The retargeting playbook how to turn web window shoppers into customers 1st Edition by Adam Berke, Gregory Fulton, Lauren Vaccarello 1118832647 9781119204145

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Product details:

ISBN 10: 1118832647 

ISBN 13: 9781119204145

Author: Adam Berke, Gregory Fulton, Lauren Vaccarello

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.

• Explains how to stay in front of potential customers and convince them to come back and close the deal

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.

Table of contents:

1 Why We’re Writing This Book
2 The Evolution of Display Advertising
3 Getting Started: Who Should Use Retargeting and for What
4 Smart Targeting: Reach the Right People at the Right Time
5 Taking Your Retargeting to the Next Level: Optimization Strategies that Work
6 Creative Best Practices
7 Advanced Retargeting Strategies
8 Introduction to Measurement and Attribution
9 Business Model Evolution
10 Retargeting Meets Social Media: The Facebook Exchange
11 Mobile Retargeting: Opportunities and Challenges
12 Aligning your E-mail and Retargeting Strategies
13 Privacy Matters: Providing Transparency and Control
14 Conclusion: A Look to the Future

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Tags: Adam Berke, Gregory Fulton, Lauren Vaccarello, retargeting