Audience Retargeting for Furniture Manufacturers

With the overwhelming amount of information that each of us is exposed to daily, furniture manufacturers must fight for the attention of their retailer audience target. Experts now estimate that it takes eight touchpoints to earn a customer lead (1), a number that continues to grow over the years. Trying to capture your audience when they visit your site, or our site, is sometimes just not enough. Audience retargeting is one way to increase your chances of reaching furniture retailer decision-makers with your marketing campaign.

What is Audience Retargeting?

Retargeting is when you follow a website visitor across the Internet with your campaign ads.

Here is a simple representation:

• A furniture retailer visits the FurnitureToday website and clicks on your display banner ad
• This potential customer visits your site but does not fill out your lead form
• As the potential customer browses his/her favorite sites on the web, FurnitureToday makes your ads appear in a polite but consistent way as a reminder to return to your website

We know this user is highly qualified because he/she was reading articles on the FurnitureToday website. We know this user was interested in the information on your site because they clicked on your ad on FurnitureToday.com and went to your website. We don’t know why they left or decided not to contact you. It could be that a phone call interrupted their search, or maybe they just weren’t ready to pull the trigger. We can’t be totally sure, but what we do know is that retailer decision-maker is someone you want to stay in front of with your ad campaign.

Benefits of Audience Retargeting

Furniture Today’s visitors are decision-makers looking for the latest industry information on news, events, and much more. By reinforcing a message to this highly qualified audience:

• You can recapture and re-engage with an elite audience you know is relevant and valuable to your business because they were on FurnitureToday and your website. These audience members might be new customers, or existing customers you can sell more to in the future. 
• Conversion rates for retargeting campaigns are 70% higher than for ordinary banner ad campaigns. That means you will get more ROI from your ad spend! Past site visitors are clearly a good set of business prospects for you to focus a portion of your advertising spend.

This data proves that sometimes we can’t capture people on the first try, and we’ve got to stay in front of them.

Importance of First-Party Data and First-Party Cookies

Due to privacy concerns and regulations around cookies, Apple Safari and Firefox have blocked 3rd party cookies (55% of mobile and tablet browser usage in the world). Google announced that it will end support for third-party tracking cookies in the popular Chrome web browser as of 2023 (40% of the mobile and tablet usage in the world)(4). Apple’s Safari browser and the Firefox browser, which are used by 1 in 5 Americans and all Apple/iPad/iPhone users, already block third-party cookies, This means that digital marketing will need to rely on “first-party” data for effective b2b marketing.

What is First-Party Data?

First-party data means information collected directly on a brand or publisher’s website. It means that there is a direct relationship between the site owner and the site visitor – and the site visitor has opted-in to provide the first-party data.

At FurnitureToday, our first-party data is the information we have collected from our readers, giving us key insights. First-party data helped us learn that our audience comprises 100% of the top 100 retailers and 70+% of all furniture retailers and has enabled us to successfully advertise on behalf of furniture manufacturers for many years. As the cookie-less future descends, these insights and in-depth customer knowledge will be the key to effective B2B furniture marketing.

Retargeting Ads with FurnitureToday

At FurnitureToday, we are big believers in audience retargeting. We have access to a plethora of first-party data through our trusted relationships with furniture retail decision-makers. Our audience is connected to us in many ways: in print, on the web, at events, in the social environment, and in email, so we have multiple avenues to reach your target audience.

Get in Touch

At FurnitureToday, our mission is to help companies do more business and grow the industry. If you’d like more ideas and insights on making audience retargeting work for your business, get in touch with one of our furniture marketing experts by filling out the form below.

(1)   Truelist, co 2022
(2)   Merkle, 2021
(3)   RTB House, 2022
(4) Stat Counter, 2022