In a previous blog post, we discussed today’s fragmented internet (i.e. “the three internets”) and the remarketing challenges ecommerce advertisers face in this three-pronged world.
This post touches on one of the common strategies for dealing with these challenges: the channel isolation strategy.
This strategy essentially lets the three internets remain fragmented. Search, social and display teams are intentionally kept separate.
- The search team owns the AdWords account and has built SEM strategies for engaging recent website visitors. This team becomes the de facto lead for broader remarketing efforts on the Google internet.
- The social team similarly takes the lead position on all things Facebook, including remarketing across Facebook’s owned and operated properties and the Facebook Audience Network.
- The display team owns all things DSP (demand side platform), designing full-funnel strategies that include remarketing on the open web.
One advantage to this approach is that by working directly with Google and Facebook, an advertiser’s budget for non-working media is very low because two of the the three internets operate without a costly technology layer. But the potential drawback is teams working in silos may hit the same user with the same ads on all channels, leading to remarketing fatigue.
For more on the benefits and drawbacks of the channel isolation strategy — as well as an analysis of other remarketing strategies — click below to download our new free report, “The CMO’s Guide to Remarketing”.