What is retargeting?
How retargeting works
Retargeting advertising is driven by cookies. Online ad delivery -- the ads a website visitor sees -- are customized based on the data the cookies provide related to the visitor's click-throughs. For example, if a user does a google search on airline flight from New York to Los Angeles, he or she might see a pop up ad for cheap airfares on other sites he or she visits.
While website retargeting is used my marketers the most, companies also retarget consumers through email, on social media, and through search. For instance, if someone is logged into a company's site and the company has his or her email address, they might get pinged with a message for a deal after they've visited a particular product page. Google search results can also be altered based on a consumer's previous searches.
Why retargeting matters
Imagine if a company's entire marketing budget could be aimed at consumers the company knows wants it products. That's what retargeting does. It gathers data on a consumer's browsing habits and uses that data to target consumers more directly.
I follows consumers
Retargeting has broad online reach. If a consumer spends a lot of time on Facebook, a retargeting strategy can account for that. Same with other social networks and web platforms, such as news sites and prominent blogs.
Get it right
Consumers might get antsy when they see ads for products they've just browsed on a company's site on CNN.com. A retargeting strategy shouldn't overwhelm a web user, and companies should stop retargeting after a conversion or a product purchase. If not done right, retargeting can be seen as another form of spam.