The Retargeting Playbook
How to Turn Web-window Shoppers Into CustomersBook - 2014
The Retargeting Playbook is a complete guide for digitalmarketers about how to reach the 95 to 98 percent of people wholeave a brand's website without converting. Retargeting givesadvertisers the ability to stay in front of those people to bringthem back and close the deal. For that reason, retargeting hasemerged as a must have marketing channel, yet there is a lack ofcontent that explains how the technology actually works and bestpractices for using it. Even marketing managers at large,sophisticated brands and agencies don't have a strong graspof this evolving channel, and there are few good neutral sources onthe topic. Meanwhile, retargeting is the cornerstone of anyholistic digital advertising strategy since it improves the resultsof every other channel if implemented correctly. Unfortunately,most marketers are only utilizing the most rudimentary retargetingtactics and barely scratch the surface of its potential.Explains how to stay in front of potential customers andconvince them to come back and close the deal
This book will be required reading for media buyers at digitalagencies, in-house marketing managers at companies in any vertical,performance marketers, and ecommerce managers.