Creative Marketing; Why kicking in open doors is still difficult

The Harvard Business Review just published an article on “What Creativity in Marketing Looks Like Today”.These type of articles always make me cringe; too many open doors, too much generic advice.

Unfortunately, the HBR “analysis” is no different. But it also made me wonder; why are we always talking about seemingly obvious insights? You would expect that every marketer is drenched in this by now and these are her/his first thoughts waking up in the morning. But apparently marketing is not that easy.

Apparently marketing is not that easy.

It is still too tempting to talk about yourself

Companies are like people. We all like to talk about ourselves, but real human relationships are built when we ask questions, rather than talk. Everyone knows this, but still companies keep talking about how great they are, rather than focusing on real interaction. In contrast with the HBR-opinion, I don’t think it is how marketing looks “today”; it has always been like that. Today users just have much more opportunity to voice their opinion. Brands can expect an instant, direct and ruthless response if an ad hasn’t been developed listening to users. Pepsi quickly found this out when they chose to have supermodels fight for justice and save the day with Pepsi.

Only the user can make your business money.

In the end the HBR article kicks in open doors, but these are the doors that we need to continue to kick in day-by-day to make marketing work.

So let’s wake up tomorrow morning and remember;

  • The user is the only one that counts. Your KPIs, your boss, your global vision, your business plan are all second. Only the user can make your business money.
  • Measure everything. Only if you become smarter you can stay ahead.
  • Be lean and agile. By the time you’ve made your yearly plan, your user and with that your opportunity, has moved on.

Three tips to get started in China

Our insights from the Alibaba HQ

Last week our team was present at the e-trade mission organized by Alibaba and the Dutch Government. The mission was lead by Dutch Prince Constantijn and consisted of >100 carefully selected e-commerce companies from The Netherlands and Belgium.

Key part of the event was the presentation of the “Cross-border e-commerce Handbook”. The George, as part of DigiDutch, was asked to contribute content and expertise to the handbook. Additionally we organized sessions exploring the best ways to enter the biggest (and arguably most complex) e-commerce market in the world.


During this event our team spoke to many great brands from the BeNeLux. Some of them are already exporting to China, while others are just getting a first taste of the market. From the many great discussions we had, a few things stood out. Let me share three things from our conversations last week.

There is no standard solution

The basis of market entry is always the same; before entering you’ll need a clear understanding of your target audience and an attractive positioning to be successful. But the scale in China requires a different way of thinking from any brand aiming to be successful. The wrong targeting, positioning, platform or execution can result in massive cost for the business.

Moreover, because the market is hyper-competitive and moving fast, a standard solution doesn’t exist. To avoid unrealistic investments, you’ll need to be very smart with your entry strategy. This allows you to differentiate from competitors and gain a strong position in the market. Any service provider or platform that promises to have THE solution shouldn’t be trusted. In our experience, it requires a balanced multi-platform approach to be successful in China.

Find the right partners

To get things done you’ll need the right partners. Even if your company already employs seasoned China professionals, you’ll need to work with trusted partners that have experience and a physical presence in the market. This allows you to navigate the complex eco-system and avoid unnecessary cost.

As Prince Constantijn mentioned during the mission it is always advisable to work with 3rd parties for your market entry. Sometimes you should even consider 4th parties to make sure the 3rd parties do their work properly. This could scare many newcomers in China. A platform like DigiDutch can serve as the trusted party to ensure a smooth collaboration.


Inform, inform, inform

The market is developing so rapidly that nobody has all the information. Regulations change constantly and the e-commerce environment grows faster than anywhere else in the world. 60 million packages a day, 85.000 transactions per second; it is hard to imagine the sheer scale of the opportunity here in China. Developing a 5-year strategy is useless, as many of the regulations are still catching up to this reality. Things will change and they’ll change fast. Make sure you’re informed and up-to-date on the latest developments in your markets. E-trade missions as the one last week are definitely a good starting point. Build up your network of trusted partners from there and work closely with them to make your China ambitions a reality; one step at a time.

alibaba group

the future in e-commerce: “China-First” ?!

I have always learned to not mix business with politics, so I’ll try to stay away from politics as much as possible here. However, there is a marketing concept that we have been preaching at The George over the last 3 years which can be valuable for any brand thinking of entering the Chinese market. We like to call it


Establishing your business in China is an expensive and long process. The market environment, regulations and operating processes are posing significant entry barriers for foreign companies in China. That’s why many of our clients focus on e-commerce before building an offline business. E-commerce allows them to understand the market, optimise logistics and test the proposition before taking the big step to establish a local presence. This can be a strong entry-strategy, but also needs some attention if we look at the user behaviour on digital channels.

Let me share 3 learnings that will be critical for any company active in the China digital space.

1. China is the most advanced internet market

Whatever you do, be aware that China is the biggest and most mature internet market in the world. Everything that can be delivered will be bought online. On a daily basis I am surprised by the products that are being delivered to our office; Anything from a steaming Caffe Latte (in 15min), office plants, a bag of crisps or a bottle of nice chilled Chardonnay (in under 40min). Call it laziness or progress, but the combination of great e-com platforms, optimised mobile payments and efficient last-mile delivery allow users to order anything, anytime and anywhere. As a new brand you’ll need to be able to live up to this expectation and deliver a great end-to-end experience from day one.


2. Forget about search engines

They say Baidu is the Google-alternative in China. Technically this might be true, but from a usage perspective this is far from reality. In Europe search engines are literally the gateway to the internet. Search is used for product discovery, navigation and education. In China, users are comfortable using search for knowledge gathering, but they turn to their friends and social media Key Opinion Leaders (KOLs) for product discovery. To be successful in China, you’ll need to be focussed on social media and “shareability” of your product and promotion. New concepts can spread incredibly fast when they engage the right audience, but die a slow death when targeting the wrong audience or simply being not attractive enough.


3. The platforms own the market

With >80% of all transactions going through the 2 big players, Alibaba (with Tmall & Taobao) and it is hard to argue about their significance. This however poses huge challenges for brands to build their own proposition and take ownership of their sales. The platforms are charging high commissions making it often impossible to create a profitable proposition. Only brands that already have a high brand awareness are likely to succeed with a platform-only strategy. Smaller players will need to combine strong targeted social media communication and their own brand website to create this initial awareness. The platforms can in that case still be valuable for driving transactions, but will not be at the center of your strategy.


Beyond these 3 high-level considerations there are many other things to consider before entering China. But don’t let all the talk scare you. Entering China is complex, but has been done before and you shouldn’t get bogged down by the challenges. Most important to realise is that China is a very different business environment and requires some thought and a tailored approach. So let’s have a coffee in Europe or China and discuss how a China First approach can help you succeed!

E-commerce in China unstoppable

The Chinese economy regularly makes headlines overseas. While in previous years it was all about growth and opportunity, recently all the international news outlets can talk about is struggling stock exchanges, a volatile currency and growth rates slowing down.

The negative trends in the market are without a doubt very significant and have implications on business in China. The extend and impact depends largely on the nature and set-up of your business. I can elaborate for many hours on the trends and developments we experience here on the ground. But maybe it is best to let the numbers talk and refer to the experts to predict the longer term developments in China.

New China Playbook

For that I can highly recommend to take half an hour out of your day and read the New China Playbook that was released by BCG. It gives some great insights into what you can expect from the Chinese marketplace in the next years.

“E-commerce, especially mobile, will transform the marketplace.”

Your Challenge

With our partners and clients I have many discussions on what all this means to business strategy. At The George we fundamentally believe that everything starts with a sound and well thought through positioning of the brand. The Chinese consumer is ever more critical and overwhelmed by choice; she doesn’t inherently need or want your product. You’ll need to convince her, tell a good story and show real value. This starts with having a clear understanding of your target audience, their needs and touch points.

This all couldn’t be better summarised than by BCG in their last paragraph:

“It will be more important than ever before for companies to be highly strategic in the way they pick targets. The days are over when demand in China for virtually anything seemed insatiable. Even though overall consumption will continue to boom in China over the medium term, targeting the wrong income segment, playing in the wrong categories, and being underrepresented in the fast-growing online channels will be a formula for slow growth.”

“The encouraging news is that it is not too late to develop a winning Chinese growth strategy. The product preferences and brand loyalties of the upper-middle class and affluent are still being defined. With China’s economy entering an important transition phase, the ride over the next five years is unlikely to be smooth. The winners will be the companies that pursue sound strategies that are in tune with the forces of change—and stick with those strategies despite the bumpy road ahead.”

The key to your success in China

Too often I hear clients and agencies start their China strategy by looking at tools; ‘Can you set-up a T-mall shop for me?’, ‘Can you help me with cross border e-commerce?’ or ‘Please build me a WeChat store’. While these can all be valid parts of your strategy, this approach is likely to fail. The tools only become relevant after you know 1) who you want to talk to, 2) what you should tell them and 3) where you can find them. You start with a razor sharp positioning to build your brand and from that the tools will automatically follow. How this is done? drop me a note and let’s discuss.

The Smarter Way to Onboard Users


We are thrilled to announce the release of our newest marketing tool, Onboarder is a purpose built web application that enables web visitors to select their product or service preferences. Now users are able to really understand your specific value proposition based on their given criterion. It’s as if you had a sales assistant right on queue 24 hours a day to all your prospects at the same time. 

Take a look at our marketing site:           onboarder

The results

Screen Shot 2016-02-09 at 17.34.165x more qualified leads go to the next step in your sales funnel.

Screen Shot 2016-02-09 at 17.34.27Online lead to offline appointment rate improvement of up to 80%

Screen Shot 2016-02-09 at 17.34.32  60% better sales performance than leads from client website

Screen Shot 2016-02-09 at 17.34.23Never before seen insights enrich data sets

Screen Shot 2016-02-09 at 17.34.3010x improved ROI from like for like web visitors

How does it work?

Through a dynamic interface of personalised questions, onboarder creates a user profile. Based on the relevancy to this user, your products and their USPs will be highlighted. The result is a filter which does much more than show the right product; it surfaces the right message for the right user at the right time.


– Handles multiple product variables to determine results
– Rich user profiles (ready to be imported by your favourite CRM)
– Fully responsive and customisable design
– Mid-funnel lead capture possible (name, email, phone, location)
– Combine with LiveChat to improve sales

For a product demonstration and more information, please contact me directly


[DigiDutch] We Are On Board

TheGeorge has officially joined the DigiDutch family.

DigiDutch is collective of companies specialised in complementary e-commerce services in China. We service companies to launch in the China market or who want to expand their strategy to sell online in China. Combined we have 50 years of experience and 200 employees at your service.

Key services offered by DigiDutch fully focus on eCommerce of which; E-commerce Strategy & Market Entry, Brand & Online Marketing Planning, Online Channel Development & Operation and Online Marketing & Customer Service. In all DigiDutch is your reliable turn-key solution partner.

We have helped over 900 companies to sell online in China, some of the companies we worked for are: Philips, Asos, DSM, Lacoste, Vitaminstore, Noppies, Glamour sales, Nu Skin, Kerry Logistics, Torres, Storck and Simon Lévelt.

In March 2015 we were officially launched by the Dutch Prime Minister in Shanghai. The initiative is supported by the Consulate of the Kingdom of the Netherlands in Shanghai.

Member Board

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Mission, Vision and Goals

China offers significant opportunities for Dutch companies. The market size, a growing middle class and a high demand for European consumer goods and services offer Dutch companies new opportunities to sell their products and services in China. But how to capture these opportunities? How to sell your products online? Which e-channels should you choose? How to conduct marketing in China? Should you have a Chinese brand name? Let us introduce you to DigiDutch, a platform of Dutch companies to help you sell online in China. In March 2015 we were officially launched by the Dutch Prime Minister in Shanghai. The initiative is supported by the Consulate of the Kingdom of the Netherlands in Shanghai.

How to Sell on the Fastest Growing Online Marketplace in the World?

Find your answers at DigiDutch.

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Troubleshooting UTM tracking with lead forms

I have a confession. I previously worked in Google for over 3 1/2 years and I was considered a Google Analytics specialist. That said, there were a couple of areas I could never fully wrap my head around. My hurdle? Things just got too technical and there was noone technical enough to explain it to me.

Recently I was faced with one of those tricky areas, namely UTM tracking. Hubspot, Marketo, KissMetrics write informative and helpful articles all about the importance of UTM tracking and how to set your campaigns up with UTM tracking. All except for one crucial area…. the lead form! In my experience, these articles rarely go into technical depth about what happens when a user lands on your page with the UTM tracked URL. After half a day messing around through what seemed like the same content and advice, I gave up and asked my Chief Developer… how does this stuff really fit together? It took him all of 30 mins, which I hope to summarise for you now in 2mins 🙂 Okay, let’s first of all start with a diagram. This user flow should show how an ideal UTM tracking campaign should look like (this is our best practice, but please get in touch if you have your own version!)

Leads Tracking using UTM - New Page (1)

The first and pretty much only important question I had in my head was… ok I click on an ad and I land on a website page with a UTM tracking Url appended. Great. I then fill out a lead form and that UTM data gets sent into the form somehow and beyond into the CRM right? Well, in actual fact there’s a couple more considerations.

Thought 1). How are you going to pass that UTM info into the lead form and 2). How do I make sure that this ad click gets attributed the right way and the tracking isn’t lost? Let’s answer that in two bits: 1). You’ll need to create hidden form field in your lead form. We use this to pass in the campaign info (everything that’s stored inside the UTM parameters).

2). Within that hidden field we are going to capture the entire cookie info. This includes the UTM info and crucially the cookie info will tell us if this user has already been to the website before and also what page the user came in from in the first place. Why is this important? Well, simply put (and I know this sound obvious but we’ve seen it happen a few times), if you simply pass back the page URL that the user is on into the lead form, it may be that that URL no longer has the UTM data appended, because that user has browsed more than one page of your website, or worse still you’re incorrectly using UTM tags internally in the website, which override your ad UTM info.

This then led me on to another question. ‘What if I don’t have any UTM values because let’s say I came from an Organic traffic source and i’m a first time user so there’s no cookie info?’ ‘No problem!’ says my developer. ‘Simply set the cookie to populate with your chose “default” UTM values. Hold on, that sounds a bit tricky. Not so; if you are using Auto Tagging, Google should populate those default fields for you and if you’re using manual tagging, then you can set these site wide as something like “organic” or “generic”. This way, when you now go into your CRM reports, you will not get any erroneously large segments of conversions that say “NULL”, either because (a) you failed to set any default values or (b) you didn’t decide to use the cookie info to pass back your UTM values.

I hope you found this article informative. If you do have any feedback, please email and I’ll endeavour to get back to you.

Video Marketing Tips for 2015: It’s all about the context


As a performance agency, we love video marketing. Used in the right context, videos can revitalise conversion rates, overcome plateaus of engagement and improve customer perceptions. We encounter many companies still hesitant to invest in this area. The perception is still video is too expensive, risky and time consuming. All in all, it’s a lot of effort!

To tackle that stigma we’ve collected some compelling insights from industry leaders and summarised them for you here.

If you get a chance, I strongly recommend checking out Phil Nottingham, a video marketing expert at Distilled, who presented the strategies of three video marketing campaign types. The entire hour-long video can be seen here, but we have condensed the information into a short guide.

Phil Nottingham

Video marketing campaign structure

Always consider that context is king. With that, break your video strategy down into three main goals: Brand Awareness, Consideration & Advocacy and increasing Conversion Rates. And start all your planning from there.

Brand Awareness

The main aim here is to build a brand that people can recognize. To do this, you can use two main types of video, “home” and “hero”. Your home videos should contain content that is relevant to audiences that know nothing about your brand and be highly visible. This includes tutorials and how to’s and should be shown on your YouTube channel. Next, hero videos are the viral videos that should be viewed by the masses and are aimed to increase unprompted brand recognition. These hero videos require lots of capital for the content and promotion. If done correctly, these videos will increase unprompted brand awareness and bring more visitors to your site.


Consideration & Advocacy

Next, the consideration and advocacy goal falls in the middle of a sales funnel after the brand awareness. Our objective here is to create content for people in our existing community. The videos should focus on information and provide uncommon expertise and insight that personifies your brand. This will keep people engaged with your site, thus increasing repeat visitors. These videos can come in a variety of formats. Many of them are interactive and help the customer gain a better understanding of what your company does. These videos should be implemented on your site but still be sharable on social media and Internet platforms like Facebook, StumbleUpon, and Reddit.


Increasing Conversion Rates

The, often, most desired goal in video marketing is to stimulate conversions. To achieve this, you should create very basic informational videos that describe each product or service. The videos should then be placed directly on their product page and serve to augment the user-experience. When creating the content, aim to get real people with real expertise giving genuine advice. The videos purpose is to connect with the customer when they are trying to make a decision. This is more easily done through in-house experts rather than actors. While this channel may seem unnecessary, it has shown that customers are twice as likely to convert and spend 9.1% more on average.


Extra Tips

Now that you have an understanding of the different channels, here is some advice that can improve their total productivity. After creating your official YouTube Channel, you should insert a custom homepage video that describes what your channel is all about. Also, it is more important to publish a video only when you have quality content instead of on a time schedule. Additionally, you should not add your conversion videos to YouTube because customers cannot be converted there. The clickthrough rate from a video on YouTube to your actual page is around 0.72% and it drives more organic traffic away from your actual conversion page. For sites that you want to drive customers to, adding a rich snippet will show the video on search results page and increase its clickthrough rate.


Video Marketing Attribution

To wrap it up, a good video strategy can be compared to a soccer team. Each player on the team has their specific role. Not all players are supposed to score and no one player can win the game by themself. But when each position works together, the team runs efficiently until a goal, conversion, is scored. In direct terms, a video strategy should have multiple channels that target specific points in your funnel. By doing this, you create content directly for its purpose and allowing customers to be reached at different positions in the sales funnel until they are finally pushed through and a conversion is made.

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WeChat Marketing: How to Grow a Community Through Creativity

Ever run into the following issues when investing into social media? –

You obtain a mass of followers with entertaining and relevant content, but the conversion from followers to buyers is incredibly low.

And what about engagement? You accumulate a base of fans on WeChat, but very few of them react to any of your posts, and pretty soon, you find yourself practically talking to yourself, or even worse, you are blacklisted!

Or the reverse? So you have a very active WeChat community and yet, it never grows any bigger? From acquiring to nurturing leads, Social Media Marketing can never be approached as a one-pill solution. Just as real relationships are formed, so this channel too demands a give and take approach, where fans are motivated to join, to interact and to draw more fans into an ever-growing circle of trust.

In China, brands do battle for these customer relationships on one key platform: WeChat.

While a nascent mountain of business opportunities seem to lie ahead on WeChat; as a marketing channel, it faces similar challenges Facebook in its effectiveness to bring customers closer to sales. The George, backed by over two decades of solid marketing experiences and expertise in Chinese social media marketing, has made some successful experiments in this field that we plan to share in a series of posts starting today!

Let’s Go Skating

One dilemma for many companies is the trade off between the quantity and quality of leads they acquire.

When Wall Street English launched their WeChat service account, they encountered the very conundrum. At 6 months in they arrived at a juncture where The George came to assist.

From researching liked and most engaged posts as well as behavior from existing lead gen approaches from the website, we designed and developed a custom WeChat game called Go Skating. Basically a skate boarding game to catch or avoid objects on the way, and with every crash, players need to answer one English Language question.

This game, on one hand, attracted players with its fun and challenging game mechanism; on the other hand, ensured that the leads generated were more likely, interested in English learning due to the English quiz embeds.


To extend the reach of the game, The George designed a simplified version so that promoters on the street could easily engage prospects to play the game and gain leads that are interested in English learning.

Building a brand with WeChat

A WeChat community without interaction with fans is dead. To keep the community running and growing steadily, it is essential to build up personal connection between WeChat account and the fans so that the WeChat can be relevant to the fans enough for them to voluntarily interact.

One of the most effective ways for this purpose is to transform the WeChat account from a cold company image to a cool and fan personated being. For Wall Street English, The George created a mascot persona that is super cute and fun to represent the WeChat account which turned out to be an overwhelming success in building up personal and affectionate relationship between WeChat account and fans.


More mascot-related games were designed after the presentation of the mascot to nurture the fans, and as fans are getting more and more familiar with and closer to the mascot, they are more motivated to learn more about the products introduced by the mascot and the conversion from followers to actual buyers is greatly increased.

 WeChat Organic growth

A WeChat account cannot last long without organic growth. Organic sharing not only strengthens the bond between WeChat account and current fans, but, more importantly keeps the community growing to involve new followers.

To reach this goal, marketers have to really know what is popular among the users, and create contents that are fun, up-to-date, and relevant to most users’ daily lives.

In keeping with this principle, The George designed really cute WeChat stickers based on Wall Street English WeChat mascot that could be used in WeChat chatting. With the high frequency of stickers usage in WeChat chatting, more new followers will be intrigued and will be drawn into the WeChat fan base.


In addition, WeChat reward program is also designed to encourage fans to share around their achievements in WeChat games or quizs.


WeChat marketing in China, like social media marketing in any other places, is still in the experimental phase, and yet it is quite clear that the key to achieving effectiveness is to keep the WeChat account relevant, both to users and also to the company. Simply fun content is far from enough to reach this goal, and a dynamic WeChat eco-system where high-quality leads can be attained and organically grow has proven to be the way for successful social media marketing.

A positive relationship between brands and prospects is the primary condition for final sales. For next episode, we will go into more details about what tactics can be used to build up seamless connection between offline and online and how WeChat serves as a sales tool to convert prospects from both online & offline channels to actual buyers.

Remarketing: A Simple Guide to Regaining Lost Customers

Ever run a campaign and be a little disappointed with final conversion rate? You made sure the target audience was accurately reached, you managed to get many users onto the checkout page, but you just weren’t able to close the sale? You’re not alone. It’s well documented that 95% of basket page visitors abandon their cart. Maybe they don’t have time; maybe they found a better offer. Either way, a well-structured use of Remarketing Campaigns can dramatically increase your ability to convert these abandoners. We’ll take a look at some best practice considerations to help you drive incremental sales.

Define Goal and Audience

Every campaign should first have a clearly stated goal. Next, a remarketing campaign by definition targets those who have already visited your website. With that said, a remarketing campaign’s goal should focus on bringing past visitors to perform a specific action, e.g., make a purchase, download a pamphlet. To increase the effectiveness of a campaign, one must further define their audience. A helpful way to segment would be by a sliding scale of interest. The level of interest could be based on the number of pages a visitor viewed or how far they made it through your funnel before leaving. This will allow you to target visitors with different levels of interest and more precisely adapt your message.

Start with the hottest leads

A hot or strong lead is a lead that visited multiple sites on your page or made it partially through your sales funnel. These are the leads that should be focused on first and with the most enticing offers because they are closest to being converted. When pursuing hot leads, you must consider which landing page that they are sent to.  A landing page with a top selling product or conversion rate would perform much better than a homepage or landing page that only gives additional information. Lastly, a quality call-to-action, “Get your free trial now”, will increase your clickthrough rate and performance of your ad.
Example: A visitor came to your music streaming website and clicked through multiple pages until exiting on the price listing page. While searching the web for other music streaming websites, the visitor sees your ad for a free trial thus enticing her to sign up and converting the visitor.

Nurture Cold Leads

Next, a cold lead can be described as a visitor that only visited one page of your website or has not visited your site for a long period of time. Cold leads hold less value then hot leads so they have less importance. Here, your aim should be to nurture the lead by sending them back to your site to provide them with more information.  The landing page of these ads should be one of the top performing lead generation pages. This allows for additional contact with the users to further define the lead and increase their interest. The goal for the marketer should be, ‘how can I help you further customer?’ and at the same time solicit further information about that users’ interests.

Remarketing to Converted

The 80/20 rule of basic marketing suggests that 20% of your customers produce 80% of your total sales. For this reason, remarketing to converted customers is becoming increasingly essential to marketing campaigns. Continuing your relationship with the customer after their initial purchase will contribute to your brand loyalty and repeat customers. This usually comes in the form of emails but can also be display ads.


When budgeting, it is important that you spend more trying to convert hot leads then cold. This will shift your focus to the customers who are highly interested in your site then from the customers who show little. While remarketing is very useful, if you come on too strong it can be seen as an annoyance. Frequency Capping limits the amount of times a specific users sees your ad. Also, a useful tool that can be used to segment your leads is the Audience Duration. This will allow you to target an audience that has been to your website within a set period of time. Next, creating multiple unique ads for one AdGroup will allow the ads to cycle and avoid fatigue from customers. Last and most importantly, an ad campaign is never completely finished. It needs to be monitored and tested continuously in order to optimize its performance.


To wrap it up, your remarketing campaign should be focused to achieve one specific goal. The campaign should reach this goal by creating and continuing relationships with visitors. A highly optimized campaign finds customers along specific points in their relationship and sets them on a uniquely identified path that increases the likelihood of a conversion. A marketing mix without a remarketing campaign is not being persistent enough to recapture lost customers. It is like a bucket of water with a hole in the bottom. A remarketing campaign attempts to plug the hole to save as much water, or customers, as possible.