I was really impressed with the website of that Canadian retail giant, The Bay. It has gift ideas organized according to the person you are shopping for, ‘for him’ ‘for her’ ‘for children’, etc. I spent a few minutes clicking through the options and decided to check out some blogs for tips on what’s trending for gift giving this year.
That’s when I noticed that someone was following me. And by ‘someone’ I mean it was the Hudson’s Bay Company. Every blog and website I visited seemed to advertising The Bay via banner ads and Google ads. Some people might find this to be ‘kinda creepy’, but not me. ‘Clever marketing’ I thought, recognizing a classic ‘retargeting’ strategy. Retargeted (or remarketed) ads were innovated by Google and have recently been adopted by Facebook and LinkedIn too. These ads are designed to get people to come back to a website time and time again; it’s because, industry statistics show that less than 2 per cent of first time website visitors will actually make a purchase.
This article was originally published on ThornleyFallis.ca