Retargeting Part 1: The Traditional Approach for Business Growth

In this article, you’ll learn the traditional approach for retargeting to help fuel your business.


Every business marketing plan has a target audience. Whether that be with a direct mail campaign or a social media campaign, each strategic plan has a specific list of consumers to hit and retargeting is no different. Imagine how successful your marketing plan would be if you can hit your specific demographic multiple times with the right message?


Well, that’s essentially what retargeting can do for you. It comes in two forms and in this first article, we are going to discuss the more traditional approach. We suggest reading both parts of this article series, to have not only a better understanding of your retargeting options, but to also learn how it can drive more traffic to your website.


One of the guaranteed benefits of retargeting includes gaining more visibility to your website. According to AdRoll,70% of marketers use retargeting for brand awareness, 60% for social engagement and 58% for customer retention. Continue reading about the traditional retargeting approach…

Traditional Retargeting Approach:


Cookie Integration


Have you ever visited a site and was informed that the website will track your cookies? A “cookie” is a small code snippet created by a website that is stored in the visitor’s computer either temporarily or permanently (persistent cookie). In essence, they provide a way for the website to recognize you and track your preferences. Here are some common examples:



These messages appear to let the website visitor know that what they click on will be used for marketing data or to “enhance your website experience”. This can also mean the company that was visited is performing a retargeting campaign.


The cookie is an integral part of the traditional retargeting approach because it helps you get the marketing data you need for a successful campaign.


It works by following the website user around the Internet and if the user visits a site within the retargeting company’s database, then it can generate a gentle reminder through a banner ad to return back to your website.


Retargeting companies have hundreds if not millions of websites to help with their marketing efforts. This targets people who have expressed interest in your company before.


Contextual & Behavioral


This traditional type of retargeting approach has the ability to track specific target audiences and to learn more about their behaviors and preferences. For instance, some people will be searching for products and services online that are similar to yours. Retargeting can recognize this behavior and tag them as a member of your target audience.


Contextual and behavioral retargeting is another level of marketing because it is more focused on prospecting. For example, hot prospects with interest in your products and services will be the ones who interact with your ads and website.


Geographical Targeting


One of the advantages of the traditional approach is the ability to geo-target based on zip codes. Is your business location within walking distance to a nearby apartment or condominium complex? What about near a neighborhood or in a big city? Then consider conducting a traditional retargeting campaign for your area.


Both approaches are an excellent way to pinpoint exactly who are your prospects. Here at Zelen Communications, we can help you develop and launch a marketing campaign. But before you get going, we encourage you to learn about the newer retargeting approach which we will cover in part two of this article series.


Why do you think the traditional retargeting approach is so beneficial? Let us know in the comments.


For other articles similar to this one, check out the following:


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