Shopper Marketing - July 2016 - 10


EDITORIAL

Rethinking Retargeting

H

elp, I'm being stalked by a pair of business-to-business advertisers!
As I checked out Weather.com one day in
May to see if the impending spring thunderstorms would coincide with my flight home
from O'Hare (they did, as usual), I was fed display ads from two technology companies specializing in product information management.
A few days later, there I was, innocently
looking up statistics on Baseball-Reference.
com, and there they were again - the same
two advertisers. They kept popping up wherever I went, sometimes together and sometimes separately, for what seemed like far too
long: I revisited Weather.com as I wrote this
column on June 10 and one of them was still
lurking.
Why has this happened? Well, because I
visited the websites of these companies a
few times in March and April while researching this month's feature story on digital asset management (see page 78). But that only
provides the literal answer to my question.
I'm still left seeking an answer to the more
metaphysical question, "Why is this happening to me?"
First off, let me say that I don't mean to specifically malign either of the two companies
in question here. (In fact, they would have
gone entirely unidentified if we didn't need
related artwork for the page design.) They're
simply following a commonplace advertis-

10

y SHOPPER MARKETING JULY 2016

ing practice: According to marketing services
company Wishpond, roughly half of the top
consumer brands have a dedicated budget
for retargeting. I shop for pool supplies on
Walmart.com every spring, and then wind up
tailed by related ads until about Labor Day.
Amazon.com, too, seems to have picked up
its efforts to trail me recently - sometimes for
products I don't even remember viewing.
And there is plenty of data pointing to
retargeting's effectiveness: Wishpond says
website visitors are 70% more likely to convert if they're exposed to retargeted ads. So
I'm not knocking the whole concept outright.
I'm just wondering if there should be a little
more thought devoted to the execution.
Among the promises of digital technology
is the ability to facilitate more targeted, more
precise and more personal marketing communication that will better engage consumers and drive not only sales but also brand
loyalty. Retargeting is, by definition, targeting. But the way it's so often executed these
days, it's not very precise and it most definitely is not personal.
Path to Purchase Leadership University's
"Digital Shopper Marketing" course describes
the solution to this issue as the need for contextual relevance: ensuring that the marketing communication not only reaches the
right target, but also is delivered at the right
place and the right time. Otherwise, your ad


http://www.Weather.com http://www.Walmart.com http://www.Amazon.com http://www.Baseball-Reference.com http://www.Baseball-Reference.com http://www.Weather.com

Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
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Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
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Shopper Marketing - July 2016 - 33
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Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
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Shopper Marketing - July 2016 - 53
Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
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