Retargeting was one of the first tools that let marketers analyse and act on the customer intent data collected on their websites. With retargeting, marketers could assess how a customer interacted with their site, identify that customer’s objective or product preferences, and use programmatic ad buying to serve them content accordingly.

RTB technology was originally billed as the best way to win back shopping basket abandoners, but recently retargeting has been drafted into other functions: B2B brands use retargeting to run content marketing campaigns, increase lead generation, and execute lead nurturing programs. Educational organisations use it to build awareness among potential new students. Retail brands use retargeting to increase customer lifetime value with loyalty campaigns and re-engage with registered site visitors. Marketers have spoken: retargeting is indispensable to performance for almost every marketing goal.

SOTI blog EMEA_infographic_v2

A recent IAB report found that 89% of European marketers are convinced that programmatic is the future of digital advertising. Top marketers supplement their human insight and industry expertise with real-time machine learning and programmatic bidding.

But what’s next?

European marketers’ visions for the future run to a common theme: intent and the ability to use it. When marketers think about the future, they see a well-documented customer journey, with a clear understanding of the digital footprints users leave along the way and tools and technologies to help marketers follow that path.

Marketers are tired of having to use many different tools, and want solutions that encompass the entire buyer journey. They’re also looking for new ways to reach their audiences, potentially through retargeting on huge online marketplaces like Amazon and eBay, or additional social networking platforms like LinkedIn and Instagram.

Retargeting was one of the first tools that brought the power of programmatic buying to the European market and introduced a new form of data-driven personalisation to convert browsers into buyers.

Now, it’s moved beyond a niche direct-response tactic and become an intuitive toolset for turning customer intent data into successful ad strategies. It has proved that it can scale by serving the right ad to the right person at the right time throughout the funnel. European marketers have already embraced retargeting; the extent to which this relationship is encouraging more sophisticated approaches for refining marketing strategies, and a deeper understanding of customer intent, is still unfolding.

To learn more about how European marketers are using retargeting, download our comprehensive report, State of the Industry: Retargeting and the European Marketer