In this video, Measured founders Trevor and Madan, discuss how to strike the right balance between prospecting and retargeting. For retargeting, conceptually marketers understand when a buyer shows up to your site for a first purchase or returns for a follow up purchase, they are demonstrating strong interest and intent. It makes sense that you would retarget them, however you had to invest in prospecting to bring them to your site in the first place. Here, insights to challenging questions are revealed including:
- How should retargeting be properly valued?
- How should marketers balance investing in prospecting vs retargeting?
- Why marketers should look at incremental conversions to optimize investments
- Why marketers shouldn’t rely on click through conversions or click through plus view conversions