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BizReport : Advertising archives : December 04, 2009

70% of online marketers don't have retargeting strategies

Even though marketers are aware of the benefits of retargeting, or remarketing as it is also known, many are underutilizing it as a marketing strategy, according to new research from and the Search Engine Marketing Professional Organization (SEMPO).

by Helen Leggatt

Retargeting is not a new marketing strategy, but it appears it is one traditional method of boosting response that has been overlooked by online marketers with the advent of new technology.

"As the industry matures, SEMPO recognizes that new technologies and tactics, such as retargeting, will become increasingly important to the search marketer," said SEMPO President Sara Holoubek.

At a basic level, online retargeting entails reconnecting with those consumers who have visited your site but did not transact. Contact can be via any channel, perhaps by email or by cookie-driven display advertising. More advanced retargeting takes into account a visitor's actions while on the site and targets accordingly.

According to the study, conducted in August this year, almost half (46.3%) of the online marketers surveyed felt that retargeting was the most underutilized marketing strategy, by a wide margin, with the remaining being:

- Geo-targeting: 18.3%
- Traffic source optimization: 15.9%
- Keyword targeting: 13.4%
- Other: 3.7%
- Category targeting: 2.4%

A smidgen under 70% of online marketers said they had never used retargeting in their Internet marketing activities - just 30.5% had. However, over half (53.1%) of marketers who had put display retargeting strategies in place stated their marketing was "more impactful". This has been proven time and time again and, according to's founder and CEO, Daniel Yomtobian, retargeting can boost ad response by up to 400%.

Tags: advertising, online marketing, remarketing, research, retargeting, survey

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  • Thanks for posting this article Helen. Veruta has been at the forefront of personalized product based retargeting since its inception in May 2008. The results that we have seen echo what you describe in your article. Furthermore, i believe that we are at the very early stages of seeing a transformational shift in the way that advertisers utilize display advertising.



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