Re-targeting gives us a great tool to take someone who has qualified themselves as a lead and keep them warm while they are in the consideration process. But re-targeting requires a creative plan as well as a media plan. Case in point:
I am starting to think about getting a new car. I have an Infiniti that I love, but which is rear-wheel drive and not making me comfortable in this snowy winter. So I'm looking for AWD and, because I don't drive a lot of highway anymore, a hybrid. Because I love my car, I went to infiniti.com to see if they had a hybrid.
They didn't. But they do have an AWD and, out of curiosity and a bit of brand loyalty, I went through the configuration process. At the end, I realized that really hybrid is the way I want to go.
Now, though, pretty much wherever I go on that computer, I am served ads for the car I configured and abandoned. From adwords to display to tickers on youtube, it's all infiniti. Now, this is doing one job, which is to keep infiniti on my mind.... Read more
Tagged 'retargeting' 
Re-Targeting Means Re-Thinking Creative
Retargeting is Great, But It's Just a First Step
I recently read about Didit's Blizzard tool on retargeting. Nice job. It is a low hanging opportunity to tie online search to remarketing. But it's only a first step, and why stop there? Why not integrate all the touchpoints that drive a consumer through the purchase process?.
Ted Shergalis, our co-founder and chief strategy officer, has written before about Ed See's theory that the traditional purchase funnel has become a continuous cycle (most recently in Online Media Daily), with search at its center. The theory posits that a consumer does not just wake up and want to search for a product; rather a stimulus drives one to search. And that's where we need to start as marketers.
Of course, many marketing tactics help create demand, and many of these are offline. When it comes to online, audience-based display advertising is a very useful tool. Audience-based display refers to the approach of buying specific audience characteristics, regardless of the sites on which that audience is reached. The advantage of this approach is two-fold: Extremely high composition against the target demo (low waste) and efficient pricing. In addition, a skilled and technology-enabled buyer can achieve these benefits without compromising reach.
So audience based-targeting... Read more
