Retargeting Customers

Re-targeting Customers

Retargeting Your Customers

With clients stepping up a variety eCRM and loyalty programs with existing and potential buyers -- including owner websites and email newsletters -- marketers should leverage the opportunity to introduce more behaviorally-targeted owner inventory into their online advertising programs. For example, by tagging their owner site or email newsletters, and then identifying these tags through technologies such as DoubleClick's Boomerang, marketers can retarget these very owners when they are found on third-party sites.
The value of such an approach should be apparent. Consider, for instance, the ability to communicate Customer Loyalty Incentives on third-party sites, rather than blindly delivering standard brand ads to a consumer who already purchased your product. While tagging in such a manner is clearly not foolproof, it does illustrate the potential of employing behavioral targeting technology to retarget your current audience in a way that is both relevant and valuable

Get a buy with a little help from your friends

The potential for retargeting an existing audience base goes beyond current owners and includes all in-market shoppers who have already interacted with one of your sites.

Real world purchase behavior rarely follows the well-conceived but overly simplistic purchase-funnel diagrams we're all familiar with. In reality, buyers often follow a non-linear path through a combination of independent, consumer magazine and OEM brand websites on their way to making a final purchase decision. Given this level of complexity and unpredictability, marketers must do a better job of collecting information along the way, pairing that insight with behavioral targeting technology to increase message relevancy and, ultimately, key conversions