site retargeting
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Site retargeting is a display advertising technique used by marketers to display advertising to people who have previously visited their website. The marketer includes a pixel within their webpage which sets a cookie in the user's browser.{{cite web|publisher=Marketing Land|url=http://marketingland.com/the-future-of-retargeting-remarketing-and-remessaging-7643|title=The Future of Retargeting, Remarketing and Remessaging|date=12 March 2012 |accessdate=30 July 2012}}
That cookie allows the marketer to target the website visitor with advertising elsewhere on the internet using retargeting.
A related technique used by retailers involves dynamic creative, which allows the marketer to customize the ad displayed to any site visitor, for example displaying a picture of a product the visitor was viewing earlier, but did not purchase.
Site retargeting is now commonly considered a "standard practice" among digital marketers.{{Cite web|last=Fishman|first=Jason|title=Council Post: What Is Retargeting And Why Is It Important?|url=https://www.forbes.com/sites/forbesagencycouncil/2020/05/20/what-is-retargeting-and-why-is-it-important/|access-date=2021-05-10|website=Forbes|language=en}}
Social Media & Site Retargeting
The ability to "retarget", or sell ads on different websites to visitors of certain webpages, lays at the heart of most social networks business models. LinkedIn,{{Cite web|title=Website Retargeting for LinkedIn Ads {{!}} LinkedIn Marketing Solutions|url=https://business.linkedin.com/marketing-solutions/ad-targeting/retargeting|access-date=2021-05-10|website=business.linkedin.com|language=en}} Facebook,{{Cite web|title=Retarget an audience with Facebook dynamic ads for products|url=https://www.facebook.com/business/help/144576119557578|access-date=2021-05-10|website=Facebook Business Help Center|language=en}} Twitter,{{Cite web|title=Remarketing on Twitter|url=https://business.twitter.com/en/advertising/targeting/remarketing.html|access-date=2021-05-10|website=business.twitter.com|language=en}} Pinterest{{Cite web|title=Set up audience targeting|url=https://help.pinterest.com/en/business/article/audience-targeting|access-date=2021-05-10|website=Pinterest Help|language=en}} & more all allow and have detailed guides on how to run retargeting ads on their platforms. Google's business model is also built on retargeting - both in their search engine and in their display advertising network.
Personalization
Another common use of site retargeting has been to deliver personalised content to users. A common idea in marketing is the "buyer persona", where marketers create fictional characters of potential customers and think about the "customer journey" - the process that each fictional customer needs to make until it decides to buy the product.{{Cite web |title=6 Steps to Add Customer Journey Mapping to Your Marketing Strategy |url=https://www.wordstream.com/blog/ws/2019/11/21/customer-journey-mapping |access-date=2022-04-01 |website=WordStream |language=en-US}} Site retargeting makes it easier to keep track of where each user is on their customer journey - and thus personalize the content that is shown to the user accordingly.{{Cite web |date=2019-10-01 |title=What is Customer Journey Retargeting? |url=https://automat.ai/resources/customer-journey-retargeting/ |access-date=2022-04-01 |website=Automat |language=en-US}}