How first party data can boost your retargeting campaign
With the advancement of digital innovation in display ad targeting and personalization, it is now possible for advertisers to optimise their display campaigns in real time, based on their internal business data.
Tying advertisers' own internal data with their display campaigns is a pot of gold that few advertisers have fully tapped.
Here are some best practices for increasing online sales by using information you already have...
Q&A: Struq CEO Sam Barnett on retargeting
Retargeting is now a common advertising tactic for online retailers and, like many people, I'm often followed across the web by a pair of trainers I looked at earlier that day.
We interviewed behavioural targeting provider Struq about the various issues around retargeting...
When retargeting turns into stalking
Online ad retargeting is a very powerful concept that, in the wrong hands, can not only infuriate your prospective customers but also threatens the entire cookie-fueled display advertising market.
We've all been the victim of this: you look at a pair of pink, fluffy handcuffs on BondageMaster.com and for the next three months, the very same handcuffs appear on almost every other site you visit. Spooky.
Is online advertising really failing content?
Online content may be sexy, but even on the internet, turning a profit as a publisher isn't always easy, particularly if you rely on ad revenue to pay the bills. After all, today's advertising market has come a long way since the 1990s.
Advertisers have a seemingly unlimited array of
advertising options, and the proliferation of ad networks and
technologies such as retargeting mean that many publishers have seen
their CPMs decline.
According to an AdAge opinion piece by Tom Hespos, who runs a digital marketing firm, advertising is failing publishers.
Retargeting: what does it mean for marketers?
Online retailers are increasingly retargeting consumers on other websites when they have browsed on their own web properties but left without buying anything.
I've been asking three retargeting providers about how it works, why they think online retailers should adopt the tactic, and how they deal with consumers' concerns about privacy.
Increase search marketing ROI with retargeting
While it’s definitely not search, if there is one display technique that search marketers need to start using it’s retargeting. And with Google’s new remarketing feature it’s easier than ever to set up campaigns that will help improve overall search campaign ROI.
Google is far from being the first to launch a retargeting feature, but it’s the first service that is easily available for search marketers and doesn’t require any additional tagging if you are already running a search campaign with conversion tracking in place. If not, it’s easy to create a specific remarketing tag and implement on the desired web pages.
Charles Nicholls of SeeWhy on driving your web conversion with retargeting
Reach for your ecommerce buzzword bingo card and you'll see 'website optimisation' and 'conversion analysis' bang in the middle. Behind the industry buzz there is a genuine commercial challenge:how do you turn your visitors into customers and increase the profitability of your web channel? Retargeting is one technique to help deliver results.
Retargeting is the process by which a website owner contacts a customer who has abandoned their conversion (whatever that conversion might be) in order to continue the communication and encourage that customer to take further action. Retargeting is more popular in the US than the UK. However, UK companies are starting to wake up to the commercial value that retargeting via email can play in their website optimisation.
Having had the opportunity to work with and learn from the brains behind SeeWhy, I asked founder and conversion optimisation blogger Charles Nicholls to share his expertise on the value of retargeting for UK web owners.
Will tough privacy regulations hurt startups?
The calls for tough government regulation designed to protect the privacy of internet users are getting stronger in the United States. But could there be unintended fallout if regulations are implemented?
Jeremy Liew, a managing partner at VC firm Lightspeed Venture Partners, thinks so. In his opinion, the impact of the level of regulation that is being demanded "would be enormous for companies relying on online advertising".
Is behavioral targeting breaking online publishers' business model?
The recession is hitting publishers hard. This is true online and offline as advertisers aren't limiting what gets put on the chopping block.
Many believe that the trackability and accountability will keep online publishers in good stead and despite declining online ad spend, it's easy as an online publisher to look at the woes of the newspaper industry and feel pretty confident about the future.
