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Marketing Tech: How CMOs Can Use Retargeting to Attract New Business
Have you noticed after you visit a retailer's website, you often see banner ads for the company on other websites that you visit, including Facebook? This is a widely employed online technique called retargeting, to remind you to return to the earlier site that you visited.
E-commerce companies, recruiters, universities, real estate brokers — and now law firms — are employing retargeting to display online advertising to website visitors who previously visited your law firm site. These visitors are prospective clients who might otherwise contact a competitor because they left your firm's website and then found theirs.
Retargeting combines two of the most important aspects of digital marketing: automation and personalization. Once the retargeting campaign is set, it works automatically. It personalizes the follow-up based on a particular Web page that an in-house counsel visited or a particular path the person took through your firm website. Retargeting then harnesses the power of familiarity. It's like seeing someone in a Starbucks and then meeting him or her later at a business event.
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