Have you ever been wandering about the internet and been surprised to find adverts for products you recently looked at? If you have, welcome to remarketing.

Maybe you looked at an online product and then, later that day, saw a discount advert in your social media feed. Or you clicked an advert in Facebook, and then later found it at the top of your web search. Yup – those are remarketing too. Which sounds just a little less creepy than its former, but now less favored name: retargeting.


Watching this video is worth 2 Management Courses CPD Points*.
See below for details

Marketing for Managers
This video is part of course module number 8.3.4
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 4: Online Marketing

Other videos in this section include:
What is Permission Marketing? And How to Build Your Campaign https://youtu.be/BqonS5HHLrQ
What is Marketing Automation? And How to set it up. https://youtu.be/-TpV1tabW0I
What is A/B Testing? ...and Split Testing? https://youtu.be/43BaSGCRYz8

LESSON NOTES
Remarketing (or retargeting) is a form of online advertising. It can help you keep your products or your brand in front of potential customers after they leave your website or view your adverts. For most websites, only a small proportion of visitors buy on their first visit. But, by using software automation to continue to present your products to them, you can capture some of those lost sales.

How Does Remarketing Work?
There is a pixel on the marketer’s webpage. When the user opens the page, we download that pixel. And that causes your browser to store some information, a cookie.

Now, when you visit any other web page that bears adverts that are of the right type, the software on that page detects the cookie. If that cookie says you looked at a page with a purple sofa made by PurpleSofas.com, and Purple Sofas.com has the right ad contract, then that page will know to serve you an advert for their sofa.




RECOMMENDED EXERCISE
1. ‘What About Privacy?’ A very good question. What do you think about this? Articulate BOTH sides of the argument. (2 MC CPD Points)


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RECOMMENDED READING
Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
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