Case: +20% sales due to the farming approach

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Let's look at a practical example to see how it all works. Let's imagine that Ivan, a client, has a house with old walls. Ivan wants to cover the facade, but is unsure about the choice of material. He asks Yandex: "what to cover the house with."


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Vladimir works as a marketer for a company that sells siding. He doesn't know Ivan yet, but he's already looking for him to sell the product. Vladimir launches retargeting for the query "how to cover a house vietnam consumer email list " and reaches Ivan with banners calling for him to buy siding.

Ivan sees these banners everywhere - in search engines, social networks, on all websites he visits. Banners haunt Ivan, reminding him every day of such a wonderful material as siding. Ivan does not click on the beautiful pictures, because he has firmly decided to plaster the house.


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Minus one client in the funnel
The advertising launched by Vladimir does not produce results: the client flies out of the sales funnel at the very start. Moreover, in Ivan's mind, an image of an annoying company is formed that is trying to impose unnecessary siding.

While Ivan plasters the walls, Vladimir fails to meet the KPI and loses the company's money. There are two possible scenarios. The first is that Vladimir forgets about Ivan and dozens of similar clients, while simultaneously looking for another job. The second path is more beneficial for Vladimir and his company - to try to get Ivan back.