Behavioral retargeting emerged to be an extremely viable direct response marketing opportunity in 2008. The Arizona Republic published an article on January 2nd, featuring an elite retargeting technology provider, Fetchback. Much of the article includes information on how retargeting works and how it is successful compared to other types of advertising; says Chad Little, CEO of Fetchback, Inc., “I’ve been in the industry for a long time, and it’s arguably as good, if not better, than paid search, and paid search is at the top of the heap.”

Many people and businesses have yet to reap the benefits of retargeting. While it generally runs concurrently with other types of advertising, many companies do just that; they let other advertising methods play larger roles while a retargeting campaign is held at a much lower ceiling than its ROI potential.

Several companies have initiated the implementation of retargeting on a larger scale, and with much success. When asked to assess the benefits of retargeting, our very own Dan Redman offered his words of wisdom.

The affiliated site of The Arizona Republic daily newspaper, azcentral.com quotes, “With retargeting, you can basically assume that every person who reached your site . . . has at least a baseline interest in your product,” A clear understatement; this point is certainly true, but only a sliver of the retargeting total picture.

Perhaps misquoted, but Dan’s more complete thought was to express that, “If you are driving targeted (site) visitors, you can gather that they have some sort of baseline product/service interest. They are selecting the messaging in your ad to click after searching for keywords relevant to your brand; they are allowing a page load and may even spend a few pages reviewing your site. Particularly through SEM; visitors can be grabbed late in the education cycle. Additionally, on any great eCommerce or lead generation day, a website may turn anywhere between 3%-5% of unique visitors into a conversion. Retargeting assumes that though only 3%-5% will convert at the time of their tracked visit, previously interested and educated visitors may later convert.”

There is no doubt that retargeting is emerging as a new and effective way to advertise. What many people are starting to learn is that it is not just a strategy that simply runs in the shadows of other marketing techniques. Rather, it is a necessity for any would be successful online marketing initiative.

Learn more about our behavioral retargeting services.