Site retargeting

Site retargeting is a display advertising technique used by marketers to display advertising to people who have previously visited their website. The marketer includes a pixel within their webpage which sets a cookie in the user's browser.[1] That cookie allows the marketer to target the website visitor with advertising elsewhere on the internet using retargeting.

A related technique used by retailers involves dynamic creative, which allows the marketer to customize the ad displayed to any site visitor, for example displaying a picture of a product the visitor was viewing earlier, but did not purchase.

Site retargeting is now commonly considered a "standard practice" among digital marketers.[2]

Social Media & Site Retargeting

The ability to "retarget", or sell ads on different websites to visitors of certain webpages, lays at the heart of most social networks business models. LinkedIn,[3] Facebook,[4] Twitter,[5] Pinterst[6] & more all allow and have detailed guides on how to run retargeting ads on their platforms. Google's business model is also built on retargeting - both in their search engine and in their display advertising network.

Personalization

Another common use of site retargeting has been to deliver personalised content to users. A common idea in marketing is the "buyer persona", where marketers create fictional characters of potential customers and think about the "customer journey" - the process that each fictional customer needs to make until it decides to buy the product.[7] Site retargeting makes it easier to keep track of where each user is on their customer journey - and thus personalize the content that is shown to the user accordingly.[8]

See also

References
  1. "The Future of Retargeting, Remarketing and Remessaging". Marketing Land. Retrieved 30 July 2012.
  2. Fishman, Jason. "Council Post: What Is Retargeting And Why Is It Important?". Forbes. Retrieved 2021-05-10.
  3. "Website Retargeting for LinkedIn Ads | LinkedIn Marketing Solutions". business.linkedin.com. Retrieved 2021-05-10.
  4. "Retarget an audience with Facebook dynamic ads for products". Facebook Business Help Center. Retrieved 2021-05-10.
  5. "Remarketing on Twitter". business.twitter.com. Retrieved 2021-05-10.
  6. "Set up audience targeting". Pinterest Help. Retrieved 2021-05-10.
  7. "6 Steps to Add Customer Journey Mapping to Your Marketing Strategy". WordStream. Retrieved 2022-04-01.
  8. "What is Customer Journey Retargeting?". Automat. 2019-10-01. Retrieved 2022-04-01.
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