Users reveal a lot about their preferences as they browse the web—in the sites they visit, pages they scroll through, and search terms they enter as they surf online. With retargeting, marketers can see how a customer interacts with their site, identify that customer’s intent, and use programmatic ad buying to respond in real time.

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The ability to tailor the message to the user’s intent signals allows for a contextual and relevant advertising experience. As Matt Gittleman, digital marketing specialist at Yesware, Inc. in AdRoll’s recent State of the Industry report“personalization allows Yesware to more effectively target our largest audiences based on their online and offline preferences, so we can reach more quality prospects”.

SOTI #1_3While traditionally retargeting has been used to drive lower-funnel conversions, recently it’s been drafted to meet more full-funnel marketing objectives. In a recent survey of 1,000 marketers, brand awareness was the number one marketing objective of retargeting. Now, brands across industries are using retargeting across the customer journey.

“We are retargeting users at every stage. If a visitor bounces from, we retarget them differently than if they signed up for our free product but have yet to try our premium features.” Matt said. “We can customize our retargeting response based on any action a visitor, user, or customer has taken.”  

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B2B brands use retargeting to promote content and brand affinity, educational organizations to build awareness among potential recruits, and retail brands to increase customer lifetime value with loyalty campaigns. The use cases are endless as marketers find creative ways to engage and re-engage their community.

To learn more about how marketers are using retargeting to achieve objectives across the funnel, download the State of the Industry: A close look at retargeting and the programmatic marketer.