Taking aim at ‘retargeting’

February 24, 2015

The BroadBased team invests significant time keeping up with the latest trends in marketing. We might not recommend every new technique or technology immediately, but we’re constantly alert for the moment when they can add value for one or more of our clients. A few tactics that come to mind include social media, e-blasts, apps and automated marketing (drip campaigns). We’re judicious in our approach, because not every trend pans out. Does anyone remember the rise and fall of QR codes? If you blinked you missed them.

The current topic grabbing the attention of our clients — and making our hearts beat faster, too — is retargeting, also known as remarketing. In a nutshell, retargeting is continuing to serve your ads to people who have either already clicked one of your online ads or visited one of your Web pages. We’re sure you’ve experienced this first-hand the last time you researched a retail item and subsequently noticed the object of your desire following you around online for days. Loosely, the theory behind retargeting is that if a person was interested enough to visit your page, you can probably get them to visit again via advertising and, perhaps, convert them into a customer.

We think this idea has real merit, so if you’re interested in testing the retargeting waters, BroadBased is ready to help! Whether you’re interested in textual PPC ads,


Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.