Second chances: do's and don’ts for successful retargeting

This article is concerned with the business of retargeting, the hallmark of advertising in the 'digital age,' offering best practice and tips on getting it right.

Second chances: do's and don'ts for successful retargeting

Chuck Kapelke

Retargeting is the signature marketing tactic of the digital age. It taps the internet's unique ability to flag people who show interest in something - whether by clicking on an ad, visiting a website, or leaving a product in a virtual shopping cart - and then presenting them with customized messages to win their business after all.

Yet, just as a brick-and-mortar shop owner would be foolish to keep shouting at every person who walks out the door long after they leave, digital marketers have to be careful about how...

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