Interesting material via Netimperative on ad retargeting (using consumers’ previous web actions to encourage them to return to a previously abandoned website). The research suggests the practice is becoming more effective than search and email in winning conversions.
Key findings:
• 92% of marketers report retargeting performs equal to or better than search, 91% equal to or better than email, and 92% equal to or better than other display.
• 71% of marketers spend 10-50% of their entire online ad budget on retargeting; up from 53% in 2013.
• Social media is the single hottest topic in retargeting—mobile and cross-device retargeting comes in at #2.
• Retargeting has expanded up the funnel. 70% of marketers use retargeting for brand awareness, 60% for social engagement, and 58% for customer retention.
