International Academic Journal of Social Sciences

  • ISSN 2454-3918

Increasing Conversions through Behavioral Retargeting

Dr. Carrie Awadzi, Dr. Jacqueline Awadzi Calloway and Dr. Winston Awadzi

Abstract: One of the biggest aims in marketing strategy is how to attract and retain customers through product promotion. Over the past sixteen years, social media has created revolutionary new ways of reaching customers (Lamberton & Stephen, 2016). Since the globalization of online purchases, corporations have engaged in a plethora of novel strategies to gain new customers. One of these strategies is called Behavioral retargeting. Behavioral Retargeting is a form of targeted advertising whereby advertisements are displayed to consumers, based on their previous browsing history (Stephen, 2015). When organizations use behavioral retargeting, they tag consumers allowing a cookie to be inserted in the user’s browser. When the cookie is inserted, the organization is able to display advertisements to the user on other Internet websites through an advertisement exchange (Stephen, 2015). The purpose is to increase conversion rates where visitors to sites become customers.

Keywords: Conversions, Behavioral Retargeting

Page: 23-27

DOI: 10.9756/IAJSS/V5I1/1810003

Volume 5, Issue 1, 2018