
only to the list of people who visited your homepage. You can create all sorts of
remarketing lists, and tailor your ad messages to each list.
What are the Benefits of Remarketing?
 Capitalize on lost website traffic
 Target people who have already visited your site and shown interest in your
offering
 Target audiences who are more likely to convert
 Keep your brand at top of mind by strategically showing ads to interested
audiences
 Affordable marketing tactic available on a range of platforms and channels
 Suitable for every industry and vertical
Your website may be attracting lots of traffic, but the fact is, the average
conversion rate for first-time visitors is low. According to research on
ecommerce sites, the conversion rate is just 1.6 percent. What does this mean?
Although you’re getting the traffic, you’re not getting the sales. Remarketing is
your best option to capitalize on all that lost traffic.
Targeting people who have already shown an interest in your business is one of
the most effective ways to remind them to come back to your site. Retargeting
can be used in all verticals and industries, though it is obviously an important
tactic in ecommerce. Check out this success story of a European fashion retail
and ecommerce chain that saw a 66% increase in conversion rate by retargeting
their customers on the Outbrain network.
Where Can I Retarget My Customers?

33. There are a number of different platforms and channels that you can use for
remarketing. And here they are:
 Simple display remarketing – The most simple and popular type of
remarketing. Just display an ad to people on other sites after they have
visited yours, on display ad networks like Google, Yahoo and Bing.
 Native remarketing – Marketers can re-engage their website visitors with
valuable content, recommended across premium publishers in native ad
placements.
 Search remarketing – Remarketing lists for search ads (RLSA) is a feature
that lets you customize your search ads campaign for people who have
previously visited your site.
 Social media remarketing – Show your retargeting ads to people on social
media platforms like Facebook, Twitter and LinkedIn after they’ve visited
your website.
Remarketing is a great way to increase ROI on your ad spend. If your budget is
limited, or if you already feel you’ve paid enough for that first click, you can
experiment and finetune your approach for retargeting purposes.
Pro tip: Dig into your data and find out which devices, OS and even geo
locations bring you the highest conversion rate. Create remarketing campaigns
according to these segments, and see how they perform. You may well be able to
reduce your costs and increase your conversion rate, at the same time.
The reason why visitors to your website didn’t convert is something you can
never really know for sure. Maybe they became distracted and simply left.
Maybe they didn’t like the offer. Maybe the offer was outside of their budget
range. Maybe they are just browsing now, but plan to purchase in a few months.

34. Whatever the reason, retargeting/remarketing is a great way to keep your
business or brand at the front of their minds. Keep giving them reminders and
reasons to come back. Eventually, they might! Then you’ll be on your way to
generating more leads, conversions and sales for your business.
CASE STUDY
We can learn from their approach to digital marketing since they use digital
marketing efficiently across all customer communications touchpoints through
RACE marketing planning framework.
 Reach- amazon’s initial business growth based on detail approach to SEO
and AdWords targeting millions of keywords.
 Act- creating clear and simple experiences through testing and learning.
 Convert- using personalization to make relevant recommendations and a
clear checkout process that many now imitate.
 Engage- amazon’s customer centric culture delights customers and keeps
them coming back for more.
website doesn’t exist just to get views. But the vast majority of people who visit
your website leave without doing anything more than looking at your page. On
average, about 98% of website visitors leave without converting.
Some of them might come back on their own. But most of them are gone for
good—unless you leave with them. Retargeting is an advertising technique that
lets you advertise to past website visitors, after they’ve left your website.
Here’s how it works:
1. Someone looks at a bestselling product on your website.
2. They leave without buying anything.

35. 3. They visit other sites, where they see an ad for the product they saw on
your site.
If a person physically followed you out of a store to tell you more about their
products, it’d be super creepy. But retargeting is subtle enough that it feels more
coincidental—like when you see a commercial for a car and then start noticing
more of that particular model on the road.
People are constantly bombarded with ads they have no interest in. And nobody
likes that. Retargeting allows you to create more relevant ads, which is better for
you and the people who see them.
Even with an amazing website and an incredible product or service, most people
aren’t ready to pull the trigger after their first encounter with your brand.
Retargeting ensures that their first encounter won’t also be the last, allowing you
to:
 Grow an email list
 Increase traffic to your website
 Sell more of your product
 Secure more free trials, demos, or sales calls
 Get more users for your software or app
Savvy digital advertisers know that the biggest return on investment comes from
the most relevant audience. Retargeting is one of the best ways for advertisers to
focus their efforts on the right people. If your audience has already engaged with
your website, it’s usually easier to invite them back than to win the interest of a
brand-new group of people.
What are the main retargeting platforms?

36. Obviously, for retargeting to work, your ads have to be where people actually
are. The Google Display Network lets your ads retarget people across more than
two million websites, reaching 90% of people on the Internet. It can also tap into
mobile apps. There are also over one billion people on Facebook, which
makes Facebook’s retargeting pixel another potent tool. These two companies are
advertising giants, but other platforms offer a wealth of inventory as
well. AdRoll boasts that the locations they advertise are the cream of the crop, so
you get the most from your ad spend. Each platform gives you different data
points to work with and unique ways to segment your audiences. But the
underlying principle is the same: people leave your website, and your ads leave
with them.
So here I tried to see my self what retargeting looks like and how amazon did this
as amazon is a platform where different companies put up their products, so I
searched for a lip crayon for myself and let’s see what happened next.

37. This is when I searched for the lip crayons for myself on amazon and I just saved
some in the cart but didn’t buy.
This is my Instagram story which shows me the lip crayons shade and features of
it with price. Instagram retargeting is the easiest way as compared to Facebook
and YouTube. Today people mostly use Instagram and that is why people are
starting their start-ups and business on Instagram. Adding Instagram to your
event marketing mix can help you reach more people, get more people to visit
your booth and increase engagement with your audience. By following the
hashtag of the conference, attendees are drawn to your Instagram shot and able to
locate your booth quicker. Brands on Instagram with over 100K followers have
grown by 163% in two years. 54% of brands promote their Instagram accounts
through custom tabs on Facebook. Engagement with brand posts on Instagram
are growing at a greater rate than brands are adopting the network.

39. Review of The Case Study
Introduction
The case study shows how amazon and all the third party sell products to the
existing as well as the potential customers and I tried to show how they retarget a
customer and follow them till they make a purchase. This case study helps us to
understand that customer retaining is not easy and what all strategies can be
implemented by the company to maintain the name and loyalty of a brand.
Therefore, I feel my case analysis shows how various brands including amazon
try to retain the existing and gain the potential customers through retargeting or
remarketing.
Background
The relevancy of the analysis lies within the facts that I have described with
proofs of my own experience and of course these facts shows how retargeting
takes place and how it can affect the decision of an individual.
I have myself researched thoroughly for this case study and have worked on
searching products and then waited for the right time for the advertisements to
appear on my social media handles, so that I can use that as proofs for my case
analysis.
Evaluation of the case
I have majorly focused on the concept of retargeting and how does this happen
for anything we see on SERPs.
And I have myself witnessed the advertisements for the products I searched for in
the search bar. The thing I feel that there can be several more ways to make a
purchase rather than only advertising.

40. Proposed solution and changes
 Well I feel that advertisement is not itself enough for the purchase, brands
should try to connect through the potential customer through emails,
through surveys, through providing offers and discounts on that particular
product.
 I think this solution is needed because in my opinion the advertisement
which I see won’t make any difference to me because even though I see
them I am not enough persuaded to buy that product.
 My personal experience has been very different for this concept as I do not
get persuaded easily to buy that very product unless and until the brand
make me feel special about the purchasing and what else they can offer to
me accept the product itself.
Recommendations
 As I said above, I will recommend the brands to expand their advertising
strategy to make every purchase unique.
 I have tried to give my reviews of the product I ordered from amazon but
they denied me to under some criteria and I don’t understand that.
Why there has to be some sort of eligibility criteria, I want this feature to be
changed by amazon.

41. CONCLUSION
I had a great experience building up this project for my own understanding and
learning and I feel I can work on such projects for more different topics. Well the
conclusion always states what have I learnt and what have I acknowledged from
this project so I will jot down the different points from my learning.
 First, this whole project was based on retargeting/ remarketing and this
concept states the importance of customer retainment.
 I learned the various ways through which retargeting is done and how can
we effect and attract the customers in different ways.
 One thing I observed while making this, was some of the features that
amazon has and it can improvise that. I have stated that feature above and I
feel this thing can be changed.
 There can be several different ways through which you can attract the
existing as well as potential customers, advertising is not the only way.
 Emails, surveys, offers and discounts and various other tactics can help
retain the loyal customer.
 I learned how SEO and cookies on different websites work and what are
their importance to gather customer information.
 I feel social media influencing is the new way to retain a customer and
build brand loyalty, more and more people are on the internet today, and
they will like to see more on their feeds rather to visit the site in person.
This project helped me to learn and dive deeper into the concept of Digital
Marketing and SEO, they themselves are very wide concepts and need to be
understood in complete concentration and some practical guidance. I would love
to make more projects like this and learn the concepts of marketing in more
detail so that I can work on them when required.

42. REFERENCES
Chapter 1- what is digital marketing
https://en.wikipedia.org/wiki/Digital_marketing
Examples of digital marketing
https://www.webfx.com/blog/marketing/7-digital-marketing-examples-to-
inspire-your-campaigns/
Channels of digital marketing
https://www.greengeeks.com/blog/2019/05/30/11-digital-marketing-channels-
you-need-to-focus-on-today/
Chapter 2- Brief of Amazon, products & services of amazon
https://en.wikipedia.org/wiki/Amazon_(company)
Marketing campaigns of Amazon- https://www.youtube.com/
Chapter 3- what is remarketing & retargeting-
https://www.searchenginejournal.com/whats-difference-remarketing-
retargeting/186455/
How retargeting is done? Outbrain.com
Outcomes of remarketing- https://www.ironpaper.com/webintel/articles/benefits-
of-remarketing/
For case study research I used https://www.google.com/
https://www.amazon.in/ https://www.instagram.com/?hl=en

43. Report Analysis
I hereby acknowledge that this project work has been completed with my own
veracity and I have taken help from none. This project work took me 1 whole
week to complete and this was all supported from the real examples I quoted in
my project work.
The screenshots have been taken from my Instagram account and all the other
facts of the case were taken from YouTube, google and amazon.in.