IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchangeIMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Retargeting has become one of the common practices when it comes to advertising on the internet. The practice is to go after consumers with what they just saw, putting it in a nutshell. Based on the browsing history of Internet users, you are served ads that are related to what they just viewed. That is what makes, for example, entering Asos or Zalando makes consumers meet all the time once they enter Facebook with ads showing dresses, shoes or anything that has been seen on these ecommerce sites.

The practice has been growing in use in recent years, although, according to a study , consumers are not yet fully aware that they are dealing with it. 42% of Internet users are not really aware that they have been exposed to this practice and do not know, therefore, that they are being retarded by brands, that they do not want them to forget their products or that they want to give the last push so that they buy. Brands, on the other hand, do not use it fully. In other words, so far only a few (despite the  Bulgaria WhatsApp Number List   fact that the practice is increasingly recurrent) are making use of the potential of retargenting. According to a study by Marin Software, only 12% of companies do retargeting, although 56% already indicated a few months ago that they were interested in doing it in the next year (that is, in 2015). Retargeting is growing in interest, it is increasing in use and it also has a very good image among advertisers.

According to a study by AdRoll, the firm specialized in precisely doing retargeting, 90% of advertisers consider it something as good or better than search-related ads and that is, for now, what is considered the most effective or more good at online ads. Brands are also clear on why they think retargeting works. Achieving greater brand recall, establishing greater social commitment with the consumer, retaining consumers or boosting sales are some of the advantages that they consider this advertising practice provides. In addition, retargeting is already being used regularly in new scenarios with advertising power, such as social networks and mobile devices. In the case of mobile phones, 56% of the companies that do retargeting are already doing it in those terminals.

In social media, 54% consider hot topics on social media to be very effective for retargeting. Retargeting spending growth The interest of advertisers not only affects the perception they have of this type of ads, it also modifies or affects how they spend their advertising budgets. According to data from the AdRoll study, 71% of the advertisers surveyed are already spending between 10 and 50% of their budget on digital marketing in advertising via retargeting, compared to 34% who positioned themselves in that range last year. How much they are really spending is something that is not easy to establish (the spending range is very wide and it is not really the same to spend 10% than 50% of the budget), but the truth is that the growth rate shown by the amount year-on-year demonstrates growing interest from industry in this practice. In addition, 14% are allocating more than 50% of their budget, a figure that is double the 7% who did in 2013.

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