October 7, 2013: According to research from American Business Media, B2B marketers are set to make increasing investments in digital advertising, specifically through search engine and mobile advertising, in the coming year, as detailed in a recent article from eMarketer.
A critical reason search engine advertising in particular is attractive for B2B marketers is because of the immediacy in performance measurement. Cost per lead, cost per acquisition, or cost per sale can easily be defined with PPC.
As these digital channels help pave the way for marketing initiatives in the coming year, B2B marketers need to consider options for investing their advertising dollars in the most effective tactics even within search advertising.
Retargeting (or Remarketing) is one such related option. This blog post will specifically explore retargeting as a tactical initiative for B2B marketers, including background, myths and misconceptions, and best practices.