Retargeting is using data gathered from the internet to target your advertising at people who have demonstrated interest in your event. Retargeting works by utilizing “cookies” – small pieces of data stored by the browser that remembers users who have visited an advertisement or webpage. According to Google, combining retargeting ads with other advertising can increase your sales by 50%.
The terms “remarketing” and “retargeting” are often used interchangeably, but they are different. The term “retargeting” is used when you are showing your prospects your ads on other sites after they leave your site. The term “remarketing” is used when you collect contact information from prospects in order to deliver email campaigns to them.
Most visitors on your event page won’t register immediately, for any number of reasons. Many will need to check their personal and work schedules, seek approval for the cost of the event from employers, and think about the investment in time and money. To keep your event in their minds, retargeting will cause your event ad or banner to reappear as they browse the internet.
Retargeting can also be list-based – sending event info to past participants or specific groups from your contact database. Besides site visitors and list-based targets, search retargeting can also recognize search terms related to your event, and target the people using those terms.
Retargeting can be offered as an add-on in sponsorship packages. The potential audience for your event will be of value to your sponsors and exhibitors, as well. Audience extension gives your event sponsors access to the participants following the event to provide relevant follow up advertising or offers.