Retargeting

Targeting can be divided in many different forms. These can at first be divided in to non-contextual targeting and contextual targeting.

• Contextual targeting: independent of the browser behavior of the consumer

• Non-contextual targeting: dependent on the browser behavior of the consumer. Within this you have:

  • Behavioral targeting: browsing behavior on other websites

  • Retargeting: browsing behavior on own website.

    • Dynamic retargeting: using retargeted banners

    • Generic retargeting: using generic banners.

Dynamic retargeting is not effective when it is targeted at people who do not have a specific idea about what they want yet. If they only now what they want in real broad terms dynamic retargeting is ineffective. This does not mean it is not effective, it is, however only when addressing consumers who have already narrowed down their preferences and can thus focus on product details. Otherwise, generic retargeting is more effective.