"Google has recently announced a beta program called Remarketing in Search, which aims to take the benefits of remarketing and leverage them within the SERP (Search Engine Results Page) environment. The idea is simple: create remarketing lists as you do with display, but leverage this customer knowledge to impact you’re messaging and bidding strategy within your SEM campaigns to improve performance," according to ClickZ. "Remarketing - or retargeting - is now an established tactic leveraged by many (if not all) digital marketers trying to maximize conversion activity. Retargeting, in its simplest form, is the practice of delivering display advertisements to users who have visited owned content in the past, in order to get them to come back and take action. Retargeting on its own has many layers of complexity, including, determining which pages to track and which to exclude, developing relevant “cookie pools” against the tracked pages, and what creative messaging to deliver to each cookie pool." Read more.
To understand how remarketing/retargeting affects marketers, you should read the remainder of the article. In summary and without detail, it dovetails into the Demystifying Social Media (DSM) report. Remarketing continues the "conversation" with the viewer as she/he continues her "journey" for purchasing a product or service. Google's "Remarketing in Search" and DSM differ in one respect. Google's deals with search results, and the report covers social media.
Do not copy the information that appears in brown. I intend it only as a means of sparking your thoughts for your short reports.
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