Advertisement Essay: Effects of Retargeted Advertising

advertising essay

In the following advertising essay sample we will talk about the effects of retargeted advertising and the role of frequency and timing. Retargeting is a marketing campaign and is a great tool to bring back the visitors that are ready to buy your products or services. Retargeting can work in various ways. For example, you may have visited a website, but for some reason haven’t bought anything. When visiting other websites, the advertising will show you an ad of the first website. According to statistics, 90% of visitors will never return to your website. Retargeting allows you to change this. If you want to write a paper on this topic, just read the sample below and use the information and ideas in your own paper. On our blog you can find more sample papers like this advertising essay sample.

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What Are the Effects of Retargeted Advertising: The Role of Frequency And Timing?

With hundreds of millions of potential consumers online globally each and every day, marketers, advertisers, DIY self-promoters and brand ambassadors alike are fighting each other aggressively for consumer market share. Getting visits to a site is simply not enough; visits must ideally translate into a purchase. As a result, powerful social media presence is the Holy Grail of today’s online advertising. Many strategies are currently employed to achieve this goal, such as SEO (Search Engine Optimization), pop-ups ads on social sites like Facebook, Adware, links in email accounts, Google’s Adwords, and myriad other attempts and strategies. One of the most widely implemented strategies currently is known as “retargeting.”

So what, exactly, is retargeting? According to retargeter.com, retargeting is “a form of online advertising that can help… keep (one’s) brand in front of bounced traffic after (visitors) leave your website.” In other words, after a user visits and leaves a site that has products and merchandise for sale, every time the same user browses the Internet about a similar topic to the one the site is peddling site-specific ads and reminders pop-up in the user’s browser and email accounts. A great example of this is the global travel agency site, Expedia.ca. Whenever one uses their site, Expedia records the information provided such as destination, accommodations, pricing and time of travel intent. The Expedia site visitor will often find getaway deals and similar ad banners showing up on his or her Facebook page immediately and periodically thereafter.

So what are the effects of retargeted marketing? Well, like the great clash that always seems to happen between business ethics and human ethics, the effects can be seen as both positive and negative. On the business side, retargeting has repeatedly shown an increase in customer site return rate or ROI (Return on Investment). Online businesses and advertisers use pixel-based and list-based retargeting. The advantage of the pixel-based method is “that it is timely, specific to a particular page on your site, and behavior-based” (“A Beginner’s Guide”). The disadvantage to this method is, according to blog.hubspot.com, “a lower volume of people in the campaign at any given moment… all based on how often people are coming to your website.” Using the list-based method, in which a visitor’s contact information is already in the site’s database, the company compiles a list of customers and uploads it to a specific retargeting campaign “usually on a social network like Facebook or Twitter” (“A Beginner’s Guide”). The advantage with this method is the “highly customizable criteria… based on more than behavior” (A Beginner’s Guide”). The disadvantage is the size, time and effort needed to maintain and update the database so that the retargeted ad is seen effectively through the various social network platforms. On the “human” ethic side, the effects are more emotionally based. The satisfaction felt from the customer when purchasing a product he or she thinks they need or want is undeniable, and is pretty much what makes the whole system work. The negative impact can also be as far-reaching. People may feel their privacy is infringed upon, causing paranoia and a general mistrust.

In conclusion, while retargeting is an effective method to increase site traffic, customer loyalty, sales and overall brand awareness, it is up to the companies and individuals who employ this technique to be more than fiscally responsible; they must shoulder the responsibilities of privacy, age, gender/race profiling and truthful advertising in order to co-exist and thrive in today’s Internet universe.

Works Cited

“What is Retargeting And How Does It Work?” ReTargeter, retargeter.com/what-is-retargeting-and-how-does-it-work
“A Beginner’s Guide to Retargeting Ads” HubSpot Blog, blog.hubspot.com/marketing/retargeting-campaigns-beginner-guide

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