With the rise of internet marketing, many companies and advertisers are still figuring out the most effective ways to reach customers, as the medium is still so new. Retargeting has risen to a prominent point in small business internet marketing. While this, itself, may be a part of targeted internet marketing, there are further subdivisions retargeted marketing as well.
According to Search Engine Watch, there is SEM/SEO retargeting, email retargeting, contextual retargeting and engagement retargeting. But, the two major ones are site and search retargeting, which have become a staple in marketing campaigns, according to research by Chango, a retargeting company.
Chango’s research shows 94 percent of its survey’s respondents use traditional display advertising. But, 93.5 percent of those companies or advertisers also run search retargeting campaigns as well as site retargeting.
In addition, 63 percent of those that use search retargeting will use it to “conquest customers from competitors,” according to the source. Also, 66 percent of those that use search retargeting, will fund the process through the proceeds they generated with traditional display advertisements.
Furthermore, 65 percent of companies that say they use search retargeting plan to increase the budget allotted to the practice in the next six months.
While site retargeting may be the most common approach to retargeting, it does not offer many of the benefits that search retargeting does. Although many managers may get the two terms confused, search retargeting offers companies the chance to acquire new customers while site retargeting enhances an already existing audience.
If businesses wish to include site and search retargeting into their small business internet marketing campaigns, they may want to partner with an experienced digital advertising company.