Tag Archives: Retargeting


Why You Can’t Afford to Ignore Retargeting

Picture this: You’re exhibiting at a trade show and someone is very interested in your product. You talk to them for about 5 minutes and can tell that your product is definitely a great fit for their business needs. They don’t purchase your product right then and there because they’re in a rush, but they hand you their business card. Would you throw out their card? Or would you follow up with them?

Now consider this: 98% of visitors to your website will leave without making a purchase. Retargeting is your shot at following up with that 98% of visitors who ‘left a business card’ on your site. And yet, 4 out of 5 online marketers aren’t using retargeting to bring back lost prospects (Kissmetrics).

Why is this?

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Meet The Media Buyer: Ben Plomion

BenPlomionBen is VP of Marketing at Chango, where he heads up marketing and is also responsible for expanding the company’s data and media partnerships. Prior to joining Chango, Ben worked with GE Capital for four years to establish and lead the digital media practice. This led to the development of GE Capital’s digital value proposition and its execution worldwide. The new venture re-energized paid, owned and earned media across 70+ web sites. Ben graduated from GE’s Experienced Commercial Leadership program after completing his MBA at McGill University. Before GE, Ben held a variety of Marketing & Business Development roles in the e-payments industry, while working at Gemalto in London. Ben writes frequently for Digiday, CMO.com and Search Engine Watch.

1) What should media buyers be screening for when choosing a retargeting company to work with? And why should they “tango with Chango”?

Chango takes a unique approach to retargeting tactics which has a trove of proprietary data sources. For example, Search Retargeting is display advertising that talks directly to people who have already expressed an interest in your product or service based on what they searched for on Google, Yahoo! or Bing. Programmatic Site Retargeting, brings a fresh approach to site retargeting. Most programs have the dubious reputation of being catch-all marketing solutions that produce, at best, uncertain results. Instead of just bucketing individuals into a number of pre-defined segments, serving ads to users who will never convert, and burning cash on wasted impressions, Chango offers powerful insights and convincing results. Search Retargeting and Programmatic Site Retargeting are getting complex which is why we offer:
  • Fully-managed solutions (clients services and most importantly optimization managers). Campaigns don’t run by themselves.
  • Transparency and performance.
  • Access to search data and ability to make sense of 1st party data from the client.

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