![The Beginner’s Guide to Retargeting Campaigns [Free Ebook]](http://www.marketinghub.today/wp-content/uploads/2017/04/the-beginners-guide-to-retargeting-campaigns-free-ebook.png "The Beginner’s Guide to Retargeting Campaigns [Free Ebook]")
Author: Kate Taylor Mighty / Source: hubspot.com If you've heard of retargeting and think it's a strategy you want to invest more in, you
If you’ve heard of retargeting and think it’s a strategy you want to invest more in, you’re in good company.
According to a study by AdRoll, almost 90% of marketers are planning to increase or maintain their retargeting spend in the next year. Although it’s a popular tactic for marketers, if you’re new to retargeting, it can be tough to know how to get started.
In this article, we’ll cover the basics of retargeting and the ROI, lead generation, and lead conversion benefits it can bring to your marketing efforts.
The following is an excerpt from The Beginner’s Guide to Retargeting, a free guide we created with the experts at Perfect Audience. If you’d like to access the full guide, click here.
In the old days of advertising, the name of the game was reach and frequency. Brands preferred mass media vehicles like television and radio because they were the easiest means to reach large audiences and build brand awareness.
Obviously, this meant the most effective advertising campaigns were dominated by the biggest brands with the largest marketing budgets.
Now, the reach and frequency model has been turned on its head. Increased media fragmentation and new tools for reaching people — like retargeting — have evened the playing field.
Even the smallest mom-and-pop-shop has opportunities to get in front of their target audience and drive awareness at a faster clip than some of the largest brands.
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