Site retargeting

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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[edit]

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[edit]

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.[citation needed] Site retargeting makes it easier to keep track of where each user is on their customer journey - and thus personalise the content that is shown to the user accordingly.[citation needed]

See also[edit]

References[edit]

  1. ^ "The Future of Retargeting, Remarketing and Remessaging". Marketing Land. Retrieved 30 July 2012. CS1 maint: discouraged parameter (link)
  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.