In recent months, Temu has emerged as one of the most popular e-commerce platforms, especially in Western markets. Its inexpensive products, mainly from China, have attracted the attention of thousands of consumers. However, what has really left an impression on users is not only its competitive prices, but the way its ads seem to follow you everywhere on the Internet. If you’ve ever noticed that, after visiting Temu’s website, its ads follow you around as you browse other platforms, you’re not alone. This is part of a very effective digital marketing strategy that aims to keep consumers engaged and ultimately convert. But how do they do it? And more importantly, why don’t their ads seem to disappear?
The power of retargeting: How does it work?
Temu has managed to stand out by using one of the most powerful digital marketing tactics: retargeting. This strategy, also known as remarketing, is based on the idea that consumers who have already shown interest in a product or website are more likely to make a purchase if they are constantly reminded of it. Retargeting works through the use of cookies, small pieces of information stored in your browser when you visit a website. When you log into Temu and browse its products, these cookies allow the platform to ‘recognise’ you on other pages or social networks, showing you advertisements for products you saw, or even new products that might interest you. In short, Temu knows you were there and wants to make sure you don’t forget it.
This type of digital marketing is very effective because it is based on actual consumer behaviour. Unlike other types of advertising that display random ads, retargeting focuses on those who have already shown an interest, however superficial. If you saw a pair of shoes or a new gadget on Temu but didn’t click to buy it, you’re likely to keep seeing those same products or similar items in your social networks or on third-party websites. The logic behind this is simple: the more times you see the product, the more likely you are to decide to buy it, either out of convenience or a sense of urgency.
The psychology behind repeat ads
The key to the success of this strategy lies in what experts call the ‘repetition effect’. Recurring advertisements not only keep you aware of Temu’s existence, but also create a psychological momentum. Seeing a product repeatedly can make it more attractive, and at the same time, it increases the perception that this is an opportunity you can’t pass up. It is a psychological phenomenon known as the deserved effect, which suggests that consumers tend to value products they see frequently more highly, even if they had no intention of buying them initially.
In addition to ad repetition, Temu uses another key resource: personalisation. The ads you see are not generic; they are specific products or categories that Temu knows you are interested in. This is made possible through the use of advanced algorithms that analyse your past interactions on the platform. If you’ve searched for products in categories like clothing, technology or home accessories, Temu ads are likely to be tailored to those interests. Even if you simply reviewed products without buying them, Temu’s algorithm will remember your preferences and show you something you think you might want to buy.
Omni-channel strategies: ads follow you… everywhere!
In addition to relying on retargeting within its own platform, Temu leverages social media and other advertising channels. Facebook, Instagram and Google are ideal vehicles for delivering personalised ads and ensuring that audiences stay engaged. You’re likely to see one Temu ad in your Instagram feed, then another while browsing YouTube, and perhaps a third in a Google search. Each of those ads follows the same pattern of repetition and personalisation, ensuring that your visual memory is imbued with the products Temu wants you to buy.
The most intriguing aspect of retargeting is how it plays on consumer emotions. In many cases, Temu ads are not only shown over and over again, but also include elements of urgency, such as limited offers or time-limited discounts. Such tactics are effective because they create a sense of scarcity, which can trigger impulse buying decisions. The fear of missing out on an offer can be a deciding factor for an undecided shopper, making these ads a powerful conversion tool.
Why are Temu’s ads so effective?
While retargeting is a common strategy in digital marketing, Temu has managed to take it to a more advanced level. By understanding consumer psychology and leveraging the data that users leave behind when interacting with its platform, Temu is able to tailor its ads in a way that increases the likelihood of conversion. In addition, the constant presence of these ads has a residual impact that helps build brand familiarity. Over time, consumers become more comfortable with a brand that they recognise and associate with low-cost products and variety.
In short, Temu’s ads chase you because of a combination of advanced digital marketing techniques, mostly focused on retargeting and personalisation. Thanks to its ability to utilise user behaviour and browsing data, Temu creates an immersive advertising experience that maximises the chances of you making a purchase. Although it can be annoying in some cases, this approach proves effective in keeping the brand in the consumer’s mind and eventually converting a simple visit into a purchase.