Responsibility in Retargeting

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Courtney Kay

VP of Field Marketing

retargetingHave you noticed how those new running shoes you checked out on Wednesday for your race on Friday have since followed you to your favorite runner’s blog, popped into your favorite social feed and even appeared alongside your running group emails? What a great ad experience – those shoes I showed an interest in that I know I need by Friday – are popping up every time I’m thinking about running – I’m totally going to buy them!

Well what happens when that new enterprise anti-virus solution I’ve been researching through various enterprise websites for a current project at work is appearing alongside that same running blog, same running group email, and in my Facebook feed? It’s no longer such a great experience- sure I’m going to notice it, because it’s relevant to me; but, what it isn’t is relevant to my running world.

So what’s going on and why is my professional digital life suddenly infiltrating my personal digital life? I’ll admit, this is a bit of a rant and not everyone agrees with this line of thinking, but I’m going there any way.

The evolution of retargeting

Basically the fundamental brand need to touch a prospect multiple times with a single message (age old ‘rule of 7’), combined with the introduction and advancements in retargeting technologies have turned ‘retargeting’ into a hot and mainstream practice for brand marketers. It really started picking up steam in 2010 and saw some great results (twice as effective as other tactics in getting users to search for specific brands, according to ComScore and ValueClick). However, that was 4 years ago…

How the online landscape has changed

Today, we’re operating in a very different environment and addressing the needs of a very different buyer.  Time spent engaged with online sources in a given day has increased by 60% (eMarketer). Furthermore, 92% of research activities start online, so the ability for brands to ‘detect’ us no matter where we are means they can accelerate the number of touches. The challenge with that approach becomes the relevancy of the message.

It’s like offering technology equipment in the middle of a sporting goods store – irrelevant for the IT manager out shopping for a new basketball for his son.

If you are doing non-contextual retargeting, it is time to stop wasting your effort (and your budget).

Using retargeting to deliver a personalized message to your buyers               

Today’s buyer wants an exceptional experience, delivered in a personalized way. Retargeting, done right, can deliver that – retargeting can turn advertising into a conversation, showcasing relevance, and driving consideration of a product or service if presented in a contextual and sequential way. That same technology however can negatively impact a brand through repetitive non-contextual placements aimed simply at attempting to disrupt a user’s journey in the wrong context and non-progressive way. Your brand is your greatest asset.  Protect your brand image by ensuring you’re employing responsibility in your retargeting!

More retargeting resources

For more tips and strategies, check out the following:

If you want to discuss this topic further, let’s connect on Twitter or LinkedIn.

branding, contextual advertising, online advertising, personalization, personalized marketing, retargeting

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