Value interview: "The future is smart and personalized remarketing" by José Carlos Cortizo (Brainsins)
Digital Marketing

The future is smart and personalized remarketing

We continue to promote our next Smarketing event .

We interviewed one of our most inspiring speakers to talk about one of the strategies that brings us the most conversion in digital marketing: remarketing .

We respond Jose Carlos Cortizo , director of marketing and cofounder of BrainSINS, which will make the presentation on remarketing on May 29, 2019 in Barcelona, in the event organized Cyberclick.

Interview-with-Jose-Carlos-Cortizo --- Smartketing


What do you think will be the trends in remarketing for this year 2019?

Privacy has become a major concern for both regulators, browsers and the companies behind them, and for users themselves.

The GDPR has shown us where things are going, but decisions such as Apple’s that has determined that your Safari browser will delete cookies from domains after 7 days, will mark the future and concerns of all of us who are dedicated to marketing, and especially remarketing.

Due to this, I believe that in this 2019 we will see many efforts to develop remarketing strategies “first-party” , that come from the systems of the advertisers themselves, and that do not depend on external networks that need cookies and similar mechanisms to be able to do monitoring the user.

The CRM of the companies will begin to be the central axis of many remarketing strategies and we will see more communications via email, SMS or even by phone, which are launched from the CRM and less persecution of mansalva generated by external networks and that are not well integrated with customer behavior.

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Do you consider remarketing to be the king of conversion?

Not at all. In fact, I think it is usually attributed more importance and more ROI than it actually generates. If you analyze remarketing in the context of a whole marketing strategy you can more clearly determine its real contribution.

Like any action that is in a near-final stage of the conversion funnel, remarketing often pays off. In short, we use it to “attack” customers who already know us and who have already shown interest in a specific product in our online store or in a service we offer.

In addition, we usually use it in “bulk” format, that is, we attack by remarketing all those users who have visited us, but regardless of whether they show a greater or lesser intention to buy. Very few times do we exclude recurring customers from remarketing actions and, with this, we tend to persecute users who would most likely buy from us anyway.

With this I am not saying that you do not have to use remarketing, far from it as it is a great tool. But when evaluating the impact on our strategy, we must adequately weigh the results that remarketing gives us in relation to the moment in which it impacts our users, and all the points of contact that we have previously generated with each of our potentials buyers.


What role will technology play in the implementation of new remarketing strategies?

Although technologies are already a ‘commodity’, because we find solutions in the market that allow us to do almost anything we want, in the case of remarketing, technology continues to be a fundamental pillar for several aspects:

  1. With the continuous regulatory changes and privacy policies that some browsers apply (such as what we mentioned in the first question about changes in Safari at the cookie level), it is difficult to keep remarketing strategies updated to these policies if we do not use technologies that are quickly adapt to these changes.
  2. In the coming years we will see how Artificial Intelligence is going to start to enter very strongly in markets such as remarketing to change the rules of the game. With these new technologies we will be able to better predict who we have to remarketing and who we should not, determine in real time the possible saturation of users, offer products that can really interest users and not only remind them of what they have seen, etc.


In a few years, ecommerce will have a lot of intelligent and automated processes. What should be a priority for companies? Where do we start?

Ecommerce is an operations business and will increasingly depend on the operational part to succeed, due to continuous price competition and less and less differentiation at the brand level in many verticals.

Taking this into account, any process that has to do with the operations part is more critical for the company and therefore we must bet more resources to be able to automate it.

We will have to predict the demand for each product based on the behavior of our users and factors such as time, we will have to automate purchases based on these predictions, generate marketing campaigns that adapt in real time to the results obtained and external factors ( change of weather, sporting or other events, news, …) and, of course, automate to the maximum the entire part of order processing and transportation.


About behavioral targeting , do you think you are gaining more and more weight?

From Brainsins we see an increasingly intense use of Behavioral Targeting in our clients since it allows them to generate personalized experiences based on specific user behaviors.

This is largely due to an increased awareness of the importance of personalizing the shopping experience. Being ” customer centric ” is no longer just a marketing message, but more and more companies want to really put the customer at the center of the strategy and start offering increasingly personalized experiences.


About smart speakers, do you think they will be another way to implement remarketing ads?

The intelligent speaker will be a great channel for many future marketing tactics. Now, the advertising on this channel is going to be much more subtle than on other channels, since the smart speakers and assistants are something much more personal for the users and I do not think it is seen with such good eyes that there is much interference from the advertisers.


The client is already aware of the personalization of the marketing they receive and many times they resent remarketing. How can we change this negative perception?

We need to begin to integrate very well all the activity of our clients and the marketing actions that we carry out on them in a CRM and generate actions that come out of that CRM and take into account the flow of communications with them, the number of impacts, the buy Omni-Canal, etc.

For example, there is no point in chasing ads for a product that the user has seen across the Internet if we are also going to send them a cart retrieval email or an SMS. We need to start coordinating all these actions and determine priorities (if I send you an email I will wait to retarge the web until the window of opportunity of the email ends, etc.)


You defend personalization as a state of mind, a value that must be within companies. Could you explain this idea to us.

As you well point out, for me personalization must be a mental state of companies that really want to be Customer Centric .

Companies that embrace personalization as their state of mind don’t need to rely as much on technology to deliver personalized experiences. They distill their focus on clients in each process they carry out and are capable of making their clients feel unique at all times.

For me, the company paradigm that integrates this concept as something core in its values ​​is a company as little technological as a coffee shop can be: Starbucks.


We know that you will be one of the speakers of Smartketing, the new Cyberclick event. Can you give us a preview of what you will talk about?

The truth is that it is a pleasure for me to be able to participate in this event that is Smarketing and share the stage with so much crack in the world of marketing.

In my case, I will talk about non-intrusive remarketing with a small framework that we use with many of our clients where we determine a series of email communications to re-impact buyers and potential buyers. With this framework we manage to increase our clients’ sales, improve the shopping experience, and also make our clients feel that we treat them in a personalized and special way. A good way to remarketing without being heavy;)


If you liked the interview with José Carlos Cortizo and want to know more about how to improve your marketing strategy, visit the Smartketing website and see the different ticket options out there. It can be in person on May 29 in Barcelona or via streaming. See you!

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