Does this mean that retargeting is now a fundamental part of the campaigns these marketers run? The Barometer asked respondents to rate the claim that "retargeting is a standard practice" using a rating scale in which 5.0 meant "strongly agree." The overall rating came to 3.98, which translates into a fairly resounding yes to the above question.
If these responses left little doubt that online marketers have grown attached to retargeting, there's still the question of how they're using it. The survey addressed this question as well. Specifically, the marketing professionals were asked how they would rate the claim that retargeting is comprised of "multiple facets" and "a lot more than a way to drive consumers back to a website." The 3.96 rating reveals that marketers no longer see retargeting as a monolithic strategy but rather as a broad approach to marketing that can be employed in a number of different forms.
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