Increasing Conversions through Behavioral Retargeting

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.