I Absolutely Love Retargeting

RetargetingI was looking online for new video equipment at B & H photo. I was looking at new dSLR’s and microphones. I was looking to upgrade some of my equipment.

I was in search mode.

I wanted to learn about some of the new equipment that was on the market. I spent a good deal of time learning and comparing. Two days later while on a different website I began to see ads from B & H photo for the exact products that I was looking at when searching on their website.

Retargeting is a phenomenal tool. It gets the viewer to subconsciously recognize that this is something they were searching for recently and gives them an inducement to click on it again and go back to the website where they were originally looking.

From a marketing strategy, this is a phenomenally incredible tool.

As a marketing student I truly appreciate how amazing this retargeting tool is. As a consumer, I love the fact that I am being shown something I was interested in but simply not yet ready to buy.

When re-targeting first came out it was only available to large brand-name companies willing to spend tons of money. As with many things technology-related, over time, this type of technology becomes more readily available to the general public. No longer are there absolute minimums in order to use this technology.

By the way,  it works by dropping a pixel onto your computer, similar to a cookie, so that now as you go on to different websites and explore online, other websites that are connected to the advertising program for that website will now pick up that cookie and recognize that this is exactly what you were looking at and put it in an ad for your viewing pleasure.

If you’d like to experience this first hand  I highly encourage you, as an example, go to B & H photo and look around. Then watch what happens over the next few days when you go online. You will be pleasantly amazed.


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Gerry, I've read your book and watched at least 100 of your videos, and follow your blog, so "I feel like I know you already!".

I wanted to introduce myself, I work for an attorney, David Aylor, in the Charleston, SC area. I do all his in house marketing, and most recently have focused on video marketing, using your approach.

We started exploring the strategy last July, started filming by September, and published the first video to YouTube Nov. 1. I am now publishing 2 videos per week and the response had been great.

I want to share with you how we have be utilizing the material on Facebook, to build a community of "friends" of the law firm. These are previous clients, referral sources, friends of the staff, other attorneys, new media (radio, TV, and print) as well as other prominent folks in the community.

I really was against the idea of Facebook marketing at first (because I think there's alot of hacks and snake oil salesmen in the "social media/SEO marketing" world). But I was very wrong, the content we are creating is being liked, shared, and commented on, and Facebook's strong community platform (and it's EdgeRank algorithm) is giving us a great way to keep our "inner circle" close to the office, and relevant in the minds of them and their friends.

This was the first video we posted to Facebook-
"Can My Facebook Profile Be Used As Evidence In Court?"
95 likes, 25 comments, 27 shares

The local NBC anchor actually saw it in his Facebook feed from a friend sharing it, and interviewed David Aylor for a 6 o'clock news story on Social Media and Privacy in the legal system. (you can see here if you'd like http://bit.ly/VyALj4)

I would love to show you more about how I'm strategizing these videos for YouTube use as well as Facebook now. I think there are definitely some areas of practice and law firms that it wouldn't work for, but I'm sure there are a bunch that would benefit from it.

Thanks for all you do, and I hope I get the pleasure of meeting you soon!

David Haskins