What is included with this book?
The Retargeting Playbook is a complete guide for digital marketers about how to reach the 95 to 98 percent of people who leave a brand's website without converting. Retargeting gives advertisers the ability to stay in front of those people to bring them back and close the deal. For that reason, retargeting has emerged as a must have marketing channel, yet there is a lack of content that explains how the technology actually works and best practices for using it. Even marketing managers at large, sophisticated brands and agencies don’t have a strong grasp of this evolving channel, and there are few good neutral sources on the topic. Meanwhile, retargeting is the cornerstone of any holistic digital advertising strategy since it improves the results of every other channel if implemented correctly. Unfortunately, most marketers are only utilizing the most rudimentary retargeting tactics and barely scratch the surface of its potential.
This book will be required reading for media buyers at digital agencies, in-house marketing managers at companies in any vertical, performance marketers, and ecommerce managers.
Why we’re writing this book.
The Evolution of Display Advertising
Getting Started: Who Should Use Retargeting and for What LV
Smart Targeting: Reach the Right People at the Right Time
Taking Your Retargeting to the Next Level: Optimization Strategies that Work
Creative Best Practices
Advanced Retargeting Strategies
Intro to Measurement and Attribution
Business Model Evolution
Retargeting Meets Social Media: The Facebook Exchange
Mobile Retargeting - Opportunities & Challenges
Aligning your Email and Retargeting Strategies
Conclusion: A Look to the Future