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Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.


Taking the Use of Customer Retargeting Online

The typical cost of marketing is 100 percent for first-time customers and 33 percent for reselling new products to existing customers. Thus the conventional wisdom: “Your best prospects are your current customers.”

Retargeting is a strategic way for a company to continue the marketing process among current customers that has been in use by savvy marketers for years. What’s newer is the idea of applying the strategy to your Website marketing and related social media efforts. [Chango, a media buying firm, in a recent blogpost—titled “The 7 types of Effective Retargeting”—offers a downloadable infographic that details on- and off-site retargeting tactics.]

Of course, the primary place to begin your retargeting program is your main Website. That’s where the majority of your current customers and prospects are spending time learning about your company and its ongoing product and services. One way to put this strategy in play is to retarget users based on the products they’ve previously browsed on your Website.

Site retargeting (sometimes referred to as remarking by marketing planners) is a strategic approach that serves up a relevant display ad after a user has visited a specific portion of your Website. Adding to this approach is to add another level of specificity based on from where the user arrived on your website. Was it through organic SEO unpaid search engine traffic or SEM paid traffic using Google AdWords for instance? This data is then mixed with the specific products the user reviewed, and new content marketing is prepared somewhere else on the Website as they continue to browse.

Companies specializing in retargeting have taken this approach even further. As Wikipedia notes on its Behavioral retargeting page:

“Some companies specialize in retargeting. Other companies have added retargeting to their list of methods of purchasing advertising. Retargeting helps companies advertise to website visitors who leave without a conversion—about 98 percent of all Web traffic. This is done by displaying ads to the prospect as they surf the Internet via various ad networks that the agency buys media from on behalf of tis business customers.”

Some might call this big brother, but I digress. Retargeting is only serving banner ads to people who have shown at least some amount of engagement in your brand. This makes retargeting a smarter spend than most other display ad campaigns as it focuses on your brand’s engaged user-base.

Most likely, a company has spent marketing dollars to get a customer to its site in the first place, so the term “retargeting” is derived from the concept of marketing to them again, although in a different manner.

Search retargeting is a form of behavioral retargeting It can also be leveraged to drive new customers that have not been to the site before because they are being retargeted based on actions taken on a third-party Website.
Tom Wants to Hear Your Branding Issues:
If you are a printing company or product/services company serving the print-media market and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit How can he help solve your branding issues?

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