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Direct Response Marketing

Marketers Tap Search Retargeting for DR Goals

5 Sep, 2012 By: Doug McPherson


SAN FRANCISCO – Retargeting, or keeping your brand in front of consumers after they’ve visited your website, is often used with other marketing tactics, so says a new whitepaper from Chango, a search retargeting firm. The study found that 84.8 percent of North American brands and agencies used social media marketing alongside search retargeting.

Other marketing tactics used with search retargeting included mobile marketing (72.7 percent), E-mail marketing (48.5 percent) and video and content marketing (56.7 percent).

Most (93.5 percent) also retargeted from website activity, and more than a quarter looked to other digital touch points, like social media (29 percent) and E-mail (25.8 percent) for retargeting opportunities.

Even though search and other forms of retargeting are often used to nudge consumers further down the purchase funnel, the study found many brands and agencies also use it for more brand-based objectives, such as increasing brand awareness and stealing market share from competitors.

Ben Plomion, Chango’s director of marketing and partnerships, explains brand-based focus: “In search engine marketing, if you bid on competitor terms, it creates a bidding war,” he says. “With search retargeting, because you’re using display as a medium, it’s harder to realize someone’s bidding on a brand name, which can make it more cost effective.”

Plomion expects to see retargeting continue to evolve as marketers get smarter about using first- and third-party data and as retargeting capabilities for video, social and mobile improve.

ValueClickMedia, an online advertising company, found more than half (55 percent) of US marketers said retargeting was one of the most important forms of targeting.


About the Author: Doug McPherson


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