John Ebbert of AdExchanger gave his thoughts on why retargeting is so hot after reading what our CEO, Josh McFarland, had to say about the importance of customer data in an article he wrote for E-commerce Times and CRM Buyer. Josh maintains that all online retailers have the opportunity to run efficient, profitable display retargeting programs at scale thanks largely to data-focused technology companies (like TellApart) that can handle the ‘heavy lifting’. This enables online retailers to run better display campaigns and ultimately allows them to focus on their businesses. John agreed, adding that effective retargeting tactics are just starting to bud thanks to the new audience-driven marketplaces that allow e-commerce marketers to cherry pick ad impressions efficiently and reach only their most valuable prospects online.
In related news, it looks like e-commerce growth is on fire — and retargeting is fueling the fire. According to comScore, e-commerce spending grew in Q2 of 2011 at its highest rate (14%) since Q4 of 2007. Coincidence that retargeting is hot and e-commerce sales are growing at the highest rate in years? Doubtful.