Site retargeting is probably the truest form of retargeting because you are re-marketing or re-engaging current customers. In this scenario, the consumer has been on your site and has perhaps even made a purchase of your product. You then use that data, along with your existing relationship and knowledge, to try to bring the consumer back into purchasing more. This is the very bottom-of-the-funnel, as they are already your customers or have already visited your site ' ]: H0 G' `: F
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Search Retargeting/ X; e0 ^+ g ~, u6 g
As mentioned above, search retargeting is a mid- to upper-funnel strategy that seeks to engage new consumers from an audience group that has shown some interest in a brand’s product (or a related product), yet may not have had any previous interaction with the brand. In this sense, it’s not really remarketing or retargeting because there is no existing relationship to the consumer — at least not in many cases. Search retargeting doesn’t rely on an existing relationship for its data.. O7 i4 ~% l4 {& t
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Social Retargeting / k& u4 Q3 Q% F$ f) m8 S | _+ j
Social retargeting is even more upper-funnel than search retargeting because it uses purely interest-based data points from consumers to identify and create audience groups, whether or not they have searched for, bought, or researched the brand’s product or a related product. Z( r/ d0 S' b0 y! f) b: ~
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Until recently, Facebook was a prime example of social retargeting, as it would use social data (such as a status update or brand comment) to reach consumers with ads. Today, Facebook has expanded its targeting capabilities to include search- and site-level data.' o6 G/ S3 i* n$ ^
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Behavioral Targeting 4 M* [) E% s6 {. a7 S- d
Behavioral targeting has one thing in common with social and search retargeting: it focuses on building audiences. However, the main difference is the data it uses to identify those audiences. Behavioral targeting is less about fact (i.e., a consumer actually searches for a product and/or references a brand through social channels), and more about inference. As a result, marketers may be less likely to reach “qualified” consumers through behavioral targeting as compared to search retargeting. " v# f' F1 h- U9 O4 C& R' C
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发表于 2013-6-19 11:00:27
发表于 2013-7-18 11:26:44
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