Author: Nicholas Jarder

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Can Retargeting Advertising Really Work? By Nicholas Jarder

  in Internet | Published 2012-08-13 06:54:07 | 245 Reads | Unrated

Summary

There are a lot of different ways to generate traffic on the Internet, and not all of them are quite difficult to come by Some do in fact have a great deal of strings attached, and others cost a lot of money

Full Content

There are a lot of different ways to generate traffic on the Internet, and not all of them are quite difficult to come by. Some do in fact have a great deal of strings attached, and others cost a lot of money. The free forms of advertising all take a lot of work, and well, there is just a continual motion of marketing changes that races faster than the moves made by computer manufacturers. What is a person to do? Well, there is something interesting on the horizon, which many are starting to catch a hold of, and that’s retargeting advertising. This formula for moving forward is quite interest
ing, and can be responsible for a great number of conversions if done properly. The latest option in online marketing is retargeting advertising.

You’ve heard of target marketing, as it is the way that many advertisers specifically point their ads at a certain demographic when they reach a site. This type of solution is direct and to the point, generating a lot of traffic for a variety of websites. Well, if you understand the principals behind that one, you can understand the latest, retargeting advertising. This form of marketing relies heavily on a boomerang effect in terms of Internet usage.

A visitor hits a website and they aren’t satisfied with anything on the page so they leave. Upon their Internet musings they run into another site with similar information, and they run into an ad that makes them click. That ad is an ad for the first website they visited. By sending them back to the original page, the user begins to have a familiar relationship with the site, and even if they don’t follow the call to action right then and there, they move forward and have that site in mind. The shifting of the target market doesn’t just go after a wide demographic, but end users that have previously visited the site can come back through a circular advertising campaign across a network.

One of the keys to online shopping is familiarity. Web users go to the top sites because they are familiar to them and they have had a good experience overall. For those that continually have a good experience at the same site, there is little to no reason to go to another. The same principal can be stated to exemplify why retargeting really works. As a user visits the same site several times they start to find the information familiar and if there is a call to action, they’ll move forward out of curiosity. At that point, the site that is being promoted has to deliver a high-class experience, or else problems will arise.

There is a careful balance that is played between businesses and end users, and it can be illustrated through the way advertising is done. If you’re new to the fray of marketing to savvy web consumers, it’s important to look at this latest crop of ideas. Retargeting advertising to fit the minds of users that are leaving your site can be daunting at first, but if you can figure out what they want, and advertising to them in an appropriate manner, they’ll become your latest leads, and in some cases customers.

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