[A prospective buyer visits your website, spends a minute or two investigating and then drifts away. You want them to revisit your site, but how do you make that happen? The answer is simple: retargeting! Challenger Brands know that retargeting can provide them with a cost-effective competitive advantage. Challenger Brands recognize that retargeting allows them to create the impression that they have a substantial market presence.
A recent study demonstrated that 70 percent of marketers have never used retargeting, but 43 percent of those marketers thought that retargeting was the “most underutilized marketing strategy.” Recent technological advances have placed retargeting technology well within the reach of Challenger Brands’ budgets. Earlier this year, Google also began offering retargeting advertising capabilities through its AdWords service. Of course, retargeting is not without controversy and, in some cases, can even backfire if not well executed. But Challenger Brands are not timid. They do not back away from a little controversy. Challenger Brands know how to properly capitalize on resources that provide them with a competitive advantage. Retargeting is one of those resources. Are you a Challenger Brand?
