The biggest concern and criticism of retargeting is the issue of privacy. Because of that, there are a few things you need to keep in mind:
Online Privacy
While much of the discussion surrounding the GDPR has focused on the email marketing industry, the new regulation also has a major effect on the use of tracking cookies.
Websites with visitors residing in the European Union must obtain nigeria phone number list consent from visitors to use cookies for advertising and analytics.
This consent should be given in the form of a positive user action (so no more “By using this site, you agree to…”). You should offer users a real choice and make it easy for them to opt out if they change their mind.
Ad Blocking Software: A Marketer's Worst Nightmare
Ad blockers allow users to block ads from appearing on websites while browsing the web.
As online advertising becomes increasingly ubiquitous, many Internet users have taken to installing ad-blocking software to eliminate (or at least reduce) the ads they see while browsing the web.
The tools generally work on both desktop and mobile browsers, but while they can be good for creating a more seamless user experience, they aren't ideal for achieving your retargeting goals.
However, tools like AdBlock have programs and guidelines for creating "acceptable" ads that software will not block.
The idea is this: ad blocking software is meant to provide a smoother user experience, so acceptable ads are those that don't disrupt the user experience (no pop-ups, no spam, etc.).
Conclusion
Retargeting is one of the most powerful levers for customer acquisition in digital marketing, but only if done correctly.
To be truly effective, you need to have a deep understanding of your overall marketing strategy and customer journey. This will give you a clearer idea of where you can fit retargeting into your campaigns and have the biggest impact.
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