Online Marketing

Ask ten marketers whether you should run two retargeting vendors simultaneously and you'll get ten different answers. We think the data settles it—but we'll let you decide.

Core takeaway

Multiple retargeting means running two or more retargeting vendors simultaneously against the same pool of site visitors. Because each vendor uses different algorithms to evaluate user intent, they identify different high-value opportunities within the same audience. The result: more conversions, without proportionally increasing your budget. The biggest objections—overlap, bid inflation, added complexity—don't hold up under scrutiny. The data consistently favors a stack approach.

Whether clients use self-service platforms or managed service providers, they must be able to recognize the benefits of marketing technology while keeping an open mind on which approach is best for them.

Sports are obsessed with precision measurements. Sprint times are measured to the hundredth of a second; Formula One lap times go down to the thousandth. In soccer, we now have stats for every player’s pass completion, goal contributions, distance run per game, and everything else imaginable. And it’s not just professionals. Amateur athletes and casual fitness enthusiasts track every kilometer they run, average times, altitude, and carbs burnt.

It makes sense that sports brands are leaning into the data that people generate. The first valuable source of data is online browsing information. However, sports brands are looking into ways to leverage other information that users are willing to share if they believe it will improve their performance.

The classic phrase “if you snooze, you lose,” aptly applies to Black Friday marketing. Why? The online noise leading up to and during Black Friday is so deafening, it requires staying up-to-date on the latest tips and tech to gain an advantage. Such an advantage though, even if it comes in the form of a few useful Black Friday Marketing tips, can pay dividends.

2023 is an economy of contradictory forecasts. There is market uncertainty and many macroeconomic factors pointing to difficult times ahead. Meanwhile, we see continued success and strong growth projections for many retailers and categories.

Consumers are also unsure how to feel, but there is a general sense of caution. According to a recent Forrester Report, 64% of Americans and 55% of French consumers are anxious about a possible recession. Because of this, everyday and discount retailers have become critical for online and in-store shoppers.

We will look at some of the challenges and opportunities for discount retailers, focusing on some large brands from the US, Australia, and other countries. We’ll be discussing three elements of retargeting ad campaigns that can positively impact business right now.

2023 has been a year of big changes for marketers. Artificial Intelligence tools like ChatGPT have transformed how many of us do our jobs, third-party cookies are on the cusp of being retired, and consumers have become more privacy-conscious than ever before. Despite the enormity of these changes, in many ways they’ve just set the scene for the big things to come in 2024. To understand what’s going on, we’ll briefly review MarTech trends in 2023, and then dive into the top MarTech trends in 2024.