Retarget: to change the goal, completion date, recipient.
Last week, my mom and I sat down to watch the weekly episode of Glee on Hulu. While waiting for the show to start, a banner ran during an advertisement asking, “Is this ad relevant to you?”
After clicking “no”, Hulu planted a cookie in my web browser, which changed the next ad I watched in an attempt to re-appeal to me.
In marketing, re-targeting is “a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion.”
Re-targeting consumers using strategic marketing tools is essential to grow your brand and attract a larger, more diverse range of people – especially because for most brands, the majority of their audience is online.
You can also use search engine optimization (SEO) to figure out the best way to re-target to your audience; it “increases conversion and click-through-rates” on social media posts, emails, websites, and much more.
The point: if a 20 year old tech wiz searches “blackberry” on Google, he or she will get a much different result than a 60- to 70-year-old gardener who searches by the same keyword.
Getting your brand to follow suit with your buyers’ tendencies is the key to success.
With the increasing popularity of online program viewing comes an entirely new channel for online marketing — specifically re-targeting.
Have you used re-targeting for your business? What kind of results did you experience? If you haven’t used it yet, do you think re-targeting is relevant to you?